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Göçmenlerle İlgili Kamu Spotları: Önyargı Azaltmak İçin Stratejik Kurgular

Year 2025, Volume: 25 Issue: 2, 259 - 278

Müzeyyen Pandır

https://doi.org/10.18037/ausbd.1572532

Abstract

Mülteci ve göçmen nüfusunun yoğun olduğu ülkelerde, yeni gelenlerle ev sahibi topluluklar arasında iyi ilişkiler kurmak elzemdir. Sosyal kabulü artırmanın ve önyargıyı azaltmanın bir yöntemi, medya tabanlı bilgilendirme ve farkındalık yaratma faaliyetleri kullanmaktır. Bu çalışmada, Türkiye Göç İdaresi Başkanlığı tarafından göçmenlerin sosyal kabulünü artırmak amacıyla 2017-2021 yılları arasında hazırlanan beş kamu spotu filmi incelenmiş ve önyargıyı azaltma potansiyelleri tartışılmıştır. Kamu spotları, görsel içerik analizi yöntemi ile incelenmiş ve analizde göçmen profili, anlatı yapısı, dil ve ton, farklılık veya benzerlik vurgusu, stereotiplerin temsili ve anlatıcı üzerine odaklanılmıştır. Çalışmada üç ana bulgu elde edilmiştir: İlk olarak, kamu spotlarında öne çıkan “Büyük Türkiye” teması ile Türk tarihinin büyüklüğü vurgulanmakta ve Türk halkına ihtiyaç sahiplerini koruma sorumluluğu yüklenmekte, nihayetinde göçmenler üzerinde bir üstünlük inşa edilmektedir. İkinci olarak, kamu spotlarında göçmenler Türk ekonomisine katkıda bulunan yetenekli insanlar (görsel) ve yardıma muhtaç insanlar (anlatı) olarak ikircikli bir şekilde sunulmaktadır. Üçüncü olarak, kamu spotları anlayış ve iyilikseverlik içerikli mesajları iletmek için duygusal bir dil kullanmaktadır. Genel olarak bu çalışma, kamu spotlarının, göçmenlerin Türkler tarafından rekabetçi bir tehdit olarak algılanmasını önlemek için stratejik olarak Türkleri üstün, göçmenleri ise ikircikli olarak kurguladığını, duygusal bir dil kullanarak da didaktik mesajların baskıcı ve tepeden inme görünmesini azalttığını savunmaktadır. Bu stratejiler sosyal kabulü teşvik etse de eşitlik ve saygı gibi değerlerin öğretilmesi ile desteklenmedikleri takdirde uzun vadeli etkileri tartışmalıdır.

Keywords

Birlikte ya&am Göçmenler Önyargı Kamu spotları Temsil Sosyal kabul Sosyal uyum

References

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  • Gorodzeisky, A., & Semyonov, M. (2019). Perceptions and misperceptions: Actual size, perceived size and opposition to immigration in European societies. Journal of Ethnic and Migration Studies, 46(3), 612–630. https://doi.org/10.1080/1369183X.2018.1550158
  • Grigorieff, A., Roth, C., & Ubfal, D. (2020). Does information change attitudes toward immigrants? Demography, 57(3), 1117–1143. https://doi.org/10.1007/s13524-020-00882-8
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  • Karaduman, N. (2022). Kamu kurumlarının göçmen ayrımcılığına yönelik hazırladığı kamu spotu reklamlarının incelenmesi. In H. Altincik (Ed.), Kamu Kurumlarında Halkla İlişkiler (pp.75-100). Konya, Türkiye: Eğitim Yayınevi.
  • Kükrer Aydın, Ö. (2016). A research of public service announcements on environment in the scope of the environmental communication. International Journal of Social Sciences and Education Research, 2(3), 785-800. https://doi.org/10.24289/ijsser.279023
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Public Service Announcements About Migrants: Strategic Constructions to Reduce Prejudice

