YAŞLILARIN SOSYAL REKLAMLAR ARACILIĞIYLA TEMSİLİ – 6 ÜLKE KARŞILAŞTIRMASI

Yıl 2022, , 21 - 44, 11.04.2021

Hediye Aydoğan

https://doi.org/10.20296/tsadergisi.807396

Cited By: 1

Öz

Bu çalışmanın amacı, toplumsal meseleleri ele alan sosyal reklamların yaşlı temsiliyeti özelinde ülkeler karşılaştırması yaparak irdelenmesidir. Bu amaç doğrultusunda, amaçlı örnekleme yöntemiyle seçilmiş olan,, Dünya Bankası’nın 2019 raporuna göre yaşlı nüfus oranı en fazla olan beş ülke (Japonya, Finlandiya, Portekiz, İtalya ve Yunanistan) ile Türkiye’nin Ads of the World internet sitesindeki sosyal reklamlar arasında yaşlı temsiliyeti bulunan sosyal reklamlar tespit edilmiş olup bu ülkelere ait sosyal reklamlardan elde edilen veriler Hummert (1990), Lee vd. (2007) ve Prieler vd. (2016)’dan uyarlanan kategoriler doğrultusunda içerik çözümlemesi yoluyla analiz edilmiştir. Tanımlayıcı istatistik testlerinin veri analizi sürecinde kullanıldığı, alanyazında öncülerden biri olan bu araştırmanın sonuçlarına göre, diğer beş ülkedeki sosyal reklamlar ile kıyaslandığında Türkiye’deki sosyal reklamlarda yaşlı bireylerin daha olumlu stereotipler üzerinden temsil edildiği görülürken, bütün ülkelerde yaşlıların yer aldığı sosyal reklamların sayıca yetersiz olduğu, toplumsal cinsiyet açısından bakıldığında yaşlı kadınların yaşlı erkeklere göre sosyal reklamlarda daha az temsil edildiği ve yaşlıların dış ortamlarda diğer yaş gruplarıyla etkileşim halinde gösterildiği bulguları dikkat çekmektedir. Elde edilen sonuçların kültür bağlamında sosyal politika, yaşlılık, medya çalışmaları ve reklamcılık üzerine çalışan araştırmacı ve uygulamacılara yol gösterici olması beklenmektedir.

Anahtar Kelimeler

sosyal reklamlar, yaşlı, stereotip, içerik analizi, temsil

REPRESENTATION OF THE ELDERLY IN PUBLIC SERVICE ADVERTISEMENTS: A 6-COUNTRY COMPARISON

Öz

The purpose of this study is to examine the representation of the elderly in public service advertisements focused on social issues through the comparison of six different countries. In line with this purpose, data obtained from the public service advertisements with senior characters among those purposively-sampled from top five countries (Japan, Finland, Portugal, Italy and Greece) with high population of the elderly according to the 2019 Report by The World Bank and Turkey, which were found on Ads of the World website, were content-analysed through the code sheet adapted from Hummert (1990), Lee et al. (2007) and Prieler et al. (2016). According to the results of this study, one of the pioneering studies in the literature, which used descriptive tests for analysis, while the public service advertisements in Turkey address seniors with positive stereotypes more often than those in other five countries, it is striking that public service advertisements representing seniors are fewer in number, that female seniors are represented less than the male seniors, and that seniors in general are mostly represented in outdoors with others from different ages. It is expected that the results obtained will guide other studies by researchers and practitioners who carry out researches in the field of social policy, ageism, media studies, and advertising.

