TÜKETİM AYNASINDA “GÖZ”E YANSIYAN SEYİRLİK VE SEMBOLİK KİMLİKLER
THEATRICAL AND SYMBOLIC IDENTITIES REFLECTING TO “EYE” IN CONSUMPTION MIRROR
Yazar: Ersoy, Ersan
Dergi: Istanbul Journal of Sociological Studies, Vol. 0 No. 49, 2014
Anahtar kelimeler: Consumption, Identity, Values, Fashion, Social Relations ; Tüketim, Kimlik, Değerler, Moda, Sosyal İlişkiler

Bu araştırma tüketim ve kimlik konusu üzerine odaklanmaktadır. Daha önceleri büyük ölçüde ait olunan sınıfa göre kazanılan kimlik, günümüzde tüketime dâhil olunarak birey tarafından inşa edilmekte ve adeta bir tasarıma dönüşmektedir. Tüketilen şeyler daha çok imajlara dayalı olmakta ve bireyleri içinde bulunmak istedikleri sınıfların veya grupların iğreti mensupları haline getirmektedir. Böylelikle sosyal hareketlilik sürecinde tüketim, bir sıçrama tahtası olarak kullanılmaktadır. Aynı zamanda moda gibi tüketime özgü süreçlerle eşitlenerek dışarda kalma korkusunu ortadan kaldıran birey, aidiyetsizliğini, cesurca taşıdığı markalarla modern klanlara sığınarak gidermeye çalışmaktadır. Tüketim toplumunda kimlik, sosyal ilişkileri besleyen soyut değerlerden ziyade, estetiğe, imajlara dayalı olarak ‘göz’ün karşısında kurulmakta ve pazarlanmaktadır. Böylelikle kimlik, özünde saklı olan bütünlükçü yapısını, istikrarını ve derinliğini kaybetmektedir.Anahtar Kelimeler: Tüketim, Kimlik, Değerler, Moda, Sosyal İlişkiler THEATRICAL AND SYMBOLIC IDENTITIES REFLECTING TO “EYE” IN CONSUMPTION MIRRORAbstractThis paper focuses on the issues of consumption and identity. Formerly, the identity in a large scale was gained according to the class which the individuals belong to but today it is constructed through involving into the consumption by the individual and it almost turns into a design. Consumed things are mainly based on images and this situation converts individuals into the fake members of the classes or groups which they want to be included in. Thus, in the process of the social mobility consumption is used as a springboard. In the same time the individual, eliminating the fear of being outside by synchronizing with the processes such as fashion that is specific to consumption, tries to compensate his matter of having no identity by means of refuging to the modern clans with the brands which he bravely carries. The identity in the consumer society is constructed and commercialized in front of the ‘eye’, based on aesthetics and images rather than the abstract values feeding the social relations. Thus, the identity loses its holistic structure hidden in its essence, stability and depth.Keywords: Consumption, Identity, Values, Fashion, Social Relations

This paper focuses on the issues of consumption and identity. Formerly, the identity in a large scale was gained according to the class which the individuals belong to but today it is constructed through involving into the consumption by the individual and it almost turns into a design. Consumed things are mainly based on images and this situation converts individuals into the fake members of the classes or groups which they want to be included in. Thus, in the process of the social mobility consumption is used as a springboard. In the same time the individual, eliminating the fear of being outside by synchronizing with the processes such as fashion that is specific to consumption, tries to compensate his matter of having no identity by means of refuging to the modern clans with the brands which he bravely carries. The identity in the consumer society is constructed and commercialized in front of the ‘eye’, based on aesthetics and images rather than the values feeding the social relations. Thus, the identity loses its holistic structure hidden in its essence, stability and depth.Keywords: Consumption, Identity, Values, Fashion, Social Relations