21. Yüzyılın Sosyal Güvenlik Sorunu Olarak Evsizler: ‘Evsizler’i Konu Alan Reklam Kampanyaları Üzerine Göstergebilimsel Bir İnceleme

Abstract

Evsizleri konu alan bu çalışmada, reklam kampanyalarında bu sorunun nasıl yansıtıldığının ve sorunla ilgili ne gibi çözüm önerilerinin sunulduğunun irdelenmesi amaçlanmıştır. Bu amaç kapsamında nitel betimleyici bir yaklaşıma sahip olan çalışmada, evsizlerin yoğun olarak yaşadığı 9 ülkenin yanı sıra Türkiye›nin de içinde bulunduğu on farklı ülkede evsizlerin sorunlarına yönelik hazırlanan reklam kampanyaları göstergebilimsel analiz yöntemi ile incelenmiştir. Çalışma, evsizleri konu alan reklam kampanyalarında verilen mesajları açıklaması bakımından önem taşımaktadır. İncelenen reklam kampanyalarında hüzün duygusu üzerinden kitlelere hitap edildiği ve kitlelerin evsizler ile empati kurmalarının amaçlandığı tespit edilmiştir. Bu doğrultuda, kitlelerin evsizlere yönelik daha duyarlı olmasının ve evsizler için düzenlenen yardım kampanyalarına destek vermesinin hedeflendiği sonucuna ulaşılmıştır.

Keywords

• Evsizler,Güvenlik,Sosyal Güvenlik,Kampanya,Reklam

The Social Security Problem As Homeless of The 21st Century: A Semiotical Examination on Advertising Campaigns Regarding ‘Homeless’

Abstract

In this study, which is about the homeless people, it was aimed to examine how this problem was reflected in advertising campaigns and what solutions were offered about the problem. The advertising campaigns prepared for the problems of homeless were analyzed by semiotic analysis method in ten different countries in which Turkey is also as well as 9 countries where homeless live intensely in the study which has qualitative descriptive approach under this purpose. The study is important in terms of revealing the messages given in advertising campaigns about homeless. It was found out that the ad campaigns were addressed to the masses through a sense of sadness and that the masses empathize with the homeless was aimed. In this respect, it was concluded that that the masses were more sensitive to the homeless and support the aid campaigns organized for the homeless was aimed.

Keywords

• Social security,homeless,advertising campaigns,semiotics

References

1. Adeevee (2006a). Türkiye'nin Reklam Kampanyası, [https://www. adeevee. com /2006 /04/ children- of-hope -society- homeless- children-awareness- drain-pipe-print/], (Erişim Tarihi: 26.06.2019).
2. Adeevee (2006b). Kanada'nın Reklam Kampanyası, [https:/ /www. adeevee. com/ 2006/ 09/ the- salvation -army- homeless- awareness- bench- alleyway- stairs- outdoor/], (Erişim Tarihi: 26.06.2019).
3. Adeevee (2006c). İngiltere'nin Reklam Kampanyası, [https://www. adeevee.com/ 2006/04/ ymca- help-for- the- homeless- arsenal- will- young- outdoor/], (Erişim Tarihi: 26.06.2019).
4. Adeevee (2006d). Almanya'nın Reklam Kampanyası, [https:// www. adeevee. com/ 2006/03 /berliner- stadtmission- evangelische- kirche- ekbo- homeless- charity- right- side-lying- down- left- side- print/], (Erişim Tarihi: 26.06.2019).
5. Alagna, E., Santangelo, O. E., Raia, D. D., Gianfredi, V., Provenzano, S., & Firenze, A. (2019). Health Status, Diseases and Vaccinations of the Homeless in the City of Palermo, Italy. Annali di Igiene: Medicina Preventiva e di Comunita, 31(1), 21-34.
6. ADS (2007). Brezilya'nın Reklam Kampanyası, [https://www .adsoftheworld. com/ media/ print/ creative_team], (Erişim Tarihi: 26.06.2019).
7. ADS (2012). Arjantin'in Reklam Kampanyası, [https://www. adsoftheworld. com/ media/ print/ salvation_ army_ letters_3], (Erişim Tarihi: 26.06.2019).
8. ADS (2013). Avustralya'nın Reklam Kampanyası, [https:// www. adsoftheworld. com/ media/ outdoor/ the_ wayside_ chapel_ a_ brighter_ christmas], (Erişim Tarihi: 26.06.2019).

