Gayrimenkul geliştirme projelerinde  kentsel imge ve kullanıcı kimliği ilişkileri  üzerine nitel bir araştırma
A qualitative research on the relationship between urban image and user identity in real estate development projects
Yazar: EMİNE MERVE SONGÜLER
Danışman: DR. METE BAŞAR BAYPINAR
İstanbul Teknik Üniversitesi / Fen Bilimleri Enstitüsü / Gayrimenkul Geliştirme Ana Bilim Dalı / Gayrimenkul Geliştirme Bilim Dalı
Derece: Yüksek Lisans, 2019
Konu: Şehircilik ve Bölge Planlama = Urban and Regional Planning

Özet:
Bu çalışmanın amacı kentsel imaj ögelerinin gayrimenkul projelerinde kimlik oluşturma ve projelerde kullanılan kimlik ögelerin üzerinden oluşturulmak istenen kimliğin stratejik olarak kullanımını incelemektir.Bu doğrultuda çalışmada kent imajı,kimlik, kullanıcı kimliği arasındaki ilişkiler ile bu ilişkilerin üst gelir grupları arasında tarihsel süreç içerisinde nasıl geliştiğini ortaya koyan kapsamlı bir yazın araştırması yapılmıştır. Öncelikle kent kimliğinin tanımı ve kent imajının tanımı ve bu tanımların oluşmasında ortaya çıkan süreçler ve kavramlar irdelenmiştir. Daha sonra kent kimliği ve kent imajına dair yapılan literatür taraması verilerek, imaj ve kimlik arasındaki ilişkinin nasıl ortaya çıktığı araştırılmıştır. İki kavram üzerinden yapılan araştırmada kent kimliği ve imajını oluşturan ögeler ve süreçler ortaya çıkartılmıştır. Literatür taramasının diğer bir kısmında ise kent imajı(imgesi) ile (gayrimenkul) kullanıcı kimliği arasındaki ilişki ülkemizden ve dünyanın çeşitli noktalarından süreçler ile deşifre edilmiştir. Oluşturulan bu çerçeve üzerinden ise ülkemizde üst gelir grubuna hitaben yapılan projelerde kentsel imgenin kullanımına dair gerçekleşmiş olan tarihi süreç irdelenerek, günümüzde incelenecek projeler açısından geçmişten gelen bir perspektif oluşturulmuştur.Çalışmada seçilen gayrimenkul projelerinde, birinci ve ikinci bölümlerde oluşturulan çerçeve kapsamında kent imajı, kimlik ve kullanıcı kimliğine dair unsurlar kent imajının tanımlanmasına dair ilk çalışmayı yapmış olan Kevin Lynch'in kentsel imaj ögeleri çalışması çerçevesinde mekansal uygulamaların irdelenmesi ile, projelerind tanıtımı amacı ile üretilmiş olan pek çok görsel/işitsel tanıtım materyalinin yine kent imgesi ve kimlik ilişkisi bağlanmındaki güç ilişkilerinin söylem analizi çerçevesinde nitel olarak araştırılması ve deşifre edilmesi amacı ile incelenmiştir. İncelenen projeler için kendi özellerinde birer değerlendirme yapılarak, farklı profil ve içeriklere sahip projelernin kent kimliği ve kullanıcı ilişkisi bakımından ortak ve farklı yönleri belirlenmiştir. Çalışma kapsamında son olarak irdelenen projelerden elde edilen bulgular; kentsel imge ve kimlik ilişkisi açısından ve gayrimenkul geliştirme süreçleri açısından değerlendirilendirilmiştir. Kentsel imge ve kimlik ilişkisi açısından yapılan değerlendirmelerde, projelerde yer alan imge/kimlik ilişkisinin sonuçları ve bu bağlamdan çalışmanın başka ne gibi konulara referans olabileceğinden bahsedilmiştir. Gayrimenkul geliştirme süreçleri açısından yapılan değerlendirmede ise geliştirilen ürünün yer aldığı pazar içerisinde yarattığı farklılık ve sonuç ürünün geliştirici bakımından hngi konulara referans verebileceği belirtilmiştir.

