Türkiye'de sosyo-kültürel değişimlerin gıda ambalaj tasarımı üzerinden incelenmesi: Bir vaka çalışması

ABSTRACTMAPPING OUT SOCIO-CULTURAL TRANSFORMATIONSTHROUGH FOOD PACKAGING DESIGN IN TURKEY:A Case StudyNazife KaramullaoğluM.F.A. in Graphic DesignSupervisor: Assist. Prof. Dr. Mahmut MutmanCo-Supervisor: Assist. Prof. Dr. Özlem SandıkçıMay, 2005Exploration of the impact of socio-cultural transformations in the development offood packaging design and brand identity in Turkey, in the post-1980 period, isthe focus of this research. Accordingly, this thesis explores the related and broadissues of modernization and convergence; globalization, consumption contextsand culture; internationalization of retailing; postmodernism and aestheticized(conspicuous) consumption in parallel with developments in food packagingdesign and brand identity. All these are tied and analyzed in a case study wherein the collected samples, developments in domestic and foreign food packaging1design and the corresponding brand identities are socio-semiotically related tothe transformations in socio-cultural context in Turkey. Socio-semiotic method ofanalysis, along with visual style analysis, has provided a study of images in theirsocial and material context which is in accordance with this field of research.Key Words: Turkey, socio-cultural transformation, food packaging design andculture, brand identity, modernization, globalization, postmodernism, globalconsumer culture, conspicuous consumption, aestheticization of everyday life,case study, socio-semiotics, visual analysis, symbolic consumption.2