Monographs and Studies of the Jagiellonian University -ǕInstitute of Public Affairs

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RESEARCH AND

DEVELOPMENT ON SOCIAL SCIENCES

Monographs and Studies of the Jagiellonian University -ǕInstitute of Public Affairs

E D I T E D B Y

R O M A N D O R C Z A K

R E G I N A L E N A R T - G A N S I N I E C C H R I S T I A N R U G G I E R O

M E H M E T A L I I C B A Y

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Monographs and Studies of the Jagiellonian University Institute of Public Affairs

Research and Development on Social Sciences

Edited by

Roman Dorczak, Regina Lenart-Gansiniec, Christian Ruggiero, Mehmet Ali Icbay

Kraków 2018

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of Management and Social Communication

Reviewers:

Prof dr hab. Łukasz Sułkowski, Jagiellonian University dr Paweł Romaniuk, University of Warmia and Mazury

Series editing:

Chief Editor: dr hab. Ewa Bogacz-Wojtanowska, prof. UJ Secretary: dr Wioleta Karna

Scientific Council:

prof. dr hab. Łukasz Sułkowski – Chairman prof. dr hab. Aleksander Noworól

dr hab. Grzegorz Baran

dr hab. Zbysław Dobrowolski, prof. UJ dr hab. Roman Dorczak

dr hab. Dariusz Grzybek prof. dr hab. Monika Kostera dr hab. Sławomir Magala dr hab. Grzegorz Mazurkiewicz

prof. dr hab. Grażyna Prawelska-Skrzypek prof. dr hab. Andrzej Szopa

Publisher:

Jagiellonian University Institute of Public Affairs ul. prof. Łojasiewicza 4, 30-348 Kraków

tel. +48 12 664 55 44, fax + 48 12 644 58 59 e-mail: monografia_isp@uj.edu.pl

www.isp.uj.edu.pl

ISBN: 978 - 83 - 65688 - 32 - 3

ISBN: 978 - 83 - 65688 - 33 – 0 (e-book)

1^st Edition, Kraków 2018

This publication or any of its fragments may not be reprinted without a written consent of the Publisher.

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The Impact of Social Media Marketing on Consumer's Purchase and an Application on

Facebook

Semih Solak, Fatma Cakir

1.Introduction

The rapid developments in internet technologies have developed the concept of classical media and have revealed digital marketing applications. The most popular of today's digital marketing applications is social media marketing. Many businesses are actively using social media marketing.

Consumers use social media tools for different purposes. Blogs can comment on any product related content; can create content as a blogger; twitter microblog sites such as businesses or brands to browse web pages, they can have information about the products of the companies. in addition, before or after purchasing a product, they can exchange ideas with other consumers in online communities and social networks and change their buying decisions by being influenced by these comments and ideas. People who are familiar with the use of that product can follow the fan pages of social networking sites like Facebook and take part in the opportunities they offer to share with their favorite companies or brands by following a product introduction video on media sharing sites.

At the same time, social networks can see that businesses can follow detainees, identify changes in their buying behavior, is an environment in which consumers try to influence their preferences.

Today, we can say that social networks actively used by individuals have turned into a large consumer market, and that consumers are creating opportunities to communicate with businesses through these networks. Examining how social media is aimed at consumer behavior, this study's purpose is to determine the effect of social media marketing on consumers' purchasing intentions and their connection with their demographic characteristics.

2.Social Media Marketing

Nowadays, internet communities, blogs and social networks have become important in most people's lives. As a result, social media, existing relationships and activities have become a fun alternative communication tool to enrich the users' experience. At the same time, due to the increased use of social media, it can be regarded as a platform that affects brandability and consumers' purchasing decisions (Kim ve Ko, 2010: 166). in recent years, social networking sites are the preferred communication method for many people. Social networking sites like Facebook, twitter, blogs and wikis, multimedia sharing sites like YouTube and Flickr have caused big changes in the communication process. Websites can be used as an important tool for marketing; social networking has become recognized as a means of strengthening social and economic networks as it offers the opportunity to sell advertising and products (Hayta, 2013: 68).

Users who interact with each other in social media share their own experiences, have an idea about many products and services, especially obey the recommendations of the individuals who like their pleasures and preferences, and put forward the concept of social media marketing (Miller ve Lamma, 2010: 3). Social media marketing can be thought of as a new way of product promotion, showing the ways to establish mutual relations instead of one-way communication with the customer (Wigmo ve Wikstrom, 2010: 20). Unlike the classical communication tools created with the aim of delivering information to people such as newspapers, television and news sites, social media marketing builds bridges and dialogues with its customers (Drury, 2008: 275).

Social media marketing; It aims to provide customers with their personal choices and the content they need on their social media networks when they need it (Kazanci, 2014:20). According to Akar, social media marketing is using social media sites to increase the visibility on the internet and to

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Semih Solak, Fatma Cakir

promote goods and services (Akar, 2010: 33). Social media marketing is a new form of marketing for marketers to improve brand value and product awareness (Jerome, Shan ve Khong, 2010: 111). in terms of the impact of social media on marketing, it is crucial for businesses to make careful choices for using the right media, to put in place the right application, to integrate different social media tools, to create integrated media planning and to free everyone's access (Kaplan ve Haenlein, 2011: 107).

Satisfaction or dissatisfaction of consumers who share in social networking sites offers important opportunities for businesses to anticipate other consumers' purchasing decisions. Too much activity on people's social media platforms is a way for businesses to see these platforms as an advertising medium for potential consumers and to use social media marketing effectively (Iyengar, Sangman ve Gupta, 2009: 5).

With the help of social media, consumers can express both positive and negative ideas about brand perceptions and experiences very comfortably. However, people can also try to discredit a product or service with social media. By carefully evaluating these two situations, marketing managers need to consider the side effects that can occur as well as the benefits of being involved in social media (Powell vd., 2011: 32). It is therefore important to develop successful social media marketing strategies for positive and negative situations as well as sustainable social media marketing in order to achieve long- term success. Otherwise, the investments made were not used effectively, the marketing of social media was not maintained and most importantly the information that would adversely affect the sales and image of the business on the social media platform could not be avoided (Barutcu ve Tomas, 2013: 10).

