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Imagining the Periphery: The Construction of Orientalist Discourse in Turkish Airlines Advertisements

Year 2016, Issue: 24, 145 - 164, 29.06.2016

Alparslan Nas

https://doi.org/10.16878/gsuilet.258975

Abstract

Critical studies on Orientalism interrogates the hierarchies of power constructed between the East and the West. It has been stated that orientalist discourse has been instrumentalized by the West as a vehicle to sustain hegemony over the East. Approaching the notion of Orientalism from a national perspective, this article aims to critically analyze the manifestation of Turkey’s center-perphery relations in the advertising discourse. For this purpose, this article undertakes a critical discourse analysis of two Turkish Airlines advertisements about the opening of Iğdır and Ordu-Giresun Airports in Turkey’s peripheral provinces. Accompanied by the discourses of nationalist and consumerist ideologies, this article argues that advertisements constitue an orientalist discourse that situates the peripheral other vis-à-vis the Western self, represented by the technological, modern, developed and civilizational values of Turkish Airlines.

Keywords

şarkiyatçılık Türkiye doğu batı reklam söylem

References

  • Achebe, C. (1994). Things Fall Apart. New York: Anchor Books.
  • Aktar, A. (2008). “Turkification” Policies in the Early Republican Era. In C. Dufft (Ed.), Turkish Literature and Cultural Memory: “multiculturalism” as a Literary as a Literary Theme after 1980 (pp. 29-62). Wiesbaden: Harrassowitz Verlag.
  • Althusser, L. (2012). Ideology and Ideological State Apparatuses. In S. Zizek (Ed.), Mapping Ideology (pp. 100-140). London & New York: Verso Books.
  • Appadurai, A. (1996). Modernity at large: Cultural dimensions of globalization. Minneapolis, MN: University of Minnesota.
  • Burke, E., and Prochaska, D. (2007). Rethinking the historical genealogy of orientalism. History and Anthropology, 18(2), 135-151.
  • Cagan, E. (1978). The selling of the women’s movement. Social Policy (May/June), 4-12.
  • Clark, D. (1991). Commodity lesbianism. Camera Obscura, 9(1-2 25-26), 181-201.
  • Cortese, A. J. (1999). Provocateur: Images of women and minorities in advertising. Lanham: Rowman & Littlefield Publishers.
  • Erol, M. (2015). Greek Orthodox Music in Ottoman Istanbul: Nation and Community in the Era of Reform. Indiana: Indiana University Press.
  • Fanon, F. (1963). The Wretched of the Earth. New York: Grove Press.
  • Fanon, F. (1964). Toward the African Revolution. New York: Grove Press.
  • Foucault, M. (1978). The History of Sexuality: Volume 1 an Introduction. (R. Hurley, Trans.) New York: Pantheon Books.
  • Foucault, M. (1995). Discipline and Punish: The Birth of the Prison. (A. Sheridan, Trans.) New York: Vintage Books.
  • Fowles, J. (1996). Advertising and Popular Culture. London: Sage.
  • Gill, R. (2009). Supersexualize me! Advertising and the Midriffs. In F. Atwood (Ed.), Mainstreaming Sex: The Sexualization of Western Culture (93-110). London & New York: IB Tauris.
  • Goffman, E. (1976). Gender Advertisements. New York: Harper & Row.
  • Goldman, R. (1992). Reading Ads Socially. London: Routledge.
  • Gramsci, A. (1971). Selections from the Prison Notebooks. New York: International
  • Publishers.
  • Gürbilek, N. (1992). Vitrinde Yaşamak: 1980’lerin Kültürel İklimi. İstanbul: Metis.
