Korumalı Yerleşimlerin Pazarlama Söyleminde Kültür ve Mekân

Yıl 2012, Cilt: 3 Sayı: 6, 208 - 223, 20.04.2018

Aliye Ahu Akgün

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

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