Media, gender and architecture: Using gender context to evaluate representations of kitchen spaces in television commercials

As in the formation or transformation of all social values, media has been one of the main driving forces in the transformation of perception of gender roles, as well. It has not only power to recreate existent social values, but also creates new role-models and their living spaces through commercials. A commercial not only presents a product for sale but also conveys other messages. It creates a link of identification between the product and its user. Thus, even if the product sold is a small accessory, the signs of user?s lifestyle, such as spaces, clothes, books they read are described either directly or indirectly in commercials. What is finally sold is not only just a tangible product but a proposed ?lifestyle?. Commercials, in the framework of a new life style, redefine the gender of spaces together with gendered role-models.Traditionally, women are seen in private areas or housing, whereas men are portrayed in public spaces. So that, towards the gendered roles that are accepted in society, first the user and then the space is gendered. Besides the public-private areas, a similar distinction can be seen in interior spaces of a house. While kitchens and bedrooms are defined as more feminine areas, living rooms are considered more masculine. Within the scope of this study, how kitchen spaces, which are traditionally referred as feminine, are re-gendered and re-shaped to become masculine will be discussed by the help of the selected television commercials. Television was preferred since it is one of the most effective and common domains in media.