Kadına Yönelik Ayrımcılık Temali Kamu Spotu: Kültürlerarası Bir Yaklaşım
Public Service Announcement On The Theme Of Discrimination Against Women: A Cross-Cultural Approach

Author(s): Ömer Aydınoğlu, Fikriye Çelik
Subject(s): Gender Studies, Human Rights and Humanitarian Law
Published by: Transnational Press London
Keywords: Advertising research; public service announcement; discrimination against women; semiotics
Summary/Abstract: Inequality between man and woman is a prominent form of discrimination in modern societies. This form of discrimination is related to the role attributed to women by male-dominated societies. Patriarchal society attributes a commodity value to women as sexual objects. This meaning is visible in public service announcements aiming to create social change. As known, PSAs are an important communication tool to change existing behaviour and/or create new behavioural patterns. Therefore, PSAs on discrimination against women broadcast in Turkey and Ukraine were analysed. The aim is to reveal through which gender the theme of discrimination gains visibility. Evaluating the social and cultural perspective specific to the theme of discrimination through the PSAs of two different countries points to the unique value of the study. Two PSAs on the theme of discrimination, selected from Turkey and Ukraine by purposive sampling method, were analysed through semiotics. Both visual and linguistic indicator differences were found in the message production of the examined PSAs; it was understood that the use of appealing elements such as humour, fear, sexuality, violence and music stemmed from the dominant social perspective depending on the culture. As a result of the research, it is observed that while the PSAs in Turkey were addressed through the superiority of men over women, PSAs broadcasted in Ukraine addressed the same theme through the representation of a disadvantaged and inadequate man against women. The study shows that culture, is also an important determinant of media content targeting behavioural patterns such as PSAs.

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