Yeşil Kapitalizm ve İdeolojinin Dönüşümü: Sürdürülebilirlik Söyleminin Eleştirel Bir Analizi (Türkiye Örneği)

Öz

Bu çalışma, Türkiye’de gıda sektöründe faaliyet gösteren markaların sürdürülebilirlik odaklı reklam kampanyalarını, yeşil kapitalizm bağlamında incelemeyi amaçlamaktadır. Araştırma kapsamında, seçilen gıda markalarının sürdürülebilirlik temalı reklamları Fairclough’un Üç Boyutlu Modeli üzerinden incelenmiş; markaların sunduğu çevreci söylemin, gerçek çevresel dönüşümü teşvik etmekten ziyade yeni tüketim biçimlerini meşrulaştıran ideolojik bir işlev taşıdığı ortaya konmuştur. Bulgular, sürdürülebilirlik söyleminin giderek ticarileştiğini ve çevresel krizlerin çözümünden çok, kapitalist piyasanın kendisini yeniden üretmesine hizmet eden bir tüketim nesnesine dönüştüğünü göstermektedir. Reklamlarda kullanılan doğallık, yerellik ve ekolojik duyarlılık temalarının, bireyi “çevreye duyarlı tüketici” olarak konumlandırarak sorumluluğu yapısal çevresel sorunlardan bireysel tercihlere kaydırdığı görülmüştür. Böylece markalar arasında doğallık, yerel üretici vurgusu ve doğa ile uyum imgesi gibi benzer söylemsel örüntüler ve ayrışma noktaları karşılaştırmalı olarak değerlendirilmiştir. Bu çerçevede araştırma, sürdürülebilirlik mesajlarının medya aracılığıyla nasıl ideolojik olarak yeniden üretildiğini, bu söylemin tüketici öznesini nasıl kurduğunu ve yeşil kapitalizmin reklam kampanyaları içinde nasıl işlediğini ortaya koymaktadır.

Anahtar Kelimeler

• Yeşil Kapitalizm
• Sürdürülebilirlik
• Eleştirel Söylem Analizi
• Üç-Boyutlu Model
• Yeşil Yıkama

Etik Beyan

Çalışma kapsamında tercih edilen yöntem nedeniyle etik kurul onayı gerekli olmamıştır.

Green Capitalism and the Transformation of Ideology: A Critical Analysis of the Sustainability Discourse (The Case of Turkey)

Öz

This study aims to examine the sustainability-focused advertising campaigns of brands operating in Turkey’s food sector within the context of green capitalism. As part of the research, the advertisements of selected food brands with sustainability themes have been analyzed using Fairclough’s Three-Dimensional Model; it has been revealed that the eco-friendly discourse presented by these brands serves an ideological function that legitimizes new forms of consumption rather than promoting genuine environmental transformation. The findings indicate that sustainability discourse is becoming increasingly commercialized and has transformed into a consumption object that serves to reproduce the capitalist market itself rather than solving environmental crises. It has been observed that themes of naturalness, locality, and ecological sensitivity used in advertisements position the individual as an “environmentally conscious consumer,” thereby shifting responsibility from structural environmental problems to individual choices. Thus, similar discursive patterns and points of differentiation among brands, such as an emphasis on naturalness, local producers, and the image of harmony with nature, have been evaluated comparatively. Within this framework, the study demonstrates how sustainability messages are ideologically reproduced through the media, how this discourse constructs the consumer subject, and how green capitalism operates within advertising campaigns.

Anahtar Kelimeler

• Green Capitalism
• Sustainability
• Critical Discourse Analysis
• Three-Dimensional Model
• Greenwashing

Etik Beyan

Ethics committee approval was not required due to the method chosen for the study.

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