Araştırma Makalesi
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Cinsiyetten Arındırılmış mı Yoksa Yeniden Cinsiyetlendirilmiş mi? Otomobil Reklamlarına Dair Konuşmalardan Yaşlanan Erkekliği Yeniden Düşünmek

Yıl 2025, Cilt: 12 Sayı: 1, 144 - 179, 31.05.2025

Süheyla Ayvaz , Mihrican Tepe

Öz

Tarihsel ve kültürel olarak otomobil ile erkeklik arasında yakın bir bağ kurulduğu görülmektedir. Otomobil ve erkeklik arasındaki bu ilişki özellikle reklamlardaki temsillerde gözlemlenebilmektedir. Bununla birlikte yaşlılık da erkekliğin görece çözüldüğü bir dönem olarak tasvir edilmektedir. Bunlardan yola çıkarak bu araştırma, yaşlı erkeklerin otomobil reklamları aracılığıyla otomobil ve erkeklik arasındaki ilişkiyi nasıl kurduklarına ve erkeklik algılarını nasıl inşa ettiklerine odaklanmaktadır. Araştırmamızın özel amacı Türkiye’deki yaşlı erkeklerin araba reklamları aracılığıyla araba ve erkeklik arasındaki ilişkiyi nasıl kurduklarını keşfetmektir. Genel amaç ise Türkiye bağlamında yaşlı erkeklerin erkekliklerini nasıl inşa ettiklerini gözlemlemektir. Çalışmada amaçlı bir örnekleme yöntemi olan ölçüt örnekleme kullanılmıştır. Nitel metodoloji bağlamında yarı-yapılandırılmış sorular aracılığıyla 60 yaş üstü toplam 11 erkek katılımcı ile iki odak grup görüşmesi gerçekleştirilmiştir. Temmuz 2022’de Amasya/Türkiye’de toplanan veriler nitel analiz yazılımı Maxqda kullanılarak analiz edilmiştir. Araştırmada 60 yaş üstü erkeklerin otomobiller ve erkeklik arasındaki ilişkiye dair söylemlerindeki coğrafya ve yaş temelli anlam inşaları analiz edilmektedir. Araştırma sonuçlarına göre, yaşlı erkekler otomobili erkeksi bir nesne ve erkekler için birincil/zorunlu bir nesne olarak görmekte; otomobilin erkeğe bazı erkeksi özellikler kattığı ve/veya erkekliği yansıttığı klişesine katılmaktadır. Kadınsı özelliklerle ilişkilendirdikleri güvenilir araba ve güvenli sürüş tarzını yaşlılıkla ilişkilendirerek bu normları aşındırmaktadırlar. Tüm bunların sonucunda Türkiye’deki yaşlı erkeklerin duruma/konuya göre erkeklikler arasında kanal değiştirdikleri, akışkan bir brikolaj erkeklik deneyimlediklerini söylemek mümkündür. Bu bulgular, şimdiye kadar mevcut literatürde büyük ölçüde göz ardı edilmiş bir konu olan erkeklik ve yaşlanma arasındaki ilişkiye dair çok sayıda yeni araştırma sorusunun formüle edilmesine katkıda bulunma kapasitesine sahiptir.

Anahtar Kelimeler

Yaşlılık erkeklik yaşlanan erkekler reklamcılık otomobil

Kaynakça

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De-gendered or Re-gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements

Yıl 2025, Cilt: 12 Sayı: 1, 144 - 179, 31.05.2025

Süheyla Ayvaz , Mihrican Tepe

Öz

Historically and culturally, a close connection has been built between the car and masculinity. This relationship is particularly evident in representations in advertisements. Masculinity is also commonly depicted as something that declines in old age. Based on these two presumptions, this study focuses on how elderly men construct the relationship between car and masculinity through car advertisements and how they construct their sense of masculinity. The specific aim of this research is to explore how elderly men in Türkiye construct the relationship between cars and masculinity through car advertisements. The general aim is to observe how elderly men construct their masculinity in the Turkish context. Using a qualitative methodology, two focus-group interviews were conducted with a total of eleven male participants over the age of sixty. The purposive sampling method of criterion sampling was used in the research. Data collected in Amasya, Türkiye, in July 2022 were analyzed using the qualitative-analysis software MAXQDA. According to the results of the research, elderly men see the car as a masculine object and as a primary/essential object for men; they also agree with the stereotype that a car adds some masculine characteristics to and/or reflects the masculinity of its owner. Yet they also associate reliable cars and a safe driving style with feminine characteristics and with old age. As a result, it can be said that elderly men in Türkiye experience a fluid, bricolage masculinity, shifting between different masculinities depending on the situation or context. These findings have the capacity to contribute to the formulation of numerous new research questions concerning the relationship between masculinity and ageing, an issue that has hitherto been largely overlooked in existing literature.

