'Estetiğin ideolojisi'nin tüketim toplumu yaratılmasındaki rolünü irdeleyen bu çalışma, estetik, ideoloji ve tüketim kavramlarını inceleyerek, ilişkilendirerek, 'estetiğin ideolojisi'yle oluşturulan tüketici kimliğine ve medyanın rolüne dikkat çekmeyi amaçlamaktadır. Estetiğin özneyi şekillendirilmesindeki kullanımı ve buna bağlı olarak “Bugün Ne Giysem” isimli televizyon programı irdelenmiştir. 2011'den beri Show TV'de hafta içi her gün yaklaşık 2 saat süreyle yayınlanmakta olan “Bugün Ne Giysem” isimli televizyon programı iki hafta süreyle izlenmiş, oluşan gözlem sonucunda söylem analizi yapılarak, kadın güzelliği ile tüketilen nesneler arasında ilişki kurmada adı geçen programın rolüne dikkat çekilmiştir. Felsefi bir disiplin olan estetik bilimini kuran Alexander Gottlieb Baumgarten'a göre estetik duyusal bilgidir ve “mantığın küçük kız kardeşidir.” Bu bilgi sadece sanat alanı ile ilgili değildir; Terry Eagleton, “estetiğin ideolojisi” kavramıyla toplumun, burjuvanın estetik aracılığıyla nasıl ortak bir kimlik kazandığını, Walter Benjamin, siyasetin estetize edilmesini irdelemişlerdir. Estetik aracılığıyla insanlar kendilerine verilenleri zorlama olmadan kabul ederler, benzer şeylerden hoşlanırlar, benzer tarzda giyinirler, görgü kuralları gibi benzer kurallar çerçevesinde bütünleşirler. Estetiğe uyduğumuz zaman özgür olduğumuzu hissederiz, estetik kendisini bir tür evrensel hakikat gibi sunar. Kapitalist sistem tüketimi estetize etmiştir, tüketim bizi bir arada tutar, ortak kimlik verir, duygularımıza hitap eder ve yasalardan daha önemlidir.Anahtar Kelimeler: Estetik, Tüketim, Medya THE AESTHETIC OF CONSUMPTION AND THE MEDIA: AN EVALUATION BASED ON THE PROGRAM “WHAT SHALL I WEAR TODAY”ABSTRACTAiming to study the role of 'the ideology of aesthetic' in creating consumption society, this study examines and relates aesthetic, ideology and consumption concepts, wants to draw attention to consumer identity formed by the 'ideology of aesthetic' and the role of the media. The use of aesthetic in shaping the subject and related with this, the television programme “What Should I Wear Today” is examined. The television programme “What Should I Wear Today,” being broadcasted two hours a day every week since 2011 is watched for a week and discourse analysis of the result observation is made to draw attention to the role of the mentioned program in relating beauty with consumption objects. According to Alexander Gottlieb Baumgarten, the founder of the philosophical discipline of aesthetic, aesthetic is the science of what is sensed and is the sister of logic. It is not only about art, for example Eagleton examined how bourgeois society gained common identity through aesthetic, Walter Benjamin studied aestheticized politics. Through aesthetic, humans accept given things without force, they like similar things, they dress alike, unite in the frame of rules such as good manners. Compliance with aesthetics make us feel free; aesthetic presents itself as a kind of anonymous universal truth. The capitalist system aestheticized consumption and consumption keeps us together, gives us common identity, appeals to our senses and seems more important than laws.Key Words: Aesthetic, Consumption, Media

Aiming to study the role of ‘the ideology of aesthetic’ in creating consumption society, this study examines and relates aesthetic, ideology and consumption concepts, wants to draw attention to consumer identity formed by the ‘ideology of aesthetic’ and the role of the media. The use of aesthetic in shaping the subject and related with this, the television programme “What Should I Wear Today” is examined. The television programme “What Should I Wear Today,” being broadcasted two hours a day every week since 2011 is watched for a week and discourse analysis of the result observation is made to draw attention to the role of the mentioned program in relating beauty with consumption objects. According to Alexander Gottlieb Baumgarten, the founder of the philosophical discipline of aesthetic, aesthetic is the science of what is sensed and is the sister of logic. It is not only about art, for example Eagleton examined how bourgeois society gained common identity through aesthetic, Walter Benjamin studied aestheticized politics. Through aesthetic, humans accept given things without force, they like similar things, they dress alike, unite in the frame of rules such as good manners. Compliance with aesthetics make us feel free; aesthetic presents itself as a kind of anonymous universal truth. The capitalist system aestheticized consumption and consumption keeps us together, gives us common identity, appeals to our senses and seems more important than laws.