REKLAMLARDA ERKEKLİK: PİZZA REKLAMLARINDAKİ KONUŞAN ANİMASYON KARAKTER BİZE ERKEKLİKLE İLGİLİ NELER SÖYLÜYOR?

Year 2021, , 459 - 479, 27.12.2021

Kenan Demirci

https://doi.org/10.17572/mj2021.2.459479

Abstract

Bu çalışma, reklamlarda erkekliğin söylemsel inşası konusuna odaklanmaktadır. Bu kapsamda Dominos Pizza’ya ait, Dominos Ayısı olarak adlandırılan animasyon konuşan erkek karakterin yer aldığı 12 reklam filminde erkekliğin söylemsel inşasının, eleştirel söylem analizi aracılığı ile ortaya konulması amaçlanmaktadır. Erkeklik çalışmaları özellikle 1980’lerden sonra hegemonik erkeklik (hegemonic masculanity) kavramıyla, erkekliği bir söylemsel inşa biçimi olarak kabul etmiştir. Ancak toplumsal dönüşümler, erkekliğin hegemonik bir çerçeveden çıkarılarak, normatif bir yaklaşımla önemseyen erkeklik (caring masculanities) kavramına doğru yönelmesi gerektiği fikrini ortaya çıkarmıştır. Reklam ve erkeklik konusuna odaklanan çalışmalar bakımından bu iki kavram önemli araçlar olarak görülmüştür. Bu çalışmada da reklamlarda erkekliğin söylemsel inşasında, hegemonik ve önemseyen erkeklik kavramlarının ne ölçüde ağırlık taşıdığının ortaya konulması amaçlanmıştır. Analiz sonucunda reklamlarda erkekliğin, hegemonik erkeklik kavramına uygun şekilde, duygusuz ve otorite figürü olarak erkek şeklinde konumlandırıldığı ortaya konulmuştur. Önemseyen erkeklik yaklaşımının ise reklam karakteri üzerinden yaratılan erkekliğin inşasında yer bulmadığı görülmüştür.

Keywords

cinsiyet, erkeklik, reklam, konuşan animasyon karakter, eleştirel söylem analizi

MASCULINITY IN ADVERTISEMENTS: WHAT DOES THE SPOKEN ANIMATED CHARACTER IN PIZZA ADVERTISEMENTS SIGNIFY ABOUT MASCULINITY?

Abstract

This study concentrates on discursive construction of masculinity in advertisements. In this context, it was aimed to reveal the discursive construction of masculinity through critical discourse analysis in 12 advertisements of Domino's Pizza, in which the talking animated male character named Domino's Bear appears. Masculinity studies have accepted the masculinity as a form of discursive construction with the concept of hegemonic masculinity, especially after the 1980s. However, social transformations have brought forward the idea that masculinity should be taken out of a hegemonic framework and movedtowards the concept of caring masculinities with a normative approach. Studies that focus on advertisement and masculinity have accepted these two concepts as important tools. In this study, it was aimed to reveal, to what extent the concepts of hegemonic and caring masculinity play a role in the discursive construction of masculinity. As a result of the analysis, ithas been concluded that masculinity is positioned as emotionless and an authority figure in advertisements in accordance with the concept of hegemonic masculinity. It has been seen that the caring masculinity approach does not find a place in the construction of masculinity which is created through the character.

Keywords

gender, masculinity, advertisement, animated character, critical discourse analysis

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