The rapid spread of social networks from past to present day personal lives is an important issue in the selection of business strategies. Businesses create their own accounts on social networks, and through these accounts, there are many opportunities for major applications, designs and consumers.

For example, these opportunities and ads are published directly on the Facebook wall, and links to product sales are also shared on Facebook. These links shared by the business are gradually shared among social media users, content is searched and comments are added. This continues until you reach millions of people. Thus, the business markets their products over these networks and gets a chance to reach the actual target audience (Boyd ve Ellison, 2008: 213). in view of the fact that corporate identity is a necessity, the enterprises that take place in Facebook are also able to reach target groups with their demographic characteristics and targeted advertisements according to their related fields.. With increasing number of users every day, Facebook is becoming a commercial space (Kircova ve Enginkaya, 2015: 98).

3. Materials and Methods

The main purpose of the research is to examine how social media is influencing consumer behavior.

Survey study was applied as data collection method in the study. in the creation of survey questions, Yazici (2014),Islek (2012), Elbasi (2015), Schivinski and Dabrowski (2013), Aytan and Telci (2014) were utilized. in the first part of the questionnaire there are five demographic questions as well as six questions about internet and social media usage. in the second part of the questionnaire there are 27 likert scale about the behavior of consumers who are social media users and accordingly the purchase situation. Responses given to the statements in the scale were arranged on a 5-point Likert scale. The evaluations were done by giving 5 points to absolutely agree, 1 point to strongly disagree. The collected data was prepared using the IBM SPSS program. Descriptive statistics, t-test and one way anova were applied to the data.

The questionnaire used in the study with consumers who live in Turkey and has been created using Google Documents website and social media users survey link between 03.05.2017- 05.15.2017 intended to participate in the survey of participants conveyed to people through Facebook. The sample is 283 people.

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11 The Impact of Social Media Marketing on Consumer's Purchase and an Application on Facebook 3.1. Reliability Analysis of Scales Used in Research

Table-1. Reliability Analysis

Number of Question Alfa Coefficient (α)

Variables 27 0.944

0.80≤α≤1.00 scale is highly reliable

When Table-1 is examined, the scale reliability of the likerty questions constituting the field questions is realized as 0,944. The fact that this figure is close to 1 explains that scale reliability is at a high level

3.2. Research Findings and Evaluations

Findings and analyzes made in the direction of scales determined in this section are included.

3.2.1. Hypothesis Testing

Tests were conducted on the hypotheses of the respondents regarding whether there is any difference between the socio-demographic characteristics of consumers and their perceptions towards social media marketing practices.

T-testi

H1a: There is a meaningful difference between gender and the belief that brands that use social media effectively are strong

.H1b: There is a meaningful difference between gender and the availability of a brand through social media, the expression of that brand in the positive direction.

Table2 T Test between Participants' Gender and Social Media Marketing Ideas Women

(N=163)

Men (N=120)

T df sig

I think that brands that use social media effectively are strong

3,4294 3,7583 -

2,692 263,145 0,008*

Accessibility of a brand through social media affects positively the perception of that brand

3,6012 3,8750 -

2,384 246,298 0,018*

*P<0,05

When Table 2 was examined, it was found that there was a meaningful difference between the gender of the participants and the opinion that 'brands that use social media effectively are strong'.

Looking at the table, it turns out that the average of men is higher. It has also been found that 'a brand's accessibility through social media, affects the perception of that mark positively' and gender are significant differences. As a result, two sub-hypotheses regarding gender were accepted. Looking at the table, it turns out that the average of men is higher.

One Way Anova

H1c: There is a significant difference between the age and the belief that brands that effectively use social media are strong.

H1d: There is a meaningful difference between age and the availability of a brand through social media, and the positive perception of that brand

.H1e: There is a meaningful difference between the age and the expression of I find it useful for brands to use social media tools within their marketing activities

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.H1f: There is a meaningful difference between the age and the expression of having fun using social media tools in marketing context

Table3. Analysis of Variance Between Participants' Ages and Their Thoughts on Marketing Practices in Social Media (ANOVA)

Ages N F Sig.

I think that brands that use social media effectively are strong

18-20 79 2,736 0,029*

21-23 53

24-26 95

27-29 25

30 and above 31 Accessibility of a brand through social media has a

positive impact on the perception of that brand

18-20 79 3,531 0,008*

21-23 53

24-26 95

27-29 25

30 and above 31 I find it useful for marketers to use social media

tools in their marketing activities

18-20 79 3,195 0,014*

21-23 53

24-26 95

27-29 25

30 and above 31 I find it amusing for companies to use social media

tools in marketing contexts

18-20 79 3,875 0,004*

21-23 53

24-26 95

27-29 25

30 and above 31 *P<0,05

When Table 3 is examined, there are significant differences between the age of the participants and the expressions of some social media marketing practices. According to this, people in the age group 24-26 think that brands that use social media more effectively than people in the age group 27- 29. Another finding is that people who are between the ages of 24-26 are more likely to have a positive attitude toward the brand than those who are between the ages of 18-20.. in addition, it turns out that the people in the 24-26 age group find it useful to use the social media tools of the brands within the marketing activities according to the persons between the ages of 18-20. The last finding about age is that it is fun to use the social media tools of companies in the marketing context according to the people between the ages of 24-26 who are between the ages of 18-20. Thus, four sub-hypotheses related to age were accepted.

H1h: There is a meaningful difference between the profession and the idea that the brands that use social media actively are strong.

H1i: There is a meaningful difference between the profession and the content sharing that a brand makes in social media to reach a large number of users and the expression of favorable brand preference.

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13 The Impact of Social Media Marketing on Consumer's Purchase and an Application on Facebook

Table4 One-Way Anova between the Participants' Profession and their Thoughts on Marketing Practices in Social Media (ANOVA)

Job groups N F Sig

I think that brands that use social media effectively are strong

Student 160

2,741 0,013*

Civil servant 17

Private Sector Employee 65

Retired 4

Self-employment 3

Academician 12

Not working 22

Content sharing that a brand makes in social media has a positive impact on reaching a large number of users and the highly acclaimed brand choice.

