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

Year 2019, Issue: 32, 505 - 527, 31.12.2019

Mustafa Karaca , Mehmet Ali Gazi , Caner Çaki

https://doi.org/10.31123/akil.618293

Cited By: 2

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

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