Tüketim Kültürü Çerçevesinde Sosyal Medya Kanalları Üzerinden Kadının Metalaştırılması Sorunsalı
Women’s Commodification Through Social Media Channels with reference to the Framework of Consumption Culture

Author(s): Pınar Sevginer, Burçak Kadıoğlu
Subject(s): Media studies, Sociology of Culture
Published by: Transnational Press London
Keywords: Consumption society; Culture of consumption; Social media; Women’s commodification;
Summary/Abstract: Today's societies, defined by Jean Baudrillard's conceptualization,are defined as “Consumption Society, the foundation of which was laid since the 1970s. The phenomenon of consumption has now come out of the need base and has become a need.As a result of the abundance of consumption objects in the capitalist order and the increasing consumption culture; individuals are alienated from themselves and enslaved in consumption societies. In this context, individuals through the objects they consume they tend to create image and status for themselves.In the article, in the context of consumption society focusing on the concepts of consumption and consumption culture and then; it will be discussed the issue of women metalization in the social media channels. It is aimed to make an analysis through visuals by selecting samples from YouTube and Instagram.When the general structure is examined, women's roles on social media channels promoting consumption observed. Considering the impact of new communication technologies, consumption culture created with the structure transformed in the understanding of new advertising will be studied. Also, concerns about the socialization created will be addressed.

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