An Analysis Of Racism Against Blacks In Advertisements As A Form Of Media

Zümra Büşra Ünlü

Makale detayları

An Analysis Of Racism Against Blacks In Advertisements As A Form Of Media

Yazarlar:

Zümra Büşra Ünlü

Yayıncı:

Karamanoglu Mehmetbey University

Ana Başlıklar:

Sosyoloji (Diğer)

Dergi:

Karamanoğlu Mehmetbey Üniversitesi Edebiyat Fakültesi Dergisi Vol.7 Issue 1, pp.9-27

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001321958

pISSN:

2667-4424

Anahtar kelimeler:

Özet:

 The concept of race has been researched by scientists over time, and its reception, as well as portrayal, has evolved through different expressions. Still, it stands true that people have been classified according to their physical characteristics. Millions of people have been killed in the past just because of their race through countless genocidal actions against different races. Although racism has manifested itself in different ways in different periods of history, it has continued to exist in every period. Racism causes discrimination, inequality, violence, marginalization, humiliation, and exclusion among people and harms social integrity. Racism and its forms have been changed and reproduced accordingly with various social changes and shifting conditions. Racism in American and European societies is still a phenomenon whose effects are seen daily. Racism and police brutality, especially against blacks, still make the news today. The existence of racism against blacks is inevitably connected to historical factuality, specifically the exploitation of blacks through slavery for a long time. Especially the media and advertising have had a significant share in the spread of racism against blacks. The media does not by itself harm people per se, but it can be a tool for this. The effects of the media on people are undeniable. Both discursive and visual expressions are included in the advertisements in this study. The voluntary or involuntary display of racism in some ads also confirms the saying There is no good or bad advertisement. The frequent utilization of racism in advertisements feeds a prejudicial and discriminatory mentality to the audience. In addition to being exposed to such racist ads, people also support and spread this thought just by buying the products from these ads. This study attempts to explicate the issues of race, racism, xenophobia, and the history of racism against blacks and to examine how the problem of racism is conveyed through media and advertisements by using the semiotic analysis method. In the findings obtained, it was seen that the ads were racist.

 The concept of race has been researched by scientists over time, and its reception, as well as portrayal, has evolved through different expressions. Still, it stands true that people have been classified according to their physical characteristics. Millions of people have been killed in the past just because of their race through countless genocidal actions against different races. Although racism has manifested itself in different ways in different periods of history, it has continued to exist in every period. Racism causes discrimination, inequality, violence, marginalization, humiliation, and exclusion among people and harms social integrity. Racism and its forms have been changed and reproduced accordingly with various social changes and shifting conditions. Racism in American and European societies is still a phenomenon whose effects are seen daily. Racism and police brutality, especially against blacks, still make the news today. The existence of racism against blacks is inevitably connected to historical factuality, specifically the exploitation of blacks through slavery for a long time. Especially the media and advertising have had a significant share in the spread of racism against blacks. The media does not by itself harm people per se, but it can be a tool for this. The effects of the media on people are undeniable. Both discursive and visual expressions are included in the advertisements in this study. The voluntary or involuntary display of racism in some ads also confirms the saying There is no good or bad advertisement. The frequent utilization of racism in advertisements feeds a prejudicial and discriminatory mentality to the audience. In addition to being exposed to such racist ads, people also support and spread this thought just by buying the products from these ads. This study attempts to explicate the issues of race, racism, xenophobia, and the history of racism against blacks and to examine how the problem of racism is conveyed through media and advertisements by using the semiotic analysis method. In the findings obtained, it was seen that the ads were racist.

 The concept of race has been researched by scientists over time, and its reception, as well as portrayal, has evolved through different expressions. Still, it stands true that people have been classified according to their physical characteristics. Millions of people have been killed in the past just because of their race through countless genocidal actions against different races. Although racism has manifested itself in different ways in different periods of history, it has continued to exist in every period. Racism causes discrimination, inequality, violence, marginalization, humiliation, and exclusion among people and harms social integrity. Racism and its forms have been changed and reproduced accordingly with various social changes and shifting conditions. Racism in American and European societies is still a phenomenon whose effects are seen daily. Racism and police brutality, especially against blacks, still make the news today. The existence of racism against blacks is inevitably connected to historical factuality, specifically the exploitation of blacks through slavery for a long time. Especially the media and advertising have had a significant share in the spread of racism against blacks. The media does not by itself harm people per se, but it can be a tool for this. The effects of the media on people are undeniable. Both discursive and visual expressions are included in the advertisements in this study. The voluntary or involuntary display of racism in some ads also confirms the saying There is no good or bad advertisement. The frequent utilization of racism in advertisements feeds a prejudicial and discriminatory mentality to the audience. In addition to being exposed to such racist ads, people also support and spread this thought just by buying the products from these ads. This study attempts to explicate the issues of race, racism, xenophobia, and the history of racism against blacks and to examine how the problem of racism is conveyed through media and advertisements by using the semiotic analysis method. In the findings obtained, it was seen that the ads were racist.

