Korumalı Yerleşimlerin Pazarlama Söyleminde Kültür ve Mekân

Öz

Korumalı yerleşimler, geliştirici firmaların pazarlama stratejilerine bağlı olarak, Türkiye’de konut sektörünün vazgeçilmez bir üretim biçimi haline gelmiştir. 1980’lerden sonra gelişen, sözlü ya da yazılı reklamlar gibi çeşitli pazarlama araçları kullanılarak yeni ve tek eğilim olarak ortaya konulan korumalı yerleşimler, yeni bir kültür ve mekân anlayışı yaratmışlardır. Bu çalışmanın amacı korumalı yerleşimlerin yazılı reklamlarında yer alan kültür ve mekâna dair izleri planlama bakış açısıyla irdelemektir. Söylem analizi ve betimleyici istatistik yöntemleri kullanılarak 5 mekân kavramı olan; algı, biliş, mahremiyet, kişisel mekân ve mekânsallaştırma kavramları 1995 ve 2004 yılları arasında yayınlanmış 350 reklam irdelenerek ortaya konmuştur. Bu çalışma planlama bakış açısıyla korumalı yerleşimleri yeni kültür olarak ele almasından dolayı ilk çalışmalardan biri olarak görülebilir. Çalışmanın sonuçları göstermektedir ki korumalı yerleşimlerin pazarlamasında daha çok olası müşterilerin mekânsal davranışları ön plana çıkartılmakta ve mekânlar buna göre tasarlanmaktadır.

Anahtar Kelimeler

• korumalı yerleşim,kültür/mekân ilişkisi,pazarlama,söylem analizi,İstanbul

Culture and Space in The Discourse of Marketing of Gated Communities

Öz

Gated communities have become an indispensable part of the production of housing sector in Turkey due to marketing strategies of developer firms. Emerged after 1980s, this new and dominant housing trend has created a new culture and a new understanding of space exposed by diverse marketing tools, e.g. written and spoken advertisements. This study aims to investigate the traits of culture and space in the written marketing tools of gated communities from a planning perspective. Discourse analysis and exploratory statistical methods are used to retrieve five place concepts, viz. cognition, perception, privacy, personal space and territoriality from 350 advertisements published between 1995 and 2004. This study can be seen as the first attempt to investigate gated communities as a new place culture from a planning perspective. The results of the study shows that the marketing of gated communities is more focused on the territorial behavior of their customers and places are designed according to this.

Anahtar Kelimeler

• gated communities,culture/space relation,marketing,discourse analysis,İstanbul

Kaynakça

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