A GLOBAL BRAND IN PUBLIC RELATIONS STUDIES FROM THE POSTCOLONIAL PERSPECTIVE: THE CASE OF ZARA

Abstract

The term “Postcolonial” was first introduced to the newly rescued communities from colonialism in the 1970s, but in time the meaning of the term has expanded. Nowadays, the arguments put forward in this way are emerging within the context of the First World. In general terms, the notion of postcolonialism, which houses many disciplines, has developed a critical approach against western hegemony. The main problematic that the postcolonial studies deal with is the economic and cultural interventions by the Western countries to the non-Western and the “other” countries. In a sense, the dominant foreign power is to rearrange the production systems of passive countries and to analyze new colonialism, positioned as the “other” to fit in with its political and economic interests. Edward Said, Homi Bhabba and Gayathri Spivak are emerging as important figures in this concept. Looking at the last 20 years, it is possible to say that the workings in the postcolonial area have gained visibility. The most striking of these is the history and anthropology. But its effect has spread rapidly to other fields, especially to scientific. In recent years, postcolonial studies have also been observed in other social areas. Postcolonial work defines itself as a positive theorem, while in the radical sense it defines it as a critique. Although postcolonialism has been given some definitions with different paradigms and different approaches, it is essentially an approach that is based on the search for social rights and justice on a global scale. In other words, it is a manifestation of social attitude.

Keywords

• Psycholonalism
• Colonialism
• Clean Clothes Campaign
• Zara
• Rana Plaza