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‘Tipeez.com’ Örneği Üzerinden Tüketim Kültürü, Toplumsal Cinsiyet ve Disneyleşme

Yıl 2017, Cilt: 2 Sayı: 4, 524 - 543, 30.07.2017

Öz

Yeni medyanın çocuklara yönelik bir mecra olarak pazar endüstrisine yeni olanaklar sunması, kâr beklentisi içinde olan ticari firmaların iştahını kabartmıştır. Yeni medya aracılığıyla, endüstri pazarı ile çocuk ve gençler arasında daha önce hiç görülmeyecek bir biçimde yakın bir ilişki geliştirilmiştir. Çocuk ve gençlere yönelik hazırlandığı iddiasını taşıyan internet siteleri, firmaların reklam verdikleri, marka tanınırlığı ve markaya aşinalığın kazandırıldığı mecralara dönüşmeye başlamıştır. Böylece çocuklar daha küçük yaşlardan itibaren ticari kültürle tanıştırılmakta, yeni tüketim pratikleri kazanmaya yönlendirilmektedir. Bu çalışmada, popüler bir çocuk sitesi ‘Tipeez. com’ örneği üzerinden, çocuk sitelerinin ticari kültürle olan bağını ortaya koyabilmek için site içeriğinde yer alan ‘reklam ve tanıtım’ unsurlarının bulunduğu videolar, haber başlıkları, görseller, eleştirel bir perspektifle söylem ve içerik analizi yöntemiyle incelenmiştir. Çalışmada, site içinde yer alan haber, reklam ve oyun başlıkları altındaki metinler ‘tüketim kültürü’, ‘toplumsal cinsiyet’ ve ‘Disneyleşme’ temaları üzerinden analiz edilmiştir. Çalışma sonucunda, çocuklara yönelik bir alan olduğu iddiası taşıyan ‘Tipeez.com’ sitesinde, firmaların logo ve reklam bannerlarının yayınlanması gibi doğrudan pazarlanma stratejileriyle birlikte, çocukların interaktif olarak katılabilecekleri oyunlar, haberler ve forumlara kadar birçok alan içine gizlenmiş reklam stratejilerinin uygulandığı görülmüştür. Ayrıca, ‘Tipeez.com’da toplumsal cinsiyete göre tasarlanmış oyun içeriğinde ve haber başlıklarında Disney karakterlerinin yüceltildiği ve tüketim söyleminin yeniden üretildiği tespit edilmiştir.

