FEMALE BODY REPRESTATIONS IN TURKISH TELEVISION ADVERTISEMENTS: A CONTENT ANALYSIS

Öz

In today’s consumer society, human body has become a commodity and, therefore, a project that needs working on accordingly. As a result of this transformation, body representation in media contents have often involved ideal thin bodies that are impossible to achieve even after maximum efforts and workouts. Advertisements, which are an indispensable component of consumer society just like other media contents, also play a significant role in shaping the reality in the minds of individuals about ideal body size. Under the light of this information, the study aims to explore how female body is represented in television advertisements in Turkey. To achieve this purpose, the ads broadcast on national television channels during prime time (20.00 – 22.59) between the programs with high ratings were analyzed through quantitative content analysis method. Accordingly, the sampling of the study was 1.828 female characters who acted in 2.908 spot television advertisements recorded between January 4th and February 2nd, 2021. The results revealed that more than half of the women that play a role in these commercials have “thin” body, which does not reflect the overall demographic reality of the society. In other words, the representations of female body in television ads are often distorted. The variables such as type of product, the social role played by female character, marital status, age, and level of nudity have been found to be the determining factors in these body representations.

Anahtar Kelimeler

• Advertisements
• Body Representation
• Consumer Society
• Female Body
• Content Analysis

Türk Televizyon Reklamlarında Kadın Bedeninin Sunumu: Bir İçerik Analizi

Öz

İçinde yaşadığımız tüketim toplumunda insan bedeni metalaşarak üzerinde çalışılması gereken bir proje haline dönüşmüştür. Bu dönüşümle birlikte medya içeriklerinde hakim beden temsillerinin birçok insanın azami çabayla dahi ulaşamayacağı ideal ince bedenlerden oluştuğu gözlenmektedir. Diğer tüm medya içerikleri gibi tüketim toplumunun ayrılmaz bir parçası olan reklamlar da ideal bedene dair bireylerin zihinlerindeki gerçekliğin şekillenmesinde önemli bir role sahiptir. Bu doğrultuda bu araştırmanın ana amacı Türkiye’de televizyon reklamlarında kadın bedenin nasıl temsil edildiğini ortaya koymaktır. Bu amaç doğrultusunda prime time saatlerinde (20.00- 22.59) ulusal televizyon kanallarında en yüksek izlenme oranına sahip yayınlar sırasında gösterilen reklamlar nicel içerik analizi yöntemi ile incelenmiştir. Bu doğrultuda 4 Ocak – 2 Şubat 2021 tarihleri arasında kaydedilen 2.908 spot televizyon reklamında yer alan 1.828 kadın karakter araştırmanın örneklemeni oluşturmuştur. Sonuçlar televizyon reklamlarında yer alan kadınların yarısından fazlasının “ince” bir bedene sahip olduğunu ancak bu oranın genel demografik gerçeklikle örtüşmediğini ortaya koymuştur. Reklamlarda kadın bedenine ait temsillerin çarpıtılmış olduğu anlaşılmıştır. Ürün türü, reklamda yer alan kadın karakterin üstlendiği rol, medeni durumu, yaşı, çıplaklık düzeyi gibi değişkenlerin beden temsilleri üzerinde belirleyici olduğu anlaşılmıştır.

Anahtar Kelimeler

• reklam
• beden temsili
• tüketim toplumu
• kadın bedeni
• içerik analizi

Kaynakça

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