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Tüketim Kültüründe Beden Güzelligi ve Yemek Yeme Arzulari: Kadinlarin Tüketim Pratiklerine Yansimasi

Author

Listed:
  • Ayla Özhan DEDEOGLU

    (Ege Üniversitesi Iktisadi ve Idari Bilimler Fakültesi,Isletme Bölümü)

  • Ipek SAVASCI

    (Ege Üniversitesi Iktisadi ve Idari Bilimler Fakültesi,Isletme Bölümü)

Abstract

Tüketim kültüründe tüketilen bir nesne haline alan, kültürel, tibbi ve medyatik söylemlerin normalize ve problematize ettigi ve tüketicilerin ulasmayi arzuladigi “öteki” beden, daima kendi bedenlerinden daha ince bedendir. Diger yandan tüketiciler “güzel” beden arzulari ile tüketim ürünleri ve mesajlari araciligiyla sürekli siddetlendirilen yemek yeme arzulari arasinda kalmaktadirlar. Calismanin amaci, tüketicilerin beden güzelligi ve yemek yeme arzularinin yapisini ve kadinlarin tüketim pratiklerine nasil yansidigini kesfetmektir. Bulgular, Belk, Ger ve Askegaard’in (2005) önermeleriyle tutarli olarak, tüketicilerin bu arzularinin öteki olma ve sosyallik arayisina dayandigini, tehlike algisi yarattigini ve uzaklik ve ulasilamazlik durumunda siddetlendigini ortaya koymaktadir.

Suggested Citation

  • Ayla Özhan DEDEOGLU & Ipek SAVASCI, 2005. "Tüketim Kültüründe Beden Güzelligi ve Yemek Yeme Arzulari: Kadinlarin Tüketim Pratiklerine Yansimasi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 5(1), pages 77-87.
    • Handle: RePEc:ege:journl:v:5:y:2005:i:1:p:77-87
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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