Examination of the commodification of the male body in domestic series

This study was carried out to examine the commodification of the male body in domestic series. The representations of masculinity attributed to men through gender roles in television series are examined. The concept of gender emerged with the transition to agricultural society, and today it has been an area where both women and men continue to struggle for rights. Gender refers to the role of individuals by defining them socially and culturally and determining their positions. Although gender roles differ culturally, they are conveyed through the media industry, which continues its development in the globalizing world, and are constantly reproduced through television series. In the representation of the male main characters in the TV series, the protagonists commodified not only through their bodies, but also through their manner, actions, attitudes and images, offer teachings about the "ideal man" and how masculinity should be. These teachings, transmitted by the media, lead individuals to the popular and thus to consumption. The consumed products cease to be a source of need over time, and hedonistic consumption understanding is adopted in order to gain a place and identity in society. With the understanding that the popular is beautiful and must be consumed, the audience has started to consume many things. However, this consumption caused the bodies to be consumed and turned them into commodities over time. In this study, the male main characters in the TV series Aşk-i Memnu, Medcezir, and Kiralik Aşk are examined by watching the episodes of the serials, and it is discussed how the "idealized" man is constructed both physically and in the context of gender equality.