YAŞLILARIN SOSYAL REKLAMLAR ARACILIĞIYLA TEMSİLİ – 6 ÜLKE KARŞILAŞTIRMASI

Öz

Bu çalışmanın amacı, toplumsal meseleleri ele alan sosyal reklamların yaşlı temsiliyeti özelinde ülkeler karşılaştırması yaparak irdelenmesidir. Bu amaç doğrultusunda, amaçlı örnekleme yöntemiyle seçilmiş olan,, Dünya Bankası’nın 2019 raporuna göre yaşlı nüfus oranı en fazla olan beş ülke (Japonya, Finlandiya, Portekiz, İtalya ve Yunanistan) ile Türkiye’nin Ads of the World internet sitesindeki sosyal reklamlar arasında yaşlı temsiliyeti bulunan sosyal reklamlar tespit edilmiş olup bu ülkelere ait sosyal reklamlardan elde edilen veriler Hummert (1990), Lee vd. (2007) ve Prieler vd. (2016)’dan uyarlanan kategoriler doğrultusunda içerik çözümlemesi yoluyla analiz edilmiştir. Tanımlayıcı istatistik testlerinin veri analizi sürecinde kullanıldığı, alanyazında öncülerden biri olan bu araştırmanın sonuçlarına göre, diğer beş ülkedeki sosyal reklamlar ile kıyaslandığında Türkiye’deki sosyal reklamlarda yaşlı bireylerin daha olumlu stereotipler üzerinden temsil edildiği görülürken, bütün ülkelerde yaşlıların yer aldığı sosyal reklamların sayıca yetersiz olduğu, toplumsal cinsiyet açısından bakıldığında yaşlı kadınların yaşlı erkeklere göre sosyal reklamlarda daha az temsil edildiği ve yaşlıların dış ortamlarda diğer yaş gruplarıyla etkileşim halinde gösterildiği bulguları dikkat çekmektedir. Elde edilen sonuçların kültür bağlamında sosyal politika, yaşlılık, medya çalışmaları ve reklamcılık üzerine çalışan araştırmacı ve uygulamacılara yol gösterici olması beklenmektedir.

Anahtar Kelimeler

• sosyal reklamlar
• yaşlı
• stereotip
• içerik analizi
• temsil

REPRESENTATION OF THE ELDERLY IN PUBLIC SERVICE ADVERTISEMENTS: A 6-COUNTRY COMPARISON

Öz

The purpose of this study is to examine the representation of the elderly in public service advertisements focused on social issues through the comparison of six different countries. In line with this purpose, data obtained from the public service advertisements with senior characters among those purposively-sampled from top five countries (Japan, Finland, Portugal, Italy and Greece) with high population of the elderly according to the 2019 Report by The World Bank and Turkey, which were found on Ads of the World website, were content-analysed through the code sheet adapted from Hummert (1990), Lee et al. (2007) and Prieler et al. (2016). According to the results of this study, one of the pioneering studies in the literature, which used descriptive tests for analysis, while the public service advertisements in Turkey address seniors with positive stereotypes more often than those in other five countries, it is striking that public service advertisements representing seniors are fewer in number, that female seniors are represented less than the male seniors, and that seniors in general are mostly represented in outdoors with others from different ages. It is expected that the results obtained will guide other studies by researchers and practitioners who carry out researches in the field of social policy, ageism, media studies, and advertising.

Anahtar Kelimeler

• public service advertisements
• elderly
• stereotype
• representation
• content analysis

Kaynakça

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