Duygusal Kapitalizm Kavramı Bağlamında Pırlanta Reklamlarının İncelenmesi

Abstract

Bu çalışma, Eva Illouz’un duygusal kapitalizm kavramı çerçevesinde, modern kapitalist toplumda duyguların nasıl piyasa mekanizmalarına entegre edildiğini incelemektedir. Çalışmada, Georg Simmel’in “duygusal mesafe” ve Max Weber’in “dünyanın büyüsünün bozulması” kavramları teorik çerçeve olarak kullanılmıştır. Araştırmada Atasay Pırlanta reklamları eleştirel söylem analizi yöntemiyle değerlendirilmiş, aşk, sadakat ve mutluluk gibi duyguların ghosting, love bombing ve gaslighting gibi ilişki manipülasyonları üzerinden nasıl temsil edildiği analiz edilmiştir. Bulgular, duyguların özgün bireysel yaşantılar olmaktan çıkarılarak piyasa mantığına tabi kılındığını, aşk ve mutluluk gibi deneyimlerin ise tüketim nesneleriyle gösterilen performanslara dönüştüğünü ortaya koymaktadır. Reklamlarda, kadının duygusal kırılganlığı özellikle vurgulanmakta, kadının ancak bir erkekle kuracağı ilişki ve bu ilişkiyi temsil eden tüketim ürünleri aracılığıyla değer kazanabileceği mesajı verilmektedir. Modern ilişki travmaları kadının bireysel sorunları gibi sunulmakta, çözüm ise tüketim kalıpları içinde aranmaktadır. Sonuç olarak, çalışma modern kapitalist düzenin duyguları metalaştırdığını, bireylerin duygusal özgürleşme arayışlarının ise sistemin sunduğu hazır kalıplar ve ürünler aracılığıyla yeniden yapılandırıldığını göstermektedir.

Keywords

• Duygusal kapitalizm
• Eva Illouz
• ghosting
• love bombing
• gaslighting

An Analysis of Diamond Advertisements in the Context of Emotional Capitalism

Abstract

This study examines how emotions are integrated into market mechanisms within modern capitalist society, using Eva Illouz’s concept of emotional capitalism. Theoretical support comes from Georg Simmel’s idea of “emotional distance” and Max Weber’s “disenchantment of the world.” The research analyzes Atasay Diamond advertisements through critical discourse analysis. It explores how feelings like love, loyalty, and happiness are represented through manipulative relationship tactics such as ghosting, love bombing, and gaslighting. The findings show that emotions are no longer personal experiences but are shaped by market logic. Love and happiness become performances tied to consumer goods. The ads highlight women’s emotional vulnerability and suggest that a woman gains value only through relationships symbolized by consumption. Modern relationship traumas are portrayed as personal problems, with solutions offered through consumption patterns. In conclusion, the study shows how capitalism turns emotions into commodities and reshapes emotional freedom through pre-designed products and narratives.

Keywords

• Eva Illouz
• ghosting
• love bombing
• gaslighting
• Emotional capitalism

References

1. Abramson, K. (2014). Turning up The Lights on Gaslighting. Philosophical Perspectives, 28(1), 1-30. https://doi.org/10.1111/phpe.12046
2. Akdeniz, B. ve Cıhan, H. (2024). Gaslighting and Interpersonal Relationships: Systematic Review. Current Approaches in Psychiatry, 16(1), 146-158.
3. Beri, R. (2024). A Study on Love Bombing, Narcissism and Emotional Abuse among Young Adultsin Relationship and Situationship. International Journal of Interdisciplinary Approaches in Psychology, 2(6), 22-46.
4. Çiğdem, A. (1997). Bir İmkân Olarak Modernite. İstanbul: İletişim Yayınları.
5. Fairclough, N. (1995). Critical Discourse Analysis: The Critical Study of Language. London: Longman.
6. Freedman, G., Powell, D. N., Le, B., & Williams, K. D. (2019). Ghosting and destiny: Implicit theories of relationships predict beliefs about ghosting. Journal of Social and Personal Relationships, 36(3), 905-924. https://doi.org/10.1177/0265407517748791
7. Frisby, D. (2003) Modern Kültürde Çatışma. İstanbul: İletişim Yayınevi.
8. Frisby, D. (1992). Simmel and Since: Essays on Georg Simmel’s Social Theory. London: Routledge.

