MODERNİTE VE POSTMODERNİTE KAVRAMLARI ÇERÇEVESİNDE REKLAMLAR: HÜRRİYET GAZETESİ ÖRNEĞİ
COMMERCIALS WITHIN SCOPE OF MODERNITY AND POSTMODERNITY: EXAMPLE OF HURRIYET NEWSPAPER

Summary/Abstract: In this article “commercial” which described as “most remarkable mass medium of our age” (2008: 157) by Baudrillard was discussed within the scope of modern and postmodern. It is seen that commercials which were changed and transformed in parallel with the developments in mass media, has differentiated in modern and postmodern era. One of the main reasons of this is the difference in meaning attribution to the “consumption” in these two eras. In modern era and fordism which is the dominant mode of production, there were mass production and mass consumption. In the modern era, it is accepted that rational individuals purchase goods on the basis of need. However in postmodern era, consumption transformed to consumption of signs and symbols. In parallel with the changes in consumption, it is seen that commercials are differentiated in these two eras. To show this difference in this article, firstly modernism and postmodernism and what consumption means in these eras was discussed. Secondly modern and postmodern commercials were analyzed. Finally, the transformation in commercials were examined with Hürriyet advertisements.

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