9. ADS (2014). ABD'nin Reklam Kampanyası, [https:// www. adsoftheworld. com/ media/ outdoor/ crossroads_ street_ fare _4], (Erişim Tarihi: 26.06.2019).
10. ADS (2017). Fransa'nın Reklam Kampanyası, [https:// www. adsoftheworld. com/media /outdoor/ fondation_ abbe_ pierre_ exclusion_ can_ include _anyone _3], (Erişim Tarihi: 26.06.2019).
11. ADS (2019). Rusya'nın Reklam Kampanyası, [https: //www. adsoftheworld. com/ media/ print /nochlezhka _floor_ plan_ of_ homeless], (Erişim Tarihi: 26.06.2019).
12. Akyıldız, Y. (2017). Dünyada ve Türkiye'de Evsizlik Sorunu ve Çeşitli Uygulamalar, LAÜ Sosyal Bilimler Dergisi, (VIII-I): 67-91.
13. Alperstein, G., Rappaport, C., & Flanigan, J. M. (1988). Health Problems of Homeless Children in New York City. American Journal of Public Health, 78(9), 1232-1233.
14. Anooshian, L. J. (2005). Violence and Aggression in the Lives of Homeless Children. Journal of Family Violence, 20(6), 373-387.
15. AP (2019). Arjantin'de Evsizler, [https:// www. apnews. com/ acaae1 5e213348 8aa41c8 bef7a1f6147], (Erişim Tarihi: 09.07.2019).
16. Bassuk, E. L., & Beardslee, W. R. (2014). Depression in Homeless Mothers: Addressing an Unrecognized Public Health Issue. American Journal of Orthopsychiatry, 84(1), 73.
17. Beijer, U., Scheffel Birath, C., DeMartinis, V., & af Klinteberg, B. (2018). Facets of Male Violence against Women with Substance Abuse Problems: Women with a Residence and Homeless Women. Journal of Interpersonal Violence, 33(9), 1391-1411.
18. Benda, B. B. (2005). A Study of Substance Abuse, Traumata, and Social Support Systems among Homeless Veterans. Journal of Human Behavior in the Social Environment, 12(1), 59-82.
19. Breton, M., & Bunston, T. (2009). Physical and Sexual Violence in the Lives of Homeless Women. Canadian Journal of Community Mental Health, 11(1), 29-44.
20. Burke, C., Johnson, E. E., Bourgault, C., Borgia, M., & O'Toole, T. P. (2013). Losing Work: Regional Unemployment and its Effect on Homeless Demographic Characteristics, Needs, and Health Care. Journal of Health Care for the Poor and Underserved, 24(3), 1391-1402.
21. Cheng, L. C., & Yang, Y. S. (2010). Homeless Problems in Taiwan: Looking Beyond Legality Toward Social Issues. City, Culture and Society, 1(3), 165-173.
22. CHGM (2018). Çocuk Hizmetleri Genel Müdürlüğü, [https:// www. ailevecalisma. gov. tr/ media /5864/ chgm- 2018-istatistik. pdf], (Erişim Tarihi: 09.07.2019).
23. Chiu, S., Redelmeier, D. A., Tolomiczenko, G., Kiss, A., & Hwang, S. W. (2009). The Health of Homeless Immigrants. Journal of Epidemiology & Community Health, 63(11), 943-948.
24. Corinth, K. (2017). The Impact of Permanent Supportive Housing on Homeless Populations. Journal of Housing Economics, 35, 69-84.
25. Çetin, M., & Sönmez, E. E. (2015). Sosyal Temsil Kuramı Bağlamında Kurumsal Reklamlar: Türk Hava Yolları Örneği, İletişim Kuram ve Araştırma Dergisi, 1(39), 191-207.
26. Deutsche Welle (2017). Almanya'daki Evsizler, [https:// www. dw. com/ en/ germany -150 -percent -rise -in- number -of-homeless -since-2014 /a-41376766], (Erişim Tarihi: 09.07.2019).
27. Ellsworth, J. T. (2019). Street Crime Victimization among Homeless Adults: A Review of the Literature. Victims & Offenders, 14(1), 96-118.
28. England Shelter (2018). İngiltere'deki Evsizler, [https:// england. shelter. org.uk/ media/ press_ releases/ articles/ 320,000_ people_ in_britain_ are_ now_ homeless,_ as_ numbers_ keep_ rising], (Erişim Tarihi: 09.07.2019).