9. Furedi, F. (2004). Therapy Culture: Cultivating Vulnerability in an Uncertain Age. London: Routledge.
10. Goleman, D. (1996). Emotional Intelligence: Why It Can Matter More Than IQ. London: Cox & Wyman Ltd.
11. Hailes, H. (2022). They’re out to take away your sanity: An ecological investigation of gaslighting in intimate partner violence [Dissertation]. Boston College.
12. Hamilton, P. (1939). Gaslight: A victorian thriller in three acts. London: Constable.
13. Hayes, S., & Jeffries, S. (2016). Romantic terrorism? An auto-ethnographic analysis of gendered psychological and emotional tactics in domestic violence. Journal of Research in Gender Studies, 6(2), 38-61.
14. Hochschild, A. R. (1983). The Managed Heart: Commercialization of Human Feeling. Berkeley: University of California Press.
15. Illouz, E. (1997). Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism. Berkeley: University Of California Press.
16. Illouz, E. (2012). Why Love Hurts: A Sociological Explanation. Cambridge: Polity.
17. Illouz, E. (2018). Emotions as Commodities: Capitalism, Consumption and Authenticity. E. Illouz, Ed.). London: Routledge.
18. Illouz, E. (2007). Cold Intimacies: The Making of Emotional Capitalizm. Cambridge: Polity.
19. LeFebvre, L. E. (2017). Phantom lovers: Ghosting as a relationship dissolution strategy in the technological age. In N. M. Punyanunt-Carter & J. S. Wrench (Eds.), Swipe right for love: The impact of social media in modern romantic relationships (pp. 219-236). Lanham: Rowman & Littlefield.
20. LeFebvre, L. E., Allen, M., Rasner, R. D., Garstad, S., Wilms, A., & Parrish, C. (2019). Ghosting in emerging adults’ romantic relationships: The digital dissolution disappearance strategy. Imagination, Cognition and Personality, 39(2), 125-150. https://doi.org/10.1177/0276236618820519
21. LeFebvre, L. E., Rasner, R. D., & Allen, M. (2020). I guess I’ll never know...: Non-initiators account- making after being ghosted. Journal of Loss and Trauma, 25(5), 395-415. https://doi.org/10.1080/15325024.2019.1694299
22. O’Halloran, K. L., Tan, S., & Smith, B. A. (2011). Multimodal analysis within an interactive software environment: Critical discourse perspectives. Critical Discourse Studies, 8(2), 109-125. https://doi.org/10.1080/17405904.2011.558687
23. Rieff, P. (1966). The Triumph of the Therapeutic: Uses of Faith after Freud. New York: Harper & Row.
24. Simmel, G. (2000). Metropol ve Zihinsel Yaşam. İçinde Şehir ve Cemiyet. Derleyici Ahmet Aydoğan. İstanbul: İz Yayıncılık, ss: 167-184.
25. Smart-Richman, L., & Leary, M. R. (2009). Reactions to discrimination, stigmatization, ostracism, and other forms of interpersonal rejection: A multimotive model. Psychological Review, 116(2), 365-383. https://doi.org/10.1037/a0015250
26. Strutzenberg, C. (2016). Love-bombing: a narcissistic approach to relationship formation. Arkansas: University of Arkansas
27. Vaknin, S. (2020). Love Bombing and Grooming in Cluster B Personality Disorders. CPQ Neurology and Psychology, 3(3), 01-06.
28. van Dijk, T. A. (1997). Discourse as Structure and Process. London: Sage.
29. van Leeuwen, T. (2014). Critical discourse analysis and multimodality. In C. Hart & P. Cap (Eds.), Contemporary Critical Discourse Studies (pp. 290-303). London: Bloomsbury Publishing.
30. Weber, M. (1905). The Protestant Ethic and the Spirit of Capitalism (T. Parsons, Trans.). New York: Charles Scribner’s Sons.
31. Williams, K. D. (2009). Ostracism: A temporal need-threat model. In M. P. Zanna (Ed.), Advances in experimental social psychology, 41, pp. 275–314. Sandiego: Elsevier Academic Press.