Kaynakça

  • Adler, P. A. & Adler, P. (2001). Disneyization Society Alan Bryman. Sociological Odyses: Contemporary Readings. Belmont: Wadsworth/Thomson Learning, pp. 381-386. Bryman, A. (2004). The Disneyization of Society. London: Sage Publications Ltd. Cannella, G. & Kincheloe, J. (2002). Kidworld: ChildhoodStudies, Global Perspectives, and Education. New York: Peter Lang. Chester, J. & Montgomery, K. (2007). Interactive Food and Beverage Marketing: Targeting Children in the Digital Age. Berkeley, CA: Media StudiesGroup; Washington, DC: Center for Digital Democracy. http://digitalads.org/documents/ digiMarketingFull.pdf. Gilbert, K. (1998). The body, youngchildrenand popular culture. Gender in Early Childhood, Nicola Yelland (ed.), London: Routledge, pp. 55-72. Giroux, H. A. & Pollock, G. (2011). Is Disney Good for Your Kids? How Corporate Media Shape Youth Identity in the Digital Age. Kinder Culture The Corporate Construction of Childhood (Third Edition). Philadelphia: West View Press, pp. 73-93. Grossberg, L. (2005). Caught in the Crossfire: Kids, Politics, and America’s Future. Boulder: Paradigm Publishers. Kasturi, S. (2002). Constructing Childhood in a Corporate World: Cultural Studies, Childhood, and Disney. In Kidworld: Childhood Studies, Global Perspectives and Education. G. Cannella & J. Kincheloe (Eds.). New York: Peter Lang. Kehoe, A. (1991). Christian Contradictions and The World Revolution Letters To My Son. Dublin: Colour Books Ltd. Mayes-Elma, R. (2011). From Miley Merchandising to Pop Princess Peddling: The Hannah Montana Phenomenon. Kinder Culture The Corporate Construction of Childhood (Third Edition). Philadelphia: West View Press, pp. 173-187. Molnar, A. & Boninger, F. (2007). Adrift: Schools in a Total Marketing Environment. Tenth Annual Report on School house Commercialism Trends: 2006-2007. Tempe: Arizona State University. Özer, Ö. (2011). Haber Söylem İdeoloji Eleştirel Haber Çözümlemeleri. Konya: Literatürk. Shirley, R. S. (2011). Kinderculture: Mediating, Simulacralizing and Pathologizing the New Childhood. Kinder Culture The Corporate Construction of Childhood (Third Edition). Philadelphia: West View Press, pp. 1-55. Rideout, V.; Roberts, D. F. & Foehr, U. G. (2005). Generation M: Media in the Lives of 8-18 Year-Olds. Washington: DC: Kaiser Family Foundation. Roseboro, D. L. (2011). FLUID: Teen and Youth Identity Construction in Cyberspace. Kinder Culture The Corporate Construction of Childhood (Third Edition). Philadelphia: West View Press, pp. 135-153. Van Dijk, Teun. (1988). News as Discourse. Lawrence Earlbaum Associates Publications. Vieira, C. (2001). Alt.cyberkid: Contingencies of the Technological Child. Retrieved from http://www.futurepresent.org/altcyberkids/concept.htm. Zhu, W.; Owen, C. B.; Li, H. & Lee, J.-H. (2004). Personalized in-store e-commerce with PromoPad: an augmentedreality shopping assistant. Electronic Journal for E-commerce Tools and Applications, 1 (3), pp. 1-19. http://eukidsonline.metu.edu.tr/. http://www.tipeezblog.com/. https://www.facebook.com /Tipeez.Kurumsal. Blogu/photos/a.295007790534474.60965. 23 http://www.tipeezblog.com/2014/02/27/nesquik-tipeez-is-birligi/ http://www.tipeez.com/ch/main/reklam.aspx

Consumption Culture, Gender and Disneyfication Through the Example of ‘Tipeez.com’

Yıl 2017, Cilt: 2 Sayı: 4, 524 - 543, 30.07.2017

Öz

New media offering new opportunities to the market industry as a media for children has boosted the appetite of commercial companies that are expecting profit. Through the new media, a close relationship has been developed between the industrial market and children and young people in a way never seen before. Websites that claim to have been prepared for children and young people have begun to transform into media where firms advertise, and ensure brand recognition and brand familiarity. Thus, children are introduced to commercial culture from a young age and are directed to acquire new consumption practices. In this study, the videos, news titles, and images containing “advertising and publicity” elements in the website content of ‘Tipeez.com’, a popular children’s website, were analyzed with a critical perspective, using both content and discourse analysis method, in order to demonstrate the connection between the children’s websites and the commercial culture. In the study, the texts within the news, advertisement and game titles in the website were analyzed through ‘consumption culture’, ‘social gender’ and ‘Disneyfication’ themes. As a result of the study, the website ‘Tipeez.com’, which claims to be a place for children, has been observed to apply advertising strategies hidden in many areas, such as games, news and forums where children can participate interactively, along with direct marketing strategies such as publishing the logos and advertising banners of the companies. It has also been found that Disney characters have been promoted in the game contents and news headlines designed according to social gender in ‘Tipeez.com’, and the discourse of consumption has been reproduced.

