Aksaray İletişim Dergisi

Yazarlar: Muhammet Mustafa GÜLEÇ

Konular:İletişim

Anahtar Kelimeler:Modernization,Consumption,Place,Residential Advertisements

Özet: In the modernizing world with the industrial revolution, political, economic, social and so on. There have been many changes in areas. Parallel to these changes, the lifestyles of individuals have been differentiated, and many areas of daily life have been influenced by this change, from the clothing to the houses that meet the need for housing. Houses have become a commodity that shows the social status of the individual, unlike the pre-modern life meanings, and ads played a major role in the formation of this perception. Ads have been influential in shaping the daily life of modern people, as individuals / families have come to the forefront of different criteria in the choice of housing. In this context, the effect of modernization discourse on lifestyles, reading of appreciation judgments through advertisements and changes in housing conceptions were the subject of this study. In this study, the conceptualization of the space constructed by the discourse of modernization is clarified and it has been tried to be revealed through the housing advertisements how modernization discourse shapes lifestyles and tastes of taste. In this study, housing advertisements published in Sabah, Hürriyet and Sözcü newspapers, which are national and daily publications, were analyzed by semiotic method in February 2018. These three newspapers were among the three newspapers with the highest circulation. In the study, the analyzes made through housing advertisements show that advertisements stand out with their functions that try to create a mechanism of influence on tastes and lifestyle, which nourish the dynamics of the consumer society in modern life and capitalist relations rather than the function of introducing a product to the masses.

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