COMMUNICATING THE IDEAL FAMILY: A DISCOURSE ANALYSIS OF FAMILYORIENTED PUBLIC SERVICE ANNOUNCEMENTS IN TÜRKIYE

Authors : Ayça Bakıner

Pages : 145-154

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Publication Date : 2025-10-01

Article Type : Research Paper

Abstract :This study explores how the concept of the \\\"ideal family\\\" is constructed in Turkish public service announcements (PSAs) produced between 2020 and 2024 by the Ministry of Family and Social Services. Using critical discourse analysis, the research examines how language and visual elements are combined to promote cultural narratives about family life, gender roles, emotional norms, and social order. The analysis of six selected PSAs reveals that these statesponsored messages consistently portray a morally upright and emotionally harmonious family model. Fathers are often represented as rational leaders, mothers as nurturing caregivers, and children as obedient participants in a structured domestic environment. Even when addressing modern themes, such as digital distraction or women\\\'s empowerment, the underlying structure of the family remains traditional and hierarchical. The PSAs also employ emotionally charged visual techniques, such as warm lighting, symmetrical framing, and slowmotion scenes to evoke feelings of safety, unity, and moral clarity. Notably, the absence of alternative family structures or any mention of inequality points to a pattern of silence that reinforces dominant norms. The study concludes by emphasizing the role of PSAs in shaping public perception through emotional and ideological messaging. It offers practical insights for media producers and policymakers while contributing to broader discussions in communication studies on media representation, cultural identity, and ideological discourse.
Keywords : Kamu Spotu, Aile, Söylem Analizi, Toplumsal Cinsiyet, Medya İdeolojisi

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