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Postmodernizm, Tüketim ve Moda: "Türk Dergi Reklamlarında 'İdeal' Erkeğin Moda Üzerinden Temsili"

POSTMODERNISM, CONSUMPTION AND FASHION: "THE REPRESENTATION OF IDEAL 'MEN' THROUGHOUT THE FASHION IN TURKISH MAGAZINE ADVERTISEMENTS"

Journal Name:

  • İstanbul Üniversitesi İletişim Fakültesi Dergisi

Publication Year:

  • 2007

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Fashion is a pattern site to improve an apprehension of the representation of gender roles portrayals and self through appearance expression. ît represents contingently, the most simply observed indication of 'gender in portrayals'. This paper explores the prominence of fashion consumption for males as semiotic markers for expressing self and social communication in order to lay stress on the increasing fragmentation, necessities in state of belonging of this postmodern market and the role of consumption practices as cultural markers. In this paper the advertising industry's representation of 'ideal men' throughout the fashion was examined in four popular men's magazines such as Esquire, FHM, Max, and Boxer. As the conclusion of the content analysis conducted for the study, we stated advertising sets double-standard for the male gender that is portrayed in vastly different luays. Ads that target men İn fashion advertisements still portray men as powerful and dominating creatures and point to traditional aspects of masculinity. On the other hand, some other advertisements targeted men zuith obsessed zuith self-image and lifestyle zohose good looks can be seen as slightly zoomanly. The study revealed that contemporary man is characterized by both traditional and contemporary nezo images.
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Abstract (Original Language): 
Moda pratikleri, cinsiyet rollerinin görünümü ve kişiliğin görünüm yoluyla nasıl temsil edildiğinin anlaşılabilmesi noktasında en önemli araçlardan biridir. Bu araştırma moda tüketiminin, kültürel bir değer arz eden postmodern tüketim pratikleri içindeki parçalanma ve aidiyet ihtiyaçları paralelinde erkek cinsiyetin kendini ifade etmede ve sosyal iletişim kurmada nasıl gösterge değeri taşıdığını ve bunun sonucunda moda imgelerinde ideal erkek imajlarının ne şekilde gerçekleştiğini söz konusu etmektedir. Araştırmada reklamcılık endüstrisinin moda yoluyla ortaya koyduğu 'ideal erkek' imajını ortaya çıkarmak için popüler erkek dergileri Esquire, FHM, Max ve Boxer üzerinde bir içerik analizi gerçekleştirilmiştir. Araştırmada gerçekleştirilen içerik analizinin sonucu olarak, reklamlarda çok farklı imajlarla temsil edilen erkek cinsiyeti için reklamcılıkta çifte standartlar uygıdandığı ifade edilmiştir, içerik analizi gerçekleştirilen pek çok reklamda, geleneksel ataerkil imajlar doğrultusunda erkek cinsiyetinin hala güçlü ve dominant olarak gösterildiği görülmüştür. Diğer taraftan, pek çok reklamın da geleneksel yaklaşım dışında kişisel görünümleri ve yaşam stili ikonlarıyla bağdaştırılan erkek imajlarının kadın imajlarına çok yakın bir tarzda, hatta daha çok kadın cinsiyeti klişe imajlarıyla sergilen diği görülmüştür. Kısacası, reklamlarda he n geleneksel imajlarla hem de çağdaş yeni imajlarla temsil edilen erkek cinsiyetinin bu bahsedilen çifte standardın sonucu olduğu araştırmada belirtilmiştir.
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  • 1
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  • Turkish

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