COMMEMORATING NATIONAL DAYS IN ADVERTISEMENTS IN A "NEW TURKEY": IMAGES OF EVERYDAY NATIONALISM “YENİ TÜRKİYE”DE ULUSAL GÜNLERİN REKLAM FİLMLERİNDE HATIRLANMASI: GÜNDELİK MİLLİYETÇİLİĞİN GÖRÜNTÜLERİ
Moment Dergi, cilt.9, sa.2 Special Issue, ss.438-464, 2022 (Scopus, TRDizin)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 9 Sayı: 2 Special Issue
- Basım Tarihi: 2022
- Doi Numarası: 10.17572/mj2022.2.438-464
- Dergi Adı: Moment Dergi
- Derginin Tarandığı İndeksler: Scopus, TR DİZİN (ULAKBİM)
- Sayfa Sayıları: ss.438-464
- Anahtar Kelimeler: advertisements, corporate nationalism, everyday nationalism, National days, new Turkey
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- Sağlık Bilimleri Üniversitesi Adresli: Evet
Özet
This study examines how Republican national days are remembered in advertisements in ”The New Turkey”, where secularist-Kemalist nationalism and its historiography have drifted away from their central position of power under the Justice and Development Party rule. Focusing on the post-2012 period in Turkey, when regulations on national days were changed; a content analysis of 27 advertisements about Republican national days, which were enlisted on the YouTube Ads Leaderboard, has been carried out. There are three important findings of this study. First, in most of the advertisements, national days are remembered through images of everyday nationalism that purports an idea of truthfulness. Second, in advertisements which use images of the past, those days are redefined with reference to Kemalist official historiography. Third, these are reinforced by shared emotions for the nation and its symbols. Accordingly, the study argues that in “The New Turkey”, advertisements about national days are political arenas, where the nation is redefined, appropriated, made ordinary and popularized beyond the political orientation and polarizations of the corporations.