Gender frames and glocalizatıon : comparative study of Turkish and Nigerian advertisements : Toplumsal cinsiyet çerçeveleri ve Glokalizasyon Nijerya ve Türkiye reklamlarının karşılaştırılmalı analizi


Institution Of The Thesis: Marmara Üniversitesi, Turkey

Approval Date: 2019

Thesis Language: English

Student: Anemikaye Goodluck

Consultant: ALPARSLAN NAS

Abstract:

Over the years, the prevalence of gender studies of various stereotypes has been over bloated in the literature. This is due to the fact that scholars on gender issues have been faced with one form of stereotype or the other at all times. These stereotypes are roles, portrayals, and representations which have evolved into realities and standards of people in the society. Although the first wave and second wave feminists in their scholarly contribution have made a seismic effort to set the records straight as it relates to women in the socio-cultural, economic and even in the media space. On the media domain, the effort of these group of feminists to an extent has shown considerable records of deconstruction of women representation. To increase the amount of impact of their efforts, the adoption of new approaches on gender issues is totally unavoidable in broadening the debate on gender ideologies. Therefore, there is a need to engage in new academic frontiers which cut across global and local ideologies in the deconstruction process of negative frames on women especially in developing countries. Western global countries have displayed a certain level of this unique approach in their ads and by this means has initiated certain reversal narratives through their global brands. Their aim is basically to avert certain local narratives for a better representation of a certain group of people. This reversal approach is called Glocalization. Thus, this work moves to examine a reversal of constructed narratives on gender frames through glocal ads. To examine the deconstructed narratives initiated by the new approach, a semiotic analysis was employed to critically analyze some selected adverts from Turkish and Nigerian media. The finding reveals that subsidiary products of global brands avoid ideologies with global inclination in order to weasel out of deconstructive realities to gender issues within the local settings. -------------------- v TABLE OF CONTENTS ÖZET .............................................................................................................................................................. i ABSTRACT ................................................................................................................................................... iii Thesis Acknowledgement ......................................................................................................................... iv LIST OF TABLES........................................................................................................................................ vii LIST OF FIGURES ..................................................................................................................................... vii LIST OF IMAGES ....................................................................................................................................... vii CHAPTER ONE - INTRODUCTION ............................................................................................................ 1 1.1 Background of the study ................................................................................................................. 1 1.2 Statement of the Problem .............................................................................................................. 5 1.3 Aim and Objectives of the Study ................................................................................................... 6 1.4 Research Questions ......................................................................................................................... 7 1.5 Scope of the Study .......................................................................................................................... 7 CHAPTER TWO: LITERATURE REVIEW ................................................................................................... 8 2.1 GENDER, ADVERTISING AND GLOCALIZATION: A Theoretical ................................................ 8 2.2 ADVERTISING AND SOCIETY ......................................................................................................... 8 2.3 GENDER AND MEDIA....................................................................................................................... 9 2.4 GENDER AND ADVERTISING ....................................................................................................... 11 2.5 GLOCALIZATION AND ADVERTISING ......................................................................................... 13 2.5.1 Glocalization Approach .......................................................................................................... 15 2.6 Advertising in Nigeria and Turkey ............................................................................................... 16 2.6.1 Advertising in Nigeria ............................................................................................................. 16 2.6.2 Advertising in Turkey ............................................................................................................. 18 2.7. Note On Theory and Methodology ............................................................................................. 19 2.7.1. Feminist Standpoint Theory ..................................................................................................... 19 2.7.2. Framing Theory ......................................................................................................................... 20 vi 2.7.3 Discourse Analysis ...................................................................................................................... 21 2.7.4. EMPIRICAL REVIEW .................................................................................................................. 22 2.7.5. Semiotics/Semiology ................................................................................................................. 24 2.7.6. Note on Methodology ................................................................................................................... 28 CHAPTER THREE: RESEARCH ANALYSIS .............................................................................................. 30 3.1 THE ANALYSIS OF NIGERIAN ADVERTISEMENTS .................................................................... 30 3. 1. 1 Coca-Cola Advertisement Campaign ................................................................................. 30 3.1.2 Ariel ........................................................................................................................................... 35 3.1.3 Delta Soap ............................................................................................................................... 39 3.1.4 Gold Circle................................................................................................................................ 41 3.1.5 FCMB: A word of opportunities ............................................................................................ 45 3.1.6 MTN .......................................................................................................................................... 48 3.1.7 MAGGI: SECRET INGREDIENT IN EVERY HOME ............................................................... 51 3.1. 8 PEAK MILK .............................................................................................................................. 54 3.2. THE ANALYSIS OF TURKISH ADVERTISEMENTS..................................................................... 57 3.2.1 Coca- Cola Ad Turkey (Asansör) .......................................................................................... 57 3.2.2 Ariel (Turkey) .......................................................................................................................... 60 3.2.3 DURU SOAP ............................................................................................................................. 63 3.2.4 OKEY ......................................................................................................................................... 66 3.2.5 Alternatif Bank ........................................................................................................................ 68 3.2.6 ORKID ...................................................................................................................................... 72 3.2.7 Vodafone Altın Kulüp- Ben yaptım ....................................................................................... 75 3.2.8 Korkmaz Kadının Masası ........................................................................................................ 77 4. CHAPTER FOUR: CONCLUSION ......................................................................................................... 80 4.1 The Semiotic Analysis of the Syntagmatic Relationship Between Signs ................................ 80 4.2 Final Significations of the Advertisements ................................................................................. 83 REFERENCES ............................................................................................................................................. 85