Public Service Announcements About Migrants: Strategic Constructions to Reduce Prejudice

Öz

In countries with large refugee and migrant populations, it is crucial to build good relations between the new-comers and the host communities. One method of increasing social acceptance and reducing prejudice is using media-based information and awareness-raising activities. This study examines five public service announcement (PSA) films prepared by the Turkish Presidency of Migration Management between the years 2017-2021 to increase the social acceptance of migrants, and discusses their potential to reduce prejudice. The PSAs are examined using a visual content analysis method focusing on the migrant profile, narrative structure, language and tone, emphasis on difference or similarity, representation of stereotypes, and narrator. Three main findings emerged from the study: Firstly, the PSAs feature a theme of “Great Türkiye”, which emphasizes the greatness of Turkish history and assigns a responsibility to Turkish people to protect those in need, ultimately constructing a superiority over migrants. Secondly, PSAs present migrants in an ambivalent way as capable people contributing to the Turkish economy (visual) and as people in need of help (narrative). Thirdly, PSAs use emotional language to deliver messages of understanding and benevolence. Overall, the study argues that PSAs strategically construct Turks as superior and portray migrants as ambivalent to reduce the perception of migrants as a competitive threat to Turks and with an emotional language they make the didactic messages seem less oppressive and patronizing. While these strategies may promote acceptance, their long-term impact is questionable if they are not supported by the teaching of values such as equality and respect.

Anahtar Kelimeler

• Living together
• Migrants
• Prejudice
• Public service announcements
• Representation
• social acceptance
• Social cohesion

Göçmenlerle İlgili Kamu Spotları: Önyargı Azaltmak İçin Stratejik Kurgular

Öz

Mülteci ve göçmen nüfusunun yoğun olduğu ülkelerde, yeni gelenlerle ev sahibi topluluklar arasında iyi ilişkiler kurmak elzemdir. Sosyal kabulü artırmanın ve önyargıyı azaltmanın bir yöntemi, medya tabanlı bilgilendirme ve farkındalık yaratma faaliyetleri kullanmaktır. Bu çalışmada, Türkiye Göç İdaresi Başkanlığı tarafından göçmenlerin sosyal kabulünü artırmak amacıyla 2017-2021 yılları arasında hazırlanan beş kamu spotu filmi incelenmiş ve önyargıyı azaltma potansiyelleri tartışılmıştır. Kamu spotları, görsel içerik analizi yöntemi ile incelenmiş ve analizde göçmen profili, anlatı yapısı, dil ve ton, farklılık veya benzerlik vurgusu, stereotiplerin temsili ve anlatıcı üzerine odaklanılmıştır. Çalışmada üç ana bulgu elde edilmiştir: İlk olarak, kamu spotlarında öne çıkan “Büyük Türkiye” teması ile Türk tarihinin büyüklüğü vurgulanmakta ve Türk halkına ihtiyaç sahiplerini koruma sorumluluğu yüklenmekte, nihayetinde göçmenler üzerinde bir üstünlük inşa edilmektedir. İkinci olarak, kamu spotlarında göçmenler Türk ekonomisine katkıda bulunan yetenekli insanlar (görsel) ve yardıma muhtaç insanlar (anlatı) olarak ikircikli bir şekilde sunulmaktadır. Üçüncü olarak, kamu spotları anlayış ve iyilikseverlik içerikli mesajları iletmek için duygusal bir dil kullanmaktadır. Genel olarak bu çalışma, kamu spotlarının, göçmenlerin Türkler tarafından rekabetçi bir tehdit olarak algılanmasını önlemek için stratejik olarak Türkleri üstün, göçmenleri ise ikircikli olarak kurguladığını, duygusal bir dil kullanarak da didaktik mesajların baskıcı ve tepeden inme görünmesini azalttığını savunmaktadır. Bu stratejiler sosyal kabulü teşvik etse de eşitlik ve saygı gibi değerlerin öğretilmesi ile desteklenmedikleri takdirde uzun vadeli etkileri tartışmalıdır.

Anahtar Kelimeler

• Birlikte ya&am
• Göçmenler
• Önyargı
• Kamu spotları
• Temsil
• Sosyal kabul
• Sosyal uyum

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