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SOSYAL MEDYADA VE REKLAM İÇERİĞİNDE KADIN BEDENİNİN ALTERNATİF TEMSİLİ: FATKİNİ KAMPANYASI

Year 2016, Volume: 25 Issue: 3, 307 - 322, 30.10.2016

Abstract

Yıllarca toplumsal roller bakımından ikincilleştirilen cinsiyet olarak kadının, ana akım medyada temsil edilirken ideal ölçüler ile görselleştirilen ve özellikle erkek gözüne hitap eden cinsel bir obje olarak konumlandırılması pek çok araştırmaya konu olmuştur. Tüketim kültürü çerçevesinde de incelendiğinde reklamlarda bu sunumlara sıkça yer verildiği görülmektedir. Kadın bedeninin cinsel çekiciliğini, kusursuzluğunu ön plana çıkartan sunumlar dikkat çekmiş ve toplumdaki kadınların bu sunumlardan etkilenme boyutu söz konusu araştırmalarda ele alınmıştır. Bu çalışmada daha önce yapılmış çalışmalardan farklı olarak, kadınların belki de bir tepki şeklinde başlattıkları ve seslerini sosyal medya vasıtasıyla duyurdukları Fatkini Kampanyası örnek olay olarak ele alınmıştır. Bu bağlamda, Gabi Fresh’in öncülük ettiği Fatkini (şişman bikini) Kampanyasının sosyal medyada gördüğü yoğun ilgi, kadınların ana akım medyadaki beden temsillerine verdiği tepkinin çok sesli bir görünümü olarak dikkat çekmektedir. Artık alternatif medya kanallarından biri olarak da gösterilen sosyal medya, medyada içerik üreten kadının, kendi bedeniyle olan iletişiminde de farklı bir rolü üstlenmiş görünmektedir.

