Türkiye’de bir Televizyon Reklamı Serisinde Cinsiyet rollerinin Temsili: Eleştirel Söylem Analizi

Abstract

Media has a role in protecting the maintenance of social and cultural status, and it can also be used for change. It is known that media uses stereotypical images emphasizing the priority of women's role concerning home and family via various tools such as television (TV) commercials that have the power to reach many people. The present study aims to offer a critical discourse analysis of the TV commercial series of hurriyetemlak.com by scrutinizing the women's and men's roles reflected in the commercials. First, the study's theoretical framework is outlined in which critical concepts regarding discourse analysis, including Critical Discourse Analysis (CDA) and media discourse, are defined, and Fairclough's three-tiered framework to implement CDA is explained. In the second part of the theoretical framework, the issues of gender roles and advertising are scrutinized. Finally, the TV commercial series of hurriyetemlak.com is analyzed critically. The findings indicate that traditional gender role stereotypes are displayed in the commercial series. The significance of being married and responsible for household chores is highlighted for women to be respected in society.