 Irk kavramı; zaman içinde bilim insanları tarafından araştırılmış, farklı şekillerde ifade edilerek değişime uğramış, insanlar fiziksel özelliklerine göre sınıflandırılmıştır. Sırf ırk kavramı yüzünden geçmişte milyonlarca insan öldürülerek farklı ırklara soykırım yapılmıştır. Irkçılık, tarihin farklı dönemlerinde farklı şekillerde tezahür etse de her dönem varlığını sürdürmüştür. Irkçılık, insanlar arasında ayrımcılık, eşitsizlik, şiddet, dışlanma, ötekileştirme, aşağılanmaya sebep olmakta ve toplumsal bütünlüğe zarar vermektedir. Irkçılık biçimleri toplumsal değişim ve değişen koşullara göre güncellenip yeniden üretilmiştir. Amerika ve Avrupa toplumlarında ırkçılık hâlâ etkileri görülen bir olgudur. Özellikle siyahlara yapılan ırkçılık ve polis şiddeti günümüzde çok dikkat çekmektedir. Siyahlara yapılan ırkçılığın var olması geçmişte yaşananlara, siyahların uzun zaman köle olarak sömürülmesine bağlıdır. Siyahlara yapılan ırkçılığın yayılmasında özellikle medyanın ve reklamcılığın büyük bir payı olmuştur. Medya, insanlara zarar vermez fakat buna aracı olabilmektedir. Medyanın insanlar üstündeki etkisi büyüktür. Reklamlarda hem söylemsel hem de görsel ifadeler yer almaktadır. Bazı reklamlarda istemli ya da istemsiz bir şekilde ırkçılığın gösterilmesi, Reklamın iyisi kötüsü olmaz. cümlesini de doğrulamaktadır. Irkçılığın reklamlarda sıkça işlenmesi, izleyiciler üzerinde ön yargı ve ayrımcı bir zihniyet oluşturmaktadır. İnsanlar, ırkçı reklamlara maruz kalmanın yanında bu reklamların ürünlerini de satın alarak ırkçılığa destek vermekte ve bu düşünceyi yaymaktadırlar. Bu çalışmada ırk, ırkçılık, yabancı düşmanlığı, siyahların ırkçılık tarihi açıklanmaya ve ırkçılık sorununun medya ve reklamlar aracılığıyla nasıl aktarıldığı göstergebilimsel analiz yöntemi kullanılarak incelenmeye çalışılmıştır. Elde edilen bulgularda bazı reklamların bariz bir şekilde ırkçılık yaptığı görülmüştür.

Makale detayları

An Analysis Of Racism Against Blacks In Advertisements As A Form Of Media

Yazarlar:

Zümra Büşra Ünlü

Yayıncı:

Karamanoglu Mehmetbey University

Ana Başlıklar:

Sosyoloji (Diğer)

Dergi:

Karamanoğlu Mehmetbey Üniversitesi Edebiyat Fakültesi Dergisi Vol.7 Issue 1, pp.9-27

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001321958

pISSN:

2667-4424

Race

Racism

Media

AdvertisementIrk

Irkçılık

Medya

Reklam

Sayı

Makale detayları

Yazarlar: Zümra Büşra Ünlü

Yayıncı: Karamanoglu Mehmetbey University

Ana Başlıklar: Sosyoloji (Diğer)

Dergi: Karamanoğlu Mehmetbey Üniversitesi Edebiyat Fakültesi Dergisi Vol.7 Issue 1, pp.9-27

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001321958

pISSN: 2667-4424

Sayı

Yazarlar:

Zümra Büşra Ünlü

Yayıncı:

Karamanoglu Mehmetbey University

Ana Başlıklar:

Sosyoloji (Diğer)

Dergi:

Karamanoğlu Mehmetbey Üniversitesi Edebiyat Fakültesi Dergisi Vol.7 Issue 1, pp.9-27

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001321958

pISSN:

2667-4424