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The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials
Öz
In contemporary popular culture, commercials have transcended their traditional function as mere platforms for product promotion, evolving into potent ideological tools that construct, disseminate, and reinforce a multitude of social discourses. As such, they play a pivotal role in shaping cultural structures, influencing consumer perceptions, and molding public attitudes on ethics and social norms. This study critically examines how nonhuman animal representations are fashioned within a speciesist discourse framework in twelve commercials from prominent brands in Turkey—namely Şenpiliç, Banvit, Lezita, Kor Organik Yumurta, Gedik Piliç, Sultan Et, Pınar Et, Maret, Sütaş, Pınar Süt, İçim, and Ekici—that sell white/red meat, dairy, and eggs. Employing a qualitative research design, the analysis draws on multiple theoretical lenses, including Roland Barthes’ semiotic approach, Judith Butler’s insights on normative power, Carol J. Adams’ theory of the absent referent, and Adorno and Horkheimer’s concept of the culture industry. The findings reveal the prevalence of four central myths that perpetuate the consumption of animal products: the Happy Farm Myth, the Traditional Family Table Myth, the Health and Growth Myth, and the Ideal Man/Woman Myth. The Happy Farm Myth constructs an illusion wherein nonhuman animals appear to live carefree lives on picturesque farms, seemingly unaffected by the reality that they will be converted into food. By presenting bucolic images of grassy fields and cheerful animals, these commercials obscure the inherently violent processes of industrial farming. Simultaneously, the Traditional Family Table Myth underscores the idealized image of the Turkish family as heterosexual, child-centered, and reliant on animal-based meals, suggesting that cultural identity is closely tied to consuming meat, dairy, and eggs. This framing reinforces notions of tradition and belonging, making it difficult for viewers to question or deviate from established dietary norms. Meanwhile, the Health and Growth Myth posits animal products as indispensable sources of nutrition, particularly for children, thereby normalizing the idea that a well-rounded, healthy diet must include meat, milk, and eggs. By linking these items to physical development, vitality, and longevity, the commercials amplify societal expectations surrounding conventional dietary practices. The Ideal Man/Woman Myth, on the other hand, entrenches traditional gender roles by depicting women predominantly in nurturing domestic spaces, responsible for meal preparation and child-rearing, while positioning men as protectors, providers, and key decision-makers for the family’s welfare. This study argues that these intertwined myths collectively legitimize and perpetuate speciesism by reducing nonhuman animals to mere commodities, stripping them of individuality and moral significance. The portrayal of “natural” and “happy” farm life serves as a strategic narrative device to mask the harsh realities of mass production, including overcrowded conditions and routine forms of exploitation. Consequently, consumers are distanced from the actual processes involved in bringing animal-based products to their tables. By framing the consumption of these products as both culturally integral and biologically essential, the commercials effectively discourage ethical scrutiny of the underlying power dynamics and injustices that sustain the animal agriculture industry. Ultimately, this research highlights the need to expose and challenge the ingrained speciesist ideologies embedded within popular culture. By deconstructing the visual and narrative strategies employed in these commercials, the study underscores how mythic representations obscure systemic violence, normalize exploitative practices, and reinforce societal acceptance of animal consumption as an unquestionable norm.
Anahtar Kelimeler
Teşekkür
Bu çalışma, 2024-2025 güz döneminde Ankara Üniversitesi Halkbilimi Yüksek Lisans Programı kapsamında, Dr. Öğr. Üyesi Anastasiia Zherdieva’nın yürüttüğü Popüler Kültür dersi kapsamında hazırlanmıştır. Bu süreçte, hem akademik rehberliği hem de eleştirel bakış açısıyla katkı sunan değerli hocam Dr. Anastasiia Zherdieva’ya teşekkür ederim. Ayrıca, ders boyunca tartışmalarımıza fikirleriyle derinlik katan arkadaşlarım Şenel Vural ve Nurullah Yavaş’a teşekkürü bir borç bilirim. Bu makalenin son okumasını yaparak metnin daha tutarlı ve etkili hale gelmesine katkı sağlayan Sebahat Gökçe Ağbaş’a da özel olarak gönülden teşekkür ederim. Son olarak, kendini türcülük karşıtı mücadeleye adayan ve bu alanda yılmadan emek veren tüm yoldaşlarıma teşekkür etmek istiyorum. Reklamcılığın daha az türcü ve daha etik bir anlayışa evrileceği bir geleceği birlikte inşa etme umuduyla, bu mücadelenin bir parçası olmaktan onur duyuyorum.
Kaynakça
- Adams, C. J. (1990). The sexual politics of meat: A feminist-vegetarian critical theory. Continuum.
- Adorno, T. W., & Horkheimer, M. (1996). Dialectic of enlightenment (J. Cumming, Trans.). Continuum. (Original work published 1944)
- Adorno, T. W., & Horkheimer, M. (1996). The culture industry: Enlightenment as mass deception. In J. Curran & M. Gurevitch (Eds.), Mass communication and society (pp. 18–34). Arnold. (Original work published 1944)
- Ahmed, S. (2017). Living a feminist life. Duke University Press.
- Adorno, T. W., & Horkheimer, M. (2014). Aydınlanmanın Diyalektiği (E. Ö. Karadoğan, Trans.). Kabalcı Yayınevi.
- Barthes, R. (1972). Mythologies (A. Lavers, Trans.). New York: Hill and Wang.
- Baudrillard, J. (1994). Simulacra and simulation (S. F. Glaser, Trans.). University of Michigan Press.
- Baudrillard, J. (2020). Tüketim Toplumu (H. Deliceçaylı & F. Keskin, Trans.). Ayrıntı Yayınları.
Ayrıntılar
Birincil Dil
İngilizce
Konular
Reklam Çözümlemesi
Bölüm
Araştırma Makalesi
Yazarlar
Erhan Korkmaz
*
0000-0002-9744-6484
Türkiye
Yayımlanma Tarihi
29 Haziran 2025
Gönderilme Tarihi
26 Şubat 2025
Kabul Tarihi
30 Mart 2025
Yayımlandığı Sayı
Yıl 2025 Cilt: 10 Sayı: 2
APA
Korkmaz, E. (2025). The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials. Turkish Academic Research Review, 10(2), 314-336. https://doi.org/10.30622/tarr.1647553
AMA
1.Korkmaz E. The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials. tarr. 2025;10(2):314-336. doi:10.30622/tarr.1647553
Chicago
Korkmaz, Erhan. 2025. “The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials”. Turkish Academic Research Review 10 (2): 314-36. https://doi.org/10.30622/tarr.1647553.
EndNote
Korkmaz E (01 Haziran 2025) The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials. Turkish Academic Research Review 10 2 314–336.
IEEE
[1]E. Korkmaz, “The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials”, tarr, c. 10, sy 2, ss. 314–336, Haz. 2025, doi: 10.30622/tarr.1647553.
ISNAD
Korkmaz, Erhan. “The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials”. Turkish Academic Research Review 10/2 (01 Haziran 2025): 314-336. https://doi.org/10.30622/tarr.1647553.
JAMA
1.Korkmaz E. The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials. tarr. 2025;10:314–336.
MLA
Korkmaz, Erhan. “The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials”. Turkish Academic Research Review, c. 10, sy 2, Haziran 2025, ss. 314-36, doi:10.30622/tarr.1647553.
Vancouver
1.Erhan Korkmaz. The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials. tarr. 01 Haziran 2025;10(2):314-36. doi:10.30622/tarr.1647553
