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TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ

Year 2017, Issue: 52, 67 - 87, 20.07.2017
https://doi.org/10.17064/iuifd.333135

Abstract

Hız olgusu modern çağın önde gelen unsurlarından biri olagelmiştir. 21. Yüzyılda, özellikle internet teknolojisindeki gelişmelerle birlikte hız, ekonomik ve toplumsal ilişkilerde giderek artan bir öneme sahip olmuştur. Güncel ve hızlı bir mobil internet teknolojisi olarak 4G LTE’nin keşfiyle yüksek hızlı bağlantı imkânları, dünyada pek çok ülke tarafından uygulanmaya başlanmıştır. Türkiye, 4G teknolojisine yatırım yaparak 1 Nisan 2016 tarihinde bu teknolojiyi “4.5G” adıyla kullanıma açmış ve GSM operatörleri 4.5G hizmetini kullanıcılara sunmaya başlamışlardır. 4.5G teknolojisi, ihaleye giren Turkcell, Türk Telekom ve Vodafone Türkiye gibi GSM operatörleri tarafından reklamlar aracılığıyla tüketicilere duyurulmuş ve özellikle hız vurgusu üzerinden tüketicilere yeni vaatlerde bulunulmuştur. Bu çalışmanın kapsamı, Türkiye’nin üç büyük GSM operatörü olan Turkcell, Türk Telekom ve Vodafone Türkiye’nin televizyonlarda yayınladıkları ilk 4.5G reklamlarından oluşmaktadır. Reklamlarda hız olgusunun, yalnızca teknolojik bir kavram olarak işlev görmediği; aynı zamanda, ulusal anlatılara eklemlenen kültürel bir temsil aracı olduğu gözlenmektedir. Çalışma kapsamında reklamda hızın kültürel temsilleri hermeneutik yöntemle çözümlenmekte ve hız olgusunun yorumlanması gerçekleştirilmektedir. 4.5G hizmetinin, ulusu oluşturan bireylerin birbirleriyle daha iyi etkileşim kurmalarını sağlaması ve bu sayede, bir vatandaş olarak rollerini daha etkin bir biçimde yeniden üretmelerine yönelik anlamlandırma eksenleri, hermeneutik analizin sonunda hızın temsili bağlamında ortaya çıkmaktadır. Sonuç olarak bu çalışma, Paul Virilio’nun hız kuramı ve Benedict Anderson’un “hayali cemaatler” kavramına atıfla hızın, ulusal bir anlatı inşa edilmesi bağlamındaki işlevine işaret etmiş olacaktır.

