Publication: Hedonik tüketim ve bireysel anarşizm bağlamında reklam : kültürler arası bir araştırma
Abstract
Son yıllarda yapılan araştırmalarda, tüketicilerin tüketim davranışlarındaki en önemli motivasyonun “Haz” olduğu anlaşılmıştır. Günümüzde teknolojinin olağanüstü hızla gelişmesi, bireyleri sınırlarını kavrayamadıkları sanal yeni bir dünyaya hapsetmiştir. Bu dünya bireyleri özgürlüklerinin önemi üzerinde ikna etmişse de kültür ve inançları ile bireylerin arasında oluşan boşluk, toplumsal yapıyı tehdit eder vaziyette görülmektedir. Bireyi belli kalıplar halinde tutan onu eğitim kültür, gelenek ve inançlarıdır. Bu köklerden uzaklaşma, bireyi egoizme evirilme tehlikesi ile karşı karşıya bırakmaktadır. Bireysel anarşizm tam bu noktada önemlidir. Çünkü, Stirner’in ortaya koyduğu bu kavramda, bireyin özgürlüklerinin üstünde ne bir kültür ne devlet ve ne de din kurumu kabul edilmektedir. Tüm bu sosyal bağlantıların reddedilmesi ile birey tam olarak özgür olabilmektedir. Ve bu özgürlük aslında tam bir bencillik seviyesidir çünkü birey artık sadece kendi mutluluğu ve hazları peşinde koşmaktan başka bir gayeye sahip değildir. Modern ve Post Modernizmi yaşayan gelişmiş ülkelerin ortak problemleri, toplumları toplum yapan ortak değerlerdeki yozlaşmalar olarak gösterilmektedir. Bu yozlaşmanın en önemli ilk adımı bireysel anarşist bakış açısının olduğu kabul edilmektedir.Bu yüksek lisans tezinde, hedonik ve bireysel Anarşist bakış açısının, kültür ve reklamlar bağlamında tüketicilere ve tüketici davranışlarına etkisinin olup olmadığı Almanya ve Türkiye örneğinde araştırılmıştır. Buna bağlı olarak Türkiye’de ve Almanya’da belirlenen iki ayrı grup ile derinlemesine mülakatlar gerçekleştirilmiştir. İki farklı kültürel yapıya sahip toplumda yetişen bireylerin tüketim davranışlarını belirlemede hedonik tüketim ve bireyselliğin etkisi ortaya koyulmuştur. Araştırmanın sonucuna göre, kültürlerden bağımsız olarak bireysel anarşizm, bakış açısı iki toplumda da kesişim kümesine sahip olduğu, hedonik tüketimin ise iki farklı toplumda aynı algılanıp hedeflendiği belirlenmiştir.
In recent studies, it has been understood that the most important motivation in consumers ' consumption behavior is “pleasure”. Today, the extraordinary rapid development of technology has trapped individuals in a virtual new world where they cannot understand their boundaries. Although this world has convinced individuals of the importance of their freedom, the gap between their culture and beliefs and individuals is seen as threatening the social decency. It is the culture, traditions and beliefs of education that keep the individual in certain patterns. Distancing from these roots leaves the individual in danger of being turned into egoism. At this point, individual anarchism is important. Because, in this concept, which Stirner put forward, neither culture, State, nor religious institution are accepted above the freedoms of the individual. By rejecting all these social connections, the individual can be completely free. And this freedom is actually a complete level of selfishness, because the individual no longer has any purpose other than to pursue only his own happiness and pleasures. The common problems of developed countries experiencing Modern and Post-modernism are shown as the corruption of common values that make societies a society. It is accepted that the most important first step in this corruption is the individual anarchist point of view.In this master's thesis, whether the hedonic and individual anarchist perspective has an impact on consumers and consumer behavior in the context of culture and advertising has been investigated in the case of Germany and Turkey. Accordingly, in-depth interviews were conducted with two separate groups identified in Turkey and Germany. The effect of hedonic consumption and individuality was revealed in determining the consumption behavior of individuals raised in societies with two different cultural structures. According to the results of the research, it was determined that individual anarchism, regardless of cultures, has a set of intersections in both societies, while hedonic consumption is perceived and targeted the same in two different societies.
In recent studies, it has been understood that the most important motivation in consumers ' consumption behavior is “pleasure”. Today, the extraordinary rapid development of technology has trapped individuals in a virtual new world where they cannot understand their boundaries. Although this world has convinced individuals of the importance of their freedom, the gap between their culture and beliefs and individuals is seen as threatening the social decency. It is the culture, traditions and beliefs of education that keep the individual in certain patterns. Distancing from these roots leaves the individual in danger of being turned into egoism. At this point, individual anarchism is important. Because, in this concept, which Stirner put forward, neither culture, State, nor religious institution are accepted above the freedoms of the individual. By rejecting all these social connections, the individual can be completely free. And this freedom is actually a complete level of selfishness, because the individual no longer has any purpose other than to pursue only his own happiness and pleasures. The common problems of developed countries experiencing Modern and Post-modernism are shown as the corruption of common values that make societies a society. It is accepted that the most important first step in this corruption is the individual anarchist point of view.In this master's thesis, whether the hedonic and individual anarchist perspective has an impact on consumers and consumer behavior in the context of culture and advertising has been investigated in the case of Germany and Turkey. Accordingly, in-depth interviews were conducted with two separate groups identified in Turkey and Germany. The effect of hedonic consumption and individuality was revealed in determining the consumption behavior of individuals raised in societies with two different cultural structures. According to the results of the research, it was determined that individual anarchism, regardless of cultures, has a set of intersections in both societies, while hedonic consumption is perceived and targeted the same in two different societies.