Global Markaların Türkiye Sevdası: Glokalizasyondan “Yerellik Yıkaması”na Uzanan Stratejik Yollar

Yıl 2022, Cilt: 25(1) Sayı: 49, 210 - 237, 08.03.2022

Eda Öztürk , Gül Şener , Hande Bilsel

https://doi.org/10.18691/kulturveiletisim.987966

Cited By: 2

Öz

Günümüzde devletler kadar markalar da milliyetçi anlatıların inşasında ve sürdürülmesinde kilit rol üstlenmektedir. Markalı ürün ve hizmetlere milliyetçi özellikler kazandırılması, “ticari milliyetçilik” olarak tanımlanmaktadır. Yerli markaların tüketicilere sundukları ürün/hizmetleri belirli ulusal imge, değer ve özelliklerle özdeşleştirmesi, marka kimlikleriyle uyumlu bir durum olarak değerlendirilebilir. Ancak, yakın zamanda global markaların da Türkiye’ye dair ulusal kimlik imgelerini, “yerli markalarmışçasına” kullanmaya başladıkları görülmektedir. Bu çalışmanın temel tezi çerçevesinde “yerellik yıkaması” olarak adlandırılan bu olgu, global markaların pazarlama iletişimlerinde yeni bir aşamaya işaret etmektedir. Söz konusu reklamlarla tüketicide yaratılmak istenen algı, global markanın “yabancı/dışarıdan/onlardan” değil; “yerel/içeriden/bizden” olduğudur. “Global düşün, yerel hareket et” yaklaşımı üzerinde temellenen glokalizasyon stratejilerinden farklı olarak; “yerellik yıkaması” kavramı ile global markanın değerlerinin, ulusal değerlerin içerisinde neredeyse görünmez hale geldiği bir anlam alaşımı kastedilmektedir. Halihazırdaki çalışmanın amacı, global markaların “yerellik yıkaması” içeren reklamlarını ticari milliyetçilik ekseninde incelemek ve bu reklamlardaki öncelikli temaları söylem çözümlemesi üzerinden ortaya çıkarmaktır. Türkiye’de 2000’lerle başlayan erken dönem “yerellik yıkaması” reklam uygulamalarında, global markaların Türk kolektif kimliğine dair belirli sembolleri kullandıkları görülmektedir. 2010 sonrasında ise Anadolu’nun ve Anadolu’nun kültürel çeşitliliğinin, biricikliğinin, bilgeliğinin bir parçası oldukları mesajları göze çarpmaktadır. Bu çerçevede, global marka reklamlarında “vatan ve yurtseverlik” kavramlarının araçsallaştırıldığı, ulusu yaratan ana unsur olarak vatan kavramının kutsallaştırıldığı ve romantize edildiği gözlemlenmektedir. Vatan, milli ruhu yansıtan metafizik bir değer olarak tanımlanmakta ve Anadolu imgeleri üzerinden bir “manevi vatan” kavramı inşa edilmektedir. “Türkiye sevgisi”, global markalar için “yerellik yıkaması”na giden yolu açan kavramların başında gelmektedir. Milliyetçilik, global markalara “yurtseverlik” iddialarının ve Türkiye “sevdası” üzerinden meşrulaştırdıkları “Türklüklerinin” sembolik araçlarını sağlamaktadır.

Anahtar Kelimeler

Glokalizasyon, yerellik yıkaması, global marka, ticari milliyetçilik, Türkiye.

Global Brands’ Enamourment with Turkey: Down the Strategic Paths of Glocalization All the Way towards “Local Washing”

Öz

Nowadays, brands play a key role in the construction and maintenance of national narratives as much as that of governments. In the given sense, endowing branded products and services with nationalistic features and qualities can be defined as “commercial nationalism”. Using national images, values, and qualities can be considered as a consistent strategy for local brands. Yet, recently, global brands have equally been making use of nationalistic symbols pertaining to Turkey as if they were “local brands”. This notion, which is addressed as “local washing” within the framework of the main argument of this study, points at a new phase in the marketing communication efforts of global brands. The sort of perception that these kinds of advertisements seek to create on the part of consumers is that the global brands are “local/insider/of us” instead of being “foreign/outsider/of others”. As distinct from glocalization strategies that are grounded upon the “Think global, act local” approach, what is referred to by the notion of “local washing” is that global brand values become almost invisible within national values. The purpose of this study is to analyze global brand advertisements that involve “local washing” from the perspective of commercial nationalism and reveal the themes of priority in these advertisements by means of discourse analysis. It can be observed that in the early examples of “local washing” practices in Turkey (dating back to 2000s) global brands utilized certain symbols in association with the Turkish collective identity. In the post 2010s, however, it can be noticed that the brands’ messages portray them as part of Anatolia and its multiculturalism, uniqueness, and wisdom. Within the given framework, it can also be observed that the concepts of “homeland and patriotism” are often utilized, thus glorifying, and romanticizing the very notion of homeland as the cornerstone of nation. The homeland here is defined as a metaphysical value that reflects the national spirit, aiding the construction of an “intangible motherland” on the grounds of Anatolian imagery. Thus, the “love of Turkey” becomes one of the primary concepts that pave the way for global brands’ practices of “local washing”. This is how nationalism provides global brands with the symbolic instruments for their claims of “patriotism” and “Turkishness” which they legitimize through their love for Turkey.

Anahtar Kelimeler

Glocalization, local washing, global brand, commercial nationalism, Turkey.

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