Abstract
Kadın imgesinin reklamlarda temsil biçimleri, reklamlar üzerine eleştirel yaklaşımlar
kapsamında önemli bir araştırma konusu olagelmiştir. Reklam, toplumsal cinsiyet rolleri ve
erkek egemenliğini yeniden üreten bir aygıt olarak eleştirel açıdan sorgulanmıştır. Bu makale,
reklamın toplumsal cinsiyetlendirilmiş iktidar ilişkilerini normalleştirmek ve meşrulaştırmak
amacıyla kadın üzerinde, Pierre Bourdieu’ya atıfla “simgesel şiddet” uyguladığını ileri
sürmektedir. Bu doğrultuda, Türkiye’nin önde gelen sakız markalarından biri olan Falım’ın
reklam kampanyasında “sakız çiğneyen kadın” imajı, feminist eleştirel bir analiz ile
tartışılacaktır. Reklamlar erkek egemen baskılara direnç gösteremeyen ve göstermek istemeyen
kadın temsilinde bulunmaktadırlar. Kadının baskılardan sıyrılmasını tüketime indirgeyen
reklam söylemi, güçlenme illüzyonu yaratmakta ve kadını mağdur eden gerçek koşulları
normalleştirmiş olmaktadır. Bu bağlamda etkin olan simgesel şiddet, kadının erkek egemen
toplumda karşılaştığı mağduriyet koşullarını görünmez kılmaktadır. Sonuç olarak bu makale,
simgesel şiddet ve reklam ilişkisini kavramsallaştırmanın yanında, toplumsal cinsiyetlendirilmiş
iktidar ilişkilerini görünür hale getirerek popüler kültürde muhtemel direnç alanlarını mümkün
kılabilecek bir feminist eleştirel yaklaşımı ortaya koymayı amaçlamaktadır.
References
- BOURDIEU, P. (1984) Distinction: a social critique of the judgement of taste. London & New York: Routledge.
- BOURDIEU, P. (2002) Language and symbolic power. Cambridge: Polity Press.
- BOURDIEU, P. (2001) Masculine domination. Cambridge: Polity Press.
- BOURDIEU, P. (1993) The field of cultural production. Columbia University Press.
- BOURDIEU, P. (1975) The specificity of the scientific field and the social conditions of the progress of reason. Social Science Information, 14 (6), pp.19-47.
- BUTLER, J. (1999) Gender trouble: feminism and the subversion of identity. New York: Routledge.
- CARTER, C. and STEINER, L. (2004) Introduction to critical readings: media and gender. In: CARTER, C. and STEINER L. (eds.) Critical readings: media and gender. Oxford: Oxford University Press, pp.1-10.
- GILL, R. (2007) Postfeminist media culture: elements of a sensibility. European Journal of Cultural Studies, 10 (2), pp.147-166.
- GILL, R. (2009) Supersexualize me! advertising and the midriffs. In: ATWOOD, F. (ed.) Mainstreaming sex: the sexualization of western culture. London & New York: IB Tauris, pp.93-110.
- GOFFMAN, E. (1979) Gender advertisements. New York: Harper Torchbooks.
- GOLDMAN, R. (1992) Reading ads socially. London & New York: Routledge.
- GRAMSCI, A. (1971) Selections from the prison notebooks. New York: International Publishers.
- JHALLY, S. (2006) Advertising, gender and sex: what’s wrong with a little objectification? In: JHALLY, S. (ed.) The spectacle of accumulation: essays in culture, media, & politics. New York: Peter Lang, pp.163-176.
- LAZAR, M. M. (ed.) (2005) Feminist critical discourse analysis: gender, power and ideology in discourse. New York: Palgrave Macmillan.
- LAZAR, M. M. (2014) Recuperating feminism, reclaiming femininity: hybrid postfeminist I-dentity in consumer advertisements. Gender and Language, 8 (2), pp.205-224.
- MCROBBIE, A. (2004) Postfeminism and popular culture. Feminist Media Studies, 4 (3), pp.255-264.
- MORGAN, K. and BJÖRKERT, S. T. (2006) ‘I’d rather you’d lay me on the floor and start kicking me’: understanding symbolic violence in everyday life. Women’s Studies International Forum, 29, pp.441 – 452.
- NASH, R. (1990) Bourdieu on education and social and cultural reproduction. British Journal of Sociology of Education, 11 (4), pp.431-447.
- NEUHAUS, J. (2011) Housework and housewives in American advertising: married to the mop. New York: Palgrave Macmillan.
- PILCHER, J. and WHELEHAN, I. (2004) Fifty key concepts in gender studies. London: Sage.
- SHEEAN, K. B. (2014) Controversies in contemporary advertising. London: Sage.
- WEST, C. and ZIMMERMAN, D. H. (1987) Doing Gender. Gender & Society, 1(2), pp.125-151.