Anahtar Kelimeler

public service advertisements, elderly, stereotype, representation, content analysis

Kaynakça

• Abrams, J. R., Eveland, W. P. & Giles, H. (2003). The Effects of Television on Group Vitality: Can Television Empower Nondominant Groups?. Annals of the International Communication Association, 27(1), 193-219. DOI: 10.1080/23808985.2003.11679026.
• Ads of the World. (2020). Finland. Erişim adresi: https://www.adsoftheworld.com/.
• Aydın, Ö. K. (2016). Çevresel İletişim Kapsamında Çevre Temalı Kamu Spotlarına Yönelik Bir Araştırma. International Journal of Social Sciences and Education Research, 2(3), 973-991.
• Aytekin, H. (2016). Görsel-İşitsel Medyada Sağlık-Güvenlik Halleri: Tartışılması Gereken Bir Alan Olarak Kamu Spotu. Selçuk İletişim, 9(6), 249-275. DOI: 10.18094/si.37556.
• Baker, J. A. & Goggin, N. L. (1994). Portrayals of Older Adults in Modern Maturity Advertisements. Educational Gerontology, 20(2), 139-145. DOI: 10.1080/0360127940200203.
• Başfırıncı, Ç. & Altıntaş, M. (2018). Toplumsal cinsiyetin çocuk reklâmları aracılığıyla inşası: Türk televizyonlarındaki çocuk reklâmlarına yönelik bir içerik analizi. Istanbul Business Research, 47(2), 208-232. DOI: 10.26650/ibr.2018.47.2.0045.
• Becerikli, S. (2012). Sağlık İletişimi Çalışmalarında Alımlama Analizinin Kullanımı. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 1(43): 163-177.
• Bilgiç, B. (2016). Türkiye’de Kamu Spotu Oluşum Süreci ve Yayın Politikaları. İletişim Çalışmaları Dergisi, 2(2), 25-62.
• Birleşmiş Milletler. (t.y.). Global Issues Overview. 22 Ekim 2019 tarihinde https://www.un.org/en/sections/issues-depth/global-issues-overview/ adresinden erişilmiştir.
• Brubaker, T. H. & Powers, E. A. (1976). The Stereotype of “Old”: A Review and Alternative Approach. Journal of Gerontology, 31(4), 441-447. DOI: 10.1093/geronj/31.4.441.
• Chen, C.-H. (2015). Advertising Representations of Older People in United Kingdom and Taiwan: A Comparative Analysis. The International Journal of Aging and Human Development, 80(2), 140-183. DOI: 10.1177/0091415015590305.
• Cuddy, A. J. C. & Fiske, S. T. (2002). Doddering But Dear: Process, Content, and Function in Stereotyping of Older Persons. In: Nelson, T. D. (ed.), Ageism: Stereotyping and Prejudice Against Older Persons (pp. 3-26). MIT Press, Cambridge, Massachusetts.
• Çınarlı, İ. (2008). Sağlık İletişimi ve Medya. Ankara: Nobel Yayınları.
• Dhanapal, S., Anantha, S. S. & Farouk, R. F. B. O. (2013). Government Sponsored Advertisements: Do They Cultivate Higher Order Thinking Skills?. International Journal of Management & Information Technology, 5(2), 503-516.
• Duğan, Ö. & Şahin, E. (2016). Examination of Creating Awareness Level of Organ Donation Public Service Announcements on College Students. Uşak Üniversitesi Sosyal Bilimler Dergisi, 9(4), 121-147.
• Engelli ve Yaşlı Hizmetleri Genel Müdürlüğü. (2020). Engelli ve Yaşlı İstatistik Bülteni 2020 – Ocak. Aile ve Çalışma Bakanlığı Yayınları. Erişim Adresi: https://ailevecalisma.gov.tr/media/37313/istatistik-bulteni-ocak-2020-1.pdf.
• Fang, Y. Q. (2016). The Realization of Mood through Syntactic Patterns in English Public Service Advertising Texts. 3rd International Conference on Advanced Education and Management, 1-8.
• Fung, H. H. (2013). Aging in Culture. The Gerontologist, 53(3), 369-377. DOI: 10.1093/geront/gnt024.
