THE BUILDING OF WOMEN IDENTITY THROUGH BODY IN POSTMODERN SOCIETY

Abstract

Author(s): m羹r ALYAKUT

In this research, it was aimed to determine how women's identity is represented in the media in the post modern society and to investigate which imagery reflects the concept of beauty of the female body. For this purpose, Nestlé Nesfit and Do?adan Form commercial films, which were selected with the purposeful sample management in the postmodern societies, were constructed. The reason for the selection of sample commercial films is that they reflect a global look as a brand, have a high brand awareness by women, and a large consumer base. Semiotic analysis method was applied in the research. In the semiological analysis, the general description and narrative structure of the commercial films are analyzed firstly and then analyzed and described under the heading of color, target group and meaning. As a result of the research, it is seen that the female identity is represented in the media through the body and this representation is suitable for post modern beauty judgments. It has been determined that these judgments, which are defined by the patriarchal point of view in the consumer society, objectify the female body, thin, sporty, long-legged young women reproduce through their bodies and consume them as commodities.

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