Desire, capitalism and power relation

How capitalism excites the desires, what the arguments of the names claiming the contrary of this perspective and arguing that it suppresses the desires and finally the way of it is being recepted in Turkish society are the purpose of this research. As research methods it was benefited from document review which consists of content analysis and analysis of critical discourse, in-depth interview, earlier made survey works etc. It has been understood that through impressive pictures, exciting voices, writings which have double meanings or connotations are in advertisements, capitalism excites the desires. It has been noticed that what the thinkers claiming that capitalism suppresses the desires argue will make us dependent on it. It has been understood that discussions in the Turkish society have been done to a large extent out of capitalism, but in recent studies an interest is becoming in this direction. It has been understood that especially the parts of Turkish society who are young, bachelor, have high income and education desire. It has been reached that there must be institutions or institutional arrangements which will not suppress the desires of individuals on the one hand, direct this process to the benefit of the society on the other hand.