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The role of global advertising networks in media planning: An assessment of international media agencies in Turkey
As purchasing time and space in bulk from mass media became a common method in the 1960s in the United States of America, advantages were started to be observed for both agencies and advertisers, which gave way to media planning and purchasing procedures to be conducted, as well as the emergence of media agencies. These agencies later adapted to the concept of strategy that arose after the developments in marketing, and turned into strategic media planning and purchasing agencies due to the constant increase in media. Going on in America and Europe for nearly the past 50 years, this process was reflected onto Turkey in the last 25 years. The impact of globalization after the 1980s and the adoption of liberal economy in Turkey led to global capital and therefore, global advertising firms to enter into and invest in Turkey. This study examines within the scope of globalization movements across the world, the media planning and purchasing companies' entrance into Turkey, for they possess an important place within the advertising industry, as well as their interactions with national media planning companies and consequently, advertisers' attitudes and behavior in such an environment. Keywords: Globalization, media, media planning, media agency, multinational companies, advertising
Political, cultural and philosophical criticism of the critical stance in popular/postmodern literary magazines: The case of ot, kafa, bavul magazines
It is possible to say that a new era has begun in the field of literary journalism in the last ten years. Magazines in this new format, one of the products of popular culture produced for mass consumption; use left figures in their cover designs and left values in their content and define/introduce themselves as "left". In these magazines, the target audience of which is predominantly young people; The oppositional language of the youth subculture and the ironic, sarcastic, and humorous language that emerged after the Gezi resistance stand out. For this reason, the approach that the magazines are an alternative symbolic field of struggle is common, both in academic studies and in the cultural field. In another approach, attention is drawn to the fact that magazines are products of the culture industry and commodify literature/art. In this study, it is claimed that the critical stance put forward by the magazines deemed appropriate to be called popular/postmodern literary magazines reproduces the dominant ideology. It has been tried to reveal the philosophical framework of the current critical stance in the magazines with examples of idealism, the cultural framework of postmodernism, and the theoretical framework of postMarxism. The existence of any one or all three of these frameworks implies the reproduction of the dominant ideology. In this study, it is aimed to draw attention to the relationship between philosophy, culture and social conditions based on these frameworks. It is a common phenomenon that what is presented "critically" in academic studies and in the cultural field intersects with what is "sovereign" and even serves it. In this way, it produces a "criticality" suitable for its own interests by breaking the "sovereign" and "critical" out of its context. In this study, which uses the Marxist approach and its method, dialectic, the popular/postmodern literary magazines Ot, Kafa and Bavul were examined based on the concept of criticism. It is thought that the study will contribute to the field in terms of being an example of how the dialectical method, which allows a holistic approach, can be applied in academic studies.
Popüler kültür ürünü olan karikatürde toplumsal cinsiyet imgelerinin anlamlandırılma pratikleri: Örnek vaka Bayan Yanı karikatür dergisi
There is a significant relationship between culture and ideology. Ruling ideologies attempt to create its own culture. On the contrary popular culture recreates itself, and determines its own idea system. The meaning of popular culture is tried to be trivialized. In fact popular culture has an important role on the process of representation of individuals'. Popular culture has been one of the important subjects of feminist studies over the years. Among the many functions of humor, it has the features of both criticism and saying the unsaid in a different way. For women who have been seeking rights and struggling to be heard for centuries, humor has been a field where women can make their voices heard and say what they want to say. The caricature / humor magazine Bayan Yan , which is prepared by women caricaturists and humorists and mainly focuses on women, has opened a different field for both women caricaturists and women humor readers in the field of caricatures, which is dominated by men not only in Turkey but also in the world. In this context, it is aimed to examine the representation of the women images in the caricature, under the title of anamorphic representation, as a concept that includes the missing, distorted, incorrect and different representations of women and all performative genders in the caricature, which is a product of popular culture. Within the scope of the research, 121 cover caricatures of the magazine published between 2011-2022 were examined. Explanatory sequential mixed research method, which includes content analysis, discourse analysis, visual analysis and indepth interview analysis, was used as a research method. Despite the fact that the caricature magazine Bayan Yan created a field of resistance to women, it is among the important findings that the magazine reproduced and reinforced the dominant heterosexual discourse. Key words: Feminism, postmodern feminism, popular culture, feminism and popular culture, humor, caricature
The effects of stereotypes which are imposed through media on the creativity of children during the early puberty: The concept of goodness and badness
The aim of this thesis is to understand how much children in early puberty get affected by the stereotypes that are presented through media. Also, it aims to elaborate how much these children manage to get out of these stereotypical patterns in situations that require them to use their own creativity. To understand how much they can cross the stereotypical borders as they think during a creative process, students are asked to illustrate goodness and badness in human forms in focus group sessions held in different types of schools located in Istanbul and Mardin. The illustrations are then statistically analyzed via categorical analysis method to understand at what level they choose to recreate angel and demon stereotypes. They are also analyzed via semiological analysis method in order not to exclude some valuable qualitative data. In conclusion, this study shows that students are aware of the iconological qualities of these stereotypes, and they mostly choose to recreate these stereotypes they see in media, in their own unique illustrations. It is also noted that the student's perceptions of goodness and badness symbols are not influenced, neither with respect to cities they live in, nor the school types they attend, at any statistically significant level.
