Meltem UZUNOĞLU ERTEN

MANIPULATIVE POWER OF MEDIA IN TODAY’S CONSUMERIST SOCIETIES

Günümüzün postmodern kapitalist toplumlarında, yazılı ve görsel aygıtlarıyla medya insanların hayatlarında yadsınamaz bir role ve etkiye sahiptir. Kapitalizmin tüketime yönelik talepleri sonucunda, medya sürekli yayın halindeki basılı ve görsel reklamları aracılığıyla manipülatif bir güç empoze etmektedir. Reklamlar vasıtasıyla, kitleler yapay gerçekliklere ikna edilmek üzere hedef alınmakta ve yaşam tarzları, fikirleri hatta dünya görüşleri şekillendirilmekte, böylelikle tüketicilik körüklenmekte ve kapitalist sistemin devamlılığı garantilenmektedir. Bu sebeple, bu çalışma bazı tanıdık figürlerin, ideallerin, kurgusal karakterlerin veya geleneksel değerlerin algısı ve uygulanışlarının kitleleri yapay olarak oluşturulmuş, ekonomik hedeflere hizmet eden gerçekliklere inandırmak amacıyla rekalmcılık alanında nasıl çarpıtılıp manipüle edildiğini örnekler üzerinden incelemeyi hedeflemektedir

GÜNÜMÜZÜN TÜKETİM TOPLUMLARINDA MEDYANIN MANİPÜLATİF GÜCÜ

In today’s postmodern capitalist societies, media has an undeniable role and effect on people’s lives with its printed and visual devices. As a result of the consumerist demands of capitalism, media imposes a manipulative power through advertisements and commercials broadcast constantly. Through them, masses are targeted to be persuaded in artificial realities and their lifestyles, ideas as well as their worldviews are shaped, so consumerism is fuelled and the permanence of the capitalist system is guaranteed. Thus, this paper aims to analyze, with the help of examples, how the perception and practice of some familiar figures, ideals, fictional characters or traditional values are twisted and manipulated in field of advertising to make masses believe in artificially constructed realities that serve financial goals

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