Student 160

2,215 0,042*

Civil servant 17

Private Sector Employee 65

Retired 4

Self-employment 3

Academician 12

Not working 22

*P<0,05

According to Table 4, it is seen that there is a meaningful difference between the incomes of the participants and the expression "I think that the brands that use social media effectively are strong". It turned out that civil servants do not think that brands that use social media effectively are stronger than students, private sector workers, retireds and academics. Another finding is that brands that use social media effectively are stronger than students who do not work. in addition, it seems that there is a meaningful difference between the private sector employees and the retireds and civil servants in terms of the share of content that a brand makes in social media to reach a large number of users and the favorable brand preference. Thus, two sub-hypotheses regarding the profession were accepted.

3.2.2. Correlation Analysis

H2: There is a relationship between consumers' attitudes towards social media marketing efforts and their intention to buy.

H2a: There is a relationship between social media referrals for marketing practices and the participants' recommendation to people in their surroundings for the products or services they see in marketing efforts on social media

.H2b: There is a relationship between purchasing intentions and social media marketing practices in the future, as well as the brands that participants use social media effectively.

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Table 5 Correlation Analysis of Participants' Perception of Social Media Marketing Efforts and Purchasing Intention

I would

recommend the service to the product that I see on the social media marketing efforts

I buy brands that use social

media effectively in

the future.

I think it's fun for companies to

use social media tools

for marketing.

I find brands useful in marketing social media

tools

I would recommend the service to the product that I see on the social media marketing efforts

1 0,589 0,549 0,502

I buy brands that use social media effectively in the future.

0,589 1 0,581 0,570

I think it's fun for companies to use social media tools for marketing.

0,549 0,581 1 0,667

I find brands useful in marketing social

media tools 0,502 0,570 0,667 1

According to Table 5, there is a positive relationship between the recommendation of the participants to the people around the service area of the product seen in the marketing efforts in social media and the usefulness of the usage of the social media tools in the marketing activities of the brands.(r=0,589) There is also a positively (0.581) correlation between the fact that the participants are purchasing brands that use social media effectively in the future and that companies think social media tools are fun to use within the marketing framework. As a result of the correlation analysis, there is a relationship between consumers' attitudes toward social media marketing applications and their intention to purchase, and two sub hypotheses of the H2 hypothesis are accepted.

4. Conclusion

The social media review of the behavior of consumers using social media is important for businesses to plan their marketing efforts and strategies in social media and to increase their effectiveness. One of the main findings of the study is that there is a significant difference between the participants' attitudes towards social media marketing activities and their demographic characteristics. Another finding is the relationship between the perception of the participants and the intention to purchase in the social media marketing efforts. According to this, there is a relationship between consumers' perception of product marketing services they are exposed to in social media, their recommendation to the people around them, and the use of branded social media tools within marketing activities. There is also a meaningful relationship between consumers buying brands that use social media effectively in the future, and companies thinking that using social media tools in marketing is fun.

As a result, this study found that there are differences between consumer demographic features and applications of social media marketing. in addition, it has been determined that there is a relationship between consumers' social media marketing intentions and purchasing intentions.

According to marketing practices in social media, consumers' purchasing intentions can be affected.

That is, consumers are greatly influenced by social media marketing practices, and purchasing behavior

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15 The Impact of Social Media Marketing on Consumer's Purchase and an Application on Facebook can vary. As a result, enterprises that want to reach their marketing targets and want to increase their competitive advantage should work on social media marketing effectively, plan demographic characteristics of consumers, plan social media marketing efforts and develop all strategies according to consumer behavior.

5. References

Akar, E. (2010). Sosyal medya pazarlamasi: Sosyal webde pazarlama stratejileri. Efil Yayinevi.

Aytan, C., ve Telci, E. E. (2014). Markalarin sosyal medya kullaniminin tuketici davranisi uzerindeki etkileri. TheTurkish Online Journal of Design, Art andCommunication - TOJDAC October 2014 Volume 4 Issue 4

Barutcu, S., & TOMA, M. (2013). Surdurulebilir sosyal medya pazarlamasi ve sosyal medya pazarlamasi etkinliğinin olcumu. Journal of Internet Applications & Management/Internet Uygulamalari ve Yonetimi Dergisi, 4(1).

Boyd, D.,&Ellison, N. (2008). Social Network Sites: Definition, History, andscholarship. Journal of Computer-MediatedCommunication (13), 210- 230.

Drury, G. (2008). Opinionpiece: Socialmedia: Shouldmarketersengageand how can it be done effectively?. Journal of Direct, Data andDigital Marketing Practice, 9(3), 274-277.

Elbasi G. (2015). Sosyal Medyada Pazarlama: Sosyal Medyada Kullanici Motivasyonunun Universite Oğrencilerini Sosyal Medya Pazarlama Algisina Iliskin Bir Uygulama. Yayinlanmamis Yuksek Lisans Tezi. Istanbul Ticaret Universitesi Sosyal Bilimler Enstitusu. Istanbul

Ellison, N. B. (2007). Social network sites: Definition, history, andscholarship. Journal of Computer‐

MediatedCommunication, 13(1), 210-230.

Hayta, A. B. (2013). A study on the of effects of socialmedia on youngconsumers’ buyingbehaviors.

EuropeanJournal of Research on Education, 2013, Special Issue: Human Resource Management, 65-74

Islek, M. S. (2012). Sosyal Medyanin Tuketici Davranislarina Etkileri Turkiye’deki Sosyal Medya Kullanicilari Uzerine Bir Arastirma. YayinlanmamisYuksek Lisans Tezi. Karamanoğlu Mehmet Bey Universitesi Sosyal Bilimler Enstitusu.

Iyengar, R.;Han S.;Gupta, S.(2009). Do FriendsInfluencePurchases in a Social Network, Harvard Business School WorkingPaper,

Jerome, T.,Shan, L. W., Khong, K. W. (2010). Online Advertising: A Study on MalaysianConsumers.

TheUniversity of NotthinghamMalaysiaJournal of Business s.1-20.

