Simulacrum of Foods

Öz

The natural and real ones are no longer known because nature was severed. Baudrillard calls this "simulacra". This is what has happened to nutrition and food industries, especially in the second half of the 20th century; they have been closed into a simulacrum universe. In Baudrillard's words, they have become "a signifier without a sender". The commodity fetishism and alienation experienced with modernisation have permeated almost all human practices. The two things that accelerated this phenomenon were advertising, which entered the life cycle at the beginning of the 20th century, and computer technologies, which developed in the second half of the 20th century. The negative impacts on the soil and climate due to industrialization and the increase in the rate of urbanization has also been influential in the spread of simulacra foods. Although the "family", which is an ideological device that preserves the static in many respects, constitutes a relative obstacle to this change in nutrition, the rise of the individual and his/her detachment from all chains, especially in the new economy regulated by neo-liberal policies, has also changed the structure of food consumption. In this study, simulacrum foods are discussed from the perspectives of the food industry, consumers, and food evolution.

Anahtar Kelimeler

• Simulacrum of foods
• Food industry
• Reality
• Health
• Advertising

Simulakr Besinler

Öz

Doğal olandan uzun süre önce kopulduğu için doğal ve gerçek olan artık neredeyse bilinmemektedir. Baudrillard buna “simulakra” demektedir. Beslenmenin ve besinlerin özellikle 20. yüzyılın ikinci yarısında başına gelen de budur: bir simulakrum evrenine kapanmış, Baudrillard’ın ifadesiyle “gönderenden yoksun bir gösterge” haline gelmişlerdir. Modernleşmeyle beraber yaşanan meta fetişizmi ve yabancılaşma, insan pratiklerinin neredeyse tamamına sirayet etmiştir. Bu olguyu hızlandıran iki olgu, 20. Yüzyılın başlarından itibaren yaşam döngüsünün içine giren reklamcılık ve sonrasında ikinci yarısından itibaren gelişen bilgisayar teknolojileridir. Sanayileşme nedeniyle toprağın, iklimin olumsuz etkilenişi ve şehirleşme oranının artması da simulakr besinlerin yayılmasında etkili olmuştur. Pek çok açıdan statükoyu koruyan bir ideolojik aygıt olan “aile”, beslenmede görülen bu değişimin önünde görece bir engel teşkil etse de özellikle neo-liberal politikalarla düzenlenen yeni ekonomide bireyin yükselişi ve tüm zincirlerinden kopması besin tüketiminin yapısını da değiştirmiştir. Bu çalışmada simulakr besinler, gıda endüstrisi, tüketiciler ve gıdanın evrimi perspektiflerinden ele alınmaktadır.

Anahtar Kelimeler

• Simulakr besinler
• Gıda endüstrisi
• Gerçeklik
• Sağlık
• Reklamcılık

Kaynakça

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