References

  • Ambrose, G., Harris, P., (2012). Görsel Moda Tasarımı Sözlüğü. Çiğdem Sirkeci (çev.), Ankara: Literatür Yayınevi. Arens, W. F., (2004). Contemporary Advertising, Mc Graw-Hill Irwin Atton, C., (2001). Approaching alternative media: Theory and methodology. ICA Pre-Conference Our Media, Not Theirs. Baudrillard, J., (2004). Tüketim Toplumu, Hazal Deliceçaylı&Ferda Keskin (çev.), İstanbul: Ayrıntı Yayınları. Batra, R. Myers, J. G., Aaker, D. A., (1996). Advertising Management, New Jersey: Prentice Hall Bessenoff, G., (2006). Can the media affect us? Social comparison, self-discrepancy and the thin ideal. Psychology of Women Quarterly, 30, 239-251. blogher.com Women and social media 2012. 12 Mart 2012. Erişim: http://www.blogher.com/women-and-social-media-2012 blog.milliyet.com.tr İşte bikini ve yaratıcısı. 11 Aralık 2014. Erişim: http://blog.milliyet.com.tr/iste-bikini-ve-yaraticisi-----/Blog/?BlogNo=122819 Bocock, R., (2005). Tüketim İrem Kutluk (çev.), Ankara: Dost Kitabevi Yayınları Bronstein, C., (2015). Fat acceptance blogging, female bodies and the politics of emotion. Feral Feminisms Feminine Feelers, 3, 106-118. Butler, J., (1990). Gender trouble: feminism and the subversion of identity, Routledge Çakı, F., (2011). Batı-dışı toplumlarda gençlik ve beden imajı. Beden Sosyolojisi. Kadir Canatan (Ed.), İstanbul: Açılım Kitap. Çelenk, S., (2010). Kadınların medyada temsili ve etik sorunlar, Televizyon Haberciliğinde Etik, Bülent Çaplı ve Hakan Tuncel (Ed.), Ankara: AÜ İLEF. Dalessandro, A., (2015). A History of the words “fat” and “fatkini” in the fashion community and why these terms still matter, 20 Aralık 2015. Erişim: http://www.bustle.com/articles/90767-a-history-of-the-words-fat-and-fatkini-in-the-fashion-community-and-why-these-terms. Doğan, S., (2010). Tüketim kültüründe kadın bedeninin idealize edilmesine yönelik kadın algılamaları ve tüketim davranışlarıyla ilişkisi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23, 51-59. Dowmunt, T. Coyer, K., Fountain, A., (2007). The alternative media handbook. New York: Routledge. Fidel, R., (1984). The case study method: A case study. Library and Information Science Research, 6(3), 273-288. Figueroa, M., Moreno, G., (2013). Displaced looks: The lived experience of beauty and racism. Feminist Theory, 14 (2), 137-151. Fine, C., (2010). Delusions of Gender: How Our Minds, Society, and Neurosexism Create Difference, W. W. Norton Foucault, M., (2007). Cinselliğin Tarihi, Hülya Uğur Tanrıöver (çev.) İstanbul: Ayrıntı Yayınları Frost, L., (2005). Theorizing the young woman in the body, Body&Society, SAGE Publications, 11(1), 63-85. gabifresh.com. Gabi Fresh x swim sexy 2016. 20 Temmuz 2016, Erişim: http://gabifresh.com/2016/01/gabifresh-x-swim-sexy-2016/. Gelber, A., (2011). Digital divas: Women, politics and the social network. John Shorenstein Center Press Politics. Gerbaudo, P., Trere, E., (2015). In search of the ‘we’ of social media activism: Introduction to the special issue on social media and protest identities. Information, Communication & Society, 18 (8), 865-871. Goffman, E., (1987). Gender Advertisements. Harper Torchbooks. Gordon, L., Mass, B., (1978). Woman’s body, woman’s right: A social history of birth control in America, New York: Basic Books. Göker, N., Göker, G., (2014). Sinemada alternatif kadın temsilleri: Stepford kadınları. Fırat Üniversitesi Sosyal Bilimler Dergisi, 24 (2), 221-237. Grammer, K., (1998). Sex and gender advertisements indoctrination and exploitation: Altruism and identity in evolutionary perspective, Irenäus Eibl-Eibesfeldt, Frank K. Salter (edt.), Berghahn Books, 219-240. Güenter, S., (2013). Denomination of the body. Presented at the proceedings of Sociology and Sport in Face of New Challenges, 10th Conference of the European Association for Sociology of Sport, Spain, 72. Gündüz, E., (2011). “Cashback” filmi ve kadın bedeninin nesneleştirilmesi. Yedi Dokuz Eylül Üniversitesi Güzel Sanatlar Fakültesi Dergisi, 5, 19-24. Hayes, M van Stolk-Cooke, K., Muench, F., (2015). Understanding Facebook use and the psychological affects of use across generations. Computers in Human Behavior, 49, 507-511. inventorspot.com. The history of the bikini - the world's skimpiest invention. 