Publication: Militarist eğilimlerin askeri reklamlara yönelik tutuma etkisi
Abstract
Bu çalışma, bireylerin militarist eğilimlerinin, askeri reklamlara yönelik tutumları üzerindeki etkisini incelemeyi amaçlamaktadır. Türkiye'nin sahip olduğu köklü askeri tarihi ve kültürü bağlamında, askeri reklamların ve bu reklamlara karşı oluşan tutumların, toplumsal ve kültürel dinamiklerle nasıl etkileşime girdiği önemli bir sorunsaldır. Araştırmada, katılımcılara yüz yüze anket uygulanarak militarist eğilimleri belirlenmiştir. Bu aşamadan sonra, Türk Silahlı Kuvvetleri'nin 2023 yılında resmi YouTube hesabında yayınladığı Önce Vatan adlı reklam videosu katılımcılara izletilmiştir. Video izlendikten sonra, militarist eğilimlerin bu reklama yönelik etkisini saptamak için tutum ölçeği kullanılmıştır. Anket sonuçlarının değerlendirilmesi amacıyla öncelikle militarist eğilimlerle askeri reklama yönelik tutum arasındaki ilişkinin varlığını ve şiddetini belirlemek için korelasyon analizi yapılmış, anlamlı bir ilişkinin tespit edilmesinin ardından militarist eğilimin alt faktörlerinin askeri reklama yönelik tutum üzerindeki etkisini analiz etmek için yapısal eşitlik modellemesi kullanılmıştır. Yapılan araştırma sonucunda, militarist eğilimlerin, askeri reklamlara yönelik tutum üzerinde anlamlı bir etkisinin olduğu belirlenmiştir.
This thesis aims to examine the impact of individuals' militaristic tendencies on their attitudes towards military advertisements. In the context of Turkey's deep-rooted military history and culture, how military advertisements and attitudes towards these advertisements interact with social and cultural dynamics is an important problem. In the research, militaristic tendencies were determined by applying a face-to-face survey to the participants. After this stage, the advertising video titled Homeland First, published by the Turkish Armed Forces on its official YouTube account in 2023, was shown to the participants. After watching the video, an attitude scale was used to determine the effect of militaristic tendencies towards this advertisement. In order to evaluate the survey results, correlation analysis was first conducted to determine the existence and severity of the relationship between militaristic tendencies and attitudes towards military advertising, and after detecting a significant relationship, structural equation modeling was used to analyze the effect of the sub-factors of militaristic tendencies on attitudes towards military advertising. As a result of the research, it was shown that militaristic tendencies had a significant effect on attitudes towards military advertisements.
This thesis aims to examine the impact of individuals' militaristic tendencies on their attitudes towards military advertisements. In the context of Turkey's deep-rooted military history and culture, how military advertisements and attitudes towards these advertisements interact with social and cultural dynamics is an important problem. In the research, militaristic tendencies were determined by applying a face-to-face survey to the participants. After this stage, the advertising video titled Homeland First, published by the Turkish Armed Forces on its official YouTube account in 2023, was shown to the participants. After watching the video, an attitude scale was used to determine the effect of militaristic tendencies towards this advertisement. In order to evaluate the survey results, correlation analysis was first conducted to determine the existence and severity of the relationship between militaristic tendencies and attitudes towards military advertising, and after detecting a significant relationship, structural equation modeling was used to analyze the effect of the sub-factors of militaristic tendencies on attitudes towards military advertising. As a result of the research, it was shown that militaristic tendencies had a significant effect on attitudes towards military advertisements.