Examining Conspicuous Consumption within the Context of Culture in Turkey: Eltilerin Savaşı

Öz

This article explores the film Eltilerin Savaşı and tries to explain the phenomenon of leisure class and conspicuous consumption. Observed not only in the upper class but also in the middle class, conspicuous consumption is more visible with social media. Within this film about the struggle between two middle class sisters in law, we can see four themes, which were separate in the previous studies. First, people try to show their status by leisure and conspicuous consumption (showing status). Secondly, while people try to show they are different from their environment, they behave conservatively and criticize others not behaving like themselves by saying tasteless and inferior (envy and criticism). Thirdly, the leisure class show their conspicuous behavior to their environment by spending higher amounts to the activities like baby showers and gender parties (activities). Lastly, conspicuous consumption by social media use makes it more visible (social media usage). The present study preserves it originality by combining certain themes which are dispersed in the previous studies via film analysis.

Anahtar Kelimeler

• Conspicuous Consumption
• Social Media
• Consumer Behaviors

GÖSTERİŞÇİ TÜKETİMİN TÜRKİYE’DE KÜLTÜR BAĞLAMINDA İNCELENMESİ: ELTİLERİN SAVAŞI FİLMİ ÜZERİNE DEĞERLENDİRMELER

Öz

Bu çalışmada Eltilerin Savaşı filmi incelenerek aylaklık ve gösterişçi tüketim olgusu açıklanmaya çalışılmıştır. Sadece üst sınıfta değil, toplumun diğer kesimlerinde de görülen gösterişçi tüketim sosyal medyanın kullanımıyla daha da görünür hale gelmiştir. Orta kesime ait iki eltinin birbiriyle mücadelesini ele alan Eltilerin Savaşı filminde önceki çalışmalarda dağınık halde bulunan şu dört tema bir arada görünmektedir: Öncelikle insanlar gösterişçi tüketim ve aylaklık ile toplum içerisindeki statülerini göstermeye çalışmaktadır (statünün gösterilmesi). İkincisi muhafazakâr nitelik gösteren bu kişiler kendilerinin daha farklı olduğunu göstermeye çalışırken bir yandan da kendisi gibi davranmayan kişileri zevksizlik, aşağılık gibi ifadeler ile eleştirmektedir (imrenme ve eleştirme). Üçüncüsü aylak kesim gösterişçi davranışını baby shower, cinsiyet partisi gibi etkinliklere yüksek bedeller harcayarak etrafına göstermeye çalışmaktadır (etkinlikler). Son olarak da sosyal medya kullanımı yoluyla gösterişçi tüketimin gösterilmesi onun daha görünür bir hale gelmesine neden olmuştur (sosyal medya kullanımı). Bu çalışma, daha önceki çalışmalarda dağınık halde bulunan belirli temaları film analizi üzerinden bir araya getirmesi nedeniyle orijinalliğini korumaktadır.

Anahtar Kelimeler

• Gösterişçi Tüketim
• Sosyal Medya
• Tüketici Davranışları

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