11 Aralık 2014. Erişim: http://inventorspot.com/articles/the_history_bikini_worlds_skimpiest_invention_14050#sthash.kpMWM4AN.dpuf Key, W. B., (2003). Subliminal sexuality: The fountainhead for America’s obsession. Sex in Advertising: Perspectives on the Erotic Appeal, Tom Reichert, Jacqueline Lambiase (edt.), Lawrence Erlbaum Associates,195-212. Köse, H., (2011). Tüketim toplumunda bir ‘sosyal beden’ kurgusu olarak kadın. Selçuk İletişim, 6 (4), 76-89. Leyla, Ş., (2006). Yeni sosyal hareketler bağlamında Türkiye’de kadın. Sosyoloji Dergisi, 15, 33-56. Loiseau, E., Nowacka, K., (2015). Can social media effectively include women’s voices in decision-making processes? OECD Development Center. Luck, E., (2016). Commodity Feminism and Its Body: The Appropriation and Capitalization of Body Positivity through Advertising. Liberated Arts: a journal for undergraduate research, 2(1), 4. Marcus, S. R., (2016). Thinspiration vs. thicksperation: Comparing pro-anorexic and fat acceptance image postson a photo-sharing site, Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 10(2). Martin, E., (2001). The woman in the body: A cultural analysis of reproduction. Beacon Press. McCormick, M. L., (2008). Women’s bodies aging: Culture, context, and social work practice. Affilia: Journal of Women and Social Work, 23 (4), 312-323. Milan, S., (2015). From social movements to cloud protesting: The evolution of collective identity. Information, Communication & Society, 18 (8), 887-900. Mora, N., (2005). Kitle iletişim araçlarında yeniden üretilen cinsiyetçilik ve toplumda yansıması, Uluslararası İnsan Bilimleri Dergisi, 2 (1). Mou, Y. Miller, M., Hanlong, F., (2015). Evaluating a target on social media: From the self-categorization perspective. Computers in Human Behavior, 49, 415-459. naafaonline.com. The national association to advance fat acceptance. 19 Temmuz 2016. Erişim: http://www.naafaonline.com/dev2/about/ Papsdorf, C., (2015). How the Internet automates communication? Information, Communication & Society, 18 (9), 991-1005. Patterson, C. J., (2014). Plus size black and latino women: The implications of body shape and size for apparel design. Desingning Apparel for Consumers: The Impact of Body Shape and Size, M.E. Faust, S. Carrier, Woodhead Publishing, 256-272. Pelizzon, SM., (2009). Kadının konumu nasıl değişti? feodalizmden kapitalizme. İhsan Ercan Sadi ve Cem Somel (çev.), İstanbul: İmge Kitabevi. Puri, J., (2002). Woman, body, desire in post-colonial India: Narratives of gender and sexuality. Routledge. Rocha, E., (2013). The Woman in pieces: Advertising and the construction of feminine identity. Sage Open, 1-12. Rowbotham, S., (1977). Hidden from History: 300 Years of Women's Oppression and the Fight Against It, Pluto Press. Salamone, FA., (2010). Bikinis. The Objects of Affection Semiotics and Consumer Culture, Arthur Asa Berger, Palgrave Macmillan, 136-138. Schroeder, S. K., (2007). Popüler feminizm: Türkiye ve Britanya'da kadın dergileri, Ankara: Bağlam. Scaraboto, D. Fischer, E., (2016). Triggers, tensions and trajectories: Towards an understanding of the dynamics of consumer enrolment in uneasily intersecting assemblages. Assembling Consumption: Researching Actors, Networks and Markets, Robin Canniford, Domen Bajde (edt.), Routledge. Shilling, C., (2003). The body and social theory. SAGE Publications. Shilling, C., (2012). The body and social theory. SAGE Publications. swimsuitsforall.com 20 Temmuz 2016 Erişim: http://www.swimsuitsforall.com/GabiFresh-for-Swim-Sexy-Swimwear-Bikinis-D swimsuitsforall.com 20 Ağustos 2016 Erişim: http://www.swimsuitsforall.com/Swimsuitsforall-gallery#crl8-gallery Şişman, N., (2006). Emanet’ten mülk’e kadın bedeninin yeniden inşası. İstanbul: İz Yayıncılık. Terkan, B., (2010). Kadın örgütlerinin internet alternative medya olarak kullanımı üzerine bir inceleme. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 6 (3), 34-55. Trethewey, A., (1999). Disciplined bodies: Women’s embodied identities at work, Organization Studies, 20 (3), 423-450. Uluç, G. Soydan, M., Ankaralıgil, N., (2008). A feminist reading related to representation of women in media: Tempo magazine/Medyada kadinin temsiline iliskin feminist bir okuma calismasi: Tempo dergisi. Civilacademy Journal of Social Sciences, 6(3), 41-52. Vatikiotis, P., (2005). Communication theory and alternative media. Westminster Papers in Communication and Culture, 2 (1), 4-29. Yin, R., (2013). Case study research: Design and methods. Sage Publications. Zeisler, A., (2016). Pop and Circumstance: Why Pop Culture Matters, Women in Culture: An Intersectional Anthology for Gender and Women’s Studies, Bonnie Kime Scott, Susan E. Cayleff, Anne Donadey, Irene Lara (edt.), John Wiley & Sons 186-196
Year 2016, Volume: 25 Issue: 3, 307 - 322, 30.10.2016