Abstract:
The aim of this study is to examine the urban identity, identity, user identity and the relationship between urban image, identity and user identity in the historical process. A comprehensive literature survey was conducted. First of all, the definition of urban identity and the definition of urban image and the processes and concepts that emerged in the formation of these definitions were examined.Contemporary psychology, which states that identity is a perceptual entity that can be defined by comparing an entity with its peers, states that identity is not an actual entity. Therefore, in order to be able to talk about the identity of an asset, it points to the perceptibility of abstract or concrete features, characteristics and elements of that asset (Balamir 1993, Kancıoğlu, 2005; cited in Oğurlu, 2014). The identity of a city is actually all the elements of a city. Not only the physical environment, but also the socio-cultural structure of the urban population, the economy of the city, and the position of the city within the country are among the identity elements of that city. Among these particularities, the dominant and interesting ones constitute the city identity as the city's identity elements. Today, the concept of image has become one of the frequently used concepts in many fields from daily life to academic writing. The meaning of the image for each individual is different because each object has its own characteristics and each individual has different forms of perception. Therefore, it is possible to say that almost every object in the world has as much image as the living thing that perceives itself. The basic issues required for the identity of a space; According to Relph, who defines the social, cultural and physical dimension of space as well as user participation and activity; In order to establish the identity of a space, it must also have certain architectural features that will allow the formation of a collective memory. For the formation of collective memory, a certain set of experiences, the persistence of events and associations, the image that will create in the mind of the space and the identity that will develop accordingly is directly effective . Considering that this imagination process, which is said to be necessary for the formation of the identity of a space, will occur in a similar way in a city space, the spaces constituting the identity of the city are spaces that can be perceived and read by everyone; it should serve a collective memory and have an impact on the scale of the city as a physical space. However, the spaces that can meet these characteristics are the common spaces of the city and can take place in the identity of the city as imagination. Spaces where our different vital experiences take place also play a role in the formation of different images related to each space. For this reason, identities / identities formed on images often lead to strong connections with spaces and we also establish these connections by interacting with different people or groups. In fact, sometimes the person or group identities that create contradictions sometimes emerge with the similarity and strengthen the perception of identity. Therefore, some places may reveal the differences between us and other people or groups and some places support similarities. Identity within the city is not unique to spaces produced or transformed in the norms of consumer society. The relationship between identity and space is related to many elements that give the characteristics of the city. While many structures in the urban space are produced in the process, the perceptions of the citizen and other users about the urban images develop within the fiction of the outer space and the structures, borders, and sign elements that contain some of Lynch's urban image elements come first. The other parts of these elements, some of which are made up of a number of natural limiting elements, bear witness to the history of the city in the process as well as social memory as well as identity.Afterwards, a literature review on urban identity and urban image was given, and the relationship between image and identity emerged. In the research conducted on two concepts, the elements and processes that make up the urban identity and image are revealed. In another part of the literature review, the relationship between urban image (image) and user identity (user) is deciphered by processes from our country and various parts of the world. The basic issues required for the identity of a space; Therefore, some places may reveal the differences between us and other people or groups and some places support similarities.On the basis of this framework, the historical process regarding the use of urban image in the projects addressed to the upper income group in our country was examined and a perspective from the past was formed in terms of the projects to be examined today. elements of the identity of the urban image of Kevin Lynch, who made the first study on the definition of urban image elements within the framework of the study of spatial applications, the project produced for the purpose of introducing many visual / audio promotional materials again within the framework of the discourse analysis of the relationship between urban image and identity. It is possible to create a research subject that will prove that the degree.In the evaluations made in terms of urban image and identity relationship, the results of the image / identity relationship in the projects and in this context, what other aspects of the study can be referred to. The closer the produced space is to the referenced image, the stronger it becomes in the discourses to be developed on the space. The power of discourse is the main channel through which sales and marketing methods are directly accessible to the user. Therefore, in addition to the fact that a project to be developed through the image carries the image to the place with the main lines, the creation of the details within the project based on this image comes to the forefront in terms of integrity. In spite of the length of the process of building and emerging the physical space, the fact that the project is frequently brought up in different media and presented by idealizing how it will be integrated when completed with various visual materials will keep the attention to the final state of the space alive when the project is completed.In the evaluation made in terms of real estate development processes, it is stated that the difference created by the developed product in the market and the final product can refer to the issues in terms of the developer. All of this is the yaratıl moment "of the right target audience; the project should achieve the desired success and the user should adopt this living space as part of his / her identity and adopt it as a life scene. It should not be forgotten that the user of this scene will not be the same in every time period and that the images constituting the content of this scene and the change in the identity that these images address are part of. Considering the socio-cultural change of the society and this change can take place at any time today; it will be possible to build the right stage by following the changing tastes with the society in which the target audience is located and by making the determination correctly.