References

  • Anderson, B. (1991). Imagined Communities: Reflections on the Origin and Spread of Nationalism. London & New York: Verso.
  • Armitage, J. (1999). From Modernism to Hypermodernism and Beyond: An Interview with Paul Virilio. Theory, Culture & Society, 16(5-6), 25-55.
  • Armitage, J. & Graham, P. (2001). Dromoeconomics: Towards a Political Economy of Speed. Parallax, 7(1), 111-123.
  • Baudrillard, J. (1994). Simulacra and Simulation. Ann Arbor, MI: University of Michigan Press.
  • Bayındır, M. (2016, March 22). Turkcell’den ‘Bağlıyız Biz’ kampanyası. Retrieved from Campaign Türkiye: http://www.campaigntr.com/2016/03/22/132079/turkcellden-bagliyiz-biz-kampanyasi/
  • Butler, T. (1998). Towards a hermeneutic method for interpretive research in information systems. Journal of Information Technology, 13, 285-300.
  • Çelikkan, E. (2015, October 27). Turkcell, Avea ve Vodafone 4.5g için yetkilendirme belgelerini aldı. Hürriyet. Retrieved from: http://www.hurriyet.com.tr/israrla-5g-40006839
  • Deloitte. (2012, November). What is the impact of mobile telephony on economic growth? A Report for the GSM Association. New York, USA.
  • Dyer, G. (1982). Advertising as Communication. London: Methuen.
  • Gadamer, H. G. (2004). Truth and Method. Second edition. London: Sheed and Ward Stagbooks. Goldman, R. (1992). Reading Ads Socially. London & New York: Routledge.
  • Goldman, R. & Papson, S. (1996). Sign Wars: The Cluttered Landscape of Advertising. New York & London: The Guilford Press.
  • Gottschalk, S. (1999). Speed Culture: Fast Strategies in Televised Commercial Ads. Qualitative So- ciology, 22(4), 311-329.
  • Hall, S. (1997). Representation: Cultural representations and signifying practices. London: Sage. Hanke, B. (2013). “Media”. In J. Armitage (Ed.), The Virilio Dictionary (117-120). Edinburgh: Edinburg University Press.
  • Harvey, D. (1989). The Condition of Postmodernity. Cambridge: Basil Blackwell.
  • James, I. (2007). Paul Virilio. London & New York: Routledge.
  • Kellner, D. (1999). Virilio, War and Technology Some Critical Reflections. Theory, Culture & Society, 16(5-6), 103-125.
  • Kinsella, E. A. (2006). Hermeneutics and Critical Hermeneutics: Exploring Possibilities Within the Art of Interpretation. Forum: Qualitative Social Research, 7(3), 1-49.
  • Küstür, S. (2016, March 30). Vodafone 4.5G bir ay boyunca kota derdi olmadan denenecek. Retrieved from Teknoblog: http://www.teknoblog.com/vodafone-4-5g-deneme-kampanya-si-122115/
  • Leiss, W., Kline, S., Jhally, S. (1990). Social Communication in Advertising: Persons, Products and Images of Well-Being. London: Routledge.
  • Majithia, K. (2015, September 3). Blog: A day in the life of Turkey’s fight for 4G. Retrieved from Mobile World Live: http://www.mobileworldlive.com/featured-content/home-banner/blog-a- day-in-the-life-of-turkeys-battle-to-4g/
  • Martin, C. (2012, October 9). What is 4G? A complete guide to 4G. Retrieved from PC Advisor: http://www.pcadvisor.co.uk/feature/mobile-phone/what-is-4g-complete-guide-4g-3403880/
  • Martin, C. (2016, April 20). Cheapest 4G smartphones of 2016. Retrieved from Tech Advisor: http://www.pcadvisor.co.uk/test-centre/mobile-phone/20-cheap-4g-smartphones-in- uk-2016-3443896/
  • McLuhan, M. (1994). Understanding Media: The Extensions of Man. Massachusetts: The MIT Press.
  • McQuire, S. (2011). Virilio’s Media as Philosophy. In J. Armitage (Ed.), Virilio Now: Current Perspectives in Virilio Studies (92-114). Cambridge: Polity Press.
  • Medya Paylaşım Toplantısı. (2015, October 7). Retrieved from Reklamcılar Derneği: http://rd.org.tr/haber-18.html
  • Moris, A. (2015, June 12). LTE subscribers to reach almost 1.4B globally in 2015. Retrieved from FierceWireless: Europe: http://www.fiercewireless.com/europe/story/lte-subscrib- ers-reach-almost-14b-globally-2015/2015-06-12
  • Notaro, A. (2008). Swoosh time: Nike’s Art of Speed advertising campaign and the Blogosphere. Nebula, 5(4), 64-83.
  • Pica, T. (2013, June 27). 4G LTE: Here and Abroad: Tracking the evolution of wireless technology. Retrieved from Verizon: http://www.verizonwireless.com/news/article/2013/06/the-history- of-4G-LTE.html
  • Redhead, S. (2004). Paul Virilio: Theorist for an Accelerated Culture. Toronto: University of Toronto Press.
  • Ricoeur, P. (1976). Interpretation Theory: Discourse and the Surplus of Meaning. Texas: Texas Christian UP.
  • Ricoeur, P. (1981). The model of the text: meaningful action considered as a text. In J. P. Thomp- son (Ed.), Hermeneutics and the Human Sciences (197-221). Cambridge: Cambridge University Press.
  • Triggs, R. (2015, September 24). Fastest LTE networks and countries revealed. Retrieved from Android Authority: http://www.androidauthority.com/4g-lte-data-q3-2015-opensignal-644377/
  • Tsaliki, L. (1995). The Media and the Construction of an `Imagined Community’: The Role of Media Events on Greek Television. European Journal of Communication, 10(3), 345-370.
  • Türk Telekom’un 4.5G reklamını Ronaldo yapacak! (2016, March 30). Retrieved from Teknoyo: http://teknoyo.com/turk-telekom-ronaldo/
  • Virilio, P. (1990). Popular defenses and ecological struggles. New York: Semiotext(e).
  • Virilio, P. (1995). The Art of the Motor. Minnesota: University of Minnesota Press.
  • Virilio, P (1999). Politics of the Very Worst. New York: Semiotext(e).
  • Virilio, P. (2005). The Information Bomb. London & New York: Verso.
  • Virilio, P. (2006). Speed and Politics. New York: Semiotext(e).
  • Virilio, P. (2007). Negative Horizon: An Essay in Dromoscopy. London: Continuum. Wharton, C. (2015). Advertising: Critical Approaches. London & New York: Routledge.
  • Wieland, K. (2015, April 28). Turkey still linked to 5G ‘jump’. Retrieved from Mobile World Live: http://www.mobileworldlive.com/featured-content/home-banner/turkey-president-wants- jump-5g-4g-auction-doubt-report/
  • Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.

