Representation of Gender Roles in a TV Commercial Series in Turkey: A Critical Discourse Analysis

Öz

Media has a role in protecting the maintenance of social and cultural status, and it can also be used for change. It is known that media uses stereotypical images emphasizing the priority of women's role concerning home and family via various tools such as television (TV) commercials that have the power to reach many people. The present study aims to offer a critical discourse analysis of the TV commercial series of hurriyetemlak.com by scrutinizing the women's and men's roles reflected in the commercials. First, the study's theoretical framework is outlined in which critical concepts regarding discourse analysis, including Critical Discourse Analysis (CDA) and media discourse, are defined, and Fairclough's three-tiered framework to implement CDA is explained. In the second part of the theoretical framework, the issues of gender roles and advertising are scrutinized. Finally, the TV commercial series of hurriyetemlak.com is analyzed critically. The findings indicate that traditional gender role stereotypes are displayed in the commercial series. The significance of being married and responsible for household chores is highlighted for women to be respected in society.

Anahtar Kelimeler

• Critical discourse analysis
• media discourse
• gender roles

Türkiye’de bir Televizyon Reklamı Serisinde Cinsiyet rollerinin Temsili: Eleştirel Söylem Analizi

Öz

Medyanın, sosyal ve kültürel statüyü korumanın ve onun devamını sağlamanın yanı sıra değişim için de kullanabilecek bir yönü vardır. Televizyon reklamları gibi birçok kişiye ulaşma gücü olan araçlar vasıtasıyla medyanın, kadının ev ve aileye ilişkin rolünün önceliğini vurgulayan basmakalıp imgeler kullandığı bilinmektedir. Bu çalışma, hurriyetemlak.com internet sitesinin televizyon reklam sersinin eleştirel söylem analizini, reklamda yansıtılan kadınlara ve erkeklere verilen rolleri irdeleyerek yapmayı amaçlamaktadır. Öncelikle, çalışmanın teorik çerçevesi ana hatlarıyla belirtilmiştir. Eleştirel söylem çözümlemesi ve medya söylemi gibi söylem analiziyle ilgili anahtar kavramlar tanımlanmış ve eleştirel söylem analizi yapmak için kullanılan Fairclough’un üç basamaklı taslağı açıklanmıştır. Daha sonra cinsiyet rolleri ve reklamcılık konuları incelenmiştir. Son olarak da hurriyetemlak.com internet sitesinin reklam serisinin eleştirel söylem analizi yapılmıştır. Çalışmanın bulguları, reklam serisinde, geleneksel cinsiyet rollerine dair klişelerin bulunduğunu göstermiştir. Ayrıca, seride, bir kadının toplumda saygı görebilmesi için evli olması ve ev işlerinden sorumlu olması gerekliliğinin öneminin vurgulandığı görülmüştür.

Anahtar Kelimeler

• Eleştirel söylem çözümlemesi
• medya söylemi
• cinsiyet rolleri

Kaynakça

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