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Familialization of women: Gender ideology in Turkey’s public service advertisements

Year 2016, Volume: 8 Issue: 1, 167 - 182, 01.06.2016
https://doi.org/10.1501/Fe0001_0000000159

Abstract

In Turkey, Justice and Development Party AKP holds a single-party government since 2002 with a conservative, pro-Islamist and anti-feminist political ideology. AKP’s authoritarian tone towards women increased particularly after 2011 when the party gained its third consecutive election victory. In this regard, the abolishment of “The Ministry of Women and Family” and instead the foundation of “The Ministry of Family and Social Policies” MFSP in 2011 was criticized by feminist activism, with the claim that the attempt erases the name of women from the ministry which might lead to devastating effects on the solution of women’s issues. Focussing on advertisements as ideological apparatuses, this article undertakes a critical analysis of Public Service Advertisements PSAs with a total number of 30 spots broadcast on TV by MFSP since 2012. Problematizing the representation of women in PSAs, this article aims to analyse the practices of women’s familialization by means of the concealment of women’s issues and legitimization of patriarchy

References

  • “(Action Plan for Protection and Strenghtening of the Family in Turkey).” Aile ve Sosyal Politikalar Bakanlığı (Ministry of Family and Social Policies), Ankara, 2013.
  • Çavdar, Gamze. “Islamist Moderation and the Resilience of Gender: Turkey's Persistent Paradox.” Totalitarian Movements and Political Religions 11, no. 3-4 (2010): 341-357.
  • Çitak, Zana, and Özlem Tür. “Women Between Tradition and Change: The Justice and Development Party Experience in Turkey.” Middle Eastern Studies 44, no. 3 (2008): 455-469.
  • Özbudun, Ergun. “AKP at the Crosssroads: Erdoğan's Majoritarian Grift.” South European Society and Politics 19, no. 2 (2014): 155-167.
  • Akan, Taner. “The political economy of Turkish Conservative Democracy as a governmental strategy of industrial relations between Islamism, neoliberalism and social democracy.” Economic and Industrial Democracy 33, no. 2 (2012): 317-349.
  • Arat, Yeşim. “Religion, Politics and Gender Equality in Turkey: Implications of a Democratic Paradox.” Third World Quarterly 31, no. 6 (2010): 869-884.
  • Bozkurt, Umut. “Neoliberalism with a human face: making sense of the Justice and Development Party’s neoliberal populism in Turkey.” Science & Society 77, no. 3 (2013): 372-396.
  • Bryson, Valerie and Timothy Heppell. “Conservatism and feminism: the case of the British Conservative Party.” Journal of Political Ideologies 15, no. 1 (2010): 31-50.
  • Coşar, Simten, and Metin Yeğenoğlu. “New grounds for patriarchy in Turkey? Gender Policy in the Age of AKP.” South European Society and Politics 16, no. 4 (2011): 555-573.
  • Crowson, Michael; Thoma, Stephen and Nita Hestevold. “Is Political Conservatism Synonymous With Authoritarianism?” The Journal of Social Psychology 145, no. 5 (2005):571-592.
  • Daloglu, Tulin. Erdogan Insists on Demanding Three Children. 13 August 2013. http://www.al- monitor.com/pulse/originals/2013/08/erdogan-asks-turks-to-have-three-children.html# (accessed December 12, 2015).
  • Eslen-Ziya, Hande. “Social Media and Turkish Feminism: New resources for social activism.” Feminist Media Studies 13, no. 5 (2013): 860-870.