Year 2025, Volume: 25 Issue: 2, 259 - 278

Müzeyyen Pandır

https://doi.org/10.18037/ausbd.1572532

Abstract

In countries with large refugee and migrant populations, it is crucial to build good relations between the new-comers and the host communities. One method of increasing social acceptance and reducing prejudice is using media-based information and awareness-raising activities. This study examines five public service announcement (PSA) films prepared by the Turkish Presidency of Migration Management between the years 2017-2021 to increase the social acceptance of migrants, and discusses their potential to reduce prejudice. The PSAs are examined using a visual content analysis method focusing on the migrant profile, narrative structure, language and tone, emphasis on difference or similarity, representation of stereotypes, and narrator. Three main findings emerged from the study: Firstly, the PSAs feature a theme of “Great Türkiye”, which emphasizes the greatness of Turkish history and assigns a responsibility to Turkish people to protect those in need, ultimately constructing a superiority over migrants. Secondly, PSAs present migrants in an ambivalent way as capable people contributing to the Turkish economy (visual) and as people in need of help (narrative). Thirdly, PSAs use emotional language to deliver messages of understanding and benevolence. Overall, the study argues that PSAs strategically
construct Turks as superior and portray migrants as ambivalent to reduce the perception of migrants as a competitive threat to Turks and with an emotional language they make the didactic messages seem less oppressive and patronizing. While these strategies may promote acceptance, their long-term impact is questionable if they are not supported by the teaching of values such as equality and respect.

Keywords

Living together Migrants Prejudice Public service announcements Representation social acceptance Social cohesion

