TOPLUMSAL CİNSİYET NORMLARININ İNŞASI: ANKARA’DA KADINLARIN KUAFÖRE GİTME ALIŞKANLIĞI VE TOPLUMSAL BEDEN ALGISI

Öz

Bu çalışmada, kuaföre gitme tutumunun toplumsal cinsiyet normlarının inşasındaki rolünü ortaya koymak amaçlanmaktadır. Kuaför salonları, kadınların bireysel ve toplumsal pratiklerinin gerçekleştirildiği, sürdürüldüğü ve yeniden üretildiği mekânlardır. Kuaförler, güzellik algısı, gündelik hayat performansları ve toplumsal onayın alınması bakımından merkezi bir göreve sahiptir. Çalışmanın amacı doğrultusunda, Ankara’da kuaförleri ziyaret eden 25 kadınla derinlemesine görüşme gerçekleştirilmiştir. Yarı yapılandırılmış görüşme formu uygulanmış ve elde edilen veriler içerik analizine tabi tutulmuştur. Veriler, MAXQDA 2020 programının da yardımıyla 2 ana temaya ve çeşitli alt temalara tasnif edilmiştir. Önemli alıntılara yer verilmiş ve bu alıntıların ardından literatürden de yararlanılarak birtakım değerlendirmeler yapılmıştır. Çalışmanın bulgularına göre, katılımcılar sosyal çevrenin ve medyanın dayattığı güzellik algısını içselleştirmiştir. Kuaföre gitmenin öz güven, mutluluk, yenilenme ve güzelleşme duygusu sağladığını belirtmişlerdir. Kuaför ziyaretleri, toplumsal statüye erişmek, modayı takip etmek ve sosyal çevreyle rekabette geride kalmamak gibi nedenlerle tekrarlanmaktadır. Ancak tüm katılımcılar, bu normların kişinin bedeninden utanmasına da neden olabilecek bir baskı yarattığını dile getirmişlerdir.

Anahtar Kelimeler

• Toplumsal Cinsiyet
• Toplumsal Beden
• Kadın
• Kuaför

THE CONSTRUCTION OF GENDER NORMS: WOMEN’S HAIR SALON PRACTICES AND SOCIAL BODY PERCEPTIONS IN ANKARA

Öz

The aim of this study is to reveal the role of attitudes towards visiting hair salons in the construction of gender norms. Hair salons are spaces where many individual and social practices of women are carried out, maintained, and reproduced. Hairdressers play a central role in shaping perceptions of beauty, performing everyday performances, and the attainment of social approval. In line with the aim of the study, in-depth interviews were conducted with 25 women who visited hair salons in Ankara. A semi-structured interview form was applied, and the data obtained were analysed through content analysis. With the help of the MAXQDA 2020, the data were classified into 2 main themes and various sub-themes. Key quotations were included, and following these quotations, several evaluations were made with reference to the relevant literature. According to the findings of the study, the participants internalized the perception of beauty imposed by the social environment and the media. They stated that going to the hair salons provides a sense of self-confidence, happiness, renewal and enhanced beauty. Hair salon visits were frequently repeated to achieve social status, keep up with fashion, and avoid falling behind in competition with peers. However, all participants also emphasized that these norms exert pressure on women, potentially causing them to feel ashamed of their own bodies.

Anahtar Kelimeler

• Gender
• Social Body
• Woman
• Hairdresser

Kaynakça

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