Abstract
Turkey, which has a rich cultural mosaic, consists of the combination of many ‘Others’, including cultural, religious and ethnic the ‘Others’; the ‘Other’ as a gender role; as refugees, emigrants, etc. In such a multicultural climate, our research aim is to identify the stereotypes that represent the ‘Other’ in TV advertisements on Turkey’s mainstream channels. For this purpose, we examined 101 prime-time TV commercials that were broadcast on the five most watched mainstream TV channels between September and December 2020.
 Having conducted the quantitative and qualitative content analysis of TV commercials, we revealed the symbolic annihilation of the ‘Others’ in the Turkish advertising environment, which is accordance with the conservative perception of the country. In line with the international research, we came to the conclusion that the white Turkish men with medium-high socioeconomic status were heavily represented in the prime-time Turkish TV advertising. Nevertheless, it was also revealed that gendered visibility of the others as well as women portrayals were considered only as the ‘Other’ in the Turkish TV ads. Besides, our research findings overwhelmingly reflect the hegemonic culture and highly traditional views on gender roles.
Highlights
As Walter Lippmann explained in his milestone book “Public Opinion”, we more than ever rely on media, from news to cinema and advertising to explore and define the world around us to construct and to form “our realities” (1922, p. 18)
According to Liu, Volcic and Gallois, “ethnicity can be based on national origin, race or religion (...) race is based on biological characteristics, while ethnicity is based on cultural characteristics shared by people of a particular race, national origin, religion or language” (2019, p. 146)
In this research we mainly focus on the Turkish prime-time TV advertisements and search for the representation of the ‘Other’ in the Turkish advertising content
Summary
As Walter Lippmann explained in his milestone book “Public Opinion”, we more than ever rely on media, from news to cinema and advertising to explore and define the world around us to construct and to form “our realities” (1922, p. 18). Race refers to “a category of people who share biologically transmitted traits that members of society deem socially significant” and ethnicity is a categorization that relies on understanding cultural heritage (Macionis & Plummer, 2005). 209) “Racist ideology is a belief in the moral or intellectual superiority of one race over the others. Racism is a belief that one racial category is innately superior or inferior to another. In this perspective, representing race and ethnicity are the muddled concepts and mostly used interchangeably. Female and male adults take the third place (23.7%) as elementary families, partners, friends or colleagues
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