COMMERCIAL PRESENTATION OF THE ELEMENT OF “RELIGION” IN TELE-SHOPPING CHANNELS

Derya Boyraz; Mehmet Sena Kösedağ

Makale detayları

COMMERCIAL PRESENTATION OF THE ELEMENT OF “RELIGION” IN TELE-SHOPPING CHANNELS

Yazarlar:

Derya Boyraz | Mehmet Sena Kösedağ

Yayıncı:

Erciyes University

Ana Başlıklar:

Gazetecilik Çalışmaları

Dergi:

Erciyes Akademi Vol.38 Issue 2, pp.404-426

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320531

pISSN:

2757-7031

Anahtar kelimeler:

Özet:

 While the programs and advertisements broadcast on commercial teleshopping channels aim to sell any concrete and commercial product, some broadcasts market abstract products such as personal prayers on religious matters. At this point, the study focused on how religion was constructed and ethically reflected while the element of religion was commercially marketed to the audience, and its reflections on the audience were also discussed. Within the scope of the study, using the Supreme Council decisions of RTÜK, which is a reliable source, data on television channels and programs were obtained through the penal sanctions applied to the programs on tele-shopping channels. While collecting the data, scanning was carried out within the framework of subparagraphs r and f of Article 8 of Law No. 6112, which deals with religious and superstitious beliefs. As a result of the screening, the large variety of programs for which penalties were imposed in March and April 2022 was the factor that determined the limitation. According to this information, the programs Mücahid Han ile Sohbet-i İhvan and Feyz-i Muhabbet and the advertisement Halı Üzerine Nakşedilmiş Hilye-i Şerif Duası were selected as samples. The samples were examined using the qualitative content analysis method, considering the program contents dialogues shared by RTÜK. As a result of the investigations, it was determined that the frequency of use of negative religious and other negative words in the program content according to the categories determined in the study was 70 percent higher than positive religious and other positive words. As a result, marketing of tele-shopping channels by coding religious elements in a negative way has shown that they exploit religion. Additionally, negative words such as demon, haunting, spell, etc. The frequent use of words such as this reveals that the religious beliefs and values of the audience are abused.

 While the programs and advertisements broadcast on commercial teleshopping channels aim to sell any concrete and commercial product, some broadcasts market abstract products such as personal prayers on religious matters. At this point, the study focused on how religion was constructed and ethically reflected while the element of religion was commercially marketed to the audience, and its reflections on the audience were also discussed. Within the scope of the study, using the Supreme Council decisions of RTÜK, which is a reliable source, data on television channels and programs were obtained through the penal sanctions applied to the programs on tele-shopping channels. While collecting the data, scanning was carried out within the framework of subparagraphs r and f of Article 8 of Law No. 6112, which deals with religious and superstitious beliefs. As a result of the screening, the large variety of programs for which penalties were imposed in March and April 2022 was the factor that determined the limitation. According to this information, the programs Mücahid Han ile Sohbet-i İhvan and Feyz-i Muhabbet and the advertisement Halı Üzerine Nakşedilmiş Hilye-i Şerif Duası were selected as samples. The samples were examined using the qualitative content analysis method, considering the program contents dialogues shared by RTÜK. As a result of the investigations, it was determined that the frequency of use of negative religious and other negative words in the program content according to the categories determined in the study was 70 percent higher than positive religious and other positive words. As a result, marketing of tele-shopping channels by coding religious elements in a negative way has shown that they exploit religion. Additionally, negative words such as demon, haunting, spell, etc. The frequent use of words such as this reveals that the religious beliefs and values of the audience are abused.

