Akademik Veri Yönetim Sistemi
ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI, sa.41, ss.27-48, 2011 (ESCI)
Authorities capable of directing mass media surround the audience with cultural, political, economical and social areas to be built by meanings they load on media messages as dominant expressions. This siege comes alive with images and meanings which are repeatedly imposed on to audience on daily bases. Especially in advertising films repetitions of images and meanings create needs that blaze cultural production. Culture, as a learnt and transmitted reality, is presented as a meta by mass media creation and imposition system. In today's world film, advertisings, images in the news are perceived as 'the reality itself'. In this kind of media messages connotative meanings function as a myth which makes the intented ideological meaning natural and innocent. The subject of this study is to manifest the global dominant discourse lying behind the visual cultural elements in the context of Dondurmam Gaymak. For analyzing visual element's, Mitchell's 'Family of Images' (graphic, optic, perceptual, mental and verbal images) has been chosen as a method. In the study because of the film technique we see active images instead of stable images such as photograph, painting, illustration. Throughout discourse analysis, the study aims to present that after the pervasion of visual media, the production, introduction, distribution and sales of cultural phenomenons have been transformed into commodities produced by companies and consumed by the masses.