  • Foucault, Michel. The history of sexuality volume 1: An introduction. New York: Random House, 1990.
  • Goldman, Robert. Reading Ads Socially. London & New York: Routledge, 1992.
  • İlkkaracan, İpek. “Why so Few Women in the Labor Market in Turkey?” Feminist Economics 18, no. 1 (2012): 1-37.
  • Kalaycioğlu, Ersin. “Politics of Conservatism in Turkey.” Turkish Studies 8, no. 2 (2007): 233-252.
  • Kandiyoti, Deniz. “Emancipated but unliberated? Reflections on the Turkish case.” Feminist Studies 13, no. 2 (1987): 317–338.
  • Kaya, Ayhan. “Islamisation of Turkey under the AKP Rule: Empowering Family, Faith and Charity.” South European Society and Politics 20, no. 1 (2015): 47-69.
  • Letsch, Constanze. Istanbul hospitals refuse abortions as government’s attitude hardens. 4 February 2015. http://www.theguardian.com/world/2015/feb/04/istanbul-hospitals-refuse-abortions-government-attitude (accessed December 12, 2015).
  • Lutz, Catherine, and Jane Collins. Reading National Geographic. Chicago: The University of Chicago Press, 1993.
  • McFall, Liz. Advertising: A Cultural Economy. London: Sage, 2004.
  • Müftüler-Bac, Meltem. “Turkish Women’s Predicament.” Women’s Studies International Forum 22, no. 3 (1999): 303- 315.
  • O'Keefe, Garrett J., and Kathalein Reid. “The Uses and Effects of Public Service Advertising.” Public Relations Research Annual 2 (1990): 62-91.
  • Parsons, Talcott, and Robert Freed Bales. Family, socialization and interaction process. Glencoe, IL: Free Press, 1955.
  • Phelan, John M. “Selling Consent: The Public Sphere as a Televisual Marketplace.” In Communication and Citizenship, edited by P. Dahlgren and C. Sparks, 74-93. New York: Routledge, 1991.
  • Rose, Gillian. Visual Methodologies: An Introduction to the Interpretation of Visual Materials. London: Sage, 2007.
  • Saraçoğlu, Cenk. “Islamic conservative nationalism’s projection of a nation: Kurdish policy during JDP’s rule (in Turkish).” Praksis 26 (2011): 31-54.
  • Unal, Didem. “Vulnerable identities: Pious women columnists' narratives on Islamic feminism and feminist self- identiŞcation in contemporary Turkey.” Women's Studies International Forum 53 (2015): 12-21.
  • Unal, Didem, and Dilek Cindoglu. “Reproductive citizenship in Turkey: Abortion chronicles.” Women's Studies International Forum 38 (2013): 21-31.
  • Vela, Justin. 'Abortions are like air strikes on civilians': Turkish PM Recep Tayyip Erdogan's rant sparks women's rage . 30 May 2012. http://www.independent.co.uk/life-style/health-and-families/health-news/abortions-are-like-air- strikes-on-civilians-turkish-pm-recep-tayyip-erdogans-rant-sparks-womens-rage-7800939.html December 12, 2015). (accessed
  • Walsh, Froma. Normal family processes: Growing diversity and complexity. New York: The Guilford Press, 2003.
  • Williamson, Judith. Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars, 1978.
  • Wong, Wendy Siuyi. “Political Ideology in Hong Kong’s Public Service Announcements.” In Advertising and Hong Kong Society, edited by Kara K.W. Chan, 55-76. Hong Kong: Chinese University Press. , 2005.
  • Yazıcı, Berna. “The return to the family: welfare, state, and politics of the family in Turkey.” Anthropological Quarterly 85, no. 1 (2012): 103-140.

Kadının ailevileştirilmesi: Türkiye’de kamu spotlarında toplumsal cinsiyet ideolojisi

Year 2016, Volume: 8 Issue: 1, 167 - 182, 01.06.2016
https://doi.org/10.1501/Fe0001_0000000159

