Abstract
Günümüzün postmodern kapitalist toplumlarında, yazılı ve görsel aygıtlarıyla medya insanların hayatlarında yadsınamaz
bir role ve etkiye sahiptir. Kapitalizmin tüketime yönelik talepleri sonucunda, medya sürekli yayın halindeki basılı ve görsel
reklamları aracılığıyla manipülatif bir güç empoze etmektedir. Reklamlar vasıtasıyla, kitleler yapay gerçekliklere ikna edilmek
üzere hedef alınmakta ve yaşam tarzları, fikirleri hatta dünya görüşleri şekillendirilmekte, böylelikle tüketicilik körüklenmekte
ve kapitalist sistemin devamlılığı garantilenmektedir. Bu sebeple, bu çalışma bazı tanıdık figürlerin, ideallerin, kurgusal
karakterlerin veya geleneksel değerlerin algısı ve uygulanışlarının kitleleri yapay olarak oluşturulmuş, ekonomik hedeflere
hizmet eden gerçekliklere inandırmak amacıyla rekalmcılık alanında nasıl çarpıtılıp manipüle edildiğini örnekler üzerinden
incelemeyi hedeflemektedir.
Keywords
References
- Althusser, L. (1971). “Ideology and Ideological State Apparatuses”, Lenin and Philosophy and Other Essays, Monthly Review Press, New York.
- Barry, P. (2002). Beginning Theory: An Introduction to Literary and Cultural Theory, Manchester University Press, Great Britain.
- Barthes, R. (1991). Mythologies, (Trans: Annette Lavers), The Noonday Press, New York.
- Baudrillard, J. (1994). Simulacra and Simulation, (Trans. Sheila Faria Glaser), University of Michigan, Ann Arbor.
- Featherstone, M. (2007). Consumer Culture and Postmodernism, Sage, London.
- Foucault, M. (1972). The Archaeology of Knowledge and The Discourse on Language, (Trans: A.M.Sheridan Smith), Pantheon Books, New York.
- Gardiner, M. (1992). The Dialogics of Critique: M.M. Bakhtin and the Theory of Ideology, Routledge, USA.
- Hassan, I. (1987). The Postmodern Turn, Ohio State University Press.
- Selden, R. (1997). A Reader’s Guide to Contemporary Literary Theory, Hartnolls Ltd, Great Britain.
- Storey, J. (2003). Cultural Studies and the Popular Culture, Edinburgh Uni. Press, Edinburgh.
- Strinati, D. (1995). An Introduction to Theories of Popular Culture, London: Routledge.
- Figure1: http://tobacco.stanford.edu/tobacco_main/index.php (14.11.2016)
- Figure 2: https://csts.ua.edu/collections/christmas/lucky-strike/ (14.11.2016)
- Figure3: http://tobacco.stanford.edu/tobacco_main/index.php (14.11.2016)
- Figure 4: http://www.frederiksamuel.com/blog/2007/09/che-mens-magazine.html (14.11.2016)
- Figure 5: surlalunefairytales.blogspot.com (16.11.2016)
Abstract
In today’s postmodern capitalist societies, media has an undeniable role and effect on people’s lives with its printed and visual
devices. As a result of the consumerist demands of capitalism, media imposes a manipulative power through advertisements
and commercials broadcast constantly. Through them, masses are targeted to be persuaded in artificial realities and their
lifestyles, ideas as well as their worldviews are shaped, so consumerism is fuelled and the permanence of the capitalist system
is guaranteed. Thus, this paper aims to analyze, with the help of examples, how the perception and practice of some familiar
figures, ideals, fictional characters or traditional values are twisted and manipulated in field of advertising to make masses
believe in artificially constructed realities that serve financial goals.
References
- Althusser, L. (1971). “Ideology and Ideological State Apparatuses”, Lenin and Philosophy and Other Essays, Monthly Review Press, New York.
- Barry, P. (2002). Beginning Theory: An Introduction to Literary and Cultural Theory, Manchester University Press, Great Britain.
- Barthes, R. (1991). Mythologies, (Trans: Annette Lavers), The Noonday Press, New York.
- Baudrillard, J. (1994). Simulacra and Simulation, (Trans. Sheila Faria Glaser), University of Michigan, Ann Arbor.
- Featherstone, M. (2007). Consumer Culture and Postmodernism, Sage, London.
- Foucault, M. (1972). The Archaeology of Knowledge and The Discourse on Language, (Trans: A.M.Sheridan Smith), Pantheon Books, New York.
- Gardiner, M. (1992). The Dialogics of Critique: M.M. Bakhtin and the Theory of Ideology, Routledge, USA.
- Hassan, I. (1987). The Postmodern Turn, Ohio State University Press.
- Selden, R. (1997). A Reader’s Guide to Contemporary Literary Theory, Hartnolls Ltd, Great Britain.
- Storey, J. (2003). Cultural Studies and the Popular Culture, Edinburgh Uni. Press, Edinburgh.
- Strinati, D. (1995). An Introduction to Theories of Popular Culture, London: Routledge.
- Figure1: http://tobacco.stanford.edu/tobacco_main/index.php (14.11.2016)
- Figure 2: https://csts.ua.edu/collections/christmas/lucky-strike/ (14.11.2016)
- Figure3: http://tobacco.stanford.edu/tobacco_main/index.php (14.11.2016)
- Figure 4: http://www.frederiksamuel.com/blog/2007/09/che-mens-magazine.html (14.11.2016)
- Figure 5: surlalunefairytales.blogspot.com (16.11.2016)
Details
| Primary Language | English |
|---|---|
| Subjects | British and Irish Language, Literature and Culture |
| Journal Section | Articles |
| Authors | |
| Publication Date | January 15, 2018 |
| Acceptance Date | August 17, 2017 |
| Published in Issue | Year 2018 Issue: 30 |