Research Article
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Representation of Gender Roles in a TV Commercial Series in Turkey: A Critical Discourse Analysis

Year 2022, Volume: 5 Issue: 1, 41 - 55, 29.05.2022
https://doi.org/10.53048/johass.1020837

Abstract

Media has a role in protecting the maintenance of social and cultural status, and it can also be used for change. It is known that media uses stereotypical images emphasizing the priority of women's role concerning home and family via various tools such as television (TV) commercials that have the power to reach many people. The present study aims to offer a critical discourse analysis of the TV commercial series of hurriyetemlak.com by scrutinizing the women's and men's roles reflected in the commercials. First, the study's theoretical framework is outlined in which critical concepts regarding discourse analysis, including Critical Discourse Analysis (CDA) and media discourse, are defined, and Fairclough's three-tiered framework to implement CDA is explained. In the second part of the theoretical framework, the issues of gender roles and advertising are scrutinized. Finally, the TV commercial series of hurriyetemlak.com is analyzed critically. The findings indicate that traditional gender role stereotypes are displayed in the commercial series. The significance of being married and responsible for household chores is highlighted for women to be respected in society.

References

  • Binark, M., & Bek, M. G. (2010). Eleştirel medya okuryazarlığı; kurumsal yaklaşımlar ve uygulamalar. İstanbul: Kalkedon Yayınları.
  • Bourdieu, P. (1990). The Logic of Practice (R. Nice, Trans.). Stanford, Calif: Stanford University Press.
  • Bourdieu, P. (2001). Masculine Domination (R. Nice, Trans.). Stanford, Calif: Stanford University Press.
  • Cohen, L., Manion, L., & Morrison, K. (2002). Research methods in education. Routledge.
  • Condon, J. C. (1980). Interact: Guidelines for Mexicans and North Americans. Chicago: Intercultural Press.
  • Cotter, C. (2015). Discourse and media. The Handbook of Discourse Analysis, 2, 795-821.
  • Courtney, A. E., & Whipple, T. W. (1974). Women in television commercials. Journal of Communication, 24, 110–118.
  • Courtney, A. E., & Whipple, T. W. (1983). Sex stereotyping in advertising. Lexington, MA: Lexington Books.
  • Dominick, J. R., & Rauch, G. E. (1972). The image of women in network television commercials. Journal of Broadcasting, 16, 259–265.
  • Fowler, R., Hodge, B., Kress, G., and Trew, T. (1979). Language and Control. London: Routledge and Kegan Paul.
  • Fowler, R. (1991). Language in the News: Discourse and Ideology in Press. London: Routledge and Kegan Paul.
  • Fairclough, N. L. (1989). Language and Power. London: Longman.
  • Fairclough, N. (1995). Critical Discourse Analysis. London: Longman.
  • Fairclough, N. L.and Wodak, R. (1997). Critical discourse analysis. In T. A. van Dijk (ed.), Discourse Studies. A Multidisciplinary Introduction, Vol.2. Discourse as Social Interaction (pp.258-284). London: Sage.
  • Grau, S. L., & Zotos, Y. C. (2016). Gender stereotypes in advertising: a review of current research. International Journal of Advertising, 35(5), 761-770.
  • Green, A. (2018). Flower Duet Lyrics and Text Translation. Retrieved from https://www.thoughtco.com/flower-duet-lyrics-and-text-translation-724326
  • Ünlü, D. G. (2017). Men’s Evaluation of “Hegemonic Masculinity” Roles in Turkish Television Advertisements Portraying Men. Communication Today, 8(2), 112-133.
  • Hall, S. (ed.). (1997). Representation: Cultural Representations and Signifying Practices. London: Sage Publications & Open University. Harris, Z. (1952). Discourse analysis. Language, 28, 1-30.
  • Hawkins, D. I., & Coney, K. A. (1976). Advertising and differentiated portrayed sex roles by women in magazine advertisements. Journal of the Academy of Marketing Science, 4, 418–428.
  • Jenkins, R. (1992). Key Sociologists: Rierre Bourdieu. London: Routledge.