- WILLIAMS, R. (1999) Advertising: the magic system. In: DURING, S. (ed.) The cultural studies reader. London & New York: Routledge, pp.410-423.
- WILLIAMSON, J. (1978) Decoding advertisements: ideology and meaning in advertising. London: Marion Boyars.
- WILLIAMSON, J. (2003) Sexism with an alibi. The Guardian. May 31. [Online]. http://www.theguardian.com/media/2003/may/31/advertising.comment [Accessed: 28/08/2015]
Abstract
Representation of women in advertisements has been a crucial point of debate in critical studies on
advertising and gender. Advertising has critically been evaluated as an ideological apparatus that
reproduces gender roles and promotes sexism. In addition to overt forms of sexist representations,
advertisements also construct implicit meanings of gender inequality, which is difficult to recognize.
The aim of this article is to show that advertisements generate “symbolic violence” that normalizes
and legitimizes gendered relations of power so that gender inequalities would be misrecognized.
Based on Pierre Bourdieu’s notion of “symbolic violence”, this article analyzes the image of “women
chewing gum” in an advertisement campaign by Falım, Turkey’s leading chewing gum brand with
feminist critical analysis. Falım advertisements portray women who are pressured by patriarchy
but do not resist it and are content with it. Eventually, the patriarchal narrative brings forth the
normalization of gender inequalities and its communication to the wider public via advertising as a
rhetorical device.
References
- BOURDIEU, P. (1984) Distinction: a social critique of the judgement of taste. London & New York: Routledge.
- BOURDIEU, P. (2002) Language and symbolic power. Cambridge: Polity Press.
- BOURDIEU, P. (2001) Masculine domination. Cambridge: Polity Press.
- BOURDIEU, P. (1993) The field of cultural production. Columbia University Press.
- BOURDIEU, P. (1975) The specificity of the scientific field and the social conditions of the progress of reason. Social Science Information, 14 (6), pp.19-47.
- BUTLER, J. (1999) Gender trouble: feminism and the subversion of identity. New York: Routledge.
- CARTER, C. and STEINER, L. (2004) Introduction to critical readings: media and gender. In: CARTER, C. and STEINER L. (eds.) Critical readings: media and gender. Oxford: Oxford University Press, pp.1-10.
- GILL, R. (2007) Postfeminist media culture: elements of a sensibility. European Journal of Cultural Studies, 10 (2), pp.147-166.
- GILL, R. (2009) Supersexualize me! advertising and the midriffs. In: ATWOOD, F. (ed.) Mainstreaming sex: the sexualization of western culture. London & New York: IB Tauris, pp.93-110.
- GOFFMAN, E. (1979) Gender advertisements. New York: Harper Torchbooks.
- GOLDMAN, R. (1992) Reading ads socially. London & New York: Routledge.
- GRAMSCI, A. (1971) Selections from the prison notebooks. New York: International Publishers.
- JHALLY, S. (2006) Advertising, gender and sex: what’s wrong with a little objectification? In: JHALLY, S. (ed.) The spectacle of accumulation: essays in culture, media, & politics. New York: Peter Lang, pp.163-176.
- LAZAR, M. M. (ed.) (2005) Feminist critical discourse analysis: gender, power and ideology in discourse. New York: Palgrave Macmillan.
- LAZAR, M. M. (2014) Recuperating feminism, reclaiming femininity: hybrid postfeminist I-dentity in consumer advertisements. Gender and Language, 8 (2), pp.205-224.
- MCROBBIE, A. (2004) Postfeminism and popular culture. Feminist Media Studies, 4 (3), pp.255-264.
- MORGAN, K. and BJÖRKERT, S. T. (2006) ‘I’d rather you’d lay me on the floor and start kicking me’: understanding symbolic violence in everyday life. Women’s Studies International Forum, 29, pp.441 – 452.
- NASH, R. (1990) Bourdieu on education and social and cultural reproduction. British Journal of Sociology of Education, 11 (4), pp.431-447.
- NEUHAUS, J. (2011) Housework and housewives in American advertising: married to the mop. New York: Palgrave Macmillan.
- PILCHER, J. and WHELEHAN, I. (2004) Fifty key concepts in gender studies. London: Sage.
- SHEEAN, K. B. (2014) Controversies in contemporary advertising. London: Sage.
- WEST, C. and ZIMMERMAN, D. H. (1987) Doing Gender. Gender & Society, 1(2), pp.125-151.
- WILLIAMS, R. (1999) Advertising: the magic system. In: DURING, S. (ed.) The cultural studies reader. London & New York: Routledge, pp.410-423.
- WILLIAMSON, J. (1978) Decoding advertisements: ideology and meaning in advertising. London: Marion Boyars.
- WILLIAMSON, J. (2003) Sexism with an alibi. The Guardian. May 31. [Online]. http://www.theguardian.com/media/2003/may/31/advertising.comment [Accessed: 28/08/2015]
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | November 30, 2015 |
| Published in Issue | Year 2015 |