Abstract
ABSTRACT The term modernity refers to both a historical phenomenon and a discourse that contains environmentally harmful conceptions. One of the main schools of thought in green politics critiques this rhetoric from a poststructuralist perspective and links ecological degradation to modernity. Given this context, this study examined the discourses of 32 different television car advertisements by applying critical discourse analysis, from 1970s to the early 2010s for two of Turkiye's most popular car brands, Fiat-Tofas and Renault. Poststructuralists argue that discourses of speed, power, challenging nature, mobility, and freedom promote consumption, thereby increasing ecological degradation. These crucial themes were also essential components in the analysed Turkish television car advertisements. Another common motif was patriarchal language. In conclusion, the analysis demonstrates that the discourses criticised by green political thinkers are not exclusive to Western societies but are prevalent in diverse cultural contexts, manifesting in various forms.
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