• Gençoğlu, P., Bağlıtaş, H. H. & Kuşkaya, S. (2017). Sosyal Pazarlama Aracı Olarak Kamu Spotlarının Birey Davranışları Üzerindeki Etkileri: Parametrik Olmayan İstatistiksel Bir Analiz. Uluslararası Sosyal Araştırmalar Dergisi, 10(48), 622-629.
• Gerbner, G. (1998). Cultivation Analysis: An Overview. Mass Communication & Society, 1(3), 175-194. DOI: 10.1080/15205436.1998.9677855.
• Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1986). Living with television: The dynamics of the cultivation process. In: J. Bryant & D. Zillmann (Eds.), Perspectives on media effects (pp. 17-40). Hillsdale, NJ: Lawrence Erlbaum.
• Gerbner, G., Gross, L., Signorielli, N., & Morgan, M. (1980). Aging with television: Images on television drama and conceptions of social reality. Journal of Communication, 30, 37-47. DOI: 10.1111/j.1460-2466.1980.tb01766.x.
• Giles , H., Bourhis, R.Y. & Taylor, D.M. (1977). Towards a theory of language in ethnic group relations. In: H. Giles (Eds.), Language, ethnicity and intergroup relations (pp. 307 – 348), London: Academic Press.
• Harris, A. J. & Feinberg, J. F. (1977). Television and Aging: Is What You See What You Get?. The Gerontologist, 17(5), 464-468. DOI: 10.1093/geront/17.5_Part_1.464.
• Harwood, J. & Anderson, K. (2002). The Presence and Portrayal of Social Groups in Prime-Time Television. Communication Reports, 15(2), 81-97. DOI: 10.1080/08934210209367756.
• Harwood, J. & Roy, A. (2005). Social Identity Theory and Mass Communication Research. In: J. Harwood & H. Giles (Eds.), Intergroup Communication: Multiple Perspectives, (pp. 189-211), New York: Peter Lang.
• He, X. (2016). Transivity of Kinetic Typography: Theory and Application to A Case Study of A Public Service Advertisement. Visual Communication, 16(2), 165-194. DOI: 10.1177/1470357216684080.
• Hiemstra, R., Goodman, M., Middlemiss, M., Vosco, R. & Ziegler, N. (1983). How older people are portrayed in television advertising: Implications for educators. Educational Gerontology, 9, 111-121.
• Hummert, M. L. (1990). Multiple Stereotypes of Elderly and Young Adults: A Comparison of Structure and Evaluations. Psychology and Aging, 5(2), 182-193. DOI: 10.1037/0882-7974.5.2.182.
• Kim, N. & Yu, S. Y. (2015). Effect of the Characteristics of Models of Public Service Advertisements on Public Service Behavior Intension: Mediated Effect on Attitude of PSA. Indian Journal of Science and Technology, 8(S8), 250-257. DOI: 10.17485/ijst/2015/v8iS8/70526.
• Kohlbacher, F. (2011). Business implications of demographic change in Japan. Chances and challenges for human resource and marketing management. In: F. Coulmas & R. Lützeler (Eds.), Imploding populations in Japan and Germany: A comparison (pp. 269-294), Leiden: Brill.
• Kranenburg, K. E. (1991). Any Questions: An Examination of Public Service Advertising and The Psychological Factors Affecting It (Yayımlanmamış Onur Derecesi Tezi – 13 Nolu Çalışma). Southern Illinois University Carbondale OpenSUIC, ABD.
• Krippendorff, W. (2013). Content Analysis: An Introduction to Its Methodology. 3. Baskı, Thousand Oaks, CA: Sage. Landsberger, S. R. (2009). Harmony, Olympic Manners and Morals – Chinese Television and the ‘New Propaganda’ of Public Service Advertising. European Journal of East Asian Studies, 8(2), 331-355. DOI:10. 1163/156805809X12553326569632.
• Lee, B., Kim, B.-C., & Han, S. (2006). The Portrayal of Older People in Television Advertisements: A Cross-Cultural Content Analysis of the United States and South Korea. International Journal of Aging and Human Development, 64(4), 279-297. DOI: 10.2190/ELLG-JELY-UCCY-4L8M.