  • Jørgensen, M. W., & Phillips, L. J. (2002). Discourse Analysis as Theory and Method. Sage.
  • Kay, A., & Furnham, A. (2013). Age and sex stereotypes in British television advertisements. Psychology of Popular Media Culture, 2(3), 171.
  • Knoll, S., Eisend, M., & Steinhagen, J. (2011). Gender roles in advertising: Measuring and comparing gender stereotyping on public and private TV channels in Germany. International Journal of Advertising, 30(5), 867-888.
  • Leiss, W., Kline, S., & Jhally, S. (1990). Social communication in advertising: persons, products & images of well-being. London: Routledge.
  • Mander, M. S. (1987). Bourdieu, the Sociology of Culture and Cultural Studies: A Critique. European Journal of Communication, 2(4), 427–453. https://doi.org/10.1177/0267323187002004004
  • McArthur, L. Z., & Resko, B. G. (1975). The portrayal of men and women in American television commercials. The journal of social psychology, 97(2), 209-220.
  • Nas, A. (2015). Women Chewing Gum: Feminist Critical Analysis of Advertising as Symbolic Violence. Ankara Üniversitesi İlef Dergisi, 2(2), 35-54.
  • O' Donnell, W. J., & O'Donnell, K. J. (1978). Update: Sex role messages in television commercials. Journal of Communication, 28, 156–158.
  • Okan, Z. A. (1998). Dil ve cinsiyet: reklam dili çözümlemesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(5).
  • Ozer, M. (2019). Symbolic Violence and Reproduction of Gender Inequality in Turkish Media: Case of New Bride TV Serial. Journal of Family Counseling and Education, 4(2), 34-40.
  • Poe, A. (1976). Active women in ads. Journal of Communication, 26, 185–192.
  • Pollay, R.W., & Gallagher, K. (1990). Advertising and cultural values: Reflections in the distorted mirror. International Journal of Advertising, 9, 359–372.
  • Reeser, T., & Seifert, L. (2003). Oscillating Masculinity in Bourdieu's "La Domination Masculine". L'Esprit Créateur, 43(3), 87-97. Retrieved February 16, 2021, from http://www.jstor.org/stable/26288652
  • Rogers, R., Malancharuvil-Berkes, E., Mosley, M., Hui, D., and Joseph,
  • G.O. (2005). Critical discourse analysis in education: A review of literature. Review of educational research, 75 (3), 365-416.
  • Saktanber, A. (1993). Türkiye’de medyada kadın: Serbest-müsait kadın veya iyi eş, fedakar anne, Tekeli, Ş. (der.) Kadın Bakış Açısından 1980’ler Türkiye’sinde Kadınlar, İstanbul: İletişim Yayınları içinde, s.198- 210.
  • Silverstein, A. J., & Silverstein, R. (1974). The portrayal of women in television advertising. Federal Communication Bar Journal, 27, 71–93.
  • Spitulnik, D. (1996). The Social Circulation of Media Discourse and the Mediation of Communities. Journal of Linguistic Anthropology, 6(2), 161-187. Retrieved from http://www.jstor.org/stable/43103171.
  • Stubbs, M. W. (1983). Discourse Analysis. Oxford: Blackwell.
  • Uray, N., & Burnaz, S. (2003). An analysis of the portrayal of gender roles in Turkish television advertisements. Sex roles, 48(1-2), 77-87.
  • Valls-Fernández, F., & Martínez-Vicente, J. M. (2007). Gender stereotypes in Spanish television commercials. Sex roles, 56(9-10), 691-699.
  • Van Dijk, T. A. (1998) 18 Critical Discourse Analysis, reviewed April 12, 2019, http://www.discourses.org/OldArticles/Critical%20discourse%20analysis.pdf.
  • Vetterling-Braggin, M. (ed.) (1981) Sexist Language: a Modern Philosophical Analysis. Totowa, NJ: Littlefield Adams.
  • Widdowson, H. G. (2004). Text, Context, Pretext. MA USA: Blackwell Publishing.
  • Wodak, R. (2009). Critical discourse analysis: history, agenda, theory, and methodology. In R. Wodak, & M. Meyer (Eds.), Methods for Critical Discourse Analysis (pp. 1-33). London: Sage (2nd revised edition).
  • Yiğitbaşı, K. G., & Sarıçam, S. (2020). Toplumsal cinsiyet rollerinin temsili ve medya: TRT Çocuk Dergisi örneği. Türkiye İletişim Araştırmaları Dergisi, (35), 19-45.

Türkiye’de bir Televizyon Reklamı Serisinde Cinsiyet rollerinin Temsili: Eleştirel Söylem Analizi

Year 2022, Volume: 5 Issue: 1, 41 - 55, 29.05.2022
https://doi.org/10.53048/johass.1020837