Instrumental transformation of social responsibility activities: A critical political economy analysis of corporate social responsibility projects in Turkey
This study highlights how the concept of "social responsibility" has been transformed into "corporate social responsibility" (CSR) which is detached from its both etymology and epistemology, and investigates how and in what ways the concept of "corporate social responsibility" in which the concept of "social responsibility" has been transformed as an invention of instrumental reason, is implemented by organizations for their own purposes to ensure their sustainability within the capitalist system. The objectives found out and identified in this study are examined under four headings; CSR for brand image, CSR for reputation management, CSR for exchange value and CSR for symbiosis. Among these four objectives, the concepts of "exchange value" and "symbiosis" are associated with the concept of "corporate social responsibility" for the first time in this study. It also brings a critical perspective to the concept of corporate social responsibility within the framework of "capitalist activism", a concept proposed in this study for the first time and constitutes the grounded theory of the study, which argues that society is also instrumentalized for corporate purposes. In this study, Critical Discourse Studies have been conducted through the texts and visuals of corporate social responsibility projects implemented in Turkey in digital media and in line with the news in digital media related to projects and the brands which realize the projects. In this context, this study is expected to contribute to the critical political economy perspective, the disciplines of public relations and business administration regarding to the concept of corporate social responsibility.
Sustainability concept in context of economy politics of communication and brands
Concepts are holistic disciplines, which are used to define the World, its relations and reality. The emergence of new concepts depends on the changing social relations and so, new concepts are created or existing ones are innovated to define the new World. Sustainability concept, which became popular with 2000s, attracts attention in this term. Although the concept was first used in Brundtland report in 1987, it has been institutionalized with the declaration of Millennium Development Goals (MDGs) in 2000, which is the framework of principles of sustainable development set by the United Nations Global Compact (UNGC) is an initiative of the United Nations (UN). When the principles were first set in 2000, Kofi Annan declared them as a global transformation strategy to counter the negative consequences of globalisation. In this context, the sustainability concept has been presented as the reverse process of the globalisation especially in terms of social democracy. The UNGC was presented as a social contract and the sustainability strategies as humanisation of capitalism. However, the similarities between the sustainability and the globalisation concepts in terms of notion and action point the contradictions in context of the reliability of the commitments. In this context, the sustainability concept will be examined in terms of notion and action within the historical progress of the changing social relations. Findings will be compared with its current representation made by the UNGC. The regulatory role of the communication will be examined while tracing the question of 'what is definition of the sustainability concept?'. At the first chapter of the research, it will be discussed whether the sustainability concept is the aesthetic expression of globalization. Second chapter will be the investigation of three pillars of sustainability concept – environment, social and governance- in terms of their hegemony building actions and discourses. The third chapter will cover an economic policy approach that discusses the functioning of UNGC sanctions and the fulfilment of sustainability commitments in the context of brands and companies that sign the UNGC. In the conclusion, the integral doctrine of the sustainability concept will be discussed.
Life design during emerging adulthood: The role of media on career orientation
Bu tez, medya ve gelişen yetişkinler arasındaki ilişkiye odaklanarak, medyanın gelişen yetişkinlerin kariyer yönelimlerindeki rolünü incelemeyi amaçlamaktadır. Bu amaca ulaşmak için, öncelikle kariyer alanını ve medya alanını içeren konuyu tanımlamak amacıyla teorik bir çerçeve oluşturulmuştur. Bu tezde, sosyal inşacı bir bakış açısını benimseyen Kariyer İnşa Teorisi'nin çerçevesinden kariyere yaklaşılmış ve medya kavramsallaştırmasında da postmodern olarak kabul edilen teorilerin izleğinden beslenilmiştir. Buradan hareketle medya ve kariyer arasındaki ilişkinin mevcut literatürde nasıl ele alındığı tespit edilmeye çalışılmıştır. Literatür taramasından elde edilen veriler ışığında araştırma soruları oluşturulmuş ve araştırma sorularına yanıt aramak için niteliksel yöntem kullanılmıştır. Araştırmanın evrenini, yüksek düzeyde medya kullanan bir demografik grup olan kariyer gelişiminde önemli bir ilk adımı temsil eden üniversiteye giriş sınavına girmiş gelişen yetişkinler oluşturmaktadır. Evren içinden uygun olabilecek örneklemin seçiminde veri çeşitliliğine ulaşabilmek için Türkiye'nin çeşitli bölge ve şehirlerinde ikamet eden gelişen yetişkinlere ulaşılmıştır ve 20 farklı şehirden 21 gelişen yetişkinle derinlemesine görüşme gerçekleştirilmiştir. Tematik analiz sonucunda elde edilen araştırmanın bulgularına göre katılımcılar medyayı yalnızca sosyal medya olarak algılamaya eğilimli olmakla birlikte medyayı hayatlarının gündelik ve sıradan bir parçası olarak görmektedirler. Üniversite ve bölüm tercihlerinde medyanın doğrudan bir etkisinden söz etmenin mümkün görünmemesinin yanı sıra medyanın bu alanda net bir bilgi kaynağı haline gelmiş olduğu görülmektedir. Özellikle üniversitelerin prestijli olarak algılanmasında sosyal medyanın oldukça etkili olduğu katılımcılar tarafından belirtilmiştir. Ayrıca, geleceğe karşı pozitif bir tutum sergileyen katılımcılar kariyer yönelimlerinde sınırsız bir yönelimden ziyade bir sabit olarak kabul ettikleri doğrudan meslek edinmelerini sağlayan bölümleri tercih etmektedirler. Türkiye genelinde medya ve kariyer ilişkisine dair niteliksel bir araştırma yaparak literatüre katkı sağlamayı amaçlayan bu çalışma, medya ve gençler arasındaki ilişkinin değişen doğasının sürekli ve yeniden araştırılması gereken bir konu olduğunun altını çizmektedir.