Kaplan, A. M.,&Haenlein, M. (2011). Theearlybirdcatchesthe news: Nine thingsyoushouldknowaboutmicro-blogging. Business horizons, 54(2), 105-113

Kazanci, ġ. (2014). Sosyal Medyanin, Marka Kredibilitesinin ve Marka Prestijinin Satin Alma Eğilimi Uzerine Etkileri. YayinlanmamisYuksek Lisans Tezi. Hacettepe Universitesi Sosyal Bilimler Enstitusu.

Kircova I.,Enginkaya E., Sosyal Medya Pazarlama. Beta Yayinlari. 1. Baski. Istanbul, Ekim 2015

Kim, A. J.,&Ko, E. (2010). Impacts of luxuryfashionbrand’ssocialmediamarketing on customerrelationshipandpurchaseintention. Journal of Global Fashion Marketing, 1(3), 164-171.

Miller R.,Lammas N., (2010). Social Media andIt‘sImplicationsforViral Marketing. Asia Pacific PublicRelationsJournal,Vol. 11, No: 1. S.1-9

Powell, G.,Groves, S., &Dimos, J. (2011). ROI of Social Media: How toimprovethereturn on yoursocialmarketinginvestment. John Wiley&Sons.

Schivinski B. ve Dabrowski D. (2013) “Theimpact of brandcommunication on brandequitydimensionsandbrandpurchaseintentionthrough Facebook”,GUT Faculty of Management andEconomicsWorkingPaper Series A (Economics, Management, Statistics) No.4/2013 (4)

Yazici, G. (2014). Internetten Pazarlamada Yeni Bir Boyut: Sosyal Medyanin Tuketicilerin Marka Tercihlerine Etkisi Uzerine Bir Arastirma. Gazi Universitesi Sosyal Bilimler Enstitusu.

YayinlanmamisYuksek Lisans Tezi.

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Wigmo, J.,&Wikstrom, E. (2010). Socialmedia marketing: What role can socialmediaplay as a marketing tool?.diva-portal.o

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The Use of Safranbolu Mumtazlar Mansion As A Cinematic Place

Mustafa Aslan, Yeter Can Domruk

1. Introduction

Societies give the place they live in their names or take the names of the place. The words “homeland”,

“territory”, and “country” remind people of a feeling of belonging which is about the place. An individual person just like societies cannot be independent of a place either. Some people are remembered by the name of the place they live in. Because place is a good helper to describe a person.

Among the branches of art, cinema and architecture are the most similar arts in terms of the relationship they have formed with the place. Both art branches designs, re-designs and base their narration on the place. in cinema, the director dreams of the place he/she will shoot the movie and for this, uses either real place (manipulating the space in his/her mind anyway) or recreates the imaginary place in film production studios. Similar processes also take place in the architecture. Architecture and cinema are the arts that reflect the feeling and experience of the place most. While architecture does this in a real sense, in cinema it is just artificial (Besisik, 2013).

in social researches, the importance of city architecture is quite significant. The place where a society lives, the location and the structure of houses, the interior and exterior decorations of houses hold unlimited clues to analyze the society inhabited there. The architectural structure of the houses gives the information that in which period the society lived and what was their belief. Safranbolu Mumtazlar Mansion is a suitable example to analyze the lifestyle in and around it. The rooms, social spaces, and especially the interior ornaments of the three-storey mansion are among the exemplary architectural structures of the period in terms of art and design.

The only art that can give the experience of place with a sense of reality other than architecture is cinema. Although the projected movie on the screen is virtual, cinematic techniques (perspective, camera movements, light, etc.) used gives the audience a sense of reality. This way, the audience experience the place mentally. This experience can only be provided by cinema (Grigor, 1994).

The movie 120, tells about the events taking place in Van in 1914, a period when the Ottoman border line was facing the danger of war. The people of Van are afraid that the Russian armies would attack them. The fact that the Armenian minority in the region is also preparing to support the attack of the Russian army makes the people nervous day by day. 1. After the outbreak of the World War, the replacement of all the troops in the cities to border increases the anxiety of the people. in order to meet the ammunition needs of the Ottoman soldiers on the border, the task of delivering the ammunition in Van to the soldiers is given to 120 children aged between 12 and 17 years old. The main subject of the movie is that 120 children freeze to death while struggling to deliver the ammunition to border units in severe winter conditions.

Places used in the movie provides limitless information for analyzing the socio-cultural lifestyle of the period. Some places used in shooting the movie was in Safranbolu. Cinema and architecture use the same technology and aesthetic elements and they also inspire each other. Cinema and architecture provide quite valuable information to researchers for understanding the society and individuals.

The concept of place in this study is approached from the perspective of both architecture, one of the archaic arts, and cinema that has affected, changed and transformed all another art form in last century. in the study that has a difficult subject to discuss, the relationship between cinema and place will be handled with one example from each discipline. The study approaches the concepts of architecture and place through the example of Safranbolu Mumtazlar Street and will evaluate the concept of cinematic place through the movie 120.

The study doesn't aim to dominate the whole body of literature and will only examine such a deep subject only superficially without going into particular. The study, however, provides enough

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Mustafa Aslan, Yeter Can Domruk

discussion for the function, meaning and contributions of the place to the cinematic narration. in this context, the issue of representation in cinema will also be mentioned. The question "what the cinema represents and how it represents" is one of the focused and fundamental questions in this study.

Representation and content creation in cinema is made through the combination of many elements like the use of camera and audio, framing, film transitions, etc.

in this study that focuses on the movie 120 to analyze the relationship between cinema and place, the places created by the director are examined. Places, characters, and the relationship between characters and places in the filmography of the director provide good examples for observing the effect of the social places on individuals. The incidents that individuals in the grip of war and anxiety go through and their emotions reflect cinematic places. While the places were examined, Lefebvre's concept of "abstract space" was taken as a guide. in the analysis, the visual patterns such as houses, rooms, streets, urban areas used by the director were determined and linguistic and discursive analyzes of the movies were made by forming related categories regarding these elements.

The ultimate goal of this work is to examine how the place, an indispensable concept for mankind, is used in cinema and architecture from the perspective of two different examples. This study examines the use of place in architecture and the representation of the place in cinema. This work will try to explain the concept of space with two different examples from two different disciplines (architecture and cinema).

