Hedonistic consumerism:an exploratory case study of the changing consumer culture in Turkey

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Siyaset Bilimi ve Kamu Yönetimi Bölümü, Türkiye

Tezin Onay Tarihi: 2014

Öğrenci: BÜŞRA ÖZER

Danışman: OSMAN GALİP YALMAN

Özet:

This study aims to explore the reasons behind the newly emerging elements within the consumer culture in Turkey during the process of her integration with the European economic and cultural geography and the latter’s transformative effect on the already existing forms of consumption. This study is also based on what the sources of pleasure and the motivational determinants of consumption are and how the consumer capitalism itself became a commodity and was sold through advertising. Lastly, the consumer culture of Turkey especially in the 1980s and 1990s is analyzed as a case study through data collection from advertisements, an interview with an expert and a questionnaire conducted on focus groups. This study contributes to the EU studies focusing on its social, economic and cultural influence on Turkey as one of its candidate countries.