Publication: Öznellik üretimi ve simülasyon bağlamında reklam
Abstract
“Ben Kimim?” sorusuna verilebilecek yanıtlar bütünü olan “öznellik” bilinçlilik, faillik, birey olma, gerçek ve hakikatle ilgili merkezi ve felsefi bir tanımdır. Kapitalizm, devamlılığını sağlayabilmek için, Marks’ın “Gerçek Tahakküm” olarak isimlendirdiği, kapitalist değerlere sahip öznelerden oluşan bir toplum oluşturmak istemiştir. Bunu da “Toplumsal Tabi Kılma” ve “Makinesel Kölelik” dispozitiflerini kullanarak “Öznellik Üretimi” yoluyla yapmıştır. Baudrillard’a göre, bu toplum, imajların ve göstergelerin artmasıyla birlikte, “Hipergerçeklik” olarak adlandırılan aşamaya geçmiştir. Bu aşama, var olan her şeyi kodların, imajların ve göstergelerin oluşturduğu bir “Simülasyon”dur. Bu simülasyon dünyası, metaları da birer göstergeye çevirerek, toplumları bir tüketim ve gösteri toplumuna çevirmiştir. Simülasyonda, gerçekliğin ve hakikatin sorgulanması durumu, tanımı gereği öznelliği de etkilenmiştir. Endüstri devrimi sonrası biriken metanın tüketilmesi için, ürünlerin rasyonel faydalarından çok irrasyonel faydaları ön plana çıkartılmış, markalar birer “gösterene” dönüştürülmüştür. Yaşanan “meta fetişizmi”yle bir tüketim ve gösteri toplumuna dönüşen sosyoloji içerisinde bireyler kimliklerini ve “ben kimim” sorusuna olan cevaplarını, tükettikleri ürünlerle ortaya koymaya başlamışlardır. Reklamlarda işlevi gereği ürünü cazip ve çekici kılabilmek için retorik kullanmakta ve tüketici “özne”nin “nesne”yle olan ilişkisi yeniden kurgulamaktadır. “Özne”, hipergerçek bir dünyada, kapital sistemin “Toplumsal Tabi Kılma” ve “Makinesel Kölelik” içerisinde yeniden var edilmektedir. Özellikle gelişen teknolojilerle birlikte ortaya çıkan “Büyük Veri”, gelecekte bu dispozitiflerin, özneler üzerinde daha etkili olacaklarını düşündürmektedir. Çalışmamızda, öncelikle “Öznellik Üretimi” ve “Simülasyon” kavramları incelenecek, sonrasında “reklam”ın bu kavramlarla olan ilişkisi ortaya konulmaya çalışılacaktır. Son bölümde, “Youtube” verilerine göre, 2021 yılının birinci ve ikinci çeyreği için ayrı ayrı hazırlanan “en çok izlenen reklamlar” listelerinden birer reklam seçilecek, “Öznellik Üretimi” ve “Simülasyon” kavramları bağlamında “göstergebilimsel analiz” yöntemiyle incelenecektir.
Subjectivity, which can be defined as the whole of the answers given to the question of ‘Who am I?’, is a central and philosophical definition of consciousness, agency, individuality, reality, and truth. In order to ensure its own continuity and solidity, capitalism demanded to build a society of subjects with capitalist values, which Marx called Real Domination. Capitalism did this through the Production of Subjectivity by using the dispositive of Social Subjection and Mechanic Enslavement. According to Jean Baudrillard, with the increase of images and signs, this new society has passed into the stage which is called Hyper-reality. This stage is a Simulation in which everything that exists is created by codes, images, and signs. This simulation world has turned societies into a society of consumption and the spectacle by turning commodities into signs. In the simulation, the questioning of reality and truth has affected subjectivity, by its definition. For increased consumption of the accumulated commodities after the industrial revolution, the emotional appeals of the products were emphasized rather than the rational benefits in advertisements. Thus, brands had been transformed into a signifier. Throughout the years, the newly formed consumer society and the commodity fetishism that came along with it, made individuals reveal their own identities and their answers to the question who am I with the products they consume. Advertisementstoday mostly use rhetoric to make the product attractive and conspicuous due to its function and reconstructs the relationship between the consumer subject and the object. The subject is recreated itself in a hyper-real world within the Social Subjection and Mechanic Enslavement of the capital system. Especially the “Big Data” that emerged with the developing technologies suggests that this dispositive will be more effective on the subjects in the future. In our study, the concepts of Production of Subjectivity and Simulation will be examined, and then the relationship between advertisement and these concepts will be revealed. In the last section, one advertisement will be selected from each most-watched advertisements lists prepared separately for the first and second quarters of 2021 according to ''Youtube'' data and will be examined with the semiotic analysis method in the context of Production of Subjectivity and Simulation
Subjectivity, which can be defined as the whole of the answers given to the question of ‘Who am I?’, is a central and philosophical definition of consciousness, agency, individuality, reality, and truth. In order to ensure its own continuity and solidity, capitalism demanded to build a society of subjects with capitalist values, which Marx called Real Domination. Capitalism did this through the Production of Subjectivity by using the dispositive of Social Subjection and Mechanic Enslavement. According to Jean Baudrillard, with the increase of images and signs, this new society has passed into the stage which is called Hyper-reality. This stage is a Simulation in which everything that exists is created by codes, images, and signs. This simulation world has turned societies into a society of consumption and the spectacle by turning commodities into signs. In the simulation, the questioning of reality and truth has affected subjectivity, by its definition. For increased consumption of the accumulated commodities after the industrial revolution, the emotional appeals of the products were emphasized rather than the rational benefits in advertisements. Thus, brands had been transformed into a signifier. Throughout the years, the newly formed consumer society and the commodity fetishism that came along with it, made individuals reveal their own identities and their answers to the question who am I with the products they consume. Advertisementstoday mostly use rhetoric to make the product attractive and conspicuous due to its function and reconstructs the relationship between the consumer subject and the object. The subject is recreated itself in a hyper-real world within the Social Subjection and Mechanic Enslavement of the capital system. Especially the “Big Data” that emerged with the developing technologies suggests that this dispositive will be more effective on the subjects in the future. In our study, the concepts of Production of Subjectivity and Simulation will be examined, and then the relationship between advertisement and these concepts will be revealed. In the last section, one advertisement will be selected from each most-watched advertisements lists prepared separately for the first and second quarters of 2021 according to ''Youtube'' data and will be examined with the semiotic analysis method in the context of Production of Subjectivity and Simulation