 While the programs and advertisements broadcast on commercial teleshopping channels aim to sell any concrete and commercial product, some broadcasts market abstract products such as personal prayers on religious matters. At this point, the study focused on how religion was constructed and ethically reflected while the element of religion was commercially marketed to the audience, and its reflections on the audience were also discussed. Within the scope of the study, using the Supreme Council decisions of RTÜK, which is a reliable source, data on television channels and programs were obtained through the penal sanctions applied to the programs on tele-shopping channels. While collecting the data, scanning was carried out within the framework of subparagraphs r and f of Article 8 of Law No. 6112, which deals with religious and superstitious beliefs. As a result of the screening, the large variety of programs for which penalties were imposed in March and April 2022 was the factor that determined the limitation. According to this information, the programs Mücahid Han ile Sohbet-i İhvan and Feyz-i Muhabbet and the advertisement Halı Üzerine Nakşedilmiş Hilye-i Şerif Duası were selected as samples. The samples were examined using the qualitative content analysis method, considering the program contents dialogues shared by RTÜK. As a result of the investigations, it was determined that the frequency of use of negative religious and other negative words in the program content according to the categories determined in the study was 70 percent higher than positive religious and other positive words. As a result, marketing of tele-shopping channels by coding religious elements in a negative way has shown that they exploit religion. Additionally, negative words such as demon, haunting, spell, etc. The frequent use of words such as this reveals that the religious beliefs and values of the audience are abused.

 Ticari olarak yayın yapan tele-alışveriş kanallarında yayınlanan program ve reklamlarda, herhangi somut ve ticari bir ürünün satışı hedeflenirken, bazı yayınlarda ise dini hususta kişiye özel dua gibi soyut ürünler pazarlanmaktadır. Bu noktada çalışmada din öğesinin ticari bağlamda izleyicilere pazarlanırken dinin nasıl inşa edildiği ve etik olarak nasıl yansıtıldığına odaklanılmış, izleyicilere yansımalarının neler olabileceği üzerine de tartışılmıştır. Çalışma kapsamında güvenilir bir kaynak olan RTÜKün üst kurul kararlarından yararlanılarak, tele-alışveriş kanallarındaki programlara uygulanan cezai yaptırımlar üzerinden televizyon kanalları ve programları verilerine ulaşılmıştır. Veriler toplanırken dini ve batıl inançları konu alan 6112 sayılı kanunun 8. maddesinin r ve f bentleri çerçevesinde tarama yapılmıştır. Tarama sonucunda 2022 yılının mart ve nisan aylarında ceza uygulanan programların çeşitliğinin fazla olması sınırlılığı belirleyen etken olmuştur. Bu bilgilere göre Mücahid Han ile Sohbet-i İhvan ve Feyz-i Muhabbet programları ile Halı Üzerine Nakşedilmiş Hilye-i Şerif Duası reklamı örneklem olarak seçilmiştir. Örneklemler, RTÜKün paylaşmış olduğu program içerikleri diyalogları üzerinden ele alınarak, nitel içerik analizi yöntemi ile incelenmiştir. İncelemeler neticesinde, çalışmada belirlenen kategorilere göre program içeriklerinde, olumsuz dinsel ve diğer olumsuz kelimelerin kullanım sıklığının, olumlu dinsel ve diğer olumlu kelimelere göre yüzde 70 oranında yüksek olduğu tespit edilmiştir. Sonuç olarak, tele-alışveriş kanallarının, dinsel öğeleri olumsuz yönde kodlayarak pazarlaması dini istismar ettiğini göstermiştir. Ayrıca olumsuzluk ifade eden cin, musallat, büyü vb. gibi sözcüklerin sıkça kullanılması, izleyicilerin dini inançlarının ve değerlerinin de kötüye kullandığını ortaya koymuştur.

Makale detayları

COMMERCIAL PRESENTATION OF THE ELEMENT OF “RELIGION” IN TELE-SHOPPING CHANNELS

Yazarlar:

Derya Boyraz | Mehmet Sena Kösedağ

Yayıncı:

Erciyes University

Ana Başlıklar:

Gazetecilik Çalışmaları

Dergi:

Erciyes Akademi Vol.38 Issue 2, pp.404-426

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320531

pISSN:

2757-7031

Television

Advertisement

Religion

EthicsTelevizyon

Reklam

Din

Etik

Sayı

Makale detayları

Yazarlar: Derya Boyraz | Mehmet Sena Kösedağ

Yayıncı: Erciyes University

Ana Başlıklar: Gazetecilik Çalışmaları

Dergi: Erciyes Akademi Vol.38 Issue 2, pp.404-426

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001320531

pISSN: 2757-7031

Sayı

Yazarlar:

Derya Boyraz | Mehmet Sena Kösedağ

Yayıncı:

Erciyes University

Ana Başlıklar:

Gazetecilik Çalışmaları

Dergi:

Erciyes Akademi Vol.38 Issue 2, pp.404-426

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320531

pISSN:

2757-7031