The role of product placement in Turkish TV and digital platform serials within the perspective of customer-based brand equity
The dissertation aims to investigate the effectiveness of product placement across traditional and digital media through the framework of Keller's Customer-Based Brand Equity Model by reviewing and exploring previous studies and relevant literature to identify factors that influence product placement effectiveness about brand equity. A conceptual model is developed to outline the factors that will be investigated. This model illustrates the relationships among these factors, thereby framing the hypotheses and research statements that will facilitate a deeper understanding of how these elements interact with the consumer mindset. Systematically exploring these relationships enhances theoretical knowledge and provides practical implications for businesses aiming to align their offerings with consumer perceptions and preferences. Furthermore, given the dynamic nature of consumer behavior patterns and marketing trends, it is essential to understand how individuals interact with marketing communications. The significant shift towards digital platforms, particularly accelerated by the increased internet usage during the COVID-19 pandemic, has transformed how individuals engage with media. This paradigm shift is characterized by a surge in multimedia content consumption, which reflects changing preferences in media consumption patterns. In light of this transformation, the current research study aims to explore the relationship between product placement and consumer perception by analyzing two television serials, "Jet Sosyete" and "Kızılcık Şerbeti," alongside the digital platform serials "Terzi" and "Deneme Çekimi." The focus will be on the correlation between key variables such as awareness, associations, attitudes, and attachment/activity, utilizing quantitative analyses conducted both before and after the COVID-19 period to assess consumer perceptions and actions in the context of an increasingly changing market environment.
A research on the effect of Instagram's Z-generation consumer behavior
Social changes in society only emerge by studying generations. Every generation living in societies differs according to the regions they live in. In studies conducted on five generations, it was observed that each generation has different characteristics and behaviors. In the light of the developments in technology, the generations lived in harmony with the technological tools within the time frame they were in and benefited from the opportunities provided by the technology. Generations have been in intensive communication with each other, especially with the development of mass media. Mass media, which are generally called media, have become an indispensable part of the society. Media has an impact on individuals in ensuring and organizing the social order. The new media, which emerged with the development of the Internet, enables socialization of individuals living in the society through social media tools and enables individuals to communicate with each other instantly. Social media tools, which cause the concept of time and space to disappear, play an important role in changing the characteristics and behaviors of the generations, as well as their influence on the purchasing behavior of generations. Too much use of social media today has led producers to focus on these social networks and the perception of consumption has reached a different dimension with these social media tools. The aim of this study is to determine the effect of Instagram, the social media application with the most users, on the purchasing behavior of individuals in the Z generation. Key words: Mass media, Social media, New media, Generations, Instagram, consumption, purchase behavior
Understanding new generation consumers in the Turkish consumption society: Research on shopping practices and buying behaviors of generations X and Y
One of the principal activities, ensuring the functioning of the existing system and its continuity in today's capitalist societies, is consumption. Especially the neo-liberal policies in Turkey, executed in the 1980s, the globalization process and technological developments brought a consumption-oriented social mentality into the forefront, requiring the emergence of a new type of consumer. Affected by these conjectural conditions of Turkey, Generation X was stuck between the old and the new and became the first consumers of the Turkish consumption culture. The following generation, Generation Y, on the other hand, started to exist as consumers in a time, when digital breakthroughs were witnessed in the society and consumption manifested itself in all areas of life. These changes have deeply influenced the shopping practices of Generations X and Y, also called the new generation consumers, as well as their buying behaviors. In this framework, this study attempts to reveal the similar and different approaches of Generations X and Y regarding this topic, by evaluating the offline/online shopping practices and buying behaviors of both generations, from the perspective of the consumption society. Performed with this objective in mind, the scope of this study included the elaboration of relevant concepts through an academic literature review and the usage of in-depth interviews and questionnaires, in order to investigate said matter in Turkey, which yielded comprehensive data. In this context, an important finding is Generation Y's preference to shop online more than Generation X and with hedonic values in mind, while they do so. Key words: Consumer Society, Consumer Behavior, Generation X, Generation Y, New Generation Consumer, Online Shopping, Offline Shopping
The impact of new technologies on scholarly communication: A case study about education technologies and media
21st century brought a period of change that has started with technology. Change and transformation designated the start of a new period. The Internet and the concepts of new media and social media that emerged based on the Internet have made the masses running lots of their routine and current states through these media. As a result of this change and transformation reflecting on the field of education, the use of technology has increased both in academic studies and scholarly communication processes. The use of technology has emerged in academic processes along with education programs to which technology was adapted, technology-based universities and higher education institutions. Scholarly communication processes have changed with the increase of technology products used by academicians, and they are described as education technology. Database searches and searches on online sources have taken the place of researches on printed publications in libraries. The reading processes have started to occur on computers and tablets. Communication processes have changed by exchanging emails, instant messaging and personal social online accounts. Academic studies are now possible to be done online. Within the scope of the study, how academia underwent change with new media and education technologies and what kind of changes this process created in the processes of the scholars in Turkey communicating with each other and doing joint studies were examined and researched.
