Duygusal Kapitalizm Kavramı Bağlamında Pırlanta Reklamlarının İncelenmesi

Öz

Bu çalışma, Eva Illouz’un duygusal kapitalizm kavramı çerçevesinde, modern kapitalist toplumda duyguların nasıl piyasa mekanizmalarına entegre edildiğini incelemektedir. Çalışmada, Georg Simmel’in “duygusal mesafe” ve Max Weber’in “dünyanın büyüsünün bozulması” kavramları teorik çerçeve olarak kullanılmıştır. Araştırmada Atasay Pırlanta reklamları eleştirel söylem analizi yöntemiyle değerlendirilmiş, aşk, sadakat ve mutluluk gibi duyguların ghosting, love bombing ve gaslighting gibi ilişki manipülasyonları üzerinden nasıl temsil edildiği analiz edilmiştir. Bulgular, duyguların özgün bireysel yaşantılar olmaktan çıkarılarak piyasa mantığına tabi kılındığını, aşk ve mutluluk gibi deneyimlerin ise tüketim nesneleriyle gösterilen performanslara dönüştüğünü ortaya koymaktadır. Reklamlarda, kadının duygusal kırılganlığı özellikle vurgulanmakta, kadının ancak bir erkekle kuracağı ilişki ve bu ilişkiyi temsil eden tüketim ürünleri aracılığıyla değer kazanabileceği mesajı verilmektedir. Modern ilişki travmaları kadının bireysel sorunları gibi sunulmakta, çözüm ise tüketim kalıpları içinde aranmaktadır. Sonuç olarak, çalışma modern kapitalist düzenin duyguları metalaştırdığını, bireylerin duygusal özgürleşme arayışlarının ise sistemin sunduğu hazır kalıplar ve ürünler aracılığıyla yeniden yapılandırıldığını göstermektedir.

Anahtar Kelimeler

• Duygusal kapitalizm
• Eva Illouz
• ghosting
• love bombing
• gaslighting

An Analysis of Diamond Advertisements in the Context of Emotional Capitalism

Öz

This study examines how emotions are integrated into market mechanisms within modern capitalist society, using Eva Illouz’s concept of emotional capitalism. Theoretical support comes from Georg Simmel’s idea of “emotional distance” and Max Weber’s “disenchantment of the world.” The research analyzes Atasay Diamond advertisements through critical discourse analysis. It explores how feelings like love, loyalty, and happiness are represented through manipulative relationship tactics such as ghosting, love bombing, and gaslighting. The findings show that emotions are no longer personal experiences but are shaped by market logic. Love and happiness become performances tied to consumer goods. The ads highlight women’s emotional vulnerability and suggest that a woman gains value only through relationships symbolized by consumption. Modern relationship traumas are portrayed as personal problems, with solutions offered through consumption patterns. In conclusion, the study shows how capitalism turns emotions into commodities and reshapes emotional freedom through pre-designed products and narratives.

Anahtar Kelimeler

• Eva Illouz
• ghosting
• love bombing
• gaslighting
• Emotional capitalism

Kaynakça

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