Bu \u00e7al\u0131\u015fmada, otomobilin reklam metinlerinde insan bi\u00e7imselle\u015ftirilmesi sonucunda ortaya \u00e7\u0131kan melez varl\u0131k otomobil-insan tart\u0131\u015f\u0131l\u0131rken, s\u00f6z konusu yeni olu\u015fumun arkas\u0131nda bulunan modernist mekanizma anlay\u0131\u015f\u0131, teknokrasi ve t\u00fcketim k\u00fclt\u00fcr\u00fcn\u00fcn yabanc\u0131la\u015fma etkisi dile getirilmektedir. Modern t\u00fcketim toplumundaki g\u00fcndelik ya\u015fam\u0131 yap\u0131land\u0131ran en \u00f6nemli meta-simgelerden biri olan otomobilin, National Geographic Dergisi\u2019nde motorlu ara\u00e7 reklamlar\u0131ndaki t\u00fcm sunum bi\u00e7imlerini ele alan bu \u00e7al\u0131\u015fmada incelenen reklam metinlerinin her biri, devasa tek bir reklam\u0131n ayr\u0131 bir par\u00e7as\u0131ym\u0131\u015f gibi ele al\u0131nmaktad\u0131r. Reklam metinlerinde insan bi\u00e7imselle\u015ftirilerek sunulan otomobile, ideal modern bireyin \u00f6zellikleri y\u00fcklenmektedir. Modern bir proje olarak otomobil-insan , modern bireye kapitalizmden, mek\u00e2ndan-zamandan, toplumsal cinsiyet ve kusursuzluk bask\u0131s\u0131ndan ba\u011f\u0131ms\u0131z olan bir \u00f6zg\u00fcrl\u00fck alan\u0131 yarat\u0131yor g\u00f6r\u00fcnmektedir. Ancak ger\u00e7ekte otomobil, modern toplumda devasa bir panoptikon i\u015flevi g\u00f6rmektedir. Modern ya\u015fam\u0131n d\u00fc\u015f\u00fcnsel anlam\u0131yla oda\u011f\u0131 olan modern \u00f6zne, merkezdeki rol\u00fcn\u00fc otomobil k\u00fclt\u00fcr\u00fc i\u00e7erisinde otomobile b\u0131rak\u0131rken tam, b\u00fct\u00fcn ve \u00f6zerk do\u011fas\u0131n\u0131 da araca terk etmektedir. Bu kitapta, ideal modern \u00f6znenin kimli\u011fini olu\u015fturan toplumsal cinsiyet, ilerlemecilik, milliyet\u00e7ilik, modern bilim anlay\u0131\u015f\u0131, teknoloji, zaman-mek\u00e2n alg\u0131lay\u0131\u015f\u0131 gibi temel \u00f6\u011feler ayr\u0131 ayr\u0131 ele al\u0131narak reklam metinleri \u00e7\u00f6z\u00fcmlenmektedir. <\/p>\n","protected":false},"excerpt":{"rendered":"
Bu \u00e7al\u0131\u015fmada, otomobilin reklam metinlerinde insan bi\u00e7imselle\u015ftirilmesi sonucunda ortaya \u00e7\u0131kan melez varl\u0131k otomobil-insan tart\u0131\u015f\u0131l\u0131rken, s\u00f6z konusu yeni olu\u015fumun arkas\u0131nda bulunan modernist mekanizma anlay\u0131\u015f\u0131, teknokrasi ve t\u00fcketim [\u2026]<\/span><\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"product_brand":[],"product_cat":[20039,13488],"product_tag":[],"class_list":{"0":"post-693335","1":"product","2":"type-product","3":"status-publish","5":"product_cat-kultur-tarihi","6":"product_cat-toplum-ve-insan","7":"pa_cilt-ciltsiz","8":"pa_tur-kitap","9":"pa_yayinevi-utopya-yayinevi","10":"pa_yazar-serpil-aygun-cengiz","12":"first","13":"instock","14":"sale","15":"shipping-taxable","16":"purchasable","17":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product\/693335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=693335"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_brand?post=693335"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_cat?post=693335"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_tag?post=693335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}