• Lee, M. M., Carpenter, B., & Meyers, L. S. (2007). Representations of Older Adults in Television Advertisements. Journal of Aging Studies, 21(1), 23-30. DOI: 10.1016/j.jaging.2006.04.001.
• Lynn, J. R. (1974). Effects of Persuasive Appeals in Public Service Advertising. Journalism & Mass Communication Quarterly, 51, 622-630. DOI: 10.1177/107769907405100406.
• Mandell, M. I. (1974). Advertising. Eaglewood Cliffs, N. J.: Prentice-Hall Inc.
• Miller, D. W., Leyell, T. S., & Mazachek, J. (2004). Stereotypes of the Elderly in U.S. Television Commercial from the 1950s to the 1990s. International Journal of Aging and Human Development, 58(4), 315-340. DOI: 10.2190/N1R6-7Q5Y-2N7Q-8NM1.
• Miller, P. N., Miller, D. W., McKibbin, E. M. & Pettys, G. L. (1999). Stereotypes of the Elderly in Magazine Advertisements 1956-1996. International Journal of Aging and Human Development, 49(4), 319-337. DOI: 10.2190/A078-FRJE-NQ1P-C3KY.
• O’Keefe, G. T., & Reid, K. (1990). The uses and effects of public service advertising. Public Relations Research, 2, 67-91.
• Ong, F. S., Kitchen, J. P. & Jama, A. T. (2008). Consumption patterns and silver marketing: an analysis of older consumers in Malaysia. Marketing Intelligence & Planning, 26(7), 682-698. DOI: 10.1108/02634500810916663.
• Oral, R. (2016). Televizyonda Yayınlanan Kamu Spotlarının Hedef Kitlenin Tutum ve Davranışları Üzerindeki Etkisi: Beyhekim Devlet Hastanesi Çalışanları Örneği (Yayımlanmamış Yüksek Lisans Tezi). Selçuk Üniversitesi Sosyal Bilimler Enstitüsü, Konya.
• Prieler, M., Ivanov, A. & Hagiwara, S. (2016). The Representation of Older People in East Asian Television Advertisements. International Journal of Aging and Human Development, 85(1), 67-89. DOI: 10.1177/0091415016677972.
• Prieler, M., Kohlbacher, F., Hagiwara, S. & Arima, A. (2008). The Representation of Older People in Japanese Television Advertising. Working Paper (08/2) of Deutsches Institut Für Japanstudien, Tokyo.
• Prieler, M. & Kohlbacher, F. (2016). Advertising In The Aging Society: Understanding Representations, Practitioners, and Consumers In Japan. New York and Hampshire: Palgrave MacMillan.
• Rogers, E. M., & Storey, D. (1987). Communication campaigns. In: C. R. Berger & S. H. Chaffee (Eds.), Handbook of communication science (pp. 817–846). Thousand Oaks, CA: Sage.
• Roy, A. & Harwood, J. (1997). Underrepresented, positively portrayed: Older adults in television commercials. Journal of Applied Communication Research, 25, 35-56. DOI: 10.1080/00909889709365464.
• Sarna, P. (2013). Rhetoric and Public Service Advertising – A Case Study on the Campaign Against Homophobia. In: U. Michalik & M. Michalska-Suchanek (Eds.). Language and the Environment, (pp. 155-166), Gliwice: Gliwicka Wyższa Szkoła Przedsiębiorczości.
• Serttaş, A. (2014). Türkiye’de Yayınlanan “8 Mart 8 Kadın” Adlı Şok Reklamın Analizi. UHİVE Uluslararası Hakemli İletişim ve Edebiyat Araştırmaları Dergisi, 2(2), 54-72.
• Sherry, J. F. (1987). Advertising as a cultural System. In: J. Umiker-Sebeok (Eds.), Marketing and semiotics: New directions in the study of signs for sale, (pp. 441-461), Berlin: Mouton de Gruyter.
• Sim, O. F., Philip, K. J. & Kyung, C. H. (2008). Older People as Models in Advertisements: A Cross-Cultural Content Analysis of Two Asian Countries. Paper presented at the Annual London Conference on “Money, Economy and Management” (pp. 1-15), 3-4 July 2008, London, UK.