Politics, media and democracy: The electoral news coverage in the 2010 Kyrgyzstan and 2011 Turkey elections
Political economy of communication critically evaluates the structural concerns of mass media such as, ownership, professional ethics and labor practiced. Newspapers are significant channel for campaign and election coverage. More citizens are reading newspapers during election periods. As a result newspapers are an important player in the democratization process. This study analyzes the final four weeks of six newspapers in the 2010 Kyrgyzstan and 2011 Turkey parliamentary elections. This study executed a research plan combined qualitative document analysis of primary and secondary resources, and quantitative content analysis of newspapers in two countries. Document analysis includes election times in Kyrgyzstan beginning from 1990 to 2010 elections and in Turkey from 1946 to 2011 elections. Using content analysis, 1626 news from both countries are analyzed for topic, big story, sub story, frame, format, geographic focus, party and lead newsmaker. Methods/categories used in News Index study of the Pew Research Center Journalism Project (formerly known as the PEJ Project for Excellence in Journalism) are used as the basis of determining categories in this project. This study shows that the selected newspapers in both countries focused heavily on election process rather than social issues, and tactics and strategy coverage. Overall, the study evaluates content of newspapers studied within the theory of political economy and shows how the structure and dynamics of the capitalist economy determine the organizational structure and functioning of the media, and how capitalism turns resources (media workers and information) into profitable commodities for capital owners.
Tebaadan ulusa erken dönem sinema tarihi: 1896-1943 arası bir tarihselleştirme önerisi
Bu çalışma, tarih, ulus devlet ve erken dönem Türk sineması tarihi arasındaki karşılıklı ilişkinin ortaya çıkarılmasına odaklanmıştır. Türkiye Cumhuriyeti'nin kuruluş sürecindeki ulus devlet politikaları, tarih ve tarih yazım süreçleriyle birlikte ele alınmış, erken dönem sinema tarihi de bu bağlamda tartışmaya açılmıştır. Çalışmada tarihsel araştırma tekniklerinden yararlanılmış, arşiv belgelerine ve birincil kaynaklara başvurulmuştur. Erken dönem Türk sineması tarih yazımı çalışmalarının içeriklerinin yanı sıra sinemanın, Türkiye Cumhuriyeti'nin kuruluşu sırasındaki sosyal, ekonomik ve siyasi rolü değerlendirilmeye alınmıştır. Bu bağlamda araştırma, erken dönem Türk sinema tarihi çalışması ile sinemada tarih yazımı ve arşiv çalışmalarına da ışık tutmayı amaçlamaktadır.
Cinsiyet kimliği ayrımcılığı ve ana akım medyada görünmezlik: Transgender ölümleri (İntiharları/cinayetleri)
Heteronormativite, ataerkil toplumların en büyük problemlerinden biridir. Doğal, verili zannedilen bu kurgu ve cinsiyet rejimi yaşamın tüm alanlarını şekillendirmektedir. Buradan hareketle özellikle transgender ('T') bireyler cinsiyet kimliği ayrımcılığı ve ölümlerle (cinayet, intihar) karşı karşıyadır. Medya da cinsiyet rejimini doğallaştırıp yeniden üretirken, norm dışı addedilen bedenleri ve cinsiyet kimliklerini dışa atan ideolojik bir aygıt görevi görmektedir. Bu bağlamda şu sorulara cevap aranmıştır: 1-'T' bireyler ve 'T' bireylere dair ölümler egemen ideoloji ile nasıl kuruluyor, devletin ideolojik aygıtı (DİA) olan medyadan (yazılı basından) nasıl aktarılıyor? 2-'T' bireyler toplumsal yaşamda nasıl konumlanıyorlar, politik olarak kendilerini nasıl inşa ediyorlar, bu inşa gündelik yaşamlarını nasıl etkiliyor, hak ihlalleri dahilinde yaşamı nasıl deneyimliyorlar? Sorulara cevap bulabilmek için üçgenleme metodolojisi ekseninde eleştirel söylem analizi, çevrimiçi gözlemcilik ve görüşme olmak üzere üç farklı yöntem kullanılmıştır. Sonuç olarak medya gibi diğer DİA'ların ve devletin baskı aygıtlarının (DBA) 'T' bireylerin yaşamında olumsuz tezahüre sahip olduğu saptanmıştır. Ana akım gazetelerde yer alan ölüm haberlerinde 'T'nin önemsizleştirildiğinin ve bu haberlerin kamuoyundaki olumsuz algıları pekiştirecek yönde söylemsel inşa ile sunulduğu tespit edilmiştir. Zira ölümlerin geneli bireysel meseleler gibi verilmiş, politik bağlamından koparılmış ve cinsiyet kimliği ayrımcılığını yeniden üreterek okuyucuya servis edilmiştir.
