Yap\u0131lan bir ara\u015ft\u0131rmada 1928\u2019den 2020 y\u0131l\u0131na kadar \u00e7ocuk dergilerindeki reklamlar incelendi, Cumhuriyetin ilk y\u0131llar\u0131nda \u00f6zellikle banka reklamlar\u0131 arac\u0131l\u0131\u011f\u0131yla tutumlu \u00f6rnek bir k\u00fc\u00e7\u00fck vatanda\u015f olmaya \u00f6zendirilen \u00e7ocuklar\u0131n son 30 y\u0131ll\u0131k d\u00f6nemde t\u00fcketen ve t\u00fckettiren \u00e7ocu\u011fa evrildi\u011fi belirtildi.
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Ya\u015far \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi doktora \u00f6\u011frencisi P\u0131nar Ay\u015fe Tuncer, \u00e7ocuklar\u0131n, g\u00fcn\u00fcm\u00fczde kitle ileti\u015fim ara\u00e7lar\u0131n\u0131n geli\u015fim ve yayg\u0131nla\u015fmas\u0131yla t\u00fcketim \u00f6znesine d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc s\u00f6yledi. Dan\u0131\u015fmanl\u0131\u011f\u0131n\u0131 Ya\u015far \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi Dr. \u00d6\u011fr. \u00dcyesi \u00dcr\u00fcn Y\u0131ld\u0131ran \u00d6nk\u2019\u00fcn \u00fcstlendi\u011fi tez \u00e7al\u0131\u015fmas\u0131nda; P\u0131nar Ay\u015fe Tuncer, 92 y\u0131ll\u0131k zaman diliminde yay\u0131nlanan 36 farkl\u0131 dergi ve 112 reklam\u0131 inceledi. Tuncer, Cumhuriyetin ilk y\u0131llar\u0131nda \u00f6zellikle banka reklamlar\u0131 arac\u0131l\u0131\u011f\u0131yla tutumlu, \u00f6rnek bir k\u00fc\u00e7\u00fck vatanda\u015f olmaya \u00f6zendirilen \u00e7ocuklar\u0131n, son 30 y\u0131ll\u0131k d\u00f6nemde t\u00fcketen ve t\u00fckettiren \u00e7ocu\u011fa evrildi\u011fini belirtti. Y\u00fcr\u00fctt\u00fckleri ara\u015ft\u0131rma ile ilgili bilgi veren Ya\u015far \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi doktora \u00f6\u011frencisi P\u0131nar Ay\u015fe Tuncer \u015funlar\u0131 s\u00f6yledi: “\u00c7al\u0131\u015fman\u0131n amac\u0131 \u00e7ocuk dergilerinde yay\u0131nlanan reklamlar \u00fczerinden \u00e7ocu\u011fun t\u00fcketim \u00f6znesi konumuna gelme s\u00fcrecini ara\u015ft\u0131rmakt\u0131. \u015eimdiye kadar daha \u00e7ok televizyon reklamlar\u0131na y\u00f6nelik \u00e7al\u0131\u015fmalar yap\u0131lm\u0131\u015ft\u0131. Dergilerin son y\u0131llarda say\u0131sal olarak artm\u0131\u015f olmas\u0131 ve bu konuda bir \u00e7al\u0131\u015fma olmamas\u0131 nedeniyle dergilere odakland\u0131m. 1928\u2019den 2020 y\u0131l\u0131na kadar dergileri tarad\u0131m. Bu tez ilk kez bu kadar geni\u015f bir zaman aral\u0131\u011f\u0131nda yay\u0131mlanm\u0131\u015f ula\u015f\u0131labilen t\u00fcm \u00e7ocuk dergilerinin listesini de kapsayan bir akademik \u00e7al\u0131\u015fma oldu. \u00c7ocuk dergilerindeki reklamlarda \u00e7ocuklar\u0131n t\u00fcketici olarak nas\u0131l konumland\u0131r\u0131ld\u0131\u011f\u0131n\u0131 inceledim. Elde etti\u011fim veriler ayn\u0131 zamanda T\u00fcrkiye\u2019de ya\u015fanan toplumsal d\u00f6n\u00fc\u015f\u00fcmleri ve de\u011fi\u015fen \u00e7ocukluk kavram\u0131n\u0131 da ortaya koyuyordu.”<\/p>\n
“\u00d6rnek k\u00fc\u00e7\u00fck vatanda\u015f”
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\u00c7ok iyi bir ar\u015fiv \u00e7al\u0131\u015fmas\u0131 sonucunda her 10 y\u0131ll\u0131k d\u00f6nemden 4\u2019er dergi inceledi\u011fini anlatan Tuncer, “Toplam 112 reklam tespit ettik. Bunlar\u0131n genelini banka reklamlar\u0131 olu\u015fturuyor. Banka reklamlar\u0131nda y\u0131llar i\u00e7inde ortaya \u00e7\u0131kan de\u011fi\u015fim dikkatimizi \u00e7ekti. \u0130lk ba\u015fta kumbara reklamlar\u0131yla tasarrufa y\u00f6nlendirilen \u00e7ocuk daha sonralar\u0131 gerek aktiviteler, gerekse kredi kart\u0131 reklamlar\u0131yla t\u00fcketime y\u00f6nlendirilmeye ba\u015flam\u0131\u015f. Cumhuriyetin ilk y\u0131llar\u0131ndaki reklamlarda \u00e7ocuklar iyi birer k\u00fc\u00e7\u00fck vatanda\u015f olarak konumland\u0131r\u0131lm\u0131\u015f. 1990\u2019l\u0131 y\u0131llarda ise ciddi bir de\u011fi\u015fim var. \u00d6rnek k\u00fc\u00e7\u00fck vatanda\u015f, sa\u011fl\u0131kl\u0131 g\u00fcrb\u00fcz bir \u00e7ocuk yerine her \u015feyi alan, tadan her hizmetten yararlanan bir \u00e7ocuk konumuna gelmi\u015f” dedi.