2. Place in Cinema

The inseparable relation of mankind and place proves the fact that art cannot be made independent of place. Because of the fact that art is the embodiment of the world of emotion and thought, and both the performers and the target audience are humans, it is dependent on place. When compared to other art branches, cinema has a stronger bond and relationship with space.

It is not possible to imagine the art of cinema without a place. Director is in need of some cinematic elements to tell his/her story. And the main elements are time and place. Although it is possible to create a cinema work without music, color, dialog, effects and actors, a cinema work without a place is not even imaginable. All movies are shot in a house, a street, a city, a village, a park, a hotel, etc. but it definitely is shot in a place. There is a requirement of place to create characters and set up stories.

There are also movies shot in an infinite background where no place is seen in the cinema. Even scenes shot in the infinite background with the opportunities of technology are not lacking space. in cinematography, these infinite backgrounds called green box need a space in reality.

in cinema, the place comes in three basic forms. These place types are: Place used as the background of the story, place that supports/complements the story and place that is the main actor of the story. The place that influences the meaning of the stage can sometimes change the meaning as well. in his work on image and architecture in cinema, Pallasman (2007) emphasizes that whether an event is taking place in the bedroom, in the bathroom or in library effects the course of the story and the same event bears differences depending on time, light, sound perception (Besisik, 2013).

The director writes the shooting scenario of the movie as a guide for himself and his team to make the necessary preparations and to create the cinematic atmosphere. in the shooting scenario in which the outline of the movie is written in a technical language, the place is absolutely addressed. Because the space used in the movie affects all other cinematic elements. Dialogues, music, costumes, attitudes of the actors, camera movements, etc. are completely shaped according to place. For example, a marriage proposal scene would show differences when shot on Bosphorus during nightfall and when shot in a stadium hosting ten thousand people also during nightfall. Although the actors and the dialogue are the same, the meaning of the scene, as well as the whole atmosphere, would change depending on the place.

Oguz Adanir states that the most important thing that forms the meaning in cinema is the audio- visual combination, and with "visual" he means place. For this reason, the place where the dialogues take place directly affects the narration of the movie. in cinema, it is not possible to separate space and dialogue. They both have mutually complementary aspects. in cinematic narration, places that are suitable for the dialogues are built (Adanir, 2012).

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19 The Use of Safranbolu Mumtazlar Mansion As A Cinematic Place

All frames seen on the screen affects the narration just like the place. Places used in movies helps the viewers to create images in their minds. For example, a house shown in a movie can give pages of information to viewers. The house or environment that a character lives in a movie is very important for analyzing the movie. The place also has the role of forming the meaning in cinema. For example;

table symbolizes focusing, bed symbolizes privacy and bathroom symbolizes sensuality (quoted by Pallasmaa, 2007 from Wollen, 1996).

The greatest success of the cinema which recreates reality in fictional narration and presents the cinematic elements as if real, is to be able to manipulate the reality. Sociologist Slavoj Zizek defines the greatest success of the cinema with a perspective that goes beyond this statement. From his point of view the greatest success of the cinema is that it makes us realize the fictional part of reality and even more, experience it as if fictional (Zizek, 2001). So, cinema transforms into a medium in which we experience reality beyond just representation. Cinema is both real and fictional. It is the unification of reality, fictionality, present time, life and memory in the same mental level (Morin, 2005). If we ignore Zizek's extreme interpretation of the reality of cinema, we can say that the cinema represents reality (Diken and Laustsen, 2010).

Shortly after the invention of the cinema, it was noticed by the intellectuals of the time that it affects large masses and attracted the interest of different disciplines. Artists dealing with other branches of art also began to see cinema as a means to reach their target audience. The interest of the architects who design interior and exterior to the cinema can be evaluated in this context (Besisik, 2013). The director combines the technical elements of cinema (framing, shooting angle, music, light, etc.) with an aesthetic point of view and establishes a movie-specific place. This interaction between cinema and architecture is also reflected in the technical concepts they use. in both disciplines, technical concepts such as frame, camera angle, sequence, collage, montage, perspective, shooting scale, light, color and time are used (Besisik, 2013).

3. An Architectural Place Example: Safranbolu Mumtazlar Mansion

Mumtazlar Mansion was built in 1888 by Mufti and Mudarris Ziya Efendi, the Head Mudarris of Gazi Suleiman Pasha Madrassa. Its construction was completed in five years and opened for use. It is a three- storey building when the living room downstairs is also included. The main room of the house is made of 4,000 wooden pieces (Tuncozgur, 1999).

Safranbolu has a harsh climate, especially during winter times. It is known that climate conditions are taken into consideration when urban settlement plans are made. Residential areas are established in a valley preserved by nature where houses are built side by side. When the residential area was being built the most sun-soaked places were chosen. It was planned to warm the city during summertime with the sun rays reflected from the rocks surrounding the city center which is closed and located in a hollow.

As a consequence of this settlement plan, it gave rise to the highlander lifestyle which became a tradition in our country. Safranbolu has preserved its structure until the present day as undoubtedly the most interesting example of the Western Black Sea region. Karabuk's Iron-Steel Industry have attracted many people and it stands as an example for getting over the pressure of development.

Safranbolu houses are shaped by the closed economy model in which production is only for consumption. It is seen that these houses host many family members from different generations which is an indication of extended family tradition (Gonenc, 2005).

Every family meets their needs for clothing as well as food. Summer crops are preserved and consumed until next summer. in order to preserve foods this long, special ventilation methods were developed and special places within the architecture of the house were built. The lifestyle of Safranbolu shows similarities to the lifestyle of ancient Turks which inhabits in different places during summer and winter. They inhabited a valley to protect from cold winter winds. People migrate to Baglar which is a cold and breezy place during summer time. But this migration is not for feeding the animal with fresh grass but to cultivate fruits and vegetables. When fall comes and the weather gets cold people migrates back to winter place.

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There are plenty of rooms in homes due to the extended family tradition. There are three to eight rooms in a typical home. One room is for the head of the family and his spouse, two rooms for children, one room for aunt, one or two rooms for grandchildren and grandmother, and one room for cooking.

