Sosyal kimlik ürünü olarak Kaft t-shirtleri: tasarım baskıları üzerinden göstergebilimsel bir analiz
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Tarih
2023
Yazarlar
Dergi Başlığı
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Cilt Başlığı
Yayıncı
Istanbul Commerce University
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Her satın alınan bir ürün bireyin kimliğine eklemlenmekte iken, ürünün ortaya çıkarken geçirdiği süreç tasarım hikayesi oluşturmaktadır. Bireyin o ürünü kullandığı süreç de bireyin kendi kimlik tasarım hikayesini oluşturmaktadır. Dolayısıyla kimlik, tasarım ve süreç birbiriyle var olduğu sürece bir hikaye oluşturmaya zemin hazırlamaktadır. Bu çalışmada amaç bireyin Kaft markasının tasarım ürünü t-shirtleri satın alırken gerçekte sosyal kimliğine hangi hikayeleri eklediğine dair bir inceleme yapmaktır. Araştırmanın evrenini Kaft markasının 68 tasarım t-shirtleri oluşturmaktadır. Örneklem olarak araştırmacı tarafından seçilen t-shirtlerden oluşmaktadır. Baskı ve t-shirt’lerin tasarım hikayeleri (mottolar ve ünlülerin sözleri) dikkate alınarak Kunrath vd. (2020)’nin makalesinde yer alan 10 ayrı kişilik özelliği; güven (confidence), yaratıcılık (creativity), duygular (emotions), empati (empathy), etik (ethics), liderlik (leadership), motivasyon (motivation), açıklık (openness), sorumluluk (responsibility), sosyal yetenekler (social ability) temaları seçilerek bu temalara uygun şekilde yerleştirilmiştir. Bu temalardan güven (confidence) ve sosyal yetenekler (social ability) temasına dahil edilebilecek bir t-shirt araştırmacı tarafından bulunamadığından araştırmadan çıkarılmıştır. Bu temalara uygun olmayan ancak t-shirtlerin dahil olması gereken beş farklı tema daha eklenmiştir. Bu temalar gerçeklik (reality) ve değişim (change), içe dönüklük (introversion), özgürlük (freedom) ve sınırlılık (boundedness). Araştırmanın yönteminde araştırmacı tarafından on üç ayrı temaya dahil edilen t-shirtler tasarım baskıları açısından göstergebilimsel analiz ile değerlendirilmiştir. Araştırmada elde edilen temel sonuçlar Kaft-tshirtlerinin kişilerin imaj satın almalarına etki ettiği yönündedir. Ayrıca en çok duyguları ve yaratıcılıkları yansıtmak için bu t-shirtleri giydikleri analiz sonucu ortaya çıkmaktadır. Sözsüz iletişimi destekleyen ürünlerin sosyal kimlikleri ortaya koyma konusunda hız kazandırdığı ve kolaylaştırdığı, gruba aidiyeti arttırdığı düşünülmektedir.
