Barbie ve Günümüzde Tüketim Kültürüne Etkisi

Öz

Frankfurt Okulu'nun odağında kültür endüstrisi vardır. Bu teorinin temel çıkış noktası, Faşizmin hızla gelişmesi, sosyalist hareketin gerilemesi, Nazilerin iktidara gelmesi ve Avusturya işçi hareketinin 1930'larda dağılması, Avrupa'daki hızlı değişimlerdir. Bu gelişmeler okulun teorisyenlerini düşünmeye zorlarken, Avrupa'da süregelen siyasi huzursuzluktan kaçmak için tüketim toplumu, kitle toplumu ve kültür endüstrisini incelemek üzere Amerika Birleşik Devletleri'ne kaçarlar. Popüler kültür, kültür endüstrisi, kitle toplumu gibi kavramlar Frankfurt Okulu'nun odak noktasıdır çünkü toplumsal hayatın, gündelik hayatın, bireylerle ana akım kültür arasındaki gerilimin eleştirisini temel alır. 2023 Temmuz ayında vizyona giren filminin gelmesiyle Barbie, etkisi bilinen belirli yaş aralığından çıkıp kadın erkek demeden neredeyse tüm bireylerin tüketim aracına dönüşmeye başlamıştır. Film öncesi belirli bir yaş aralığına, belirli sayıda denebilecek şekilde ve belirli alanlara hükmettiğini söyleyebileceğimiz Barbie etkisi, filmini ünlü oyuncuların canlandırmasıyla hızlı bir şekilde hayatımıza daha da etki eder. Bu çalışma ile Barbie kültürünün filmi öncesinden sonrasına, tüketim kültürüne olan etkisini nasıl dönüştürdüğü Frankfurt Okulu’nun teorisi üzerinden incelenecektir. Kitle toplumunun yaklaşımının yönlendirilmesine etki eden tüketim kültürünün nasıl ve neye göre şekillendiği üzerinde durulacaktır.

Anahtar Kelimeler

• Frankfurt Okulu
• Kitle Toplumu
• Tüketim Kültürü
• Barbie

Barbie and its Impact on Consumer Culture Today

Öz

The focus of the Frankfurt School is the culture industry. The main starting points of this theory are the rapid development of fascism, the decline of the socialist movement, the Nazis' coming to power and the disintegration of the Austrian workers' movement in the 1930s, and the rapid changes in Europe. While these developments forced the school's theorists to think, they fled to the The United States of America to study consumer society, mass society, and the culture industry to escape the ongoing political unrest in Europe. Concepts such as popular culture, culture industry, mass society are the focus of the Frankfurt School because they are based on the criticism of social life, everyday life, and the tension between individuals and mainstream culture. With the release of the movie in July 2023, the Barbie effect has moved beyond a certain age range and started to become a consumption tool for almost all individuals, both men and women. The Barbie effect, which we can say dominated a certain age range and certain areas before the movie, quickly affects our lives even more with the portrayal of the movie by famous actors. In this study, it will be examined through the Frankfurt School's theory on how Barbie culture transformed its impact on consumer culture before and after the movie. It will be focused on how and on what basis the consumption culture, which affects the direction of the approach of mass society, is shaped.

Anahtar Kelimeler

• Frankfurt school
• Consumer Culture
• Mass Society
• Barbie

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