29. Euromaidan (2017). Rusya'daki Evsizler, [http:// euromaidanpress. com /2017/07/08/ russia-has- as-many- as-5- million- homeless- not- the- 64000- rosstat- reports- euromaidan-press/], (Erişim Tarihi: 09.07.2019).
30. Fiske, J. (2017). İletişim Çalışmalarına Giriş. (Çev., Süleyman İrvan), 5. Basım, Ankara: Bilim ve Sanat Yayınları.
31. Gaetz, S. (2004). Safe Streets for Whom? Homeless Youth, Social Exclusion, and Criminal Victimization. Canadian Journal of Criminology and Criminal Justice, 46(4), 423-456.
32. Galaif, E. R., Nyamathi, A. M., & Stein, J. A. (1999). Psychosocial Predictors of Current Drug Use, Drug Problems, and Physical Drug Dependence in Homeless Women. Addictive Behaviors, 24(6), 801-814.
33. Grim, E. C., Gultekin, L. E., & Brush, B. L. (2015). Do Policies Aimed toward the Homeless Help Families? The Detroit Experience. Journal of Policy Practice, 14(1), 1-13.
34. Hanratty, M. (2017). Do Local Economic Conditions Affect Homelessness? Impact of area Housing Market Factors, Unemployment, and Poverty on Community Homeless Rates. Housing Policy Debate, 27(4), 640-655.
35. Harding, R., & Hamilton, P. (2008). Working Girls: Abuse or Choice in Street-Level Sex Work? A Study of Homeless Women in Nottingham. British Journal of Social Work, 39(6), 1118-1137.
36. Homeless Hub (2016). Kanada'da Evsizlik, [https:// homelesshub. ca/ sites/ default/ files/ SOHC16_ final_ 20Oct2016.pdf], (Erişim Tarihi: 09.07.2019).
37. İlhan, N., & Ergün, A. (2010). Evsizler ve Toplum Sağlığı, Sosyal Politika Çalışmaları Dergisi, 20(20), 79-90.
38. Jasinski, J. L. (2010). Hard Lives, Mean Streets: Violence in the Lives of Homeless Women, The United States: UPNE.
39. Johnstone, M., Jetten, J., Dingle, G. A., Parsell, C., & Walter, Z. C. (2015). Discrimination and Well-Being Amongst The Homeless: the Role of Multiple Group Membership. Frontiers in Psychology, 6, 739, 1-9.
40. Kalkan Kocabay, H. (2008). Tiyatroda Göstergebilim. İstanbul: E Yayınları.
41. Kurtz, P. D., Jarvis, S. V., & Kurtz, G. L. (1991). Problems of Homeless Youths: Empirical Findings and Human Services Issues. Social Work, 36(4), 309-314.
42. Kushel, M. B., Vittinghoff, E., & Haas, J. S. (2001). Factors Associated with the Health Care Utilization of Homeless Persons. Jama, 285(2), 200-206.
43. Lee, B. A., & Schreck, C. J. (2005). Danger on the Streets: Marginality and Victimization among Homeless People. American Behavioral Scientist, 48(8), 1055-1081.
44. Matheson, F. I., Devotta, K., Wendaferew, A., & Pedersen, C. (2014). Prevalence of Gambling Problems among the Clients of a Toronto Homeless Shelter. Journal of Gambling Studies, 30(2), 537-546.
45. Montgomery, A. E., Szymkowiak, D., Marcus, J., Howard, P., & Culhane, D. P. (2016). Homelessness, Unsheltered Status, and Risk Factors for Mortality: Findings from the 100 000 Homes Campaign. Public Health Reports, 131(6), 765-772.
46. Moore, H., Benbenishty, R., Astor, R. A., & Rice, E. (2018). The Positive Role of School Climate on School Victimization, Depression, and Suicidal Ideation among School-Attending Homeless Youth. Journal of School Violence, 17(3), 298-310.
47. Novoco (2018). ABD'deki Evsiz Sayısı, [https:// www. novoco. com/ sites/ default/ files/ atoms/ files/ hud_ ahar_ 2018_ 121718. pdf], (Erişim Tarihi: 09.07.2019).