Abstract

Kadının ailevileştirilmesi: Türkiye’de kamu spotlarında toplumsal cinsiyet ideolojisi Türkiye’de 2002 yılından günümüze dek tek başına iktidarını sürdüren AKP dönemi, toplumsal cinsiyet bağlamında muhafazakar, İslamcı veya anti-feminist olarak nitelenedirilebilecek birtakım politikaların uygulayıcısı olmuştur. Özellikle AKP’nin üçüncü seçim zaferini kazandığı 2011 yılından itibaren kadına yönelik söylemlerin otoriter tonu giderek yükselmiştir. Bu bağlamda, 2011 yılında “Kadın ve Aileden Sorumlu Devlet Bakanlığı”nın kapatılarak yerine “Aile ve Sosyal Politikalar Bakanlığı” ASPB kurulması feminist aktivizmin eleştiri odağı olmuş, “kadın” ifadesini bakanlıktan silen bu girişimin kadınların sorunlarının çözümünü olumsuz etkileyebileceği vurgulanmıştır. Politik alanda kadına yönelik söylemlerin bir yansıması olarak reklam olgusunu ele alan bu makale, ASPB tarafından 2012 yılından itibaren günümüze dek yayınlanan 30 adet kamu spotunu eleştirel açıdan incelemektedir. Kamu spotlarında kadının temsilini sorunsallaştıracak olan bu makale, resmi söylemin kadının sorunlarını görünmez hale getirme ve patriyarkayı meşrulaştırma suretiyle kadını ailevileştirilme pratiklerini analiz etmeyi hedeflemektedir

