Engendering consumption: Commodification of women through print media with specific reference to the Turkish case

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İktisat Bölümü, Türkiye

Tezin Onay Tarihi: 2007

Öğrenci: SİNE BAĞATUR

Danışman: ONUR YILDIRIM

Özet:

This thesis aims to investigate women’s double-way relation to consumption, as both consumers and commodities. The major goal of the study is to examine the historical construction of women as pimary consuming class and how this relationship of women to consumption has evolved through time. Moreover, it is claimed that display of women as visual objects of male gaze in visual iconography, ideologies of beauty and body politics on women’s appearances resulted in commodification of women in the modern consumer culture. Additionally, a brief analysis of Turkish print advertisements for the period 1930-1970 is attempted with a view to demonstrating how Turkish middle-class women have been incorporated into newly emerging consumer culture and how this integration process has been perceived by advertisers.