Akademik Veri Yönetim Sistemi
Milli Folklor, cilt.26, sa.102, ss.5-16, 2014 (Scopus)
The bond between East and West is often based on contrasts. Thus, both cultures have existed on the fault lines between the concepts of Orientalism and Occidentalism. The main topic of this article is not how cultures alienate each other but alienate themselves by self-orientalism. Self-orientalism, explains this phenomenon within the concept of how East continuously sees itself through the eyes of West in the East-West relationship. Self-orientalism can be discussed within many areas like promotion, presentation and the marketing of cultural elements in cultural tourism, cultural economy, folklore, museology, cultural animation design and advertising. But this article chose its examples from the cultural tourism and media and discuses self-orientalist paradigm through them. Furthermore the article focuses on the origin and the historical development of orientalism and than the essence of Orientalism in Turkey. Then the history of modern, westernized Turkey and its relation between orientalism is analysed with its reflections on the folk culture. By taking the concept of self of orientalism at the hearth, the representations of orientalist icons of today are discussed. For example Turkish coffee culture and tradition, which has been, listed under 2013 the UNESCO's Intangible Cultural Heritage Representative List and presentation of brand and marketing strategies were also discussed. Besides, the oriental archetypes like hookahs, Turkish nights, the image of Turkish coffee culture represented in the forms of cultural tourism and media has been questioned bringing critical approaches. It was determined that the essence of the symbolic world of Orientalist presentation is far away from the depth of cultural codes away, and does not go beyond the superficial simulation. With respect to this situation, recommendations are made and models that can be implemented by folk or culture scientist are proposed as regard to changing the direction of the establishment of self-Orientalism.