Reproduction Of The Patriarchal View İn Advertisements İn The Context Of Gender Inequality

Mustafa Aydın; Erkut Kuldaş

Makale detayları

Reproduction Of The Patriarchal View İn Advertisements İn The Context Of Gender Inequality

Yazarlar:

Mustafa Aydın | Erkut Kuldaş

Yayıncı:

Hitit University

Ana Başlıklar:

Ekran ve Medya Kültürü

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.17 Issue 3, pp.554-572

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001331352

pISSN:

2757-7449

Anahtar kelimeler:

Özet:

 As a continuation of the patriarchal perspective and traditional gender roles, starting from childhood, men and women are socialized differently, directed to different professions and expected to play different roles. Advertisements published in mass communication channels adopt the codes of social culture, reinforce the existing understanding and reproduce the dominant culture by repeating it. Sexist stereotypes in advertising content, reflections of gender inequality, depictions in advertisements, objectification of women and their exposure to invisibility are shown with secret messages and codes. While it is common to see representations of hegemonic masculinity being strengthened and mens power over women in advertisements, there are also findings that women are trivialized, underrepresented, sexualized as sex objects and constantly ignored. Advertisements become a powerful medium for the construction of the idea of gender, with male and female roles being characterized and conforming to the gender hierarchy. To address these problems, this study analyzes television advertisements that reflect the values determined by gender roles and refer to sexist stereotypes and unequal discourse, using a semiotic method. In this study, television commercials named Sahibinden.com Demek Aracı Anında Almak, Satmak Kiralamak, Keşfetmek Demek and Civic Type Rın 2.0L VTEC Turbo motoru ile GüçSendeArtık were analyzed using Semiotic analysis methodology. The results of the study support the idea that gender inequalities are common, where men are given dominant roles, power is equated with masculinity and masculine superiority is reinforced with hierarchical representations, women are shown as passive and decorative objects, the focus is on their physical appearance rather than their skills and abilities, and portrayals of women as more fragile, more delicate and softer are common.

 As a continuation of the patriarchal perspective and traditional gender roles, starting from childhood, men and women are socialized differently, directed to different professions and expected to play different roles. Advertisements published in mass communication channels adopt the codes of social culture, reinforce the existing understanding and reproduce the dominant culture by repeating it. Sexist stereotypes in advertising content, reflections of gender inequality, depictions in advertisements, objectification of women and their exposure to invisibility are shown with secret messages and codes. While it is common to see representations of hegemonic masculinity being strengthened and mens power over women in advertisements, there are also findings that women are trivialized, underrepresented, sexualized as sex objects and constantly ignored. Advertisements become a powerful medium for the construction of the idea of gender, with male and female roles being characterized and conforming to the gender hierarchy. To address these problems, this study analyzes television advertisements that reflect the values determined by gender roles and refer to sexist stereotypes and unequal discourse, using a semiotic method. In this study, television commercials named Sahibinden.com Demek Aracı Anında Almak, Satmak Kiralamak, Keşfetmek Demek and Civic Type Rın 2.0L VTEC Turbo motoru ile GüçSendeArtık were analyzed using Semiotic analysis methodology. The results of the study support the idea that gender inequalities are common, where men are given dominant roles, power is equated with masculinity and masculine superiority is reinforced with hierarchical representations, women are shown as passive and decorative objects, the focus is on their physical appearance rather than their skills and abilities, and portrayals of women as more fragile, more delicate and softer are common.

 As a continuation of the patriarchal perspective and traditional gender roles, starting from childhood, men and women are socialized differently, directed to different professions and expected to play different roles. Advertisements published in mass communication channels adopt the codes of social culture, reinforce the existing understanding and reproduce the dominant culture by repeating it. Sexist stereotypes in advertising content, reflections of gender inequality, depictions in advertisements, objectification of women and their exposure to invisibility are shown with secret messages and codes. While it is common to see representations of hegemonic masculinity being strengthened and mens power over women in advertisements, there are also findings that women are trivialized, underrepresented, sexualized as sex objects and constantly ignored. Advertisements become a powerful medium for the construction of the idea of gender, with male and female roles being characterized and conforming to the gender hierarchy. To address these problems, this study analyzes television advertisements that reflect the values determined by gender roles and refer to sexist stereotypes and unequal discourse, using a semiotic method. In this study, television commercials named Sahibinden.com Demek Aracı Anında Almak, Satmak Kiralamak, Keşfetmek Demek and Civic Type Rın 2.0L VTEC Turbo motoru ile GüçSendeArtık were analyzed using Semiotic analysis methodology. The results of the study support the idea that gender inequalities are common, where men are given dominant roles, power is equated with masculinity and masculine superiority is reinforced with hierarchical representations, women are shown as passive and decorative objects, the focus is on their physical appearance rather than their skills and abilities, and portrayals of women as more fragile, more delicate and softer are common.

