Publication: Reklamlarda post-feminist söylemlerin inşası üzerine bir inceleme
Abstract
Bu çalışma reklamlar aracılığıyla feminizmin nasıl bir meta haline geldiği ve kadın hareketinin siyasal zemininden uzaklaştırılarak piyasa çıkarlarına uygun hale getirildiğini incelemektedir. Feminist etiketli reklamlar, kadının güçlü temsilini merkeze alan reklamlardır. Bu tarz reklamlar kadınlara yönelik destekleyici mesajlar barındırsa da reklamcılığın tüketim odaklı yapısı nedeniyle reklam metinlerinde post-feminizmin izleri görülmektedir. Post-feminizm, feminizmin değişim geçirdiğini ileri sürerek ‘feminizm sonrası' döneme işaret etmektedir. Post-feminizm, neoliberalizm ile kesişen bireycilik vurgusu nedeniyle, birinci ve ikinci dalga feminizmin toplumsal ve siyasal eleştirisini arka plana iterek toplumsal cinsiyet sorununu bireyselleştirmekte ve tüketime indirgemektedir. Post-feminist söylemlerin aktarımına en uygun medya araçlarından biri de reklamlardır. Tezin amacı, medyada, özellikle reklamcılıkta feminist etiketli reklamların kadınları nasıl temsil ettiğini ve bu temsillerin feminizmin özgün siyasal ve toplumsal eleştirilerini nasıl gölgelediğini ortaya koymaktır. Norman Fairclough'un eleştirel söylem analizi modeli kullanılarak, reklamlardaki dil ve görsel unsurların nasıl ataerkil ve neoliberal değerlerle harmanlandığı detaylıca incelenmiştir. Yapılan analiz sonucunda reklamların feminist söylemleri piyasa değerleri ile harmanlayarak sunduğu ortaya konulmuştur. Bu sayede post-feminizmin, feminizmin muhalif gücünü kırarak piyasa çıkarlarına uygun hale getirdiği anlaşılmıştır. Çalışma, reklamların toplumsal cinsiyet eşitliği mücadelesinin özünü benimseyen bir söylem geliştirmesi gerektiğini vurgulamakta, böylece feminizmin metalaştırılmasının ve siyasi içeriğinin arındırılmasının önüne geçmeyi amaçlamaktadır.
This study examines how feminism has become a commodity through advertisements and how the women's movement has been removed from its political base and adapted to market interests. Feminist labeled ads are ads that center on the strong representation of women. Although these types of advertisements contain supportive messages for women, traces of post-feminism can be seen in the advertising texts due to the consumption-oriented structure of advertising. Post-feminism refers to the 'post-feminist' era, arguing that feminism has undergone change. Due to the emphasis on individualism that intersects with neoliberalism, post-feminism individualizes the gender problem and reduces it to consumption, pushing the social and political criticism of first and second wave feminism into the background. One of the media tools most suitable for the transmission of post-feminist discourses is advertisements. The aim of the thesis is to reveal how feminist-labeled advertisements in the media, especially in advertising, represent women and how these representations overshadow the original political and social criticisms of feminism. Using Norman Fairclough's critical discourse analysis model, it was examined in detail how the language and visual elements in the advertisements were blended with patriarchal and neoliberal values. As a result of the analysis, it was revealed that the advertisements presented feminist discourses by blending them with market values. In this way, it has been understood that post-feminism breaks the oppositional power of feminism and makes it suitable for market interests. The study emphasizes that advertisements should develop a discourse that embraces the essence of the struggle for gender equality, thus aiming to prevent the commodification of feminism and the purification of its political content.
This study examines how feminism has become a commodity through advertisements and how the women's movement has been removed from its political base and adapted to market interests. Feminist labeled ads are ads that center on the strong representation of women. Although these types of advertisements contain supportive messages for women, traces of post-feminism can be seen in the advertising texts due to the consumption-oriented structure of advertising. Post-feminism refers to the 'post-feminist' era, arguing that feminism has undergone change. Due to the emphasis on individualism that intersects with neoliberalism, post-feminism individualizes the gender problem and reduces it to consumption, pushing the social and political criticism of first and second wave feminism into the background. One of the media tools most suitable for the transmission of post-feminist discourses is advertisements. The aim of the thesis is to reveal how feminist-labeled advertisements in the media, especially in advertising, represent women and how these representations overshadow the original political and social criticisms of feminism. Using Norman Fairclough's critical discourse analysis model, it was examined in detail how the language and visual elements in the advertisements were blended with patriarchal and neoliberal values. As a result of the analysis, it was revealed that the advertisements presented feminist discourses by blending them with market values. In this way, it has been understood that post-feminism breaks the oppositional power of feminism and makes it suitable for market interests. The study emphasizes that advertisements should develop a discourse that embraces the essence of the struggle for gender equality, thus aiming to prevent the commodification of feminism and the purification of its political content.