Bestseller system production and consumption of novel in the context of the culture industry: "Case study of Orhan Pamuk"
The approaches of content analysis and reception aesthetics, which examine popular literature in the context of work and readers, overlook the industrial and cultural system that has created them. Our research analyzes the functioning of the culture industry called "Bestseller System" which is formed by the commercial publishing and the media industry. In this framework, our research theoretically examines the Fordist and Post-Fordist production and consumption types as well as popular culture and consumerism. In our research, popular culture critiques of Critical Theory, Cultural Studies, Liberal Criticism and Postmodernist Criticism were evaluated and "consumerism", which is the main dynamics of popular culture, was discussed. Development of commercial publishing in the United Kingdom, France, and Turkey, and the author's struggle for "autonomy" against the commercial publishing in the transition stage from theoretical stage to the practical stage were examined. In our study, while it was tried to determine the general characteristics of the "Bestseller System", "forms of visibility", which make literary fame become a phenomenon, have been set forth with an analytical approach. While the forms of visibility were examined under the titles of mediatic, social, virtual, symbolic, objective, and numerical, the capitals that the author has obtained in the fields of visibility have been interpreted in the context of Bourdieu's "capital theories" and the related literature. In the case study section of our research, the fame making of today's bestselling novelist Orhan Pamuk has been examined within the framework of "Bestseller System" in order to test our hypotheses with the information from the field. Our research aims to contribute to the other culture industry fields such as TV, cinema, and music with its revised Critical Theory approach in general terms.
Political poster designs and social change in Turkey since 1960: The case of DISK
The design, which is defined as a human talent, points to the history of civilization. The design shaped in the capitalist economic system depending on today's relations of pro-duction also determines economic and social systems. While environmental factors shape human awareness in itself, the design of the messages produced for this purpose can also be carried out in many different ways. In this study, poster designs, which are one of the study areas reflecting the social change processes observed in the economic and social plane, are investigated and the investigation of discourses produced in the trade union struggle is aimed. Trade unions are non-governmental organizations that protect workers' labor democratically and economically and carry their rights struggle to an organized basis. Trade unions in Turkey have undergone radical changes in political and economic aspects from the 1960s to the present day. These changes can also be ob-served through the political visual design products produced by these organized struc-tures. Poster designs are visual design products that include ideological structures in maintaining, spreading and providing continuity of ideologies such as marketing, in-forming, persuasion, orientation and they directly affect the society. The aim of the dis-cussion on the May 1 posters produced by the trade unions is to create a critical per-spective on the design of posters and to determine in academic background. In line with this aim, the aim of the study is to adopt poster designs as an ideological structure like every field where design activity continues. DİSK's May 1 posters constituted the sam-ple of the study in consideration of post-1960 political and social change in Turkey. With the examination of the posters, it is aimed to understand how the working-class struggle in the context of trade union struggle in Turkey has undergone a process of change in theoretical and practical fields. In determining the research universe, it was observed that DİSK was active in all periods of social and class movements in Turkey that started to rise after 1960. May 1 posters produced by DİSK after 1976, which were discussed in the sample, were examined together with social semiotics and semiotic analysis.
An analysis of the impact of social media on rational voting behavior of generation Z
Developing Information and Communication Technologies have significantly changed lifestyle and many areas of life. As the new media has increased effect in intelligence, content producing etc., and network systems have become an integral part of life, we are witnessing accelerated flow of information. Individuals have started to quickly access all kinds of information their countries and across the world. All these developments are inevitably reflected in political life. As a matter of fact, political actors inevitably need to update and innovate their methods of reaching Generation Z. In particular, social media platforms have been actively used since the 2000s, and they have become one of the most important political communication channels for reaching Generation Z. This study explores the factors affecting the rational voting process of Generation Z using the qualitative research method, surveying to evaluate the findings. In addition to this method, the statistical data of the Supreme Electoral Institution were used to assess the participation of Generation Z in the Turkish Presidential and Parliamentary General Elections held in March 2023. Considering that Generation Z will be an important voter group in the next elections, it is essential to understand the characteristics of this electorate and to determine political communication strategies accordingly. In this regard, the research identifies the factors affecting the rational voting behavior of Generation Z, and within the framework of the findings, it provides a holistic perspective on the political communication strategies that political actors should follow in order to address Generation Z voters during and after elections. In conclusion, the research brings forward several suggestions for political actors to effectively use social media to affect and persuade Generation Z in their election strategies depending on the factors that affect their rational voting behavior.
