“DEPREM GEÇECEK, HAYAT DEVAM EDECEK”: DASK’IN KAMU SPOTLARI ÜZERİNE ELEŞTİREL BİR İNCELEME

Neoliberal yönetimsellik, bireyleri yaşamlarını uygun bir şekilde değerlendirmeye teşvik eder. Yaşamın neoliberal değerlemesi “kendinden sorumlu” ve “rekabetçi” bireyleri benimser. Yaşamın durumsallığı üzerinden neoliberal yönetimsellik, bireyleri yönetmeye yönelik duygulara/duygulanımlara müdahil olur. Örneğin, bireyler kendilerine neler olabileceğinin beklenmedik sonuçları hakkında güvensizlik/güvencesizlik, savunmasızlık/kırılganlık ve belirsizlik nedeniyle endişe duymaktadırlar. Bu çalışmada Türkiye’de Doğal Afet Sigortaları Kurumu'nun (Doğal Afet Sigortaları Kurumu - DASK) yaşamın mülkiyet olarak neoliberal değerlemesinde duygulanımlara nasıl müdahale ettiğine işaret etmekteyiz. DASK'ın kısa filmlerinin içeriğini yorumlayıcı, post-yapısalcı ve eleştirel yönetim yaklaşımıyla neoliberal yönetimsellik bakış açısından incelemekte ve çözümlemekteyiz. Bu doğrultuda söz konusu kamu spotları, Van depreminin kurbanlarını “zorunlu misafir” olarak betimlemekte ve zorunlu misafirliği sorunsallaştırmaktadır. Zorunlu misafirlerin akrabalarının evlerinde kendilerini evlerinde gibi hissetmedikleri gösterilmektedir. Neoliberal prekaryalaştırma sürecinde DASK, bireysel sorumluluğu güçlendirmek için umut, endişe ve korkular yoluyla zorunlu misafirlerin yaşamak zorunda kaldığı huzursuzluğa ya da rahatsızlığa vurgu yaparak bireylerin zorunlu misafir olmaktan kaçınmak için zorunlu deprem sigortalarını yaptırmalarını teşvik etmektedir.

“EARTHQUAKE WILL PASS, AND THE LIFE WILL GO ON”: A CRITICAL READING OF PUBLIC SPOTS OF DASK

Neoliberal governmentality encourages individuals to value their life as a proper(ty). The neoliberalvaluation of life embraces ‘self-responsible’ and ‘competitive’ individuals. Drawing on the contingency of life,neoliberal governmentality intervenes in affects to govern individuals. For instance, individuals are made anxiousby the insecurity, vulnerability and ambiguity about the unintended consequences of what may happen to them. Inthis study, we address how Turkish Catastrophe Insurance Pool/‘Natural Disaster Insurance Institution’ (DoğalAfet Sigortaları Kurumu—hereafter, DASK) intervenes in affects for neoliberal valuation of life as proper(ty).With an interpretive, a post-structuralist and a critical management approach, we examine and analyze the contentof the public spots of DASK through the lens of neoliberal governmentality. Accordingly, these public spots portraythe victims of Van earthquake as ‘compulsory guests’ and problematise being a compulsory guest. We remark thatthe compulsory guests do not feel at home at their relatives’ homes. Within the neoliberal precarization processto foster responsible subjects, DASK portrays the uneasiness—or properness—of compulsory guests throughhopes, anxieties and fears so that individuals are encouraged to get their compulsory earthquake insurance toavoid being a compulsory guest.

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