Sinema ve Televizyon Temsillerinde Reklamcı Stereotipleri Üzerine Bir İnceleme

Abstract

Media representations contribute to the legitimation and reproduction of power relations through the cultural codes they convey. As media representations, movies or television series are fictionalized in accordance with social power and power relations. For this reason, it is often misleading to consider cinema and television representations independently of the dominant power and power relations of the period in which they were produced or consumed. Cinema and television representations give important clues to the dominant tendencies of the period in which they were produced, through the identities they present to their audiences. In this framework, the initial hypothesis of the study can be summarized as: “After the political, economic and cultural transformation that Turkey has undergone since the 1970s, the representation preferences of advertisers’ identity in cinema and television productions have transformed, as well as many other things”. In order to prove the initial hypothesis of the study, in the first part of the research, a total of four movies are examined for the purpose of evaluating 1970s and 1980s. In the second part of the research, a total of four television series are focused on in order to evaluate the year 2000 and beyond. As a result of the study, it is concluded that the critical point of view on the representation of the advertising identity in the movies shot in the 1970s and 1980s, expressed through ethical principles, has disappeared with the effect of the political, economic and cultural transformation of the country since the 2000s and has caused a noticeable change in the representation preferences.

Keywords

• advertiser
• identity
• cinema
• television
• representation
• discourse