• Stephenson, M. T. (2009). Anti-Drug Public Service Announcements Targeting Parents: An Analysis and Evaluation. Southern Communication Journal, 67(4), 335-350. DOI: 10.1080/10417940209373243.
• Swanson, D. J. (1996). Humor as a Presentational Device in Broadcast Public Service Announcements. Paper presented at the Southwest Symposium of the Southwest Council for Journalism and Mass Communication (pp. 1-49), 9 November 1996, Monroe, LA, USA.
• Swayne, L. E., & Greco, A. J. (1987). The portrayal of older Americans in television commercials. Journal of Advertising, 16, 47-54. DOI: 10.1080/00913367.1987.10673060.
• Syahlani, S. P., Purwanto, B. M. & Muzayyanah, M. A. U. (2014). Message Appeal and Presentation Order of Public Service Advertisement: An Experimental Study of Egg Enriched with Omega-3 Promotion. Journal of Economics, Business, and Accountancy Ventura, 17(2), 221-228. DOI: 10.14414/jebav.14.1702006.
• Şahin Başfırıncı, Ç. (2008). Bir pazarlama iletişim medyası olarak web ortamında içerik analizi yapmanın güçlükleri ve olası çözüm önerileri. Yönetim/İstanbul Üniversitesi İşletme Fakültesi İşletme İktisad Enstitüsü Dergisi, 19(61), 52-71. Erişim adresi: https://dergipark.org.tr/tr/download/article-file/406470.
• The World Bank. (2019). Population ages 65 and above (% of total population). Erişim adresi: https://data.worldbank.org/indicator/SP.POP.65UP.TO.ZS?most_recent_value_desc=trtr.
• Tinarbuko, S. (2008). Semiotic of Public Service Advertisement. The Indonesian Journal of Communication Studies, 1(2), 168-180.
• Türkiye İstatistik Kurumu. (2019). İstatistiklerle Yaşlılar. Erişim Adresi: http://www.tuik.gov.tr/PreHaberBultenleri.do;jsessionid=mNL2pJVXQ1CYpqkHnYBCYpqkHnYBbhHMygwrdc0ykGTc3pKjbH5M!-985967872?id=33712.
• Ünal, Ç. (2015). Türkiye Nüfusunun Yaşlanma Endeksi ve Potansiyel Destek Oranlarının Dağılımı. Hasan Ali Yücel Eğitim Fakültesi Dergisi, 12-1(23), 235-249. Erişim adresi: https://hayefjournal.org/en/aging-index-of-turkey-s-population-and-the-distribution-of-the-potential-support-rate-13439.
• Verchenko, S. (2013). Public Service Advertising in the Kyrgyz Republic: Its Yesterday, Today, and Tomorrow (Unpublished Bachelor’s Thesis). American University of Central Asia, Kyrgyz Republic.
• Westerhof, G. J., Harink, K., van Selm, M., Strick, M. & van Baaren, R. (2010). Filling A Missing Link: The Influence of Portrayals of Older Characters in Television Commercials on the Memory Performance of Older Adults. Ageing and Society, 30(5), 897-912. DOI:10.1017/S0144686X10000152.
• Williams, A., Wadleigh, P. M. & Ylänne, V. (2007). Images of Older People in UK Magazine Advertising: Towards a Typology. Paper presented at the International Communication Association (ICA) Convention (pp. 1-48), May 2007, San Francisco, USA.
• Yun, R. J. & Lachman, M. E. (2006). Perceptions of Aging in Two Cultures: Korean and American Views on Old Age. Journal of Cross-Cultural Gerontology, 21(1-2), 55-70. DOI: 10.1007/s10823-006-9018-y.
• Zhang, Y.B., Harwood, J., Williams, A., Ylänne-McEwen, V., Wadleigh, P. M., & Thimm, C. (2006). The Portrayal of Older Adults in Advertising: A Cross-National Review. Journal of Language and Social Psychology, 25, 264-282. DOI: 10.1177/0261927X06289479.
• Zhou, N. & Chen, M. V. T. (1992). Marginal Life after 49: A Preliminary Study of the Portrayal of Older People in Canadian Consumer Magazine Advertising. International Journal of Advertising, 11(4), 343-354. DOI: 10.1080/02650487.1992.11104510.