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Kadına Yönelik Simgesel Şiddet Aracı Olarak Temizlik Ürünleri Reklamlarının Eleştirel Analizi

Year 2015, Issue: 24, 11 - 30, 15.12.2015
https://doi.org/10.31123/akil.437205

Abstract

Günümüzde reklam olgusu, yalnızca bir ürün veya hizmet tanıtımının ötesinde,
kitlelere ulaştırdığı anlamlarla kültürel ve ideolojik anlamları da yeniden üreten bir işlev
görebilmektedir. Özellikle, reklamlarda kadın imgesinin yer alış biçimleri, reklamın
toplumsal cinsiyet rollerini bir söylem olarak inşa etmesini beraberinde getirmektedir.
Bu çalışmada Türkiye’de 2013-2015 senelerinde yayınlanmış olan temizlik ürünleri
reklamları arasından ölçüt örnekleme yöntemiyle belirlenmiş olan üç ayrı reklam,
Pierre Bourdieu’nun “simgesel şiddet” kavramına atıfla feminist eleştirel söylem analizi
yöntemiyle çözümlenmektedir. Eleştirel açıdan incelendiğinde reklamda, kadına
yüklenen toplumsal cinsiyet rollerinin yeniden üretildiği görülmektedir. Buna rağmen
reklam söylemi kadınları hallerinden memnun ve mutlu bir biçimde betimleyerek,
kadınlara yönelik ötekileştirici söylemleri görünmez hale getirmekte ve toplumsal
cinsiyetin neden olduğu iktidar hiyerarşisini normalleştirmektedir. Reklam aracılığıyla
tanıtılan ürünler, kadınları içinde bulundukları iktidar ilişkilerinden kurtarıyor ve onları
güçlendiriyor gibi bir imaj çizmektedir; ancak bu doğrultuda inşa edilen söylem,
gerçek olumsuzlukları görünmez kılmakta, bu görünmezlik ise simgesel şiddet ile
sağlanmaktadır. Sonuç olarak bu çalışma, kadının maruz kaldığı iktidar ilişkilerinin fark
edilemez hale getirmesi bakımından reklamın, Pierre Bourdieu’nun kavramsallaştırdığı
simgesel şiddetin bir aracı olarak işlev gördüğünü ortaya koymaktadır.

