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Korumalı Yerleşimlerin Pazarlama Söyleminde Kültür ve Mekân

Year 2012, Volume: 3 Issue: 6, 208 - 223, 20.04.2018

Abstract

Korumalı yerleşimler, geliştirici firmaların
pazarlama stratejilerine bağlı olarak, Türkiye’de konut sektörünün vazgeçilmez
bir üretim biçimi haline gelmiştir. 1980’lerden sonra gelişen, sözlü ya da
yazılı reklamlar gibi çeşitli pazarlama araçları kullanılarak yeni ve tek
eğilim olarak ortaya konulan korumalı yerleşimler, yeni bir kültür ve mekân anlayışı
yaratmışlardır. Bu çalışmanın amacı korumalı yerleşimlerin yazılı reklamlarında
yer alan kültür ve mekâna dair izleri planlama bakış açısıyla irdelemektir.
Söylem analizi ve betimleyici istatistik yöntemleri kullanılarak 5 mekân
kavramı olan; algı, biliş, mahremiyet, kişisel mekân ve mekânsallaştırma
kavramları 1995 ve 2004 yılları arasında yayınlanmış 350 reklam irdelenerek
ortaya konmuştur. Bu çalışma planlama bakış açısıyla korumalı yerleşimleri yeni
kültür olarak ele almasından dolayı ilk çalışmalardan biri olarak görülebilir.
Çalışmanın sonuçları göstermektedir ki korumalı yerleşimlerin pazarlamasında
daha çok olası müşterilerin mekânsal davranışları ön plana çıkartılmakta ve
mekânlar buna göre tasarlanmaktadır.

References

  • Akgün A. A., ve Baycan T. (2010). The new real estate actors: gated communities and their developers in Istanbul. Almanya: Verlag Muller.
  • Altman, I. ve Chemers, M. (1980). Culture and Environment. Cambridge, ABD: Cambridge University Press.
  • Baycan Levent, T. ve Gülümser, A. A. (2005). Gated communities from the perspective of developers. Regional Science Association 45th European Congress, CD-ROM, Amsterdam, Hollanda.
  • Baycan Levent, T. ve Gülümser, A. A. (2007). Gated Communities in Istanbul: The New Walls of the City, EURODIV Third Conference: Diversity in Cities: Visible and Invisible Walls Supported by the FP6, Marie Curie Actions Programme, Londra, 11-12 Eylül. İngiltere.
  • Becker, S. G. (1978). The Economic Approach to Human Behaviour. Londra: The University of Chicago Press.
  • Blakely, E. J. and Snyder, M. G. (1997). Fortress America: Gated Communities in the United States. ABD: Brookings Institution Press.
  • Crang, M. (1998). Cultural Geography, ss. 100-119, New York: Routledge.
  • Davis, M. (1992). City of Quartz, Excavating the future of Los Angeles. New York: Vintage Books.
  • Garreau, J. (1991). Edge City: Life on the New Frontier, New York: Doubleday.
  • Gibson, J. J. (1979). An Ecological Approach to visual Perception, Boston: Houghton Mifflin.
  • Gooblar, A. (2002). Outside the Walls: Urban Gated Communities and their Regulation within the British Planning System, European Planning Studies, 10(3), 321-334.
  • Grant, J. (2003). Planning Responses To Gated Communities in Canada, Gated communities: building social division or safer communities? Konferansı, 18-19 Eylül, Glasgow, İskoçya.
  • Gülümser, A. A. (2005). A New Trend in Urbanization: Gated Communities In Istanbul, Yüksek Lisans Tezi, İTÜ Fen Bilimleri Enstitüsü.
  • Hall, E. T. (1959). The Silent Language. Garden City, New York: Doubleday.
  • Ittelson, W. H., Franck, K. ve O’Hahlan, T. (1976). The Nature of Environmental Experience, S. Wapner, S.D. Cohen and L. Kaplan (editörler), Experiencing the Environment, New York: Plenum, s. 187-206.
  • Landman, K. (2000a). Gated Communities and Urban Sustainability: Taking a Closer Look at the Future, Strategies for a Sustainable Built Environment Konferansı, Pretoria, 23-25 Ağustos.
  • Landman, K. (2000b). Planning in the African Context: Reconsedering Current Approaches to Gated Communities in South Africa, Planning Africa 2002: regenerating Africa through planning, 18-20 Eylül, Durban.
  • Landman, K. (2000c). The Urban Future: Enclosed Neighborhoods?, Urban Future Konferansı, Johannesburg, Güney Afrika, 10-14 Temmuz.
  • Lang, J. (1987). Creating Architectural Theory, New York: Van Nostrand Reinhold Co.
  • Leather, D. (1978). Nonverbal communication systems. Boston: Allyn and Bacon, Inc.
  • Low, S. M. (2003). Behind the Gates: Life, Security, and the Pursuit of Happiness in Fortress America, New York: Routledge.
  • Lynch, K. (1960). The Image of the City. Massachusetts, ABD: MIT Press.
  • Neisser, U. (1977). Cognition and Reality, San Francisco: Freeman.
  • Pastalan, L. A. (1970). The Spatial Behaviour of Older People, Ann Arbor, Michigan: University of Michigan Press.
  • Rapoport, A. (1977). Human Aspects of Urban Form, New York: Pergamon.
  • Sommer, R. (1969). Personal Space: The Behavioural Basis Of Design, Englewood Cliffs, New Jersey: Prentice Hall.
  • Webster, C. (2002). Property Rights and the Public Realm: Gates, Green Belts, and Gemeinschaft, Environment and Planning B: Planning and Design, 29, 397-412.