The best room is given to newly-married couples which are on the top floor and this room is like the home of the bride. This is the very own place of the bride, so she can decorate it any way she wants (Sozen, 2001).

in Safranbolu, there are a lot of important professions such as headscarves producing, blacksmithing, leatherworking, saddlery, coppersmithing. Therefore, the life in a marketplace where winter houses are located continues in the same intensity. The marketplace of the town is considered as the trade center. It is the commonplace that people come to get the news and keep themselves updated.

Safranbolu houses have haremlik and selamlik rooms (separate rooms for men and women) for privacy. The windows of women's room that see the street is sealed with cage. If there are guests in the house food services between men's and women's rooms are made by a special turning table. Rooms function as if they are separate houses. There are cabinets inside the rooms and after beds are laid these cabinets transform into small bathrooms (Gunay, 1999).

When describing Safranbolu houses, the accessories that are used to decorate both inside and outside of the house, as well as architectural features, are very important. Although these were mostly made for aesthetic pleasure, they have become a part of the main architecture over time. Among these aesthetic items, there are wooden ornaments, handwoven pieces, and stone or iron engravings.

The wood used in Safranbolu houses is cut with various saws in a curved form. Generally, the cutting process is followed by beveling. These engravings can be seen on doors, windows, cupboards, window and cupboard latches, doorcases, door frames, mirrors frames, stove moldings, rail posts, window bars and some pillars and caps. Ornaments made by lathe machines (also known as "hirhirci works") are used on windows handles and bars. Color and texture contrasts caused by the material is also used quite often. This method gives a contrast of color and texture, and unpainted wooden surfaces turn red over time naturally. This wooden color forms a pleasant contrast with white plastered surfaces (Uysal, 2003).

One of the elements that complements the interior design of the houses are undoubtedly woven pieces. These are carpets, rugs and other woven pieces put on couches and glassware. The tablecloth laid under the floor table is also woven carefully. These floor tables are decorated with wood prints and they are known as an indispensable part of the architecture of Safranbolu.

The most beautiful stone ornaments are seen on the stone seats next to the stove and on the stove.

These ornaments are geometrical shapes done by engraving and scrapping methods. There are also engraved pots and meerschaums on the pool fountains. There are also ironwork examples of door rings, escutcheons, padlocks, weather vanes and big doornails. Hearthstones in almost every room are also ornamented so that they provide visual variety indoors. All of these items are traditional accessories and objects. For this reason, they are crafted in the blacksmith forges in the marketplace with great care and placed in the houses.

4. Place in the Movie 120

The places (mostly the mansion of high school principal Cemal Bey's mansion) used in the movie 120 was not distracting and so it was one of the most successful examples in the recent Turkish cinema movies. The movie intensely reflects the urban life in Anatolia. The most frequently seen and remarkable place in the movie was the mansion of high school principal Cemal Bey. Other remarkable places other than this mansion are streets paved with stones, the fountain that is the most symbolic structure of Ottoman architecture, the stone bridge built over the river dividing the city in half, the marketplace that is the trade center, the headquarters, the high school building, the mosque, etc.

The first scene after the movie credits takes place in the high school principal Cemal Bey's mansion with the subtitle "1914". The inner courtyard of the three-storey, wooden house separates the mansion from the street and softens the transition between the street and the mansion. The first shooting made

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in the Mansion in the movie was made from the lower angle and by this, it was aimed to increase the magnificence of the place.

in the indoor shooting of the mansion, you can a children's room, an entrance hall and a hall where the guests are hosted. The biggest room in the mansion is the living room that is covered by couches.

Almost all the indoors shootings show examples of the use of wood as a decorative item in traditional Turkish homes. It is possible to see these details on cabinet doors, room doors, windows, ceiling trim, flooring, stairs and railings in many places. in the mansion the interior decoration is fairly simple, ornaments on the wall and showcase are made of wood and walls are painted white. The color white is not eye-straining and brings the other objects in the house to the forefront. in addition to arousing a sense of simplicity and spaciousness, the white color illuminates a large room with a small amount of light, while the small amount of light emitted from the gas lamp is scattered into the room. There are also other details in the indoor design of the house in the movie. All the rooms in the house are connected to the hall. It can be seen that all rooms have hearths for heating. in addition, lamps used for illumination are visible in the niches located on the walls of the room.

The excessive of the number of windows compared to modern architecture is the characteristic feature of these constructions. There are also other functions of the windows that make it look aesthetically pleasing from the outside. Getting the benefit of the street lamps or moonlight is one of these features. The windows give the opportunity to see outside of the house from every corner which allows to see the incoming guests and other incidents on the street. It is seen that while the Munire character is waiting for Lieutenant Suleiman and sending him to war, she looks out of the window quite often. The architecture of the house presents an angle that the outside of the house can be clearly seen from indoors but the inside of the house cannot be clearly seen which is designed according to the privacy tradition.

The courtyard, the indispensable element of the traditional Turkish residential architecture, is the part where the guest is welcomed. The courtyards that separate the public area from the private area also provide a smooth transition between the street and the house which functions as a preparation place both for the host and guests. While the guests are welcomed by the host, the other members of the house will have time to make the house appropriate for the guest. Thanks to the stone walls of the courtyard separating the mansion from the street, the entrance door to the house is not seen from the street.

The meeting place of those who try to support the war by creating internal disturbance is shown as a dark and bad place. These scenes were shot in the barn in the ground floors (also known as "Tashlik"

in Turkish) of traditional Safranbolu houses. This room is made completely of stones and has a very small number of windows which gets narrow towards indoors. in cinema, the place where the daylight does not enter or dim represents a place of uncanny, fear and betrayal. However, in architecture, spaces, where daylight does not enter, are not considered as living spaces. These places, which do not take daylight in the mansions are used as stables, pantry or storage as they are cool.

in the movie, the police station and the high school building shows the characteristics of traditional architecture. These structures, which are designed as a formal building, are characteristically different from the mansion buildings. Since the privacy of the mansion-type buildings is in the foreground, you can enter the house after another door following the courtyard and through stairs. Also, the main door and the stairs are not seen from outside. The police station and the high school in the movie has a courtyard before the entrance. While entering the building towards the courtyard gradually there are two stairs next to the main door. The interior courtyard is used as an area where people see and interact with each other in formal buildings. in the headquarters scene of the movie, it is seen that the prominent inhabitants of Van sits and talk about national issues. in the high school building, interior courtyard is also used for a similar purpose.