References

  • Baudrillard, Jean (1981). For a Critique of the Political Economy of the Sign. St. Louis: Telos Press.
  • Bauman, Zygmunt (2005). Work, Consumerism and the New Poor. New York: Open University Press.
  • Berger, John (2011). Görme Biçimleri. Yurdanur Salman (çev.). İstanbul: Metis.
  • Bourdieu, Pierre (1977). Outline of a Theory of Practice. Richard Nice (çev.) Cambridge: Cambridge University Press.
  • Bourdieu, Pierre (1984). Distinction: A Social Critique of the Judgement of Taste. London & New York: Routledge.
  • Bourdieu, Pierre (1986). “The Forms of Capital”. Handbook of Theory and Research for the Sociology of Education. John Richardson (der.) içinde. New York: Greenwood. 241-258.
  • Bourdieu, Pierre (2001). Masculine Domination. Cambridge: Polity Press.
  • Ceulemans, Mieke ve Fauconnier, Guido (1979). Mass Media: The Image, Role and Social Conditions of Women: A Collection and Analysis of Research Materials. UNESCO Raporu.
  • Dyer, Gillian (1982). Advertising as Communication. London: Methuen.
  • Faludi, Susan (1992). Backlash. London: Vintage.
  • Featherstone, Mike (1982). “The Body in Consumer Culture”. Theory, Culture & Society 1(2): 18-33.
  • Featherstone, Mike (2007). Consumer Culture and Postmodernism. London: Sage.
  • Foucault, Michel (1995). Discipline and Punish: The Birth of the Prison. Alan Sheridan (çev.) New York: Vintage Books.
  • Friedland, Roger (2009). “The Endless Fields of Pierre Bourdieu.” Organization. 16(6): 887-917.
  • Gauntlett, David (2002). Media, Gender and Identity: An Introduction. London & New York: Routledge.
  • Gill, Rosalind (2007). “Postfeminist Media Culture: Elements of a Sensibility.” European Journal of Cultural Studies. 10(2): 147-166.
  • Gill, Rosalind (2008). “Culture and Subjectivty in Neoliberal and Postfeminist Times.”Subjectivity (25): 432-445.
  • Gill, Rosalind (2009). “Supersexualize me! Advertising and the Midriffs.” Mainstreaming Sex: The Sexualization of Western Culture. Feona Atwood (der.) içinde. London & New York: IB Tauris. 93-110.
  • Goffman, Erving (1979). Gender Advertisements. New York: Harper Torchbooks.
  • Goldman, Robert (1992). Reading Ads Socially. London & New York: Routledge.
  • Gouveia, Carlos A. M. (2005). “Assumptions about Gender, Power and Opportunity:Gays and Lesbians as Discursive Subjects in aPortuguese Newspaper”. Feminist Critical Discourse Analysis: Gender, Power and Ideology in Discourse. Michelle M. Lazar (der.) içinde. New York: Palgrave Macmillan. 229-250.
  • Gramsci, Antonio (1971). Selections from the Prison Notebooks. International Publishers.
  • Gürbilek, Nurdan (2011). Vitrinde Yaşamak: 1980’lerin Kültürel İklimi. İstanbul: Metis.
  • Hall, Stuart (1999). “Enconding, Decoding.”The Cultural Studies Reader. Simon During (der.) içinde. London & New York: Routledge. 507-517.
  • Jameson, Fredric (1984). “Postmodernism: Or the Cultural Logic of Late Capitalism.” New LeftReview(146): 53-92.
  • Jenkins, Richard (1992). Pierre Bourdieu. New York: Routledge.
  • Jhally, Sut (2006). “Advertising, Gender and Sex: What’s Wrong with a Little Objectification?”The Spectacle of Accumulation: Essays in Culture, Media, & Politics. Sut Jhally (der.) içinde. New York: Peter Lang. 163-176.
  • Lazar, Michelle M. (der.) (2005). Feminist Critical Discourse Analysis: Gender, Power and Ideology in Discourse. New York: Palgrave Macmillan.
  • Lazar, Michelle M. (2011). “The Right to Be Beautiful: Postfeminist Identity and Consumer Beauty Advertising.”New Femininities: Postfeminism, Neoliberalism and Subjectivity. Rosalind Gill ve Christina Scharff (der.) içinde. New York: Palgrave Macmillan. 37-51.
  • Lazar, Michelle M. (2014). “Recuperating feminism, reclaiming femininity: Hybrid postfeminist I-dentity in consumer advertisements.”Gender and Language 8(2): 205-224.
  • Lyotard, Francois (1984). The Postmodern Condition: A Report on Knowledge. Manchester: Manchester University Press.
  • Marx, Karl (1988). “Estranged Labor.” Economic and Philosophic Manuscripts of 1844 and the Communist Manifesto. Michael Milligan (çev.) içinde.New York: Prometheus Books. 69-84.
  • McFall, Liz (2004). Advertising: A Cultural Economy. London: Sage.
  • McRobbie, Angela (2004). “Notes on ‘What Not to Wear’ and post-feminist symbolic violence.” Feminism after Bourdieu. Lisa Adkins ve Beverley Skeggs (der.) içinde. Oxford: Blackwell/The Sociological Review. 99-109.
  • McRobbie, Angela (2004). “Postfeminism and popular culture.”Feminist Media Studies 4(3): 255- 264.
  • Nash, Roy (1990). “Bourdieu on Education and Social and Cultural Reproduction.” British Journal of Sociology of Education. 11(4): 431-447.
  • Neuhaus, Jessamyn (2011) Housework and Housewives in American Advertising: Married to the Mop. New York: Palgrave Macmillan.
  • Morgan, Karen ve Björkert, Suruchi Thapar (2006). “‘I’d rather you’d lay me on the floor and start kicking me’: Understanding Symbolic Violence in Everyday Life.” Women’s Studies International Forum (29): 441 – 452.
  • Patton, Michael (1990). Qualitative Evaluation and Research Methods. Beverly Hills, CA: Sage. Pilcher, Jane ve Whelehan, Ivelda (2004). Fifty Key Concepts in Gender Studies. London: Sage.
  • Sheehan, Kim Bartel (2014). Controversies in Contemporary Advertising. London: Sage.
  • Tedlie, Charles ve Yu, Fen (2007). “Mixed Methods Sampling: A Typology With Examples.” Journal of Mixed Methods Research. 1(1): 77-100.
  • van Dijk, Teun Adrianus (1991). “Editorial: Discourse Analysis with a Cause.” The Semiotic Review of Books 2(1): 1-2.
  • Williams, Raymond (1999). “Advertising: The Magic System.”The Cultural Studies Reader. Simon During (der.) içinde. London & New York: Routledge. 410-423.
  • Williamson, Judith (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
  • Williamson, Judith (2003). “Sexism with an alibi.” http://www.theguardian.com/media/2003/ may/31/advertising.comment Erişim tarihi: 21.07.2015
Year 2015, Issue: 24, 11 - 30, 15.12.2015
https://doi.org/10.31123/akil.437205