Store brands role in creating customer loyalty around the uses and gratifications theory framework within the retail brand communication process
Mass media have great effect to reach main consumption target of human beings. The tremendous number of retail points are the signs of the consumption. The communication that retailers establish with the consumers and the store brands as the outcome of this communication are the main research topics of this dissertation. This research in which "brand" is considered as a communication mean, the impact generated by the gratifications of the store brands is analyzed around the framework of the uses and the gratifications theory on the loyalty behavior. Structural equation modelling is used for the statistical analysis. Survey study conducted in Istanbul with 601 participants who do store brand shopping in the four chain stores operating in Istanbul (BİM, Migros, Carrefour, ŞOK).Focus groups are performed with a total of 25 people in 5 homogeneous groups. In the research model, the impact of the 5 dimensions of the gratifications scale attained from the use of the store brands are validated. Store brands in-store communications, promotions, inserts, advertisements and word of mouth communication channels have impact on the loyalty behavior. As for the loyalty behavior, hypotheses on the both store and store brand preferences on loyalty behavior are accepted. Consequently, through gratifications store brand preferences effects loyalty behavior. Self-actualization, which is one of the sub scales of gratifications is modeled as an feedback of this communication and this result is open to research and discussion. Key words: Brand communications, brand loyalty, the uses and the gratifications theory, store brands
Steampunk: Reinventing identity of the future-past
The main goal of this dissertation is to provide thematic structural analysis of Steampunk subculture and its manifestations in mass media. The phenomenon is approached as a complex multi-layered retrofuturistic chronotope positioned within the framework of post-postmodern sociocultural paradigm. The research is not only important as a study of the subculture itself, but also as an analytical framework for further inquiry into post-postmodern phenomena. Triangulation methodology, thematic discourse analysis and textual analysis methods are applied. Steampunk is investigated as a subculture, a literary genre and aesthetics expressed through mass media. The question of historical development of Steampunk resulted in establishment of its "waves" classification. Exposition of post-postmodernism and chronotope in relation to Steampunk follows an overview of relevant modern and postmodern subcultural theories. Consequent chapters explore ideology, products and problematics of the subculture, its literature and presence in contemporary media. Besides providing Steampunk with systematized place within sociocultural and historical contexts and identifying its essential elements, the dissertation elucidates how Steampunk acts as a reflection of post-postmodern society, being one of its facets: an escapist carnivalesque chronotope and a synthetic material-virtual space where participants are engaging in creative interactive revision of past, present and future reality. Keywords: Steampunk, Subculture, post-postmodernism, paradigmatic shift, new media
Multilateral symmetrical communication approach for sustainable city brands
In order to create a successful city brand, the key point is the establishment of communication organizations and thereby providing the sustainable communication. The success of the world cities whose brand value and awareness are high is the configuration of successful brand structures for the involvement of the stakeholders in the period. Starting from this point inspired by the two-way symmetrical communication model that is developed by James Grunig, symmetric and sustainable communication between the actors and stakeholders are assumed to play a significant role as a prerequisite for achieving success. In any case or any field, communication is the vital discipline that is required for the sustainable practice of all areas in terms of the city. In this regard, even for sustainability in infrastructure, renovation, finance, tourism, culture, the importance of symmetry and participation of the all parts is also considered to be important in terms of communication. For sustainable city brand, the roles of the actors, the impact of these roles on the brand and the impact of ensuring the multi-lateral communication between actors on the brand image and demonstrating the importance of this is the main aim of the thesis. As well as the analysis of the current situation between the actors and stakeholders of the İstanbul brand also seeks to contribute to the literature with 'multilateral symmetrical communication model" which has been created to respond to the lacks and needs of communication in terms of city brands. Keywords: Sustainability, City brands, publics, symmetrical communication, İstanbul
The impact of online communication networks on scientific research and innovation: A case study on creative class and online communication networks in Turkey
There have been changes observed within economy, production methods and the class phenomenon on a global scale through the momentum that has been created by ICT in the last 40 years. Countries that are able to quickly adopt to the change process, form their production, investments and that carry value of the locomotif in it`s own work force have achieved to be pioneer players of the New Economy. Within this developing and changing approach, the emerging countries that could not be able to capture the Industrial Revolution, have accelerated their efforts in order to cope with the new era. Information and Communication Technology literacy, skilled work force and the right investments are among characteristics of this period nominated as Informationalism Age by Manuel Castells (Castells, 2000). This study investigates the profile of Creative Class (Florida, 2002), which is supposed to use the Information and Communication Technologies effectively. The sample is chosen from Istanbul and the empirical study includes the effects of Online Communication Networks on innovation and creativity, a fact unresearched by Florida. Key Words: Information Society, Informationalism, Creative Class, Online Communication Networks, Innovation
The impact of customer experiences in virtual environment on purchasing behavior in brand communications process
Today, when traditional marketing methods have become ineffective and the ever-increasing demands of the consumers became different, marketing has gained a different angle since traditional marketing elements became insufficient to influence the postmodern consumers. In this context, the values and experiences provided to consumers far beyond the products and services constituted the subject of the study. As the consumers are focused on 'experience', the importance of experiential marketing which aims at leaving a mark first on the hearts and then on the minds of consumers is increased. In conjunction with the digitalization of the world and the increased importance of experiential marketing in recent years, all brands began communicating through experiential marketing and virtual reality technologies stepped in at this point. In the study on the impact of experiential marketing on purchasing decision processes and the virtual reality approach, "the impact of experiences provided to customers in a virtual environment on purchasing behaviors during brand communication process" was investigated. The research was tested with descriptive research model and the questionnaire method used as the primary data and information collection method in market studies in accordance with the descriptive research method was preferred and statistical analyses were performed by making reliability and validity analysis, internal consistency analysis, hypothesis testing, chi-square tests, ANAVO and factor analysis.
