Informal Adult Learning: Advertisements in Women's Magazines in Turkey
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Date
2021
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Publisher
Sage Publications inc
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Abstract
This study examines the visual and verbal content of advertisements in women's magazines published between 1980 and 1990 in Turkey. Based on content analysis, we established the categories of products and services, age, body parts, women's roles, clothes, and locations. We determined the five most frequent words employed in all grammatical or lexical forms: beautiful (guzel), to live (yasamak), new (yeni), skin (cilt), and young (genc). By examining the data through informal learning, the study looks at how consumer-oriented values were taught informally to women readers during a period when Turkey underwent integration with the neoliberal global economy. We argue that the advertisements in women's magazines were effective both in terms of disseminating the dominant values of the era and in causing women to informally internalize the consumer-oriented values required for the development of the desired female subjectivities of an emerging neoliberal society.
Description
Gur, Faik/0000-0003-3203-4187; Seggie, Fatma Nevra/0000-0002-0657-6284; kisabacak basgurboa, Dr. gulsah/0000-0001-6337-2598
Keywords
Media, Informal Adult Learning, Neoliberalism, Neoliberal Subjectivities, Consumer Culture, Women Magazines, Turkey
Turkish CoHE Thesis Center URL
Fields of Science
Citation
1
WoS Q
Q4
Scopus Q
Q2
Source
Volume
71
Issue
4
Start Page
315
End Page
337