Abstract

References

  • Baudrillard, Jean (1981). For a Critique of the Political Economy of the Sign. St. Louis: Telos Press.
  • Bauman, Zygmunt (2005). Work, Consumerism and the New Poor. New York: Open University Press.
  • Berger, John (2011). Görme Biçimleri. Yurdanur Salman (çev.). İstanbul: Metis.
  • Bourdieu, Pierre (1977). Outline of a Theory of Practice. Richard Nice (çev.) Cambridge: Cambridge University Press.
  • Bourdieu, Pierre (1984). Distinction: A Social Critique of the Judgement of Taste. London & New York: Routledge.
  • Bourdieu, Pierre (1986). “The Forms of Capital”. Handbook of Theory and Research for the Sociology of Education. John Richardson (der.) içinde. New York: Greenwood. 241-258.
  • Bourdieu, Pierre (2001). Masculine Domination. Cambridge: Polity Press.
  • Ceulemans, Mieke ve Fauconnier, Guido (1979). Mass Media: The Image, Role and Social Conditions of Women: A Collection and Analysis of Research Materials. UNESCO Raporu.
  • Dyer, Gillian (1982). Advertising as Communication. London: Methuen.
  • Faludi, Susan (1992). Backlash. London: Vintage.
  • Featherstone, Mike (1982). “The Body in Consumer Culture”. Theory, Culture & Society 1(2): 18-33.
  • Featherstone, Mike (2007). Consumer Culture and Postmodernism. London: Sage.
  • Foucault, Michel (1995). Discipline and Punish: The Birth of the Prison. Alan Sheridan (çev.) New York: Vintage Books.
  • Friedland, Roger (2009). “The Endless Fields of Pierre Bourdieu.” Organization. 16(6): 887-917.
  • Gauntlett, David (2002). Media, Gender and Identity: An Introduction. London & New York: Routledge.
  • Gill, Rosalind (2007). “Postfeminist Media Culture: Elements of a Sensibility.” European Journal of Cultural Studies. 10(2): 147-166.
  • Gill, Rosalind (2008). “Culture and Subjectivty in Neoliberal and Postfeminist Times.”Subjectivity (25): 432-445.
  • Gill, Rosalind (2009). “Supersexualize me! Advertising and the Midriffs.” Mainstreaming Sex: The Sexualization of Western Culture. Feona Atwood (der.) içinde. London & New York: IB Tauris. 93-110.
  • Goffman, Erving (1979). Gender Advertisements. New York: Harper Torchbooks.
  • Goldman, Robert (1992). Reading Ads Socially. London & New York: Routledge.
  • Gouveia, Carlos A. M. (2005). “Assumptions about Gender, Power and Opportunity:Gays and Lesbians as Discursive Subjects in aPortuguese Newspaper”. Feminist Critical Discourse Analysis: Gender, Power and Ideology in Discourse. Michelle M. Lazar (der.) içinde. New York: Palgrave Macmillan. 229-250.
  • Gramsci, Antonio (1971). Selections from the Prison Notebooks. International Publishers.
  • Gürbilek, Nurdan (2011). Vitrinde Yaşamak: 1980’lerin Kültürel İklimi. İstanbul: Metis.
  • Hall, Stuart (1999). “Enconding, Decoding.”The Cultural Studies Reader. Simon During (der.) içinde. London & New York: Routledge. 507-517.
  • Jameson, Fredric (1984). “Postmodernism: Or the Cultural Logic of Late Capitalism.” New LeftReview(146): 53-92.
  • Jenkins, Richard (1992). Pierre Bourdieu. New York: Routledge.
  • Jhally, Sut (2006). “Advertising, Gender and Sex: What’s Wrong with a Little Objectification?”The Spectacle of Accumulation: Essays in Culture, Media, & Politics. Sut Jhally (der.) içinde. New York: Peter Lang. 163-176.