Abstract

References

  • Ambrose, G., Harris, P., (2012). Görsel Moda Tasarımı Sözlüğü. Çiğdem Sirkeci (çev.), Ankara: Literatür Yayınevi. Arens, W. F., (2004). Contemporary Advertising, Mc Graw-Hill Irwin Atton, C., (2001). Approaching alternative media: Theory and methodology. ICA Pre-Conference Our Media, Not Theirs. Baudrillard, J., (2004). Tüketim Toplumu, Hazal Deliceçaylı&Ferda Keskin (çev.), İstanbul: Ayrıntı Yayınları. Batra, R. Myers, J. G., Aaker, D. A., (1996). Advertising Management, New Jersey: Prentice Hall Bessenoff, G., (2006). Can the media affect us? Social comparison, self-discrepancy and the thin ideal. Psychology of Women Quarterly, 30, 239-251. blogher.com Women and social media 2012. 12 Mart 2012. Erişim: http://www.blogher.com/women-and-social-media-2012 blog.milliyet.com.tr İşte bikini ve yaratıcısı. 11 Aralık 2014. Erişim: http://blog.milliyet.com.tr/iste-bikini-ve-yaraticisi-----/Blog/?BlogNo=122819 Bocock, R., (2005). Tüketim İrem Kutluk (çev.), Ankara: Dost Kitabevi Yayınları Bronstein, C., (2015). Fat acceptance blogging, female bodies and the politics of emotion. Feral Feminisms Feminine Feelers, 3, 106-118. Butler, J., (1990). Gender trouble: feminism and the subversion of identity, Routledge Çakı, F., (2011). Batı-dışı toplumlarda gençlik ve beden imajı. Beden Sosyolojisi. Kadir Canatan (Ed.), İstanbul: Açılım Kitap. Çelenk, S., (2010). Kadınların medyada temsili ve etik sorunlar, Televizyon Haberciliğinde Etik, Bülent Çaplı ve Hakan Tuncel (Ed.), Ankara: AÜ İLEF. Dalessandro, A., (2015). A History of the words “fat” and “fatkini” in the fashion community and why these terms still matter, 20 Aralık 2015. Erişim: http://www.bustle.com/articles/90767-a-history-of-the-words-fat-and-fatkini-in-the-fashion-community-and-why-these-terms. Doğan, S., (2010). Tüketim kültüründe kadın bedeninin idealize edilmesine yönelik kadın algılamaları ve tüketim davranışlarıyla ilişkisi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23, 51-59. Dowmunt, T. Coyer, K., Fountain, A., (2007). The alternative media handbook. New York: Routledge. Fidel, R., (1984). The case study method: A case study. Library and Information Science Research, 6(3), 273-288. Figueroa, M., Moreno, G., (2013). Displaced looks: The lived experience of beauty and racism. Feminist Theory, 14 (2), 137-151. Fine, C., (2010). Delusions of Gender: How Our Minds, Society, and Neurosexism Create Difference, W. W. Norton Foucault, M., (2007). Cinselliğin Tarihi, Hülya Uğur Tanrıöver (çev.) İstanbul: Ayrıntı Yayınları Frost, L., (2005). Theorizing the young woman in the body, Body&Society, SAGE Publications, 11(1), 63-85. gabifresh.com. Gabi Fresh x swim sexy 2016. 20 Temmuz 2016, Erişim: http://gabifresh.com/2016/01/gabifresh-x-swim-sexy-2016/. Gelber, A., (2011). Digital divas: Women, politics and the social network. John Shorenstein Center Press Politics. Gerbaudo, P., Trere, E., (2015). In search of the ‘we’ of social media activism: Introduction to the special issue on social media and protest identities. Information, Communication & Society, 18 (8), 865-871. Goffman, E., (1987). Gender Advertisements. Harper Torchbooks. Gordon, L., Mass, B., (1978). Woman’s body, woman’s right: A social history of birth control in America, New York: Basic Books. Göker, N., Göker, G., (2014). Sinemada alternatif kadın temsilleri: Stepford kadınları. Fırat Üniversitesi Sosyal Bilimler Dergisi, 24 (2), 221-237. Grammer, K., (1998). Sex and gender advertisements indoctrination and exploitation: Altruism and identity in evolutionary perspective, Irenäus Eibl-Eibesfeldt, Frank K. Salter (edt.), Berghahn Books, 219-240. Güenter, S., (2013). Denomination of the body. Presented at the proceedings of Sociology and Sport in Face of New Challenges, 10th Conference of the European Association for Sociology of Sport, Spain, 72. Gündüz, E., (2011). “Cashback” filmi ve kadın bedeninin nesneleştirilmesi. Yedi Dokuz Eylül Üniversitesi Güzel Sanatlar Fakültesi Dergisi, 5, 19-24. Hayes, M van Stolk-Cooke, K., Muench, F., (2015). Understanding Facebook use and the psychological affects of use across generations. Computers in Human Behavior, 49, 507-511. inventorspot.com. The history of the bikini - the world's skimpiest invention. 