Infantilization in 21st century advertising
The consumption orientation of 21st century capitalism – manifested in many ways, but key among them being advertising – is considered to be driven increasingly by an infantilist ethos that targets adults as if they were children. The purpose of the doctoral thesis is to examine and improve a deeper understanding of infantilization as an emerging phenomenon in 21st century with regard to its implementation in Turkish advertising. Consumer infantilization increasingly becomes a technique to attract adults by approaching them like children with advertisements based on the imagination and level of a child. With this regard, the present thesis will demonstrate how and why brands implement the concept of infantilization within the framework of their marketing strategy in Turkish advertisements. Using the qualitative multiple-case study research design, the thesis adopts a psycho-semiotic method within the postmodern worldview by analyzing selected advertising campaigns (226 commercials and 52 Facebook posts) of 60 well-known brands in Turkey between 2004-2018. On a global scale, academic research on infantilization in advertising context in-depth is scarce, and in respect to Turkish advertising even in total absence which is quite surprising. In fact, the Turkish advertising landscape is rich in elements from children's worlds which originally address children, but actually are instrumentalized in particular for adult consumer purposes with the effect that psychic dynamics are activated. For this reason, the overriding aim of the thesis is to reveal how the ideal postmodern consumer – the child-like adult – is attempted to create through infantilization by the means of childhood signs in Turkish advertisements. Thus, the study will show that infantilization has the potential to serve as a catalyst to reinforce consumerist behavior and, therefore, is an effective strategy which is used by companies to manipulate adult consumers within unconscious processes. As a result, the thesis wants to fill this huge research gap by exploring infantilization both in theory and practice.
Reading the media over Bourdieu's critical sociological perspective: "Seda Sayan the Sultan of mornings" television program
Bourdieu is of the mind that social studies and sociology shall be assigned to the revision and analysis of the society, which is a combined structure, consisting of information means, rather than an abstract society. Therefore, the analysis of such a society means to analyze the information means that construct it. From this framework; the study aims to reveal certain structural characteristics of daytime entertainment shows in the field of television with Seda Sayan's daytime television program and by adhering to a series of research questions; thus, to use the data to be acquired from the application of the Bourdieuan critical sociological perspective, which claims, at its core, "everything is social" in Turkish field of media, to help set up an eficient and healthy "media reading". Assuming a qualitative research pattern, this study includes a complete media reading, carried out by taking Bourdieu's media analysis method into account, in order to understand the ideological and contextual meaning of media and to identify the hegemonic structuration of media discourse via symbolic violence and the general tendency to homologize, which Bourdieu calls field homologies and how this violence is actualized through Seda Sayan, whose symbolic capital is "trustworthiness". The dissertation examines the practice of daytime entertainment programs on television in its empirical section, as well as attempting to unveil various methods and hence contributing to the redefinition of the practice of entertainment programs. Keywords: Bourdieu, symbolic violence, symbolic capital, media, daytime women's programs, "Seda Sayan Sultan of Mornings"
Analysis of critical discourse of child magazine which are produced between 1980-2012
This study aims at finding answers to questions like howe the prominent ideologies along with the neoliberal policies were reflected on children's magazines published between the years of 1980-2012 and what were the concepts and ideologies on which the childhood phenomenon wanted to be built in this period. Revaling the dominant ideology that was transferred via children's magazines gives information regarding what kind of a childhood was designed in this period and has importance with regard tounderstanding political, economic and cultural changes that Turkey underwent.
Yazılı kültür'ün yeni medya bağlamında kuşaklar arası kullanımı üzerine bir inceleme
Yeni medya ve teknolojileriyle birlikte, internet kullanımının hızla gelişim göstermesi, sosyal ağlar ve teknolojik cihazlar vasıtasıyla iletişimde değişime yol açmıştır. Yazılı iletişimde (mesajlaşma) kullanılan kısaltmalar ve görsel ifadelerin tümünün kullanımı, yazı dilini etkileyerek, yazılı kültürü değişime uğratmaktadır. Bu yeni iletişim şekli içerisinde değişimin ne derece ve hangi boyutta olduğunu ortaya koymak açısından X, Y ve Z kuşağı bireylerinin yeni medya teknolojilerini ve yazı dilini kullanımları, bu tez çerçevesinde incelemektedir. Tez kapsamında anket araştırmasında, yazılı kültür'ün yeni medya bağlamında kuşaklararası kullanımı üzerine bir inceleme yapılarak ortaya çıkan verilerin sonuçları ortaya konulmuş, tartışılmış ve değerlendirilmiştir.
A critical view of the relations of art capital, public sphere and art initiatives in Turkey
The present study discusses the concept of the public sphere in relation to the field of contemporary art. It presents a critical perspective on how the idea of a symbolic public sphere, art capital and the organization of the art scene in Turkey are related. It focuses on various understandings of the public sphere concept, forms of contemporary art organizations and ownership relations, after exploring the global neoliberal policies after 1980s and their effects on arts in terms of privatisation processes. It investigates local legislation that set out the framework for the art field and its actors; and discusses if these historic and current developments contribute to the expansion of a symbolic public sphere. The study aims to adapt the fundamental questions of the critical political economy of communication to the field of contemporary art in Turkey. Its main objective is to uncover how the changes in the forces of control over cultural production and distribution limit or liberate the public sphere and its diversity, multivocality and plurality in representation. While theoretically, the study dwells on this wide platform, its basic object of research is the relatively small-scale, independent art initiatives in Turkey which represent an area of academic research that is not yet fully explored, especially not from the crtical political economy approach.
