PROJECTION OF PATRIARCHAL DISCOURSE IN MEDIA AN INVESTIGATION ON RINSO ADVERTISEMENT FILM

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Gender discrimination, which remains more covered and more persistent than social class discrimination and racial discrimination, is presented as a natural and unchangeable part of human relationships. One of the most effective means of this presentation is the mass media. Advertisement is one of the most common media phenomena in which gender stereotypes and gender roles are seen. For this reason, many studies have been conducted on the effect of advertising on gender. In this study, an advertising film of a global branded cleaning products such as Rinso discussed in Turkey. The examined commercial film was analyzed by van Dijk s ideological discourse analysis method. Such ideological expressions are institutionalized by mass communication codes. In the examined advertisement film, it was seen that gender-related roles were given with the images of cleaning products. The image of women, who is presented and caricaturized as cooking person, care giver, consumer, and jealous person, has nourished the delusional perception supported by the patriarchal perspective.

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Television , Advertising , Gender , Ideology , Women

Abant Sosyal Bilimler Dergisi

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Abant Sosyal Bilimler Dergisi