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Benzer bi\u00e7imde g\u0131da reklamlar\u0131n\u0131n da \u00f6znesinin \u00e7ocuklar oldu\u011funu belirten P\u0131nar Ay\u015fe Tuncer, “Reklamlarda \u00e7ocuklar\u0131n bahsi ge\u00e7en yiyece\u011fi t\u00fckettiklerinde daha sa\u011fl\u0131kl\u0131, g\u00fc\u00e7l\u00fc ba\u015far\u0131l\u0131 olacaklar\u0131 \u015feklinde y\u00f6nlendirmeler vard\u0131. \u0130lk ba\u015flarda reklamlarda yer alan g\u00fcrb\u00fcz sa\u011fl\u0131kl\u0131 T\u00fcrk \u00e7ocu\u011fu imaj\u0131 yerini \u00e7e\u015fitli at\u0131\u015ft\u0131rmal\u0131klar t\u00fcketen \u00e7ocu\u011fa b\u0131rak\u0131yor. Son y\u0131llarda ise daha \u00e7ok teknoloji \u00fcr\u00fcnlerinin reklamlar\u0131nda bir art\u0131\u015f s\u00f6z konusu” diye konu\u015ftu.<\/p>\n
“\u00c7ocuklar hedefte”
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Banka reklamlar\u0131n\u0131n ara\u015ft\u0131rmada \u00f6nemli bir done oldu\u011funu vurgulayan Dr. \u00d6\u011fr. \u00dcyesi \u00dcr\u00fcn Y\u0131ld\u0131ran \u00d6nk de, “\u0130lk reklamlarda \u00e7ocuklara kumbara ile para biriktirin mesaj\u0131 var. Son y\u0131llarda ise tutumlulu\u011fun yerini t\u00fcketim vurgusu al\u0131yor. \u2019\u00c7ocu\u011fa ayr\u0131 hesap a\u00e7al\u0131m, kredi kart\u0131 verelim\u2019 y\u00f6nlendirmeleri s\u00f6z konusu. \u00c7ocuklar \u00e7ok \u00f6zel bir hedef kitle. \u00c7ocuk dergileri de sadece \u00e7ocuklara de\u011fil, ailelere de hitap ediyor. Bir yandan gelece\u011fin t\u00fcketicisi \u00e7ocuklara yat\u0131r\u0131m yaparken, bir yandan da ailelere de ula\u015fm\u0131\u015f oluyorlar” dedi.
<\/p>\n","protected":false},"excerpt":{"rendered":"
Yap\u0131lan bir ara\u015ft\u0131rmada 1928\u2019den 2020 y\u0131l\u0131na kadar \u00e7ocuk dergilerindeki reklamlar incelendi, Cumhuriyetin ilk y\u0131llar\u0131nda \u00f6zellikle banka reklamlar\u0131 arac\u0131l\u0131\u011f\u0131yla tutumlu \u00f6rnek bir k\u00fc\u00e7\u00fck vatanda\u015f olmaya \u00f6zendirilen \u00e7ocuklar\u0131n son 30 y\u0131ll\u0131k d\u00f6nemde t\u00fcketen ve t\u00fckettiren \u00e7ocu\u011fa evrildi\u011fi belirtildi. Ya\u015far \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi doktora \u00f6\u011frencisi P\u0131nar Ay\u015fe Tuncer, \u00e7ocuklar\u0131n, g\u00fcn\u00fcm\u00fczde kitle ileti\u015fim ara\u00e7lar\u0131n\u0131n geli\u015fim ve yayg\u0131nla\u015fmas\u0131yla t\u00fcketim \u00f6znesine…<\/p>\n","protected":false},"author":1,"featured_media":26040,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":""},"categories":[125],"tags":[],"class_list":["post-26039","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi"],"_links":{"self":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/26039","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=26039"}],"version-history":[{"count":1,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/26039\/revisions"}],"predecessor-version":[{"id":26041,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/posts\/26039\/revisions\/26041"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=\/wp\/v2\/media\/26040"}],"wp:attachment":[{"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=26039"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=26039"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.egemtv.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=26039"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}