  • Jhally, S. (1990). The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society. New York: Routledge.
  • Kim, M., and Chung, A. Y. (2005). Consuming Orientalism: Images of Asian/American Women in Multicultural Advertising. Qualitative Sociology, 28(1), 67-91.
  • Leiss, W., Kline, S., and Jhally, S. (1997). Social Communication in Advertising. London & New York: Routledge.
  • Lin, M. (2008). The Representation of the Orient in Western Women Perfume Advertisements: A Semiotic Analysis. Intercultural Communication Studies, XVII(1), 44-53.
  • Mardin, Ş. (1973). Center-Periphery Relations: A Key to Turkish Politics? Daedalus, 102(1), 169-190.
  • McFall, L. (2004). Advertising: A Cultural Economy . London: Sage.
  • Modood, T. (2005). Multicultural Politics: Racism, Ethnicity, and Muslims in Britain. Minneapolis: University of Minnesota Press.
  • Mudambi, A. (2013). Another Look at Orientalism: (An)othering in Slumdog
  • Millionaire. Howard Journal of Communications, 24(3), 275-292.
  • Nas, A. (2013). İslami Yaşam Tarzı ile Seküler İmgelem Arasında: Vodafone Katar ve Vodafone Türkiye Reklamlarında Ramazan Ayı Temsilinin Karşılaştırmalı Analizi. 2nd International Symposium on Language and Communication: Exploring novelties Book of Proceedings (1731-1742). İzmir: İzmir Üniversitesi.
  • Owens, P. (2010). Torture, Sex and Military Orientalism. Third World Quarterly, 31(7), 1041-1056.
  • Öncü, A. (1999). Istanbulites and Others: The cultural cosmology of being middle class in the era of globalism. In Ç. Keyder (Ed.), Istanbul: Between the Global and the Local (95-120). Maryland: Rowman & Littlefield Publishers.
  • Said, E. (1978). Orientalism. London: Penguin Books.
  • Said, E. (1997). Covering Islam: How the Media and the Experts Determine how We See the Rest of the World. New York: Vintage.
  • Selek, P. (2014). Sürüne Sürüne Erkek Olmak. İstanbul: İletişim Yayınları.
  • Spivak, G. C. (1988). Can the Subaltern Speak? In C. Nelson, & L. Grossberg (Eds.), Marxism and the Interpretation of Culture (271-313). Chicago: University of Illinois Press.
  • Stokes, M. (1993). The Arabesk Debate: Music and Musicians in Modern Turkey. Oxford: Oxford University Press.
  • Turkish Airlines. (2014). The Rise Continues: Annual Report 2014. Retrieved January 20, 2016, from http://investor.turkishairlines.com/documents/ThyInvestorRelations/download/yillik_raporlar/2014_Annual_Report_EN.pdf
  • van Dijk, T. (2001). Critical discourse analysis. In D. S. D. Tannen (Ed.), Handbook of discourse analysis (352-371). Oxford: Blackwell.
  • Williams, R. (1999). Advertising: The Magic System. In S. During (Ed.), The Cultural Studies Reader (410-423). London & New York: Routledge.
  • Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
  • Williamson, J. (1986). Woman is an island: Femininity and colonization. In Studies in entertainment: Critical approaches to mass culture (99-118). Bloomington and Indianapolis: Indiana University Press.
  • Wright, A. (2005). The Work of Translation: Turkish Modernism and “the generation of 1914”. In J. Hackforth-Jones, & M. Roberts (Eds.), Edges of Empire: Orientalism and Visual Culture (139-161). Oxford: Blackwell.
  • Zeydanlıoğlu, W. (2008). The White Turkish Man’s Burden: Orientalism, Kemalism and the Kurds in Turkey. In G. Rings, & A. Ife (Eds.), Neo-colonial mentalities in contemporary Europe (155-174). Cambridge: Cambridge Scholars Publishing.

