Reklamlarda kadınlık sunumunun toplumsal cinsiyet rolleri bağlamında incelenmesi: Femvertising
Yükleniyor...
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Tarih boyunca reklam filmlerinde kadınlar, belirli toplumsal cinsiyet kalıpları içerisinde temsil edilmiştir. Bu bağlamda feminist kuram, kamusal ve özel alan ayrımına dikkat ederek kadının hem toplumdaki hem de medyadaki konumunu titizlikle incelemiştir. Özellikle kamusal alandan dışlanan kadınlar, reklam filmlerinde bile özel alanda sunulup ev hanımı, anne, eş ve cinsel obje olarak gösterilmiştir. Ancak son dönemlerde markalar tarafından popüler hale gelen femvertising, geleneksel temsillerin aksine kadınların reklamlarda daha güçlü ve özgür rollerde görünmelerine öncülük etmektedir. Bununla beraber, bazen markaların femvertising temalı reklam filmlerine karşı ön yargılar da oluşmuştur. Bu kapsamda çalışmada ele alınacak reklam filmleri, “toplumsal cinsiyet eşitliği” kategorisinden ödül alanlar ile sınırlandırılmıştır. Bu sınırlama ile seçilen reklam filmleri ise olasılıksız örnekleme yöntemi arasında yer alan, amaçlı örnekleme yöntemine göre belirlenmiştir. Ayrıca örnekleme dahil edilen reklam filmleri, göstergebilimsel analiz ve söylem analizi yöntemleri kullanılarak incelenmiştir. Araştırmaya seçilen reklam filmleri incelendiğinde, femvertising stratejisi içeren reklam filmlerinin, kadınların toplumsal hayattaki klişeleşmiş rollerinin önüne geçebildiği ve kadın temsillerinin daha özgür, kalıpların dışında gösterildiği görülmüştür. Ancak reklam filmlerine yerleştirilen ürün ve çağrışımlar, markaların kurumsal kimliğini ve itibarını artırmaya yönelik çabalarını göstermektedir.
Throughout history, women have been represented in commercials within certain gender stereotypes. In this context, feminist theory has meticulously analyzed the position of women both in society and in the media, paying attention to the distinction between public and private spheres. Especially women, who are excluded from the public sphere, are presented in the private sphere even in commercials and shown as housewives, mothers, wives and sexual objects. However, femvertising, which has recently been popularized by brands, leads women to appear in advertisements in stronger and freer roles, contrary to traditional representations. However, there are sometimes prejudices against brands' femvertising-themed commercials. In this context, the commercials to be discussed in the study were limited to those that received awards in the “gender equality” category. The commercials selected with this limitation were determined according to the purposive sampling method, which is among the non-probability sampling methods. In addition, the commercials included in the sample were analyzed using semiotic analysis and discourse analysis methods. When the commercials selected for the study were analyzed, it was seen that the commercials containing femvertising strategy can overcome the stereotypical roles of women in social life and women's representations are shown more freely and outside the molds. However, the products and associations inserted in the commercials show the efforts of the brands to increase their corporate identity and reputation.
Throughout history, women have been represented in commercials within certain gender stereotypes. In this context, feminist theory has meticulously analyzed the position of women both in society and in the media, paying attention to the distinction between public and private spheres. Especially women, who are excluded from the public sphere, are presented in the private sphere even in commercials and shown as housewives, mothers, wives and sexual objects. However, femvertising, which has recently been popularized by brands, leads women to appear in advertisements in stronger and freer roles, contrary to traditional representations. However, there are sometimes prejudices against brands' femvertising-themed commercials. In this context, the commercials to be discussed in the study were limited to those that received awards in the “gender equality” category. The commercials selected with this limitation were determined according to the purposive sampling method, which is among the non-probability sampling methods. In addition, the commercials included in the sample were analyzed using semiotic analysis and discourse analysis methods. When the commercials selected for the study were analyzed, it was seen that the commercials containing femvertising strategy can overcome the stereotypical roles of women in social life and women's representations are shown more freely and outside the molds. However, the products and associations inserted in the commercials show the efforts of the brands to increase their corporate identity and reputation.
Açıklama
Anahtar Kelimeler
Reklamcılık, Toplumsal cinsiyet, Toplumsal cinsiyet rolleri, Feminizm, Femvertising, Advertising, Gender, Gender roles, Feminism
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Karababa, B. D. (2024). Reklamlarda kadınlık sunumunun toplumsal cinsiyet rolleri bağlamında incelenmesi: Femvertising / A study of the presentation of feminity in advertisements in the context of gender roles: Femvertising. (Yayımlanmamış Yüksek Lisans Tezi). Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul.