48. Özdemir, U. (2010). Evsizlik ve Evsizlere Genel Bir Bakış. Toplum ve Sosyal Hizmet, 21(2), 77-88.
49. Padgett, D. K., & Struening, E. L. (1992). Victimization and Traumatic Injuries among the Homeless: Associations with Alcohol, Drug, and Mental Problems. American Journal of Orthopsychiatry, 62(4), 525-534.
50. Parker, R. D., & Albrecht, H. A. (2012). Barriers to Care and Service Needs Among Chronically Homeless Persons in a Housing First Program. Professional Case Management, 17(6), 278-284.
51. Raoult, D., Foucault, C., & Brouqui, P. (2001). Infections in the Homeless. The Lancet Infectious Diseases, 1(2), 77-84.
52. Reinking, D. P., Wolf, J. R., & Kroon, H. (2001). High Prevalence of Mental Disorders and Addiction Problems among the Homeless in Utrecht. Nederlands Tijdschrift voor Geneeskunde, 145(24), 1161-1166.
53. Rifat, M. (2013). Açıklamalı Göstergebilim Sözlüğü: Kavramlar, Yöntemler, Kuramcılar, Okullar. İstanbul: Türkiye İş Bankası Kültür Yayınları.
54. Rio Times (2017). Brezilya'daki Evsizler, [https:// riotimesonline. com/ brazil- news/ rio- politics/ rios- homeless- population- increases-150- in- three- years/], (Erişim Tarihi: 09.07.2019).
55. Rodell, D. E., Benda, B. B., & Rodell, L. (2001). Effects of Alcohol Problems on Depression Among Homeless Veterans. Alcoholism Treatment Quarterly, 19(3), 65-81.
56. Sharing (2018). Dünya Genelinde Evsizlerin Oranı, [https:// www. sharing. org/ information -centre /reports/ estimated- 100- million- people- are- homeless- worldwide], (Erişim Tarihi: 28.06.2019).
57. Shier, M. L., Jones, M. E., & Graham, J. R. (2012). Employment Difficulties Experienced by Employed Homeless People: Labor Market Factors that Contribute to and Maintain Homelessness. Journal of Poverty, 16(1), 27-47.
58. Susser, E., Conover, S., & Struening, E. L. (1990). Mental Illness in the Homeless: Problems of Epidemiologic Method in Surveys of the 1980s. Community Mental Health Journal, 26(5), 391-414.
59. The Guardian (2019). Avustralya'daki Evsizler, [https:// www. theguardian. com/ australia- news/ 2019/ may/ 30/ homelessness- becoming-concentrated -in- sydney- and- melbourne- study- finds], (Erişim Tarihi: 09.07.2019).
60. The Local (2019). Fransa'da Evsizler, [https:// www. thelocal. fr/ 20190319/ in- numbers- how- the- homeless- population- of- paris-is-growing], (Erişim Tarihi: 09.07.2019).
61. Türkcan, S., & Türkcan, A. (1996). Psikiyatri ve Evsizlik: Bir Gözden Geçirme Çalışması, Düşünen Adam, 9(4), 8-14.
62. Vostanis, P., Grattan, E., & Cumella, S. (1998). Mental Health Problems of Homeless Children and Families: Longitudinal Study. Bmj, 316(7135), 899-902.
63. Whitbeck, L. B., Hoyt, D. R., & Bao, W. N. (2000). Depressive Symptoms and Co‐Occurring Depressive Symptoms, Substance Abuse, and Conduct Problems among Runaway and Homeless Adolescents. Child Development, 71(3), 721-732.
64. Yale Global (2019). Evsiz Sayısında Yaşanan Artış, [https:// yaleglobal. yale. edu/ content/ cities- grow- so -do- numbers- homeless], (Erişim Tarihi: 26.06.2019).
65. Yeter, A. (2018). Sivil Toplum Kuruluşlarının Evsizlere Yönelik Hizmetlerinin Değerlendirilmesi: İstanbul Örneği. Yalova Sosyal Bilimler Dergisi, 8(17), 34-60.
66. Zima, B. T., Wells, K. B., & Freeman, H. E. (1994). Emotional and Behavioral Problems and Severe Academic Delays among Sheltered Homeless Children in Los Angeles County. American Journal of Public Health, 84(2), 260-264.