Alparslan NAS

Women Chewing Gum: Feminist Critical Analysis of Advertising as Symbolic Violence

Kadın imgesinin reklamlarda temsil biçimleri, reklamlar üzerine eleştirel yaklaşımlar kapsamında önemli bir araştırma konusu olagelmiştir. Reklam, toplumsal cinsiyet rolleri ve erkek egemenliğini yeniden üreten bir aygıt olarak eleştirel açıdan sorgulanmıştır. Bu makale, reklamın toplumsal cinsiyetlendirilmiş iktidar ilişkilerini normalleştirmek ve meşrulaştırmak amacıyla kadın üzerinde, Pierre Bourdieuya atıfla simgesel şiddet uyguladığını ileri sürmektedir. Bu doğrultuda, Türkiyenin önde gelen sakız markalarından biri olan Falımın reklam kampanyasında sakız çiğneyen kadın imajı, feminist eleştirel bir analiz ile tartışılacaktır. Reklamlar erkek egemen baskılara direnç gösteremeyen ve göstermek istemeyen kadın temsilinde bulunmaktadırlar. Kadının baskılardan sıyrılmasını tüketime indirgeyen reklam söylemi, güçlenme illüzyonu yaratmakta ve kadını mağdur eden gerçek koşulları normalleştirmiş olmaktadır. Bu bağlamda etkin olan simgesel şiddet, kadının erkek egemen toplumda karşılaştığı mağduriyet koşullarını görünmez kılmaktadır. Sonuç olarak bu makale, simgesel şiddet ve reklam ilişkisini kavramsallaştırmanın yanında, toplumsal cinsiyetlendirilmiş iktidar ilişkilerini görünür hale getirerek popüler kültürde muhtemel direnç alanlarını mümkün kılabilecek bir feminist eleştirel yaklaşımı ortaya koymayı amaçlamaktadır.

Sakız Çiğneyen Kadınlar: Simgesel Şiddet Olarak Reklamın Feminist Eleştirel Analizi

Representation of women in advertisements has been a crucial point of debate in critical studies on advertising and gender. Advertising has critically been evaluated as an ideological apparatus that reproduces gender roles and promotes sexism. In addition to overt forms of sexist representations, advertisements also construct implicit meanings of gender inequality, which is difficult to recognize. The aim of this article is to show that advertisements generate symbolic violence that normalizes and legitimizes gendered relations of power so that gender inequalities would be misrecognized. Based on Pierre Bourdieu s notion of symbolic violence , this article analyzes the image of women chewing gum in an advertisement campaign by Falım, Turkey s leading chewing gum brand with feminist critical analysis. Falım advertisements portray women who are pressured by patriarchy but do not resist it and are content with it. Eventually, the patriarchal narrative brings forth the normalization of gender inequalities and its communication to the wider public via advertising as a rhetorical device.

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