Kaynakça

  • Adler, P. A. & Adler, P. (2001). Disneyization Society Alan Bryman. Sociological Odyses: Contemporary Readings. Belmont: Wadsworth/Thomson Learning, pp. 381-386. Bryman, A. (2004). The Disneyization of Society. London: Sage Publications Ltd. Cannella, G. & Kincheloe, J. (2002). Kidworld: ChildhoodStudies, Global Perspectives, and Education. New York: Peter Lang. Chester, J. & Montgomery, K. (2007). Interactive Food and Beverage Marketing: Targeting Children in the Digital Age. Berkeley, CA: Media StudiesGroup; Washington, DC: Center for Digital Democracy. http://digitalads.org/documents/ digiMarketingFull.pdf. Gilbert, K. (1998). The body, youngchildrenand popular culture. Gender in Early Childhood, Nicola Yelland (ed.), London: Routledge, pp. 55-72. Giroux, H. A. & Pollock, G. (2011). Is Disney Good for Your Kids? How Corporate Media Shape Youth Identity in the Digital Age. Kinder Culture The Corporate Construction of Childhood (Third Edition). Philadelphia: West View Press, pp. 73-93. Grossberg, L. (2005). Caught in the Crossfire: Kids, Politics, and America’s Future. Boulder: Paradigm Publishers. Kasturi, S. (2002). Constructing Childhood in a Corporate World: Cultural Studies, Childhood, and Disney. In Kidworld: Childhood Studies, Global Perspectives and Education. G. Cannella & J. Kincheloe (Eds.). New York: Peter Lang. Kehoe, A. (1991). Christian Contradictions and The World Revolution Letters To My Son. Dublin: Colour Books Ltd. Mayes-Elma, R. (2011). From Miley Merchandising to Pop Princess Peddling: The Hannah Montana Phenomenon. Kinder Culture The Corporate Construction of Childhood (Third Edition). Philadelphia: West View Press, pp. 173-187. Molnar, A. & Boninger, F. (2007). Adrift: Schools in a Total Marketing Environment. Tenth Annual Report on School house Commercialism Trends: 2006-2007. Tempe: Arizona State University. Özer, Ö. (2011). Haber Söylem İdeoloji Eleştirel Haber Çözümlemeleri. Konya: Literatürk. Shirley, R. S. (2011). Kinderculture: Mediating, Simulacralizing and Pathologizing the New Childhood. Kinder Culture The Corporate Construction of Childhood (Third Edition). Philadelphia: West View Press, pp. 1-55. Rideout, V.; Roberts, D. F. & Foehr, U. G. (2005). Generation M: Media in the Lives of 8-18 Year-Olds. Washington: DC: Kaiser Family Foundation. Roseboro, D. L. (2011). FLUID: Teen and Youth Identity Construction in Cyberspace. Kinder Culture The Corporate Construction of Childhood (Third Edition). Philadelphia: West View Press, pp. 135-153. Van Dijk, Teun. (1988). News as Discourse. Lawrence Earlbaum Associates Publications. Vieira, C. (2001). Alt.cyberkid: Contingencies of the Technological Child. Retrieved from http://www.futurepresent.org/altcyberkids/concept.htm. Zhu, W.; Owen, C. B.; Li, H. & Lee, J.-H. (2004). Personalized in-store e-commerce with PromoPad: an augmentedreality shopping assistant. Electronic Journal for E-commerce Tools and Applications, 1 (3), pp. 1-19. http://eukidsonline.metu.edu.tr/. http://www.tipeezblog.com/. https://www.facebook.com /Tipeez.Kurumsal. Blogu/photos/a.295007790534474.60965. 23 http://www.tipeezblog.com/2014/02/27/nesquik-tipeez-is-birligi/ http://www.tipeez.com/ch/main/reklam.aspx
Toplam 1 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Makaleler
Yazarlar

Çilem Tuğba Akdağ Bu kişi benim

Yayımlanma Tarihi 30 Temmuz 2017
Gönderilme Tarihi 17 Nisan 2017
Kabul Tarihi 18 Temmuz 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 2 Sayı: 4

Kaynak Göster

APA Akdağ, Ç. T. (2017). ‘Tipeez.com’ Örneği Üzerinden Tüketim Kültürü, Toplumsal Cinsiyet ve Disneyleşme. TRT Akademi, 2(4), 524-543.

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