Culture and Space in The Discourse of Marketing of Gated Communities

Year 2012, Volume: 3 Issue: 6, 208 - 223, 20.04.2018

Abstract

Gated communities have become an indispensable part
of the production of housing sector in Turkey due to marketing strategies of
developer firms. Emerged after 1980s, this new and dominant housing trend has
created a new culture and a new understanding of space exposed by diverse
marketing tools, e.g. written and spoken advertisements. This study aims to
investigate the traits of culture and space in the written marketing tools of
gated communities from a planning perspective. Discourse analysis and
exploratory statistical methods are used to retrieve five place concepts, viz.
cognition, perception, privacy, personal space and territoriality from 350
advertisements published between 1995 and 2004. This study can be seen as the
first attempt to investigate gated communities as a new place culture from a
planning perspective. The results of the study shows that the marketing of
gated communities is more focused on the territorial behavior of their
customers and places are designed according to this.

References

  • Akgün A. A., ve Baycan T. (2010). The new real estate actors: gated communities and their developers in Istanbul. Almanya: Verlag Muller.
  • Altman, I. ve Chemers, M. (1980). Culture and Environment. Cambridge, ABD: Cambridge University Press.
  • Baycan Levent, T. ve Gülümser, A. A. (2005). Gated communities from the perspective of developers. Regional Science Association 45th European Congress, CD-ROM, Amsterdam, Hollanda.
  • Baycan Levent, T. ve Gülümser, A. A. (2007). Gated Communities in Istanbul: The New Walls of the City, EURODIV Third Conference: Diversity in Cities: Visible and Invisible Walls Supported by the FP6, Marie Curie Actions Programme, Londra, 11-12 Eylül. İngiltere.
  • Becker, S. G. (1978). The Economic Approach to Human Behaviour. Londra: The University of Chicago Press.
  • Blakely, E. J. and Snyder, M. G. (1997). Fortress America: Gated Communities in the United States. ABD: Brookings Institution Press.
  • Crang, M. (1998). Cultural Geography, ss. 100-119, New York: Routledge.
  • Davis, M. (1992). City of Quartz, Excavating the future of Los Angeles. New York: Vintage Books.
  • Garreau, J. (1991). Edge City: Life on the New Frontier, New York: Doubleday.
  • Gibson, J. J. (1979). An Ecological Approach to visual Perception, Boston: Houghton Mifflin.
  • Gooblar, A. (2002). Outside the Walls: Urban Gated Communities and their Regulation within the British Planning System, European Planning Studies, 10(3), 321-334.
  • Grant, J. (2003). Planning Responses To Gated Communities in Canada, Gated communities: building social division or safer communities? Konferansı, 18-19 Eylül, Glasgow, İskoçya.
  • Gülümser, A. A. (2005). A New Trend in Urbanization: Gated Communities In Istanbul, Yüksek Lisans Tezi, İTÜ Fen Bilimleri Enstitüsü.
  • Hall, E. T. (1959). The Silent Language. Garden City, New York: Doubleday.
  • Ittelson, W. H., Franck, K. ve O’Hahlan, T. (1976). The Nature of Environmental Experience, S. Wapner, S.D. Cohen and L. Kaplan (editörler), Experiencing the Environment, New York: Plenum, s. 187-206.
  • Landman, K. (2000a). Gated Communities and Urban Sustainability: Taking a Closer Look at the Future, Strategies for a Sustainable Built Environment Konferansı, Pretoria, 23-25 Ağustos.
  • Landman, K. (2000b). Planning in the African Context: Reconsedering Current Approaches to Gated Communities in South Africa, Planning Africa 2002: regenerating Africa through planning, 18-20 Eylül, Durban.
  • Landman, K. (2000c). The Urban Future: Enclosed Neighborhoods?, Urban Future Konferansı, Johannesburg, Güney Afrika, 10-14 Temmuz.
  • Lang, J. (1987). Creating Architectural Theory, New York: Van Nostrand Reinhold Co.
  • Leather, D. (1978). Nonverbal communication systems. Boston: Allyn and Bacon, Inc.
  • Low, S. M. (2003). Behind the Gates: Life, Security, and the Pursuit of Happiness in Fortress America, New York: Routledge.
  • Lynch, K. (1960). The Image of the City. Massachusetts, ABD: MIT Press.
  • Neisser, U. (1977). Cognition and Reality, San Francisco: Freeman.
  • Pastalan, L. A. (1970). The Spatial Behaviour of Older People, Ann Arbor, Michigan: University of Michigan Press.
  • Rapoport, A. (1977). Human Aspects of Urban Form, New York: Pergamon.
  • Sommer, R. (1969). Personal Space: The Behavioural Basis Of Design, Englewood Cliffs, New Jersey: Prentice Hall.
  • Webster, C. (2002). Property Rights and the Public Realm: Gates, Green Belts, and Gemeinschaft, Environment and Planning B: Planning and Design, 29, 397-412.
There are 27 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Aliye Ahu Akgün

Publication Date April 20, 2018
Published in Issue Year 2012 Volume: 3 Issue: 6

Cite

APA Akgün, A. A. (2018). Korumalı Yerleşimlerin Pazarlama Söyleminde Kültür ve Mekân. İDEALKENT, 3(6), 208-223.