References

  • Abercrombie, N., Hill, S., & Turner, B. S. (2006). The Penguin dictionary of sociology (5th ed.). London, England: Penguin.
  • Aboud, F. E., Tredoux, C., Tropp, L. R., Brown, C. S., Niens, U., & Noor, N. M. (2012). Interventions to reduce prejudice and enhance inclusion and respect for ethnic differences in early childhood: A systematic review. Developmental Review, 32(4), 307–336. https://doi.org/10.1016/j.dr.2012.05.001
  • Abrams, D. (2010). Processes of prejudice: Theory, evidence and intervention (Research Report No. 56). Retrieved from Equality and Human Rights Commission website: https://www.equalityhumanrights.com/sites/default/files/research-report-56-processes-of-prejudice-theory-evidence-and-intervention.pdf
  • Adorno, T., Frenkel-Brunswik, E., Levinson, D. J., & Sanford, R. N. (1950). The authoritarian personality. New York, NY: Harper and Row.
  • Akyıl, Ö., & Gencer, Z. (2022). A reception analysis on the examination of public service announcement about the violence against women. Electronic Cumhuriyet Journal of Communication, 4(1), 1-12. https://doi.org/10.54089/ecider.1024743
  • Allport, G. W. (1954). The nature of prejudice. Cambridge, MA: Perseus Books.
  • Alptekin, H. D., Kucun, N. T., Kurt, M., & Ozkara, B. Y. (2024). Neurometric and biometric measurement of the effectiveness of covid-19-related public service announcements. International Review on Public and Nonprofit Marketing, 21, 625–643. https://doi.org/10.1007/s12208-024-00399-5
  • Aronson, E. (2008). The social animal (10th ed.). New York, NY: Worth Publisher.
  • Aydın, İ., & Yıldırım, İ. (2020). The effects of negative-framed antismoking public service announcements pertain to health risks on high school students. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 20(2), 29-44. https://doi.org/10.18037/ausbd.758027
  • Aydın, M., & Gülerarslan Özdengül, A. (2023). The representation of objecting to violence against women: A semiotic analysis. KADEM Journal of Women's Studies, 9(2), 367-394. https://doi.org/10.21798/kadem.2023.139
  • Aydınoğlu, Ö. & Çelik, F. (2024). Public service announcement on the theme of discrimination against women: A crosscultural approach. In Z. B. Dalaman (Ed.), Women in a global world V: From health to art, economy to politics (pp. 629-646). London, England: Transnational Press.
  • Bell, P. (2001). Content analysis of visual images. In T. Van Leeuwen & C. Jewitt (Eds.), The handbook of visual analysis (pp. 10–34). London, England: Sage.
  • Blomfield, I., & Lenette, C. (2018). Artistic representations of refugees: What is the role of the artist? Journal of Intercultural Studies, 39(3), 322–338. https://doi.org/10.1080/07256868.2018.1459517
  • Bobba, B., Thijs, J., & Crocetti, E. (2024). A war on prejudice: The role of media salience in reducing ethnic prejudice. Journal of Adolescence, 96(3), 457–468. https://doi.org/10.1002/jad.12234
  • Bozdemir Yüzbaşıoğlu, H. (2020). Environmental issues and critical perspectives mentioned at public service announcements which are prepared by primary school pre-service teachers. International Journal of Psychology and Educational Studies, 7(4), 143–159. https://doi.org/10.17220/ijpes.2020.04.013
  • Chibici-Revneanu, C., & Dong, J. (2020). Writing towards empathy: An expressive writing cycle with Central American migrants and host undergraduate students in Mexico. Cogent Arts & Humanities, 7(1). https://doi.org/10.1080/23311983.2020.1720895
  • Danış, E. (2024). Göçmen entegrasyonunda kitle iletişim araçlarının kullanımı: Göç İdaresi Başkanlığı’na yönelik bir inceleme [The use of mass media in migrant integration: Analysis of Migration Management Directorate]. Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi, 1(Special issue), 17-33.
  • Devine, P. G. (1989). Stereotypes and prejudice: Their automatic and controlled components. Journal of Personality and Social Psychology, 56(1), 5–18. https://doi.org/10.1037/0022-3514.56.1.5
  • Erdoğan, M. (2022). Suriyeliler barometresi 2021. Suriyelilerle uyum içinde yaşamın çerçevesi. Ankara, Türkiye: Eğiten Kitap Yayıncılık.
  • Eser, H. B., & Uygur, M. R. (2019). Suriyeli göçmenlere yönelik tutumların bütünleşmiş tehdit ve sosyal mesafe kuramları doğrultusunda incelenmesi: Süleyman Demirel Üniversitesi örneği [The study of attitudes towards Syrian immigrants within integrated theories of threat and social distance: Case of Suleyman Demirel University]. Liberal Düşünce Dergisi, 24(95), 131–162. https://doi.org/10.36484/liberal.609598