Abstract

Medyanın, sosyal ve kültürel statüyü korumanın ve onun devamını sağlamanın yanı sıra değişim için de kullanabilecek bir yönü vardır. Televizyon reklamları gibi birçok kişiye ulaşma gücü olan araçlar vasıtasıyla medyanın, kadının ev ve aileye ilişkin rolünün önceliğini vurgulayan basmakalıp imgeler kullandığı bilinmektedir. Bu çalışma, hurriyetemlak.com internet sitesinin televizyon reklam sersinin eleştirel söylem analizini, reklamda yansıtılan kadınlara ve erkeklere verilen rolleri irdeleyerek yapmayı amaçlamaktadır. Öncelikle, çalışmanın teorik çerçevesi ana hatlarıyla belirtilmiştir. Eleştirel söylem çözümlemesi ve medya söylemi gibi söylem analiziyle ilgili anahtar kavramlar tanımlanmış ve eleştirel söylem analizi yapmak için kullanılan Fairclough’un üç basamaklı taslağı açıklanmıştır. Daha sonra cinsiyet rolleri ve reklamcılık konuları incelenmiştir. Son olarak da hurriyetemlak.com internet sitesinin reklam serisinin eleştirel söylem analizi yapılmıştır. Çalışmanın bulguları, reklam serisinde, geleneksel cinsiyet rollerine dair klişelerin bulunduğunu göstermiştir. Ayrıca, seride, bir kadının toplumda saygı görebilmesi için evli olması ve ev işlerinden sorumlu olması gerekliliğinin öneminin vurgulandığı görülmüştür.