Year 2016, Issue: 24, 145 - 164, 29.06.2016

Alparslan Nas

https://doi.org/10.16878/gsuilet.258975

Abstract

References

  • Achebe, C. (1994). Things Fall Apart. New York: Anchor Books.
  • Aktar, A. (2008). “Turkification” Policies in the Early Republican Era. In C. Dufft (Ed.), Turkish Literature and Cultural Memory: “multiculturalism” as a Literary as a Literary Theme after 1980 (pp. 29-62). Wiesbaden: Harrassowitz Verlag.
  • Althusser, L. (2012). Ideology and Ideological State Apparatuses. In S. Zizek (Ed.), Mapping Ideology (pp. 100-140). London & New York: Verso Books.
  • Appadurai, A. (1996). Modernity at large: Cultural dimensions of globalization. Minneapolis, MN: University of Minnesota.
  • Burke, E., and Prochaska, D. (2007). Rethinking the historical genealogy of orientalism. History and Anthropology, 18(2), 135-151.
  • Cagan, E. (1978). The selling of the women’s movement. Social Policy (May/June), 4-12.
  • Clark, D. (1991). Commodity lesbianism. Camera Obscura, 9(1-2 25-26), 181-201.
  • Cortese, A. J. (1999). Provocateur: Images of women and minorities in advertising. Lanham: Rowman & Littlefield Publishers.
  • Erol, M. (2015). Greek Orthodox Music in Ottoman Istanbul: Nation and Community in the Era of Reform. Indiana: Indiana University Press.
  • Fanon, F. (1963). The Wretched of the Earth. New York: Grove Press.
  • Fanon, F. (1964). Toward the African Revolution. New York: Grove Press.
  • Foucault, M. (1978). The History of Sexuality: Volume 1 an Introduction. (R. Hurley, Trans.) New York: Pantheon Books.
  • Foucault, M. (1995). Discipline and Punish: The Birth of the Prison. (A. Sheridan, Trans.) New York: Vintage Books.
  • Fowles, J. (1996). Advertising and Popular Culture. London: Sage.
  • Gill, R. (2009). Supersexualize me! Advertising and the Midriffs. In F. Atwood (Ed.), Mainstreaming Sex: The Sexualization of Western Culture (93-110). London & New York: IB Tauris.
  • Goffman, E. (1976). Gender Advertisements. New York: Harper & Row.
  • Goldman, R. (1992). Reading Ads Socially. London: Routledge.
  • Gramsci, A. (1971). Selections from the Prison Notebooks. New York: International
  • Publishers.
  • Gürbilek, N. (1992). Vitrinde Yaşamak: 1980’lerin Kültürel İklimi. İstanbul: Metis.
  • Jhally, S. (1990). The Codes of Advertising: Fetishism and the Political Economy of Meaning in the Consumer Society. New York: Routledge.
  • Kim, M., and Chung, A. Y. (2005). Consuming Orientalism: Images of Asian/American Women in Multicultural Advertising. Qualitative Sociology, 28(1), 67-91.
  • Leiss, W., Kline, S., and Jhally, S. (1997). Social Communication in Advertising. London & New York: Routledge.
  • Lin, M. (2008). The Representation of the Orient in Western Women Perfume Advertisements: A Semiotic Analysis. Intercultural Communication Studies, XVII(1), 44-53.
  • Mardin, Ş. (1973). Center-Periphery Relations: A Key to Turkish Politics? Daedalus, 102(1), 169-190.
  • McFall, L. (2004). Advertising: A Cultural Economy . London: Sage.
  • Modood, T. (2005). Multicultural Politics: Racism, Ethnicity, and Muslims in Britain. Minneapolis: University of Minnesota Press.
  • Mudambi, A. (2013). Another Look at Orientalism: (An)othering in Slumdog
  • Millionaire. Howard Journal of Communications, 24(3), 275-292.
  • Nas, A. (2013). İslami Yaşam Tarzı ile Seküler İmgelem Arasında: Vodafone Katar ve Vodafone Türkiye Reklamlarında Ramazan Ayı Temsilinin Karşılaştırmalı Analizi. 2nd International Symposium on Language and Communication: Exploring novelties Book of Proceedings (1731-1742). İzmir: İzmir Üniversitesi.
  • Owens, P. (2010). Torture, Sex and Military Orientalism. Third World Quarterly, 31(7), 1041-1056.
  • Öncü, A. (1999). Istanbulites and Others: The cultural cosmology of being middle class in the era of globalism. In Ç. Keyder (Ed.), Istanbul: Between the Global and the Local (95-120). Maryland: Rowman & Littlefield Publishers.
  • Said, E. (1978). Orientalism. London: Penguin Books.
  • Said, E. (1997). Covering Islam: How the Media and the Experts Determine how We See the Rest of the World. New York: Vintage.
  • Selek, P. (2014). Sürüne Sürüne Erkek Olmak. İstanbul: İletişim Yayınları.
  • Spivak, G. C. (1988). Can the Subaltern Speak? In C. Nelson, & L. Grossberg (Eds.), Marxism and the Interpretation of Culture (271-313). Chicago: University of Illinois Press.
  • Stokes, M. (1993). The Arabesk Debate: Music and Musicians in Modern Turkey. Oxford: Oxford University Press.
  • Turkish Airlines. (2014). The Rise Continues: Annual Report 2014. Retrieved January 20, 2016, from http://investor.turkishairlines.com/documents/ThyInvestorRelations/download/yillik_raporlar/2014_Annual_Report_EN.pdf
  • van Dijk, T. (2001). Critical discourse analysis. In D. S. D. Tannen (Ed.), Handbook of discourse analysis (352-371). Oxford: Blackwell.
  • Williams, R. (1999). Advertising: The Magic System. In S. During (Ed.), The Cultural Studies Reader (410-423). London & New York: Routledge.
  • Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars.
  • Williamson, J. (1986). Woman is an island: Femininity and colonization. In Studies in entertainment: Critical approaches to mass culture (99-118). Bloomington and Indianapolis: Indiana University Press.
  • Wright, A. (2005). The Work of Translation: Turkish Modernism and “the generation of 1914”. In J. Hackforth-Jones, & M. Roberts (Eds.), Edges of Empire: Orientalism and Visual Culture (139-161). Oxford: Blackwell.
  • Zeydanlıoğlu, W. (2008). The White Turkish Man’s Burden: Orientalism, Kemalism and the Kurds in Turkey. In G. Rings, & A. Ife (Eds.), Neo-colonial mentalities in contemporary Europe (155-174). Cambridge: Cambridge Scholars Publishing.
There are 44 citations in total.

Details

Journal Section Articles
Authors

Alparslan Nas

Publication Date June 29, 2016
Published in Issue Year 2016Issue: 24

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APA Nas, A. (2016). Imagining the Periphery: The Construction of Orientalist Discourse in Turkish Airlines Advertisements. Galatasaray Üniversitesi İletişim Dergisi(24), 145-164. https://doi.org/10.16878/gsuilet.258975
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