While each purchased product is added to our identity, the process the product goes through when it comes to life creates a design story. The process in which the individual uses that product also creates the individual’s own identity design story. Therefore, as long as identity, design and process coexist, it lays the groundwork for creating a story. The aim of this study is to examine which stories the Kaft brand actually adds to their social identity when purchasing designer t-shirts. The universe of the research consists of 68 design t-shirts of the Kaft brand. The sample consists of t-shirts chosen by researcher. Considering the design stories (mottos and words of celebrities) of prints and t-shirts, Kunrath et al. (2020) ‘s 10 personality traits included in the article; confidence, creativity, emotions, empathy, ethics, leadership, motivation, openness, responsibility, social skills ) themes were selected and placed in accordance with these themes. Among these themes, a t-shirt matching the themes of confidence and social ability could not be found by both researchers and was excluded from the study. Five different themes have been added that are not suitable for these themes but should be included in t-shirts. These themes are reality and change, introversion, freedom and boundedness. In the method of the study, t-shirts included in thirteen different themes by two researchers were evaluated with semiotic analysis in terms of design prints. The findings of the research were evaluated in 13 different categories as indicating, indicator and shown. As a result of this evaluation, 3 in openness category, 4 in change category, 17 in emotions category, 3 in empathy category, 2 in ethics category, 6 in reality category, 3 in introversion category, 3 in leadership category, 5 in motivation category, 6 in freedom category, 5 in limitation, 3 in responsibility. There are 8 t-shirts in the creativity category. The theme of emotions with the most t-shirts; It is based on the foundations of emotions such as excessive dominance and control of emotions will cause a lack of conscience, the imbalance of action and conscience, the need to connect with the heart of the individual, the prisoner of human suffering, the lack of controlling emotions. All these connotations and messages coincide with the individuality, aesthetics, and expression of Kaft t-shirts, as well as with the social identity creation needs of individuals who want to create an identity, be included in the group and have a stance while being included. Kaft’s design t-shirts support the creation of social identity as a commodity in terms of providing distinctiveness in the group, helping them to identify, including one’s self in a category through social representations and positioning oneself differently from others, comparing and contrasting. When the creativity theme, which is another intense theme, is examined, it is seen that there are 8 t-shirts belonging to this theme. Primarily, establishing a connection between two different materials evokes situations such as being able to see events with logic, integration, mixing with inspiration, bringing together many different stimuli and creating something new. It overlaps with both the social identity discourse and the comments made by Kaft t-shirts while positioning themselves. It gives the message that individuals who want to make a difference in themselves should first be aware of their emotions and then use their creativity by combining their minds with different beings. There are 6 t-shirts in the Reality category. In this theme, he emphasizes that what is own and unique will be successful, censorship and illusion will hinder development and progress, and will prevent them. While creating social identity, he emphasizes that popular culture and consumerism will create a difference and subjectivity for himself even if he stands against all the discourses that push the individual to become someone, even if he stays in the group or in the herd, and if he can create an independent space, he can be successful. Even though popular culture has pushed the individual to “keep hidden”, it has been argued that we cannot stay by ourselves with others, but the social identity doctrine and Kaft’s design t-shirts, which are equivalent to it, are criticisms of this. The freedom category also consists of 6 t-shirts, similar to reality. It emphasizes different living spaces, different preferences, connotations that every person is born the same and differs over time. There are 5 t-shirts in the limitation category, 5 in the motivation category, and 4 in the change. Limitation mostly emphasizes that freedom will be destroyed if these limits are exceeded, so the violation of living space, thought and emotion area is wrong, and similarly emphasizes the individual. Motivation emphasizes that there are always good hopes for better, development and accumulation, and most importantly, that people can find things that can motivate themselves. The category of change emphasizes that by going through certain stages, different forms and structures will be reached by changing over time, and that it is necessary to leave the comfort zone in order for the change to take place. There are 3 t-shirts on the themes of openness, empathy, introversion, leadership and responsibility. The first two categories, emotions and creativity, are two themes that flow spontaneously and do not require the responsibility of the individual, and are a structure more suitable for individuality. Therefore, it is not surprising that there are more t-shirts in these categories. However, empathy, interiority and responsibility are the elements that require thinking about the other person, or making internal criticism, to carry responsibility to oneself and the outside, or only to oneself only to the outside, and it is more opposite to the structure of emptiness and individuality. For this reason, it is thought that fewer t-shirts are included in these categories. Ethics category was the category that included the least number of t-shirts. 2 t-shirts are included in this category. It is a criticism of the unethical, the anti-peace, and the hindrance of development.
