FUNCTION OF THE CONSUMPTION SOCIETY AND POPULAR CULTURE IN TURKISH CINEMA: ICE CREAM GAYMAK FILMİ INVESTIGATION

Abstract

Today, media has become one of the most effective, most active institutions in the societies. We can say that the channels of communication have a very important impact in the realization of social integrity and socialization process. The movement in consumer culture plays a central role in today's society in order to better understand the specific ideology in the world and to create a favorable environment for the emergence of popular culture tools. In this case, the social structure reveals a situation that cannot be sustained according to a culture. As a matter of fact, in this continuum, individuals become a part of the culture that is served to them. No doubt the media; by managing the situation and behaviors of consumers, they show the tastes that are needed to be needed and show how these needs and needs should be eliminated. Movements in the culture of consumption play a central role in the understanding of today's society, creating an environment suitable for the emergence of certain ideologies and popular cultural instruments in the world. Finally, this environment creates a status that changes according to culture and social structure. This culture, which the media transforms into continuity using the patterns of traditionalism, is considered to be popular culture today. Especially the concepts of consumption and consumer society, together with modernization, are the factors determining the status and classes in daily life. As a result, in the 21st century capitalism wheel and the siege of modernity, the fact that the production society is replaced by the consumer society, the relationship between the consumption and the power of the media to affect and even change the attitudes and behaviors of individuals will be discussed. The study consists of two main parts. In the first chapter; consumer society and popular culture in Turkey to examine the effects on the city and the individual; the power and effects of the mass media in the globalizing world will be examined within the theoretical framework of the reality of cinema. In the second part of the study; the criticism of consumerism and popular culture will be evaluated from the Turkish cinema films ’Dondurmam Gaymak ‘by using the discourse analysis method.