CULTURAL REPRESENTATION OF SPEED IN TURKEY’S 4.5G ADVERTISEMENTS

Year 2017, Issue: 52, 67 - 87, 20.07.2017
https://doi.org/10.17064/iuifd.333135

Abstract

The notion of speed has been considered as a defining characteristic of the modern era. With the advent of technological developments in the 21st century, particularly 

with regard to the internet, speed has gained an even more prominent role in economic and social relations. The latest advances in mobile internet technology, for example the invention of 4G LTE, have now diffused across many countries in the world. Turkey was one of the countries to invest in this technology and 4G was introduced on April 1, 2016 under the name of “4.5G” with GSM operators offering high connection speeds to attract consumers. Based on the 4.5G commercials broadcast by Turkey’s three main GSM companies, Turkcell, Türk Telekom and Vodafone Turkey, this article analyzes the cultural representation of speed in these advertisements. In these advertisements, speed is conceptualized as not merely a technological phenomenon; rather it serves as a means of cultural representation attached with national narratives. Through a hermeneutical approach, this article aims to analyze the ways in which advertisements construct speed as a discourse with certain cultural representations and interpretations. This analysis suggests that the representation of speed in advertisements reproduces the subjectivities of individuals that are defined in relation to their national coexistences. Positioning the articulations of speed in these advertisements based on Paul Virilio’s theory of speed, this article argues that representations of speed constitute a narrative of the nation, as theorized by Benedict Anderson’s theory of “imagined communities,” whose members are better and faster connected to each other by means of speed.