  • Giddens, A., & Sutton, P. W. (2013). Sociology (7th ed.). Cambridge Malden, MA: Polity.
  • Göç İdaresi Başkanlığı. (2021). İlk adım mahalle muhtarları ile muhtarlar çalıştayı ve istişare toplantısı gerçekleştirildi. Retrieved June 25, 2024, from https://samsun.goc.gov.tr/ilkadim-mahalle-muhtarlari-ile-muhtarlar-calistayi-ve-istisare-toplantisi-gerceklestirildi
  • Göç İdaresi Başkanlığı. (2022). Niğde’de yerelde uyum buluşmaları programı gerçekleştirildi. Retrieved June 25, 2024, from https://nigde.goc.gov.tr/nigdede-yerelde-uyum-bulusmasi-programi-gerceklestirildi
  • Göç İdaresi Genel Müdürlüğü. (2020). Uyum strateji belgesi ve ulusal eylem planı 2018-2023. Retrieved from https://www.goc.gov.tr/kurumlar/goc.gov.tr/Yayinlar/UYUM-STRATEJI/Uyum-Strateji-Belgesi-ve-Ulusal-Eylem-Plani.pdf
  • Gorodzeisky, A., & Semyonov, M. (2019). Perceptions and misperceptions: Actual size, perceived size and opposition to immigration in European societies. Journal of Ethnic and Migration Studies, 46(3), 612–630. https://doi.org/10.1080/1369183X.2018.1550158
  • Grigorieff, A., Roth, C., & Ubfal, D. (2020). Does information change attitudes toward immigrants? Demography, 57(3), 1117–1143. https://doi.org/10.1007/s13524-020-00882-8
  • Haaland, I., & Roth, C. (2020). Labor market concerns and support for immigration. Journal of Public Economics, 191, 104256. https://doi.org/10.1016/j.jpubeco.2020.104256
  • Hall, S. (1997). The spectacle of the “Other”. In S. Hall (Ed.), Representations: Cultural representations and signifying practices (pp. 223–279). London, England: Sage and The Open University.
  • Karaduman, N. (2022). Kamu kurumlarının göçmen ayrımcılığına yönelik hazırladığı kamu spotu reklamlarının incelenmesi. In H. Altincik (Ed.), Kamu Kurumlarında Halkla İlişkiler (pp.75-100). Konya, Türkiye: Eğitim Yayınevi.
  • Kükrer Aydın, Ö. (2016). A research of public service announcements on environment in the scope of the environmental communication. International Journal of Social Sciences and Education Research, 2(3), 785-800. https://doi.org/10.24289/ijsser.279023
  • Lergetporer, P., Piopiunik, M., & Simon, L. (2021). Does the education level of refugees affect natives’ attitudes? European Economic Review, 134. https://doi.org/10.1016/j.euroecorev.2021.103710
  • Lilleker, D. G. (2018). Politics in a post-truth era. International Journal of Media & Cultural Politics, 14(3), 277–282. https://doi.org/10.1386/macp.14.3.277_2
  • Liu, S., Volčič, Z., & Gallois, C. (2023). Introducing intercultural communication: Global cultures and contexts (4th ed.). London, England: Sage.
  • Lutz, C., & Collins, J. L. (1993). Reading national geographic. Chicago, Il: University of Chicago Press.
  • McAuliffe, M., Kitimbo, A., Dolling, J., & Abel, G. (2024). Migration and migrants: A global overview. In M. McAuliffe & L. Adhiambo Oucho (Eds.), World migration report 2024 (pp. 19–52). Geneva, Switzerland: International Organization for Migration.
  • Morgül, K. (2023). Sending “our brothers” back “home”: Continuity and change in President Erdoğan’s discourse on Syrian refugees. New Perspectives on Turkey, 69, 30–51. https://doi.org/10.1017/npt.2023.23
  • Mullen, B. (2001). Ethnophaulisms for ethnic immigrant groups. Journal of Social Issues, 57(3), 457–475. https://doi.org/10.1111/0022-4537.00223
  • Olzak, S. (1992). The dynamics of ethnic competition and conflict. Stanford, CA: Stanford University Press.
  • Öztürk Terzi, A. (2023). Göç edenlerin tanımlanma sorunsalını Göç İdaresi Başkanlığının “Misafirimsin” adlı kamu spotu üzerinden okumak [Interpreting the problem of identification of migrants through the public spot “You are my guest” by the Directorate of Migration Management]. Karadeniz Uluslararası Bilimsel Dergi, 1(57), 38-54. https://doi.org/10.17498/kdeniz.1234183
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Details

Primary Language English
Subjects Migration Sociology, Communication Sociology, Sociology of Culture
Journal Section Articles
Authors

Müzeyyen Pandır 0000-0003-1590-4689

Early Pub Date June 28, 2025
Publication Date
Submission Date October 23, 2024
Acceptance Date March 10, 2025
Published in Issue Year 2025 Volume: 25 Issue: 2

Cite

APA Pandır, M. (2025). Public Service Announcements About Migrants: Strategic Constructions to Reduce Prejudice. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 25(2), 259-278. https://doi.org/10.18037/ausbd.1572532
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