Research Article


DOI :10.26650/iukad.2023.1272548   IUP :10.26650/iukad.2023.1272548    Full Text (PDF)

Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye

Saadet Zeynep Varlı Gürer

Alongside the changes to the social structure through digitalization, the fear that traditional values will be undermined is feeding the conservative ideology. From the perspective of the ruling power in Türkiye, the West is considered to be the source of technology as well as the representative of a culture that destroys social values. In particular, the idea that the digital age will erode traditional family values and damage social structure make up the contents that are addressed in the public service ads of Türkiye’s Presidency of Religious Affairs. The family unit is one of the spheres of political action, and governments try to shape families in line with their own discourses. The aim of this study is to determine how the conservative sovereign power’s discourse on the traditional family ideology, which is constructed using religious references in the face of digitalization, is reflected in the public service ads the Presidency of Religious Affairs broadcasts. In this context, this article analyzes two of the four most-watched public service announcements that were broadcast during an event marking the week of Mawlid al Nabi that had been created under the theme of “Our Prophet and Family.” The article uses the semiotic method to determine the dominant ideological codes in these public service announcements. The findings reveal that the analyzed content had constructed semiotic codes and sequential oppositions to reveal the negative impact of digital transformation on traditional family values. In the public service ads, digitalization was coded as an element that conveys the negative impact of Westernization on the family. In conclusion, the Presidency of Religious Affairs can be said to prioritize conservative values, the family, and the patriarchal social order over the transformative power of the West by putting women at the center and attempting to transform daily life practices with respect to this traditional structure using religious references, thus also supporting the discourses of the ruling power. 

DOI :10.26650/iukad.2023.1272548   IUP :10.26650/iukad.2023.1272548    Full Text (PDF)

Türkiye’de Yayınlanan Diyanet Kamu Spotlarında Dijital Dönüşüm Karşısında Geleneksel Aile Kodlarının İnşası

Saadet Zeynep Varlı Gürer

Toplumsal yapı dijitalleşme ile değişirken geleneksel değerlerin zedeleneceği korkusu muhafazakar ideolojiyi beslemektedir. Türkiye’deki egemen iktidarın bakış açısında, Batı, teknolojinin kaynağı fakat bir o kadar da toplumsal değerleri yok eden bir kültürün de temsilcisi olarak değerlendirilmektedir. Özellikle dijital çağın geleneksel aile değerlerini yıpratacağı ve toplumsal yapıya zarar vereceği düşüncesi Türkiye’de yayınlanan Diyanet İşleri Başkanlığı’nın kamu spotlarında ele alınan bir içerik olarak karşımıza çıkmaktadır. Aile, politik eylem alanlarından biridir ve iktidarlar onu kendi söylemleri doğrultusunda biçimlendirme çabası içine girmektedirler. Amaç; Diyanet İşleri Başkanlığı’nın yayınladığı kamu spotlarında, muhafazakar egemen iktidar söyleminin dijitalleşme karşısında dini referanslarla inşa ettiği geleneksel aile ideolojisi üzerindeki yansımalarının saptanabilmesidir. Bu bağlamda Mevlidi Nebi Haftası özelinde “Peygamberimiz ve Aile” teması ile oluşturulan etkinlikte yayınlanan dört adet kamu spotundan en çok izlenen ikisi incelenmiştir. Yöntem; ilgili kamu spotlarında egemen ideolojik kodların saptanabilmesi için göstergebilim yöntemi kullanılmıştır. Bulgular; analiz edilen içeriklerde, dijital dönüşümün geleneksel aile değerleri üzerindeki olumsuz etkisini ortaya koyacak göstergesel kodların ve dizisel karşıtlıkların kurgulandığı saptanmıştır. Kamu spotlarında, dijitalleşme, Batılılaşma’nın aile üzerindeki olumsuz etkisini aktaran bir unsur olarak kodlanmıştır. Sonuç; Diyanet İşleri Başkanlığı’nın yayınladığı ilgili kamu spotları ile kadını merkeze alarak Batı’nın kültürel yapıyı dönüştürücü gücüne karşı muhafazakar değerlere, aileye ve ataerkil toplum düzenine öncelik verdiği ve gündelik yaşam pratiklerini de dini referanslar ile bu geleneksel yapıya göre dönüştürmeye çalıştığı söylenebilmektedir. Böylece egemen iktidarın söylemlerini de desteklemektedir. 


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APA

Varlı Gürer, S.Z. (2023). Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye. Istanbul University Journal of Women’s Studies, 0(27), 41-55. https://doi.org/10.26650/iukad.2023.1272548


AMA

Varlı Gürer S Z. Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye. Istanbul University Journal of Women’s Studies. 2023;0(27):41-55. https://doi.org/10.26650/iukad.2023.1272548


ABNT

Varlı Gürer, S.Z. Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye. Istanbul University Journal of Women’s Studies, [Publisher Location], v. 0, n. 27, p. 41-55, 2023.


Chicago: Author-Date Style

Varlı Gürer, Saadet Zeynep,. 2023. “Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye.” Istanbul University Journal of Women’s Studies 0, no. 27: 41-55. https://doi.org/10.26650/iukad.2023.1272548


Chicago: Humanities Style

Varlı Gürer, Saadet Zeynep,. Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye.” Istanbul University Journal of Women’s Studies 0, no. 27 (Dec. 2023): 41-55. https://doi.org/10.26650/iukad.2023.1272548


Harvard: Australian Style

Varlı Gürer, SZ 2023, 'Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye', Istanbul University Journal of Women’s Studies, vol. 0, no. 27, pp. 41-55, viewed 3 Dec. 2023, https://doi.org/10.26650/iukad.2023.1272548


Harvard: Author-Date Style

Varlı Gürer, S.Z. (2023) ‘Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye’, Istanbul University Journal of Women’s Studies, 0(27), pp. 41-55. https://doi.org/10.26650/iukad.2023.1272548 (3 Dec. 2023).


MLA

Varlı Gürer, Saadet Zeynep,. Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye.” Istanbul University Journal of Women’s Studies, vol. 0, no. 27, 2023, pp. 41-55. [Database Container], https://doi.org/10.26650/iukad.2023.1272548


Vancouver

Varlı Gürer SZ. Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye. Istanbul University Journal of Women’s Studies [Internet]. 3 Dec. 2023 [cited 3 Dec. 2023];0(27):41-55. Available from: https://doi.org/10.26650/iukad.2023.1272548 doi: 10.26650/iukad.2023.1272548


ISNAD

Varlı Gürer, SaadetZeynep. Constructing Traditional Family Codes Against Digital Transformation in Public Religious Ads Broadcast in Türkiye”. Istanbul University Journal of Women’s Studies 0/27 (Dec. 2023): 41-55. https://doi.org/10.26650/iukad.2023.1272548



TIMELINE


Submitted28.03.2023
Accepted27.09.2023
Published Online04.10.2023

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