Structural transformation in media: Changing content and portrayal of the novel ?Aşk-ı Memnu? (Forbidden Love) on TRT and private/commercial television channel as an indicator of transformation

This study deals with consumption culture-media sector interaction as well as the changes in consumption culture and in media sector in the course of realization of neo-liberal policies in Turkey. The study aims to bring to light how liberalization and commercialization dominating the media sector in line with the neo-liberal broadcasting policies are reflected in the content of TV serials. The thesis problem is examined with reference to the differences between television adaptations by TRT as public corporation, and Channel D as a private TV, of an important novel in Turkish literature, namely Aşk-ı Memnu (Forbidden Love) authored by Halid Ziya Uşaklıgil. The theoretical stand of the study rests on cultural studies, political economy and consumption culture theories. Content analysis is the method employed in this studyThe plot of the TRT version of the serial Aşk-ı Memnu, is mostly loyal to the novel as are the costume and the décor. The negative attributes of the characters; infidelity, greed, indulge in luxurious consumption are criticized in line with the novel. However consumption is not criticized in the private Kanal D version, on the contrary, it is encouraged by the sponsorship relations, commercials and product placement in the episodes. Resting on the positive image created by the characters, identity building via consumption is encouraged by daily newspapers, television commercials and paparazzi programs. Thus the effect of commercialization in line with liberal policies in the media sector is documented.