The marketplace in traditional Turkish city planning is very important. The only place that inhabitants hear from each other is a marketplace. The marketplace, which is usually located on the busiest street in the city, is a place where every kind of shop is present where people can meet various needs. in these spaces, people both fulfill their needs and hear from each other. The announcement of

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the declaration of mobilization in the marketplace in the movie is also very important in terms of explaining the sociological impact of the marketplace.

5. Conclusion and Evaluation

Architecture and cinema are similar to each other in terms of the close relationship they have established with the place. While architecture produces discourse entirely on the place, cinema often uses the place as an element to support its story. But sometimes in movies, the place also forms the backbone of the story. The most important reference source for researchers working in the community is architecture and cinema. Both art branches directly address to humans and serve humans while also trying to understand them.

Places that are the most concrete form of everyday life with a very complicated structure are the result of a social process. Place is one of the most important keys to daily life. Lefebvre depicts everyday life as an abstract "reality" that coincides with and develops simultaneously with modernity, and points to place as an area where this abstract reality can be embodied (Lefebvre, 2010).

This study that examines the use of place in the movie 120, presents examples for the fact that place is both the production and the producer in the context of cinematic narration, characters, and discourses introduced in the film. The movie 120 shot in 2008 was examined in the perspective of traditional Turkish residential architecture. The story takes place in Van but Safranbolu was chosen as the place for shooting. Safranbolu is one of the most special areas of Turkey and the world with its rich historical past and different natural and urban sites preserved and made it to this day. Safranbolu was included in World Heritage List by UNESCO in 1994 and is very rich of the structures that should be protected.

Because Safranbolu is located on important trade routes, it has hosted many settlements. Because of this feature, it is one of the important gateway towns in history. For this reason, different ethnic groups have lived in peace for many years together. Peace is very important for providing a peaceful environment for traders visiting the town. Having a history dating back to prehistoric times, Safranbolu was known as Dadybra in ancient times. After the Turks came, it was named Zalifre Borlu/Zagfiran Borlu.

After the Turks came to the region, they built a traditional stone-based Turkish house with wooden details. The preservation of these mansions to this day provides much information on family structure and lifestyle of those times. in the movie 120, the director used the mansion and city planning as a decisive element in terms of presenting the traditional family structure and lifestyle to the audience.

6. References

Adanir, O. (2006). Kultur, Politika ve Sinema. Istanbul: +1 Kitap.

Adanir, O. (2012). Sinemada Anlam ve Anlatim. Istanbul: Say Yayinlari.

Benjamin, W. (1995). Pasajlar. Istanbul: Yapi Kredi Yayinlari.

Besisik, G. (2013). Sinema ve Mimarlikta Mekan Kurgusu ve Kavrayisi. Dokuz Eylul Universitesi Fen Bilimleri Enstitusu. Yayinlanmamis Yuksek Lisans Tezi: Izmir.

cicekoğlu, F. (2006). Vesikali Sehir. Istanbul: Metis Yayinlari.

Diken, B., & Laustsen, C. B. (2010). Filmlerle Sosyoloji. Istanbul: Metis Yayinlari.

Gonenc, G. (2005). Safranbolu, Istanbul: Ceyma Matbaacilik.

Grigor, M. (1994). Space in Time, Architectural Design, 64 (11/12), 17-21.

Gunay, R. (1999). Turk Ev Geleneği ve Safranbolu Evleri, Istanbul: YEM Yayinlari.

Lefebvre, H. (2010). Gundelik Hayatin Elestirisi. Istanbul: Sel Yayincilik.

Lefebvre, H. (2014). Mekanin Uretimi. Istanbul: Sel Yayincilik.

Morin, E. (2005). The Cinema or the Imaginary Man. Minneapolis: University of Minnesota Press.

Ozturk, S. (2000). Mekan ve Iktidar. Ankara: Phoenix Yayinlari.

Pallasmaa, J. (2007). The Architecture of Image: Existential Space in Cinema (2nd ed.). Helsinki:

Rakennustieto.

Sozen, M. & Eruzun, C. (1992). Anadolu’da Ev ve Insan. Istanbul: Creative Yayincilik.

Sozen, M. (2001). Turklerde Ev Kulturu. Istanbul: Doğan Kitapcilik.

Sualp, T., A. (2004). Zaman Mekan (Kuram ve Sinema). Istanbul: Bağlam Yayincilik.

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Tuncozgur, U. (1999). Dunu ve Bugunu Ile Safranbolu. Ankara: Meteksan Yayincilik.

Ulusu, T. (1991). Geleneksel Konuttan Gunumuz Konutuna Orta Mekân, Turk Halk Mimarisi Sempozyumu Bildirileri: Ankara, s, 217-225.

Uysal, B. (2003). Tarihi Safranbolu Evlerinde Ahsap Malzeme Kullanimi. I. Ulusal Tarih Icinde Safranbolu Sempozyumu (4-6 Mayis 1999), Ankara: 69-80.

Unuguralp, T. (1984). Geleneksel Turk Evinde Insan-Mekan Iliskileri Acisindan Mekân Olusumunu Etkileyen Faktorlerin Saptanmasinda Kullanilacak Bir Yontem Onerisi, Doktora calismasi.

Zizek, S. (2001). Kieslowski ya da Maddeci Teoloji. (S. Gurses, cev.) Istanbul: Encore.

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A GENERAL EVALUATION FOR HEALTH JOURNALISM IN TURKEY ON MAGAZINATION

Basak Gezmen

Introduction

One of the key problems that our current journalism faces is the corruption experienced in news messages. Transition to industrial society and constantly developing new communication technologies leads to changing and transforming mass communication. At this point the news and journalism are also affected by this change. The news whose ultimate objective is to provide information and informatics has started to be gradually undermined. News has started to be one of the gears used for justifying the functioning of the capitalist process. It has been switched to a new journalism concept with predominant entertainment and sensational side rather than information emphasis. This case has started to settle in all kinds of news ranging from politics, economy, sport, culture and art. The concept of health is one of the areas that the public sensitively lay emphasis on. in this context, presentation and inclusion of health messages in the newspapers are also of high importance.

in the study, health news has been investigated over the newspapers contemplated to reflect different ideologies investigated on designated dates throughout Turkey. Which newspaper includes health news in what frequency and the language they use in their news is addressed over the phenomenon of magazination.

