GÖÇMEN AYRIMCILIĞINI KONU ALAN HALKLA İLİŞKİLER KAMPANYALARINDAKİ GÖRSELLERİN GÖSTERGEBİLİMSEL ANALİZİ
Date
2022-01-26
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Abstract
Son yıllarda dünya çapında yerel, ulusal ve uluslararası alanda göçmen
ayrımcılığına karşı halkla ilişkiler kampanyaları hazırlanmıştır. Bu çalışmada
göçmen ayrımcılığına karşı hazırlanan halkla ilişkiler kampanyalarında göçmenlerin
nasıl ve ne yönde temsil edildikleri ortaya konulmaya çalışılmıştır. Bu amaçla
çalışmada dünyada en çok göçmen nüfusa sahip ülkelerden ABD, Almanya,
İngiltere, Fransa, Kanada, Avustralya ve İspanya'da göçmen ayrımcılığına karşı
hazırlanan halkla ilişkiler kampanyalarına ait görseller nitel araştırma yöntemleri
içerisinde yer alan göstergebilimsel analiz yöntemi kullanılarak incelenmiştir.
Çalışmada belirlenen sekiz farklı halkla ilişkiler kampanyasının görselleri, üç farklı
felsefecinin göstergebilim yaklaşımı üzerinden analiz edilmiştir. Elde edilen
bulgularda, göçmen ayrımcılığının önlenmesine yönelik halkla ilişkiler
kampanyalarında yalnızca günlük hayattan seçilen göçmenlere ve onların
söylemlerine yer verilerek göçmen ayrımcılığının oluşmasının önlenmeye çalışıldığı
görülmüştür. Diğer yandan çalışmada, kampanyalar içerisinde göçmenlerin sosyal ve
ekonomik açıdan topluma katkıları ortaya konularak, göçmenlerin toplum tarafından
dışlanmasının ve ötekileştirilmelerinin önüne geçilmeye çalışıldığı saptanmıştır.
Description
The Semiotic Analysis of Images in Public Relations Campaigns on
Immigrant Discrimination
ABSTRACT: The public relations campaigns have been prepared against immigrant discrimination at local, national and international levelin recent years. In this study, it was tried to determine how and in what way immigrants have been represented in public relations campaigns prepared against immigration discrimination. For this purpose, in the study, visuals belonging to public relations campaigns which are prepared against immigrant discrimination in USA, Germany, UK, France, Canada, Australia and Spain from countries with the highest number of migrants in the world were examined by using the semiotic analysis method in qualitative research methods. The images of eight different public relations campaigns were analyzed in the light of semiotic understanding of three different philosophers. In the findings, it was observed that only migrants who were chosen from daily life and their discourses were used to prevent immigrant discrimination in public relations campaigns. On the other hand, it was revealed that social and economic contributions of the immigrants to the society were put forward and the exclusion and marginalization of migrants were tried to be prevented in the campaigns.
ABSTRACT: The public relations campaigns have been prepared against immigrant discrimination at local, national and international levelin recent years. In this study, it was tried to determine how and in what way immigrants have been represented in public relations campaigns prepared against immigration discrimination. For this purpose, in the study, visuals belonging to public relations campaigns which are prepared against immigrant discrimination in USA, Germany, UK, France, Canada, Australia and Spain from countries with the highest number of migrants in the world were examined by using the semiotic analysis method in qualitative research methods. The images of eight different public relations campaigns were analyzed in the light of semiotic understanding of three different philosophers. In the findings, it was observed that only migrants who were chosen from daily life and their discourses were used to prevent immigrant discrimination in public relations campaigns. On the other hand, it was revealed that social and economic contributions of the immigrants to the society were put forward and the exclusion and marginalization of migrants were tried to be prevented in the campaigns.
Keywords
public relations and advertising