The case of tabloidisation in the print media as a means of spreading consumer culture

Consumption is the most important reference point which used to perceive life as a meaningful whole. The construction of consumption that penetrated every sphere of life has an incontrovertible effect on people. Mass media is considered as a suitable form to expand the limitation of consumption. Media emit discources which are prepared in favour of some social groups and legitimate them presenting in the "pleasure pack". In this stage, consumption is not only a voluntary action or a system used for signification but also a compulsory task and an absolute order that requires submission. Tabloid press allow to offer any dominant ideology in the soft and funny format because of its light nature and this fact facilitates mass obedience deactivating personal and social resistance. Therefore tabloid press is one of the most effective instrument to expand consumption ideology. This study is complicated considering that tabloid press may be a convenient channel to expand consumer culture. In the first section, tabloid press is examined in theoretical framework and explained the dynamic of socio-economic conditions which affets this kind of publishing. In the second section, consumer culture is studied in the course of historical development and analyzied its semantic changes by means of its nature that had until today to be able to explain the structural transformation of the concept - including all aspects. The last part of the study is dedicated for the application in order to test the hypotheses about tabloid press. In this context, Hürriyet, Sabah and Posta newspapers (along with the weekend supplements) were conducted on content analysis on a two-stage. Firstly, that is reached the numerical data by the quantitative analysis of news about the consumer culture, then it was made possible after a detailed qualitative analysis of the news in the light of these data. At the end of the study, the assumptions claim that the tabloid press could be effective in spreading the ideology of consumption are supported by the findings obtained from these analysis. Keywords: Tabloid press, consumption, consumer culture, the popular press, the ideology of consumer culture