References

  • Anderson, B. (1991). Imagined Communities: Reflections on the Origin and Spread of Nationalism. London & New York: Verso.
  • Armitage, J. (1999). From Modernism to Hypermodernism and Beyond: An Interview with Paul Virilio. Theory, Culture & Society, 16(5-6), 25-55.
  • Armitage, J. & Graham, P. (2001). Dromoeconomics: Towards a Political Economy of Speed. Parallax, 7(1), 111-123.
  • Baudrillard, J. (1994). Simulacra and Simulation. Ann Arbor, MI: University of Michigan Press.
  • Bayındır, M. (2016, March 22). Turkcell’den ‘Bağlıyız Biz’ kampanyası. Retrieved from Campaign Türkiye: http://www.campaigntr.com/2016/03/22/132079/turkcellden-bagliyiz-biz-kampanyasi/
  • Butler, T. (1998). Towards a hermeneutic method for interpretive research in information systems. Journal of Information Technology, 13, 285-300.
  • Çelikkan, E. (2015, October 27). Turkcell, Avea ve Vodafone 4.5g için yetkilendirme belgelerini aldı. Hürriyet. Retrieved from: http://www.hurriyet.com.tr/israrla-5g-40006839
  • Deloitte. (2012, November). What is the impact of mobile telephony on economic growth? A Report for the GSM Association. New York, USA.
  • Dyer, G. (1982). Advertising as Communication. London: Methuen.
  • Gadamer, H. G. (2004). Truth and Method. Second edition. London: Sheed and Ward Stagbooks. Goldman, R. (1992). Reading Ads Socially. London & New York: Routledge.
  • Goldman, R. & Papson, S. (1996). Sign Wars: The Cluttered Landscape of Advertising. New York & London: The Guilford Press.
  • Gottschalk, S. (1999). Speed Culture: Fast Strategies in Televised Commercial Ads. Qualitative So- ciology, 22(4), 311-329.
  • Hall, S. (1997). Representation: Cultural representations and signifying practices. London: Sage. Hanke, B. (2013). “Media”. In J. Armitage (Ed.), The Virilio Dictionary (117-120). Edinburgh: Edinburg University Press.
  • Harvey, D. (1989). The Condition of Postmodernity. Cambridge: Basil Blackwell.
  • James, I. (2007). Paul Virilio. London & New York: Routledge.
  • Kellner, D. (1999). Virilio, War and Technology Some Critical Reflections. Theory, Culture & Society, 16(5-6), 103-125.
  • Kinsella, E. A. (2006). Hermeneutics and Critical Hermeneutics: Exploring Possibilities Within the Art of Interpretation. Forum: Qualitative Social Research, 7(3), 1-49.
  • Küstür, S. (2016, March 30). Vodafone 4.5G bir ay boyunca kota derdi olmadan denenecek. Retrieved from Teknoblog: http://www.teknoblog.com/vodafone-4-5g-deneme-kampanya-si-122115/
  • Leiss, W., Kline, S., Jhally, S. (1990). Social Communication in Advertising: Persons, Products and Images of Well-Being. London: Routledge.
  • Majithia, K. (2015, September 3). Blog: A day in the life of Turkey’s fight for 4G. Retrieved from Mobile World Live: http://www.mobileworldlive.com/featured-content/home-banner/blog-a- day-in-the-life-of-turkeys-battle-to-4g/
  • Martin, C. (2012, October 9). What is 4G? A complete guide to 4G. Retrieved from PC Advisor: http://www.pcadvisor.co.uk/feature/mobile-phone/what-is-4g-complete-guide-4g-3403880/
  • Martin, C. (2016, April 20). Cheapest 4G smartphones of 2016. Retrieved from Tech Advisor: http://www.pcadvisor.co.uk/test-centre/mobile-phone/20-cheap-4g-smartphones-in- uk-2016-3443896/
  • McLuhan, M. (1994). Understanding Media: The Extensions of Man. Massachusetts: The MIT Press.
  • McQuire, S. (2011). Virilio’s Media as Philosophy. In J. Armitage (Ed.), Virilio Now: Current Perspectives in Virilio Studies (92-114). Cambridge: Polity Press.
  • Medya Paylaşım Toplantısı. (2015, October 7). Retrieved from Reklamcılar Derneği: http://rd.org.tr/haber-18.html
  • Moris, A. (2015, June 12). LTE subscribers to reach almost 1.4B globally in 2015. Retrieved from FierceWireless: Europe: http://www.fiercewireless.com/europe/story/lte-subscrib- ers-reach-almost-14b-globally-2015/2015-06-12
  • Notaro, A. (2008). Swoosh time: Nike’s Art of Speed advertising campaign and the Blogosphere. Nebula, 5(4), 64-83.
  • Pica, T. (2013, June 27). 4G LTE: Here and Abroad: Tracking the evolution of wireless technology. Retrieved from Verizon: http://www.verizonwireless.com/news/article/2013/06/the-history- of-4G-LTE.html
  • Redhead, S. (2004). Paul Virilio: Theorist for an Accelerated Culture. Toronto: University of Toronto Press.
  • Ricoeur, P. (1976). Interpretation Theory: Discourse and the Surplus of Meaning. Texas: Texas Christian UP.
  • Ricoeur, P. (1981). The model of the text: meaningful action considered as a text. In J. P. Thomp- son (Ed.), Hermeneutics and the Human Sciences (197-221). Cambridge: Cambridge University Press.
  • Triggs, R. (2015, September 24). Fastest LTE networks and countries revealed. Retrieved from Android Authority: http://www.androidauthority.com/4g-lte-data-q3-2015-opensignal-644377/
  • Tsaliki, L. (1995). The Media and the Construction of an `Imagined Community’: The Role of Media Events on Greek Television. European Journal of Communication, 10(3), 345-370.
  • Türk Telekom’un 4.5G reklamını Ronaldo yapacak! (2016, March 30). Retrieved from Teknoyo: http://teknoyo.com/turk-telekom-ronaldo/
  • Virilio, P. (1990). Popular defenses and ecological struggles. New York: Semiotext(e).
  • Virilio, P. (1995). The Art of the Motor. Minnesota: University of Minnesota Press.
  • Virilio, P (1999). Politics of the Very Worst. New York: Semiotext(e).
  • Virilio, P. (2005). The Information Bomb. London & New York: Verso.
  • Virilio, P. (2006). Speed and Politics. New York: Semiotext(e).
  • Virilio, P. (2007). Negative Horizon: An Essay in Dromoscopy. London: Continuum. Wharton, C. (2015). Advertising: Critical Approaches. London & New York: Routledge.
  • Wieland, K. (2015, April 28). Turkey still linked to 5G ‘jump’. Retrieved from Mobile World Live: http://www.mobileworldlive.com/featured-content/home-banner/turkey-president-wants- jump-5g-4g-auction-doubt-report/
  • Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
There are 42 citations in total.

Details

Journal Section Articles
Authors

Alparslan Nas

Publication Date July 20, 2017
Published in Issue Year 2017 Issue: 52

Cite

APA Nas, A. (2017). TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal(52), 67-87. https://doi.org/10.17064/iuifd.333135
AMA Nas A. TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. July 2017;(52):67-87. doi:10.17064/iuifd.333135
Chicago Nas, Alparslan. “TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, no. 52 (July 2017): 67-87. https://doi.org/10.17064/iuifd.333135.
EndNote Nas A (July 1, 2017) TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal 52 67–87.
IEEE A. Nas, “TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ”, İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, no. 52, pp. 67–87, July 2017, doi: 10.17064/iuifd.333135.
ISNAD Nas, Alparslan. “TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal 52 (July 2017), 67-87. https://doi.org/10.17064/iuifd.333135.
JAMA Nas A. TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. 2017;:67–87.
MLA Nas, Alparslan. “TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, no. 52, 2017, pp. 67-87, doi:10.17064/iuifd.333135.
Vancouver Nas A. TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. 2017(52):67-8.