Anahtar Kelimeler

Aging masculinity elderly men advertising car

Etik Beyan

The data collection process in the research started with the decision of Selçuk University Faculty of Communication Scientific Ethics and Evaluation Board dated 18.04.2022 and numbered 2022/9.

Destekleyen Kurum

The author(s) received no financial support for the research, authorship, and/or publication of this article.

Teşekkür

We sincerely express our gratitude to the voluntary participants whose valuable contributions made this research possible. Their time and insights are deeply appreciated. We also extend our heartfelt thanks to the owners of the venues where the focus group discussions were conducted for their generous support and hospitality.

Kaynakça

  • Aktunç, Hulki, Haluk Mesçi, Aydın Engin, and Yavuz Erten. 2000. “Türk’ün Otomobille İmtihanı.” Cogito 24: 159-176.
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  • Alemdaroğlu, Ayça and Neslihan Demirtaş. 2004. “Biz Türk Erkeklerini Böyle Bilmezdik!: Mynet’te Erkeklik Halleri.” Toplum ve Bilim (Erkeklik) 101: 206- 224.
  • Aydın, Dilara and Selin Atalay. 2021. “Hegemonik Erkekliğin İnşası: İzmir’de ‘Daha’erkeklik.” Moment Dergi 8(1): 47-65.
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Toplam 102 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Reklamcılık (Diğer)
Bölüm Makaleler
Yazarlar

Süheyla Ayvaz 0000-0002-1065-592X

Mihrican Tepe 0000-0003-0998-5144

Yayımlanma Tarihi 31 Mayıs 2025
Gönderilme Tarihi 5 Mart 2025
Kabul Tarihi 21 Mayıs 2025
Yayımlandığı Sayı Yıl 2025Cilt: 12 Sayı: 1

Kaynak Göster

APA Ayvaz, S., & Tepe, M. (2025). De-gendered or Re-gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements. Ankara Üniversitesi İlef Dergisi, 12(1), 144-179.
AMA Ayvaz S, Tepe M. De-gendered or Re-gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements. Ankara Üniversitesi İlef Dergisi. Mayıs 2025;12(1):144-179.
Chicago Ayvaz, Süheyla, ve Mihrican Tepe. “De-Gendered or Re-Gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements”. Ankara Üniversitesi İlef Dergisi 12, sy. 1 (Mayıs 2025): 144-79.
EndNote Ayvaz S, Tepe M (01 Mayıs 2025) De-gendered or Re-gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements. Ankara Üniversitesi İlef Dergisi 12 1 144–179.
IEEE S. Ayvaz ve M. Tepe, “De-gendered or Re-gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements”, Ankara Üniversitesi İlef Dergisi, c. 12, sy. 1, ss. 144–179, 2025.
ISNAD Ayvaz, Süheyla - Tepe, Mihrican. “De-Gendered or Re-Gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements”. Ankara Üniversitesi İlef Dergisi 12/1 (Mayıs 2025), 144-179.
JAMA Ayvaz S, Tepe M. De-gendered or Re-gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements. Ankara Üniversitesi İlef Dergisi. 2025;12:144–179.
MLA Ayvaz, Süheyla ve Mihrican Tepe. “De-Gendered or Re-Gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements”. Ankara Üniversitesi İlef Dergisi, c. 12, sy. 1, 2025, ss. 144-79.
Vancouver Ayvaz S, Tepe M. De-gendered or Re-gendered? Rethinking Ageing Masculinity Through Conversations About Car Advertisements. Ankara Üniversitesi İlef Dergisi. 2025;12(1):144-79.
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