11 Aralık 2014. Erişim: http://inventorspot.com/articles/the_history_bikini_worlds_skimpiest_invention_14050#sthash.kpMWM4AN.dpuf Key, W. B., (2003). Subliminal sexuality: The fountainhead for America’s obsession. Sex in Advertising: Perspectives on the Erotic Appeal, Tom Reichert, Jacqueline Lambiase (edt.), Lawrence Erlbaum Associates,195-212. Köse, H., (2011). Tüketim toplumunda bir ‘sosyal beden’ kurgusu olarak kadın. Selçuk İletişim, 6 (4), 76-89. Leyla, Ş., (2006). Yeni sosyal hareketler bağlamında Türkiye’de kadın. Sosyoloji Dergisi, 15, 33-56. Loiseau, E., Nowacka, K., (2015). Can social media effectively include women’s voices in decision-making processes? OECD Development Center. Luck, E., (2016). Commodity Feminism and Its Body: The Appropriation and Capitalization of Body Positivity through Advertising. Liberated Arts: a journal for undergraduate research, 2(1), 4. Marcus, S. R., (2016). Thinspiration vs. thicksperation: Comparing pro-anorexic and fat acceptance image postson a photo-sharing site, Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 10(2). Martin, E., (2001). The woman in the body: A cultural analysis of reproduction. Beacon Press. McCormick, M. L., (2008). Women’s bodies aging: Culture, context, and social work practice. Affilia: Journal of Women and Social Work, 23 (4), 312-323. Milan, S., (2015). From social movements to cloud protesting: The evolution of collective identity. Information, Communication & Society, 18 (8), 887-900. Mora, N., (2005). Kitle iletişim araçlarında yeniden üretilen cinsiyetçilik ve toplumda yansıması, Uluslararası İnsan Bilimleri Dergisi, 2 (1). Mou, Y. Miller, M., Hanlong, F., (2015). Evaluating a target on social media: From the self-categorization perspective. Computers in Human Behavior, 49, 415-459. naafaonline.com. The national association to advance fat acceptance. 19 Temmuz 2016. Erişim: http://www.naafaonline.com/dev2/about/ Papsdorf, C., (2015). How the Internet automates communication? Information, Communication & Society, 18 (9), 991-1005. Patterson, C. J., (2014). Plus size black and latino women: The implications of body shape and size for apparel design. Desingning Apparel for Consumers: The Impact of Body Shape and Size, M.E. Faust, S. Carrier, Woodhead Publishing, 256-272. Pelizzon, SM., (2009). Kadının konumu nasıl değişti? feodalizmden kapitalizme. İhsan Ercan Sadi ve Cem Somel (çev.), İstanbul: İmge Kitabevi. Puri, J., (2002). Woman, body, desire in post-colonial India: Narratives of gender and sexuality. Routledge. Rocha, E., (2013). The Woman in pieces: Advertising and the construction of feminine identity. Sage Open, 1-12. Rowbotham, S., (1977). Hidden from History: 300 Years of Women's Oppression and the Fight Against It, Pluto Press. Salamone, FA., (2010). Bikinis. The Objects of Affection Semiotics and Consumer Culture, Arthur Asa Berger, Palgrave Macmillan, 136-138. Schroeder, S. K., (2007). Popüler feminizm: Türkiye ve Britanya'da kadın dergileri, Ankara: Bağlam. Scaraboto, D. Fischer, E., (2016). Triggers, tensions and trajectories: Towards an understanding of the dynamics of consumer enrolment in uneasily intersecting assemblages. Assembling Consumption: Researching Actors, Networks and Markets, Robin Canniford, Domen Bajde (edt.), Routledge. Shilling, C., (2003). The body and social theory. SAGE Publications. Shilling, C., (2012). The body and social theory. SAGE Publications. swimsuitsforall.com 20 Temmuz 2016 Erişim: http://www.swimsuitsforall.com/GabiFresh-for-Swim-Sexy-Swimwear-Bikinis-D swimsuitsforall.com 20 Ağustos 2016 Erişim: http://www.swimsuitsforall.com/Swimsuitsforall-gallery#crl8-gallery Şişman, N., (2006). Emanet’ten mülk’e kadın bedeninin yeniden inşası. İstanbul: İz Yayıncılık. Terkan, B., (2010). Kadın örgütlerinin internet alternative medya olarak kullanımı üzerine bir inceleme. Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 6 (3), 34-55. Trethewey, A., (1999). Disciplined bodies: Women’s embodied identities at work, Organization Studies, 20 (3), 423-450. Uluç, G. Soydan, M., Ankaralıgil, N., (2008). A feminist reading related to representation of women in media: Tempo magazine/Medyada kadinin temsiline iliskin feminist bir okuma calismasi: Tempo dergisi. Civilacademy Journal of Social Sciences, 6(3), 41-52. Vatikiotis, P., (2005). Communication theory and alternative media. Westminster Papers in Communication and Culture, 2 (1), 4-29. Yin, R., (2013). Case study research: Design and methods. Sage Publications. Zeisler, A., (2016). Pop and Circumstance: Why Pop Culture Matters, Women in Culture: An Intersectional Anthology for Gender and Women’s Studies, Bonnie Kime Scott, Susan E. Cayleff, Anne Donadey, Irene Lara (edt.), John Wiley & Sons 186-196
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Details

Journal Section Makaleler
Authors

Zaliha İnci Karabacak This is me

Ayşe Aslı Sezgin

Publication Date October 30, 2016
Submission Date November 15, 2017
Published in Issue Year 2016 Volume: 25 Issue: 3

Cite

APA Karabacak, Z. İ., & Sezgin, A. A. (2016). SOSYAL MEDYADA VE REKLAM İÇERİĞİNDE KADIN BEDENİNİN ALTERNATİF TEMSİLİ: FATKİNİ KAMPANYASI. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 25(3), 307-322.