Kültür endüstrisi bağlamında stok fotoğrafçılığının dönüşümü: Dijital çağda mikrostok endüstrisi ve içerik üretimi
Dijital teknoloji öncesinde sınırlı bir çalışma alanına sahip olan ve günümüzde geleneksel olarak adlandırılan stok fotoğrafçılığında, internet ve dijital fotoğraf teknolojisi ile birlikte önemli gelişmeler yaşanmıştır. Özellikle, dijital fotoğraf teknolojisinin, analog teknolojinin önüne geçmesiyle birlikte 2000'li yılların başından mikrostok fotoğrafçılığı kavramı ortaya çıkmıştır. Stok fotoğrafçılığının dönüşümüne neden olan teknolojik gelişmeler aynı zamanda fotoğrafla ilgilenenlerin sayısında yaratmış olduğu büyük artış bütün bir fotoğrafçılık alanını etkilemiştir. Günümüzde mikrostok fotoğrafçılığı neredeyse internetin ulaştığı bütün ülke ve bölgelerde fotoğraf ihtiyacına cevap veren küresel bir güç haline dönüşmüştür. Dolayısıyla kültür endüstrisinin en önemli araçlarından biri haline gelmiştir. Bu tez, mikrostok fotoğrafçılığı alanında; mikrostok müşterilerinin gerçekleştirecekleri her türlü çalışmada en uygun ve çarpıcı fotoğraf içeriklerine ulaşma ve en uygun fiyata satın alma beklentileri ile mikrostok ajanslarının ekonomik beklentileri doğrultusunda fotoğrafların kabulunde oluşturdukları kriterler arasındaki bağı saptamak ve bu bağla fotoğrafçıların içerik üretimi arasındaki ilişkiyi kültür endüstrisi bağlamında ele almak; bu ilişkinin ortaya koyduğu ekonomik döngünün fotoğrafçıların gelirleri üzerindeki rolünü tespit etmeyi amaçlamaktadır. Bu amaca yönelik olarak mikrostok fotoğrafçılarıyla bir anket ve derinlemesine görüşmeler yapılarak mesleğin profesyonellerinin profili ve konuyla ilgili görüş ve yorumları araştırılmıştır
The process of advertization of the news photographs as a tool for the reproduction of ideology in the period of post-truth
Today, news photography is not only a way to transmit news but also qualified as a powerful ideological device that has the power to change the perspective of the masses. Through mass media, the dominant ideology is reproduced, fictionalized and legitimized. By digitalization, globalization and the ideology of consumption, these tools are intertwined and ideologically support and transform each other. Accordingly, it can be determined that the language of advertising dominates all forms before it. News photograph manages cultural, verbal and visual codes and is pure communication. The visual design of the advertisement is remarkable, decisive and persuasive. News photography and advertising photography are designed on the same software and meet for the same ideological purposes. It can be said that news photography has become widespread by using the post-truth period, which has lost its evidence and fact, in the form of fiction and false news. There is no difference between propaganda (PR) and persuasion (advertising) methods, their strength has been merged, the boundaries of news photography and advertising have blurred. In this context, it is possible to say that news photography has been segmented within the scope of market ideology and has become a product with a different target audience. News photography became a part of the design that uses the same methods as advertising in the same channels with digitalization. In this thesis, the elements of advertization were questioned through news samples and the element of advertization in news photos was investigated with an economic-political approach by using a hybrid research method. As a result of the research and discussions, it was observed that the news photography was coded in the context of form and content and was advertised.
Ethnic humor as counternarrative in Turkish stand-up comedy
This dissertation explores whether and how ethnic jokes in stand-up comedy operate as political counternarratives in the Turkish context. It approaches ethnic humor as a discursive practice that reveals how identity is constructed and circulated in contemporary Türkiye. The analysis investigates how comedians position themselves within these conditions and how their narrative choices reflect the political atmosphere surrounding ethnicity. Within the scope of this dissertation, the combined use of representation, narratives, humor, and voice formed the analytical ground for interpreting ethnic humor as political counterspeech. The election timeline of 2023 general elections provides a concentrated setting in which ethnic humor, political discourse, and digital circulation converge. The research follows an exploratory research design with a sequential approach. The research questions were therefore structured around political counterspeech, narrative form, and cultural commentary. To that end, a thematic analysis with MAXQDA was conducted to determine the themes of stand-up performances in the designated timeline. Then, a structural and dialogic/performance narrative analysis was carried out to identify the narrative elements in them. The final step of the analysis included semi-structured in-depth interviews with comedians to gain insight into their perspectives on ethnicity and comedy. The dissertation contributes to research on counterspeech by examining how ethnic humor in Turkish stand-up comedy operates as a counternarrative form. It also introduces the concept of reverse ethnic humor as a discursive strategy used to reframe representations by turning stereotypes into comedic materials of critique.