References

  • Binark, M., & Bek, M. G. (2010). Eleştirel medya okuryazarlığı; kurumsal yaklaşımlar ve uygulamalar. İstanbul: Kalkedon Yayınları.
  • Bourdieu, P. (1990). The Logic of Practice (R. Nice, Trans.). Stanford, Calif: Stanford University Press.
  • Bourdieu, P. (2001). Masculine Domination (R. Nice, Trans.). Stanford, Calif: Stanford University Press.
  • Cohen, L., Manion, L., & Morrison, K. (2002). Research methods in education. Routledge.
  • Condon, J. C. (1980). Interact: Guidelines for Mexicans and North Americans. Chicago: Intercultural Press.
  • Cotter, C. (2015). Discourse and media. The Handbook of Discourse Analysis, 2, 795-821.
  • Courtney, A. E., & Whipple, T. W. (1974). Women in television commercials. Journal of Communication, 24, 110–118.
  • Courtney, A. E., & Whipple, T. W. (1983). Sex stereotyping in advertising. Lexington, MA: Lexington Books.
  • Dominick, J. R., & Rauch, G. E. (1972). The image of women in network television commercials. Journal of Broadcasting, 16, 259–265.
  • Fowler, R., Hodge, B., Kress, G., and Trew, T. (1979). Language and Control. London: Routledge and Kegan Paul.
  • Fowler, R. (1991). Language in the News: Discourse and Ideology in Press. London: Routledge and Kegan Paul.
  • Fairclough, N. L. (1989). Language and Power. London: Longman.
  • Fairclough, N. (1995). Critical Discourse Analysis. London: Longman.
  • Fairclough, N. L.and Wodak, R. (1997). Critical discourse analysis. In T. A. van Dijk (ed.), Discourse Studies. A Multidisciplinary Introduction, Vol.2. Discourse as Social Interaction (pp.258-284). London: Sage.
  • Grau, S. L., & Zotos, Y. C. (2016). Gender stereotypes in advertising: a review of current research. International Journal of Advertising, 35(5), 761-770.
  • Green, A. (2018). Flower Duet Lyrics and Text Translation. Retrieved from https://www.thoughtco.com/flower-duet-lyrics-and-text-translation-724326
  • Ünlü, D. G. (2017). Men’s Evaluation of “Hegemonic Masculinity” Roles in Turkish Television Advertisements Portraying Men. Communication Today, 8(2), 112-133.
  • Hall, S. (ed.). (1997). Representation: Cultural Representations and Signifying Practices. London: Sage Publications & Open University. Harris, Z. (1952). Discourse analysis. Language, 28, 1-30.
  • Hawkins, D. I., & Coney, K. A. (1976). Advertising and differentiated portrayed sex roles by women in magazine advertisements. Journal of the Academy of Marketing Science, 4, 418–428.
  • Jenkins, R. (1992). Key Sociologists: Rierre Bourdieu. London: Routledge.
  • Jørgensen, M. W., & Phillips, L. J. (2002). Discourse Analysis as Theory and Method. Sage.
  • Kay, A., & Furnham, A. (2013). Age and sex stereotypes in British television advertisements. Psychology of Popular Media Culture, 2(3), 171.
  • Knoll, S., Eisend, M., & Steinhagen, J. (2011). Gender roles in advertising: Measuring and comparing gender stereotyping on public and private TV channels in Germany. International Journal of Advertising, 30(5), 867-888.
  • Leiss, W., Kline, S., & Jhally, S. (1990). Social communication in advertising: persons, products & images of well-being. London: Routledge.
  • Mander, M. S. (1987). Bourdieu, the Sociology of Culture and Cultural Studies: A Critique. European Journal of Communication, 2(4), 427–453. https://doi.org/10.1177/0267323187002004004
  • McArthur, L. Z., & Resko, B. G. (1975). The portrayal of men and women in American television commercials. The journal of social psychology, 97(2), 209-220.
  • Nas, A. (2015). Women Chewing Gum: Feminist Critical Analysis of Advertising as Symbolic Violence. Ankara Üniversitesi İlef Dergisi, 2(2), 35-54.
  • O' Donnell, W. J., & O'Donnell, K. J. (1978). Update: Sex role messages in television commercials. Journal of Communication, 28, 156–158.
  • Okan, Z. A. (1998). Dil ve cinsiyet: reklam dili çözümlemesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(5).
  • Ozer, M. (2019). Symbolic Violence and Reproduction of Gender Inequality in Turkish Media: Case of New Bride TV Serial. Journal of Family Counseling and Education, 4(2), 34-40.
  • Poe, A. (1976). Active women in ads. Journal of Communication, 26, 185–192.
  • Pollay, R.W., & Gallagher, K. (1990). Advertising and cultural values: Reflections in the distorted mirror. International Journal of Advertising, 9, 359–372.
  • Reeser, T., & Seifert, L. (2003). Oscillating Masculinity in Bourdieu's "La Domination Masculine". L'Esprit Créateur, 43(3), 87-97. Retrieved February 16, 2021, from http://www.jstor.org/stable/26288652
  • Rogers, R., Malancharuvil-Berkes, E., Mosley, M., Hui, D., and Joseph,
  • G.O. (2005). Critical discourse analysis in education: A review of literature. Review of educational research, 75 (3), 365-416.
  • Saktanber, A. (1993). Türkiye’de medyada kadın: Serbest-müsait kadın veya iyi eş, fedakar anne, Tekeli, Ş. (der.) Kadın Bakış Açısından 1980’ler Türkiye’sinde Kadınlar, İstanbul: İletişim Yayınları içinde, s.198- 210.
  • Silverstein, A. J., & Silverstein, R. (1974). The portrayal of women in television advertising. Federal Communication Bar Journal, 27, 71–93.
  • Spitulnik, D. (1996). The Social Circulation of Media Discourse and the Mediation of Communities. Journal of Linguistic Anthropology, 6(2), 161-187. Retrieved from http://www.jstor.org/stable/43103171.
  • Stubbs, M. W. (1983). Discourse Analysis. Oxford: Blackwell.
  • Uray, N., & Burnaz, S. (2003). An analysis of the portrayal of gender roles in Turkish television advertisements. Sex roles, 48(1-2), 77-87.
  • Valls-Fernández, F., & Martínez-Vicente, J. M. (2007). Gender stereotypes in Spanish television commercials. Sex roles, 56(9-10), 691-699.
  • Van Dijk, T. A. (1998) 18 Critical Discourse Analysis, reviewed April 12, 2019, http://www.discourses.org/OldArticles/Critical%20discourse%20analysis.pdf.
  • Vetterling-Braggin, M. (ed.) (1981) Sexist Language: a Modern Philosophical Analysis. Totowa, NJ: Littlefield Adams.
  • Widdowson, H. G. (2004). Text, Context, Pretext. MA USA: Blackwell Publishing.
  • Wodak, R. (2009). Critical discourse analysis: history, agenda, theory, and methodology. In R. Wodak, & M. Meyer (Eds.), Methods for Critical Discourse Analysis (pp. 1-33). London: Sage (2nd revised edition).
  • Yiğitbaşı, K. G., & Sarıçam, S. (2020). Toplumsal cinsiyet rollerinin temsili ve medya: TRT Çocuk Dergisi örneği. Türkiye İletişim Araştırmaları Dergisi, (35), 19-45.
There are 46 citations in total.

Details

Primary Language English
Subjects Sociology (Other)
Journal Section Research Article
Authors

Meltem Yılmaz 0000-0002-8943-108X

Hatice Sezgi Saraç Durgun 0000-0002-6261-6527

Publication Date May 29, 2022
Submission Date November 8, 2021
Acceptance Date May 28, 2022
Published in Issue Year 2022 Volume: 5 Issue: 1

Cite

APA Yılmaz, M., & Saraç Durgun, H. S. (2022). Representation of Gender Roles in a TV Commercial Series in Turkey: A Critical Discourse Analysis. Journal of Human and Social Sciences, 5(1), 41-55. https://doi.org/10.53048/johass.1020837

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