TÜRKİYE’DE 4.5G REKLAMLARINDA HIZIN KÜLTÜREL TEMSİLİ

Yıl 2017, Sayı: 52, 67 - 87, 20.07.2017

Alparslan Nas

https://doi.org/10.17064/iuifd.333135

Öz

Hız olgusu modern çağın önde gelen unsurlarından biri olagelmiştir. 21. Yüzyılda, özellikle internet teknolojisindeki gelişmelerle birlikte hız, ekonomik ve toplumsal ilişkilerde giderek artan bir öneme sahip olmuştur. Güncel ve hızlı bir mobil internet teknolojisi olarak 4G LTE’nin keşfiyle yüksek hızlı bağlantı imkânları, dünyada pek çok ülke tarafından uygulanmaya başlanmıştır. Türkiye, 4G teknolojisine yatırım yaparak 1 Nisan 2016 tarihinde bu teknolojiyi “4.5G” adıyla kullanıma açmış ve GSM operatörleri 4.5G hizmetini kullanıcılara sunmaya başlamışlardır. 4.5G teknolojisi, ihaleye giren Turkcell, Türk Telekom ve Vodafone Türkiye gibi GSM operatörleri tarafından reklamlar aracılığıyla tüketicilere duyurulmuş ve özellikle hız vurgusu üzerinden tüketicilere yeni vaatlerde bulunulmuştur. Bu çalışmanın kapsamı, Türkiye’nin üç büyük GSM operatörü olan Turkcell, Türk Telekom ve Vodafone Türkiye’nin televizyonlarda yayınladıkları ilk 4.5G reklamlarından oluşmaktadır. Reklamlarda hız olgusunun, yalnızca teknolojik bir kavram olarak işlev görmediği; aynı zamanda, ulusal anlatılara eklemlenen kültürel bir temsil aracı olduğu gözlenmektedir. Çalışma kapsamında reklamda hızın kültürel temsilleri hermeneutik yöntemle çözümlenmekte ve hız olgusunun yorumlanması gerçekleştirilmektedir. 4.5G hizmetinin, ulusu oluşturan bireylerin birbirleriyle daha iyi etkileşim kurmalarını sağlaması ve bu sayede, bir vatandaş olarak rollerini daha etkin bir biçimde yeniden üretmelerine yönelik anlamlandırma eksenleri, hermeneutik analizin sonunda hızın temsili bağlamında ortaya çıkmaktadır. Sonuç olarak bu çalışma, Paul Virilio’nun hız kuramı ve Benedict Anderson’un “hayali cemaatler” kavramına atıfla hızın, ulusal bir anlatı inşa edilmesi bağlamındaki işlevine işaret etmiş olacaktır.

Anahtar Kelimeler

Hız, Reklam, Teknoloji

CULTURAL REPRESENTATION OF SPEED IN TURKEY’S 4.5G ADVERTISEMENTS

Öz

The notion of speed has been considered as a defining characteristic of the modern era. With the advent of technological developments in the 21st century, particularly 

with regard to the internet, speed has gained an even more prominent role in economic and social relations. The latest advances in mobile internet technology, for example the invention of 4G LTE, have now diffused across many countries in the world. Turkey was one of the countries to invest in this technology and 4G was introduced on April 1, 2016 under the name of “4.5G” with GSM operators offering high connection speeds to attract consumers. Based on the 4.5G commercials broadcast by Turkey’s three main GSM companies, Turkcell, Türk Telekom and Vodafone Turkey, this article analyzes the cultural representation of speed in these advertisements. In these advertisements, speed is conceptualized as not merely a technological phenomenon; rather it serves as a means of cultural representation attached with national narratives. Through a hermeneutical approach, this article aims to analyze the ways in which advertisements construct speed as a discourse with certain cultural representations and interpretations. This analysis suggests that the representation of speed in advertisements reproduces the subjectivities of individuals that are defined in relation to their national coexistences. Positioning the articulations of speed in these advertisements based on Paul Virilio’s theory of speed, this article argues that representations of speed constitute a narrative of the nation, as theorized by Benedict Anderson’s theory of “imagined communities,” whose members are better and faster connected to each other by means of speed.

Anahtar Kelimeler

Advertising, Speed, Technology

Kaynakça

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