1.1. Changing and Transforming Journalism over the Phenomenon of Magazination

The word of magazine deriving from the plural form of mahzen (mahazin) meaning cellar. This word was used in the meaning of the store where several goods are shown. As time goes, it has gained the meaning of "magazine where a wide range of information is present" and it has started to be used for periodical publication in the world and Turkey. in French, "magazine" means daily newspapers including photographs and pictures in weekly magazine periodical published with pictures generally on a permanent basis with a wide range of topics. (Ozkocak, 1985, pp: 193-194.) Magazination is delivering the contents equipped with funny and emotional elements to the masses in a simple and easy presentation. in our time, magazination has become a phenomenon observed in all media not only in news or newspapers having particular wording styles in particular topics. Even news such as politics, economy, international relations qualified as serious news in the past are currently presented with a concept for entertainment purpose. These are the news aiming to entertain the audience without having them to think about it and generated in a format which will enable the audience to feel better.

Ozkocak emphasizes that magazine cannot be fulfilled by providing news from only the private lives of cinema and art life and indicates that the function of the magazine is to educate while entertaining.

Political issues can occasionally fall within the scope of the magazine. (Ozkocak, 1985, p.197).

*Dr.Oğr.Uyesi,Istanbul Medipol Universitesi,Iletisim Fakultesi Gazetecilik Bolumu,gezmenbasak@gmail.com

in past years, as magazine newspapers were sold by way of the exhibition in the boulevards in the afternoons in Europe, they were called boulevard newspaper. As they were published in tabloid size by providing sensational news, they were also called tabloid in America. A characteristic feature of boulevard newspapers is its diversity in the topics showing close similarity to periodicals. The editor takes into account mass psychology while picking the topics and attaches importance to the language used. in this kind of journalism, it is aimed to keep the public away from stress and to appeal to the ordinary people. It is continuously attempted to discover short sentences, topic diversity and new colours. Over time, particular pages are reserved for sensational entertainment news. (Schneider and Raue, 2002, pp. 108-110). Natural disasters, catastrophes, science and need-to-know topics for consumers, weird and entertaining events have come to the prominence for attracting more interest by

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Basak Gezmen

gradually ignoring serious making news. Striking headlines, coloured capital letters and red tones are used for creating a difference in layout and recursive publication of news and comments and increase in photographs have started to attract attention.

An evening paper, the Star Newspaper has announced its first boulevard newspaper manifest as

"type of journalism such as sometimes touching, anectode-like, statistical, fashion craze, home administration art." William Randolf Hearst from New York Mirror Newspaper that is one of the first boulevard newspapers published in America has stated that publication mission of the newspaper is to provide information containing 90% entertainment and 10% non-boring information. (Hargreaves, 2005, pp: 81-83). The magazine is considered as an extension of public journalism spreading to England, the USA and Europe. Tokgoz shortly states public journalism concept as "attracting attention and underselling". This understanding has also paved the way for a transition to mass journalism.

(Tokgoz, 2012, p.413). Journalism techniques used for attracting the attention of the public has started to manifest itself in all mass publications. (Alemdar and Uzun, 2011 pp. 207-208). James Gordon Bennett and Joseph Pulitzer are the two journalists laying the foundations of magazine journalism.

(Tokgoz, 2012, pp.413-414).

Advancements in new communication technology, authoritarian state concept, Westernization, populism, capitalization form the decisiveness of external impacts relating to the eighties.

(Kejanlioğlu, 2004, p. 191). It has been gradually alienated from elitist news concept together with the advancement of technology, the industrial revolution and cheap costing. The growth of advertising platform following the World War II, advancements in press technology, speed-up of circulation, developments in transportation and communication infrastructure and reaching many readers have led to earning money from media. Journalists such as Simaviler, etc. that is one of the rooted journalists in Turkish press has maintained journalism from father to son and has managed their newspapers as a family company for long years. These newspapers have not compelled their newspapers for a transition to an industrial structure but have gradually kept up with taking steps towards conglomeration with horizontal and vertical expansions complementing newspaper and magazine press. Entry of holdings in the 1960’s and 1970’s in media has led to serious transformations in media structure. Giant media companies have brought along media patronage desiring to using the active power of media for masses.

There were severe struggles in the media world in this process starting with the period after 1980’s and speeding up in the period of 1990’s. Entry of some capital groups excluded from the media sector into the media sector has increased the use of the press and the power of instantly influencing millions of people by the press. 33-35). It is observed in the survey conducted in the last months of the 1989 year in Turkey that newspapers attached more importance to magazine news. Magazine news account for 15.50% of total news of 7 newspapers with high circulation. (Tutar, 1993, p.35). Media working based on competition conditions and profitability principle has started to continue with attractive, humour based, striking, drama oriented, strong and sensational structure. As circulation concern is in the forefront, serious news mixed with colourful news and magazine press has made new middle class living in metropolitan cities as a target. (Dağtas, 2006, p.124). Within this context, the period after 1980 is the time where this process paved the way for the press relinquishing the ownership of family companies and integration with capital and financing sector and journalism became popular and a transformation was undergone in news values. The period of 1990’s in Turkey is the time where visual media came to the fore in parallel with magazination. (Dağtas, p. 115).

Magazination is frequently encountered in TV journalism and format compatibility of this journalism.

With its many technical features, television is attuned to provoking and alluring structure of magazine.

"Infotainment" word is used for the news for entertainment. "Infotainment" comes from the combination of the words of "information and "entertainment". It is an entertaining presentation of information on television without boring the audience. (Alemdar and Uzun, p.209). in media show, Kellner speaks of the existence of a community of education and entertainment with the term

"edutainment". This community is the new structuring of society and culture show. Entertainment changes its format and is adapted to the forms shaping each field of life ranging from the Internet to politics. (Kellner, 2010, pp. 38-39). Popular texts draw the attention of the large audience and touch their imagination. Folk culture frequently benefits from the statement of magazine enabling the

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