  • Lazar, Michelle M. (der.) (2005). Feminist Critical Discourse Analysis: Gender, Power and Ideology in Discourse. New York: Palgrave Macmillan.
  • Lazar, Michelle M. (2011). “The Right to Be Beautiful: Postfeminist Identity and Consumer Beauty Advertising.”New Femininities: Postfeminism, Neoliberalism and Subjectivity. Rosalind Gill ve Christina Scharff (der.) içinde. New York: Palgrave Macmillan. 37-51.
  • Lazar, Michelle M. (2014). “Recuperating feminism, reclaiming femininity: Hybrid postfeminist I-dentity in consumer advertisements.”Gender and Language 8(2): 205-224.
  • Lyotard, Francois (1984). The Postmodern Condition: A Report on Knowledge. Manchester: Manchester University Press.
  • Marx, Karl (1988). “Estranged Labor.” Economic and Philosophic Manuscripts of 1844 and the Communist Manifesto. Michael Milligan (çev.) içinde.New York: Prometheus Books. 69-84.
  • McFall, Liz (2004). Advertising: A Cultural Economy. London: Sage.
  • McRobbie, Angela (2004). “Notes on ‘What Not to Wear’ and post-feminist symbolic violence.” Feminism after Bourdieu. Lisa Adkins ve Beverley Skeggs (der.) içinde. Oxford: Blackwell/The Sociological Review. 99-109.
  • McRobbie, Angela (2004). “Postfeminism and popular culture.”Feminist Media Studies 4(3): 255- 264.
  • Nash, Roy (1990). “Bourdieu on Education and Social and Cultural Reproduction.” British Journal of Sociology of Education. 11(4): 431-447.
  • Neuhaus, Jessamyn (2011) Housework and Housewives in American Advertising: Married to the Mop. New York: Palgrave Macmillan.
  • Morgan, Karen ve Björkert, Suruchi Thapar (2006). “‘I’d rather you’d lay me on the floor and start kicking me’: Understanding Symbolic Violence in Everyday Life.” Women’s Studies International Forum (29): 441 – 452.
  • Patton, Michael (1990). Qualitative Evaluation and Research Methods. Beverly Hills, CA: Sage. Pilcher, Jane ve Whelehan, Ivelda (2004). Fifty Key Concepts in Gender Studies. London: Sage.
  • Sheehan, Kim Bartel (2014). Controversies in Contemporary Advertising. London: Sage.
  • Tedlie, Charles ve Yu, Fen (2007). “Mixed Methods Sampling: A Typology With Examples.” Journal of Mixed Methods Research. 1(1): 77-100.
  • van Dijk, Teun Adrianus (1991). “Editorial: Discourse Analysis with a Cause.” The Semiotic Review of Books 2(1): 1-2.
  • Williams, Raymond (1999). “Advertising: The Magic System.”The Cultural Studies Reader. Simon During (der.) içinde. London & New York: Routledge. 410-423.
  • Williamson, Judith (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
  • Williamson, Judith (2003). “Sexism with an alibi.” http://www.theguardian.com/media/2003/ may/31/advertising.comment Erişim tarihi: 21.07.2015
There are 45 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Alparslan Nas

Publication Date December 15, 2015
Submission Date October 10, 2015
Published in Issue Year 2015 Issue: 24

Cite

APA Nas, A. (2015). Kadına Yönelik Simgesel Şiddet Aracı Olarak Temizlik Ürünleri Reklamlarının Eleştirel Analizi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(24), 11-30. https://doi.org/10.31123/akil.437205

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