FEMALE BODY AS A PRODUCT OF CULTURAL CONSUMPTION: VIDEO CLIPS EXAMPLE
KÜLTÜREL TÜKETİM ÜRÜNÜ OLARAK KADIN BEDENİ: VİDEO KLİPLER ÖRNEĞİ

Author : Elif KÜÇÜK DURUR -- Kadir BENDAŞ
Number of pages : 188-207

Abstract

Media organs operating as commercial enterprises targeting profit maximization today are likely to be able to survive to the extent that they can respond to the demands and expectations of the majority and to the circulation or rating ratios. At the same time, the representatives, who play a role as one of the main elements of cultural production and consumption practices and are introduced by the media that structured the social field in this way, reproduce the hegemonic discourses in the social arena, so that the media and society operate within a relation of mutual determination. In this context, stereotypical female representations that are shaped by gender norms are seen in all media contents that embrace male dominant discourse. The representations that objectified the women's body as a commodity of consumption especially in the video clips, which is a new type of media text increasingly popular in the video music channels that started to be established in the 90's, stand out as a rating increasing factor. In this study, through the video clips determined as a sample, the female body as a sexual object is analyzed with the analysis of critical discourse, and these representations, which devalue the position of woman in the social field, are deciphered in the context of the reproduction of male dominant discourse.

Keywords

Female body, female representation, v

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