The Speciesist Face Of Popular Culture: Nonhuman Animals In Animal-Based Product Commercials

Authors : Erhan Korkmaz

Pages : 314-336

Doi:10.30622/tarr.1647553

View : 106 | Download : 56

Publication Date : 2025-06-29

Article Type : Research Paper

Abstract :In contemporary popular culture, commercials have transcended their traditional function as mere platforms for product promotion, evolving into potent ideological tools that construct, disseminate, and reinforce a multitude of social discourses. As such, they play a pivotal role in shaping cultural structures, influencing consumer perceptions, and molding public attitudes on ethics and social norms. This study critically examines how nonhuman animal representations are fashioned within a speciesist discourse framework in twelve commercials from prominent brands in Turkey—namely Şenpiliç, Banvit, Lezita, Kor Organik Yumurta, Gedik Piliç, Sultan Et, Pınar Et, Maret, Sütaş, Pınar Süt, İçim, and Ekici—that sell white/red meat, dairy, and eggs. Employing a qualitative research design, the analysis draws on multiple theoretical lenses, including Roland Barthes’ semiotic approach, Judith Butler’s insights on normative power, Carol J. Adams’ theory of the absent referent, and Adorno and Horkheimer’s concept of the culture industry. The findings reveal the prevalence of four central myths that perpetuate the consumption of animal products: the Happy Farm Myth, the Traditional Family Table Myth, the Health and Growth Myth, and the Ideal Man/Woman Myth. The Happy Farm Myth constructs an illusion wherein nonhuman animals appear to live carefree lives on picturesque farms, seemingly unaffected by the reality that they will be converted into food. By presenting bucolic images of grassy fields and cheerful animals, these commercials obscure the inherently violent processes of industrial farming. Simultaneously, the Traditional Family Table Myth underscores the idealized image of the Turkish family as heterosexual, child-centered, and reliant on animal-based meals, suggesting that cultural identity is closely tied to consuming meat, dairy, and eggs. This framing reinforces notions of tradition and belonging, making it difficult for viewers to question or deviate from established dietary norms. Meanwhile, the Health and Growth Myth posits animal products as indispensable sources of nutrition, particularly for children, thereby normalizing the idea that a well-rounded, healthy diet must include meat, milk, and eggs. By linking these items to physical development, vitality, and longevity, the commercials amplify societal expectations surrounding conventional dietary practices. The Ideal Man/Woman Myth, on the other hand, entrenches traditional gender roles by depicting women predominantly in nurturing domestic spaces, responsible for meal preparation and child-rearing, while positioning men as protectors, providers, and key decision-makers for the family’s welfare. This study argues that these intertwined myths collectively legitimize and perpetuate speciesism by reducing nonhuman animals to mere commodities, stripping them of individuality and moral significance. The portrayal of “natural” and “happy” farm life serves as a strategic narrative device to mask the harsh realities of mass production, including overcrowded conditions and routine forms of exploitation. Consequently, consumers are distanced from the actual processes involved in bringing animal-based products to their tables. By framing the consumption of these products as both culturally integral and biologically essential, the commercials effectively discourage ethical scrutiny of the underlying power dynamics and injustices that sustain the animal agriculture industry. Ultimately, this research highlights the need to expose and challenge the ingrained speciesist ideologies embedded within popular culture. By deconstructing the visual and narrative strategies employed in these commercials, the study underscores how mythic representations obscure systemic violence, normalize exploitative practices, and reinforce societal acceptance of animal consumption as an unquestionable norm.
Keywords : Göstergebilim, türcülük, popüler kültür, reklam, insan olmayan hayvan

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