Nostalgic image of modern city: New generation neighborhoods Modern Kentin Nostaljik Imgesi: Yeni Nesil Mahalleler


Tekin G.

Milli Folklor, vol.2018, no.119, pp.100-113, 2018 (SCI-Expanded) identifier

  • Publication Type: Article / Article
  • Volume: 2018 Issue: 119
  • Publication Date: 2018
  • Journal Name: Milli Folklor
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus, TR DİZİN (ULAKBİM)
  • Page Numbers: pp.100-113
  • Keywords: Advertisement, Neighborhood, Nostalgia, Simulation, Spatial change
  • Ankara Haci Bayram Veli University Affiliated: No

Abstract

© 2018, Milli Folklor Dergisi. All rights reserved.Consumption habits and life styles influenced and changed by globalization have altered spaces and usage of spaces. Apartment-style settlements which appeared in Turkish society with the increasing urbanization as of 1950s, a growing body of sites after 1980s watched by security staff and residences later on are among the clearest evidences of the change. These types of housing caused traditional neighborhoods to be isolated, considered insecure and become almost just an administrative unit. Besides globalization and urbanization, the role of media is also incontrovertibly important in this change. With the effects of all these factors, houses have, along with meeting housing needs, become status symbols. These living quarters, which have become one of the parts of individual status, have been introduced to consumers by featuring the concepts of “excellence” and “privilege” to make the consumers feel special. In recent years, it is observed that, this discourse has changed to highlight neighborhood life and culture, solidarity and warm relationships. This study aims to address some projects such as Gül İnşaat 11. Mahalle, AND Pastel Yeni Nesil Mahalle, Emlak Konut Bizim Mahalle, Polatyol Estonşehir Mahallem through their advertisements with neighborhood concept. Answers have been searched through the images and discourses in advertisements for questions on the meaning of emphasis on nostalgia in housing markets, the extent to which traditional neighborhood life can be reflected on these neighborhood projects and the possibility to characterize these projects as the simulations of reality. Increasing quantities of “gated community” due to security concerns are being transformed into neighborhoods. And focal point of this transformation is the assuring past and neighborhood life. At this point, it can be stated that, needs in urban space have changed; in other words, it has become a necessity to transform spaces in line with needs and cultural structure of society.