 Ataerkil bakış açısı ve geleneksel cinsiyet rollerinin devamı olarak çocukluktan başlayarak erkekler ve kadınlar farklı şekilde sosyalleşmekte, farklı mesleklere yönlendirilmekte ve farklı roller sergilemeleri beklenmektedir. Kitle iletişim kanallarında yayınlanan reklamlar, toplumsal kültürün kodlarını benimsemekte, mevcut anlayışı pekiştirmekte ve hâkim kültürü tekrarlayarak yeniden üretmektedir. Reklam içeriklerdeki cinsiyetçi kalıp yargılar, toplumsal cinsiyet eşitsizliğinin yansımaları, reklamlardaki tasvirleri, kadınların nesneleştirilmesi ve görünmezliğe maruz bırakılmaları gizli mesajlar ve şifrelerle gösterilmektedir. Reklamlarda hegemonik erkekliğin güçlendirildiğine ve erkeklerin kadınlar üzerindeki gücünün temsillerine sık rastlanırken, kadınların önemsizleştirildiğine, yetersiz temsil edildiğine, seks objesi olarak cinselleştirildiğine ve sürekli olarak göz ardı edildiğine dair bulgulara da sık rastlanmaktadır. Reklamlar, karakterize edilen ve cinsiyet hiyerarşisine uyan kadın ve erkek rolleriyle, toplumsal cinsiyet fikrinin inşası için güçlü bir mecra haline gelmektedir. Bu sorunları ele almak için bu çalışma, televizyonlarda toplumsal cinsiyet rollerinin belirlediği değerleri yansıtan ve cinsiyetçi stereotiplerle eşitsiz söyleme gönderme yapan reklamları göstergebilimsel yöntemle analiz etmektedir. Çalışmada, Sahibinden.com Demek Aracı Anında Almak, Satmak Kiralamak, Keşfetmek Demek ve Civic Type Rın 2.0L VTEC Turbo motoru ile GüçSendeArtık adlı televizyon reklamları Göstergebilimsel analiz metodolojisi kullanılarak çözümlenmektedir. Çalışmanın sonuçları, erkeklere baskın rollerin verildiği, gücün erkeklikle eşitlendiği ve erkeksi üstünlüğün hiyerarşik temsillerle güçlendirildiği, kadınların pasif ve dekoratif nesneler olarak gösterildiği, beceri ve yeteneklerinden çok fiziksel görünümlerine odaklanıldığı, daha kırılgan, daha narin ve daha yumuşak kadın tasvirleri cinsiyet eşitsizliklerinin yaygın olduğu fikrini desteklemektedir.

Makale detayları

Reproduction Of The Patriarchal View İn Advertisements İn The Context Of Gender Inequality

Yazarlar:

Mustafa Aydın | Erkut Kuldaş

Yayıncı:

Hitit University

Ana Başlıklar:

Ekran ve Medya Kültürü

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.17 Issue 3, pp.554-572

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001331352

pISSN:

2757-7449

Gender

Social Gender

Gender Inequality

SemioticsCinsiyet

Toplumsal Cinsiyet

Toplumsal Cinsiyet Eşitsizliği

Göstergebilim

Sayı

Makale detayları

Yazarlar: Mustafa Aydın | Erkut Kuldaş

Yayıncı: Hitit University

Ana Başlıklar: Ekran ve Medya Kültürü

Dergi: Hitit Sosyal Bilimler Dergisi Vol.17 Issue 3, pp.554-572

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001331352

pISSN: 2757-7449

Sayı

Yazarlar:

Mustafa Aydın | Erkut Kuldaş

Yayıncı:

Hitit University

Ana Başlıklar:

Ekran ve Medya Kültürü

Dergi:

Hitit Sosyal Bilimler Dergisi Vol.17 Issue 3, pp.554-572

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001331352

pISSN:

2757-7449