References

  • “(Action Plan for Protection and Strenghtening of the Family in Turkey).” Aile ve Sosyal Politikalar Bakanlığı (Ministry of Family and Social Policies), Ankara, 2013.
  • Çavdar, Gamze. “Islamist Moderation and the Resilience of Gender: Turkey's Persistent Paradox.” Totalitarian Movements and Political Religions 11, no. 3-4 (2010): 341-357.
  • Çitak, Zana, and Özlem Tür. “Women Between Tradition and Change: The Justice and Development Party Experience in Turkey.” Middle Eastern Studies 44, no. 3 (2008): 455-469.
  • Özbudun, Ergun. “AKP at the Crosssroads: Erdoğan's Majoritarian Grift.” South European Society and Politics 19, no. 2 (2014): 155-167.
  • Akan, Taner. “The political economy of Turkish Conservative Democracy as a governmental strategy of industrial relations between Islamism, neoliberalism and social democracy.” Economic and Industrial Democracy 33, no. 2 (2012): 317-349.
  • Arat, Yeşim. “Religion, Politics and Gender Equality in Turkey: Implications of a Democratic Paradox.” Third World Quarterly 31, no. 6 (2010): 869-884.
  • Bozkurt, Umut. “Neoliberalism with a human face: making sense of the Justice and Development Party’s neoliberal populism in Turkey.” Science & Society 77, no. 3 (2013): 372-396.
  • Bryson, Valerie and Timothy Heppell. “Conservatism and feminism: the case of the British Conservative Party.” Journal of Political Ideologies 15, no. 1 (2010): 31-50.
  • Coşar, Simten, and Metin Yeğenoğlu. “New grounds for patriarchy in Turkey? Gender Policy in the Age of AKP.” South European Society and Politics 16, no. 4 (2011): 555-573.
  • Crowson, Michael; Thoma, Stephen and Nita Hestevold. “Is Political Conservatism Synonymous With Authoritarianism?” The Journal of Social Psychology 145, no. 5 (2005):571-592.
  • Daloglu, Tulin. Erdogan Insists on Demanding Three Children. 13 August 2013. http://www.al- monitor.com/pulse/originals/2013/08/erdogan-asks-turks-to-have-three-children.html# (accessed December 12, 2015).
  • Eslen-Ziya, Hande. “Social Media and Turkish Feminism: New resources for social activism.” Feminist Media Studies 13, no. 5 (2013): 860-870.
  • Foucault, Michel. The history of sexuality volume 1: An introduction. New York: Random House, 1990.
  • Goldman, Robert. Reading Ads Socially. London & New York: Routledge, 1992.
  • İlkkaracan, İpek. “Why so Few Women in the Labor Market in Turkey?” Feminist Economics 18, no. 1 (2012): 1-37.
  • Kalaycioğlu, Ersin. “Politics of Conservatism in Turkey.” Turkish Studies 8, no. 2 (2007): 233-252.
  • Kandiyoti, Deniz. “Emancipated but unliberated? Reflections on the Turkish case.” Feminist Studies 13, no. 2 (1987): 317–338.
  • Kaya, Ayhan. “Islamisation of Turkey under the AKP Rule: Empowering Family, Faith and Charity.” South European Society and Politics 20, no. 1 (2015): 47-69.
  • Letsch, Constanze. Istanbul hospitals refuse abortions as government’s attitude hardens. 4 February 2015. http://www.theguardian.com/world/2015/feb/04/istanbul-hospitals-refuse-abortions-government-attitude (accessed December 12, 2015).
  • Lutz, Catherine, and Jane Collins. Reading National Geographic. Chicago: The University of Chicago Press, 1993.
  • McFall, Liz. Advertising: A Cultural Economy. London: Sage, 2004.
  • Müftüler-Bac, Meltem. “Turkish Women’s Predicament.” Women’s Studies International Forum 22, no. 3 (1999): 303- 315.
  • O'Keefe, Garrett J., and Kathalein Reid. “The Uses and Effects of Public Service Advertising.” Public Relations Research Annual 2 (1990): 62-91.
  • Parsons, Talcott, and Robert Freed Bales. Family, socialization and interaction process. Glencoe, IL: Free Press, 1955.
  • Phelan, John M. “Selling Consent: The Public Sphere as a Televisual Marketplace.” In Communication and Citizenship, edited by P. Dahlgren and C. Sparks, 74-93. New York: Routledge, 1991.
  • Rose, Gillian. Visual Methodologies: An Introduction to the Interpretation of Visual Materials. London: Sage, 2007.
  • Saraçoğlu, Cenk. “Islamic conservative nationalism’s projection of a nation: Kurdish policy during JDP’s rule (in Turkish).” Praksis 26 (2011): 31-54.
  • Unal, Didem. “Vulnerable identities: Pious women columnists' narratives on Islamic feminism and feminist self- identiŞcation in contemporary Turkey.” Women's Studies International Forum 53 (2015): 12-21.
  • Unal, Didem, and Dilek Cindoglu. “Reproductive citizenship in Turkey: Abortion chronicles.” Women's Studies International Forum 38 (2013): 21-31.
  • Vela, Justin. 'Abortions are like air strikes on civilians': Turkish PM Recep Tayyip Erdogan's rant sparks women's rage . 30 May 2012. http://www.independent.co.uk/life-style/health-and-families/health-news/abortions-are-like-air- strikes-on-civilians-turkish-pm-recep-tayyip-erdogans-rant-sparks-womens-rage-7800939.html December 12, 2015). (accessed
  • Walsh, Froma. Normal family processes: Growing diversity and complexity. New York: The Guilford Press, 2003.
  • Williamson, Judith. Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars, 1978.
  • Wong, Wendy Siuyi. “Political Ideology in Hong Kong’s Public Service Announcements.” In Advertising and Hong Kong Society, edited by Kara K.W. Chan, 55-76. Hong Kong: Chinese University Press. , 2005.
  • Yazıcı, Berna. “The return to the family: welfare, state, and politics of the family in Turkey.” Anthropological Quarterly 85, no. 1 (2012): 103-140.
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Alparslan Nas This is me

Publication Date June 1, 2016
Published in Issue Year 2016 Volume: 8 Issue: 1

Cite

Chicago Nas, Alparslan. “Kadının ailevileştirilmesi: Türkiye’de Kamu spotlarında Toplumsal Cinsiyet Ideolojisi”. Fe Dergi 8, no. 1 (June 2016): 167-82. https://doi.org/10.1501/Fe0001_0000000159.