While each purchased product is added to our identity, the process the product goes through when it comes to life creates a design story. The process in which the individual uses that product also creates the individual’s own identity design story. Therefore, as long as identity, design and process coexist, it lays the groundwork for creating a story. The aim of this study is to examine which stories the Kaft brand actually adds to their social identity when purchasing designer t-shirts. The universe of the research consists of 68 design t-shirts of the Kaft brand. The sample consists of t-shirts chosen by researcher. Considering the design stories (mottos and words of celebrities) of prints and t-shirts, Kunrath et al. (2020) ‘s 10 personality traits included in the article; confidence, creativity, emotions, empathy, ethics, leadership, motivation, openness, responsibility, social skills ) themes were selected and placed in accordance with these themes. Among these themes, a t-shirt matching the themes of confidence and social ability could not be found by both researchers and was excluded from the study. Five different themes have been added that are not suitable for these themes but should be included in t-shirts. These themes are reality and change, introversion, freedom and boundedness. In the method of the study, t-shirts included in thirteen different themes by two researchers were evaluated with semiotic analysis in terms of design prints. The findings of the research were evaluated in 13 different categories as indicating, indicator and shown. As a result of this evaluation, 3 in openness category, 4 in change category, 17 in emotions category, 3 in empathy category, 2 in ethics category, 6 in reality category, 3 in introversion category, 3 in leadership category, 5 in motivation category, 6 in freedom category, 5 in limitation, 3 in responsibility. There are 8 t-shirts in the creativity category. The theme of emotions with the most t-shirts; It is based on the foundations of emotions such as excessive dominance and control of emotions will cause a lack of conscience, the imbalance of action and conscience, the need to connect with the heart of the individual, the prisoner of human suffering, the lack of controlling emotions. All these connotations and messages coincide with the individuality, aesthetics, and expression of Kaft t-shirts, as well as with the social identity creation needs of individuals who want to create an identity, be included in the group and have a stance while being included. Kaft’s design t-shirts support the creation of social identity as a commodity in terms of providing distinctiveness in the group, helping them to identify, including one’s self in a category through social representations and positioning oneself differently from others, comparing and contrasting. When the creativity theme, which is another intense theme, is examined, it is seen that there are 8 t-shirts belonging to this theme. Primarily, establishing a connection between two different materials evokes situations such as being able to see events with logic, integration, mixing with inspiration, bringing together many different stimuli and creating something new. It overlaps with both the social identity discourse and the comments made by Kaft t-shirts while positioning themselves. It gives the message that individuals who want to make a difference in themselves should first be aware of their emotions and then use their creativity by combining their minds with different beings. There are 6 t-shirts in the Reality category. In this theme, he emphasizes that what is own and unique will be successful, censorship and illusion will hinder development and progress, and will prevent them. While creating social identity, he emphasizes that popular culture and consumerism will create a difference and subjectivity for himself even if he stands against all the discourses that push the individual to become someone, even if he stays in the group or in the herd, and if he can create an independent space, he can be successful. Even though popular culture has pushed the individual to “keep hidden”, it has been argued that we cannot stay by ourselves with others, but the social identity doctrine and Kaft’s design t-shirts, which are equivalent to it, are criticisms of this. The freedom category also consists of 6 t-shirts, similar to reality. It emphasizes different living spaces, different preferences, connotations that every person is born the same and differs over time. There are 5 t-shirts in the limitation category, 5 in the motivation category, and 4 in the change. Limitation mostly emphasizes that freedom will be destroyed if these limits are exceeded, so the violation of living space, thought and emotion area is wrong, and similarly emphasizes the individual. Motivation emphasizes that there are always good hopes for better, development and accumulation, and most importantly, that people can find things that can motivate themselves. The category of change emphasizes that by going through certain stages, different forms and structures will be reached by changing over time, and that it is necessary to leave the comfort zone in order for the change to take place. There are 3 t-shirts on the themes of openness, empathy, introversion, leadership and responsibility. The first two categories, emotions and creativity, are two themes that flow spontaneously and do not require the responsibility of the individual, and are a structure more suitable for individuality. Therefore, it is not surprising that there are more t-shirts in these categories. However, empathy, interiority and responsibility are the elements that require thinking about the other person, or making internal criticism, to carry responsibility to oneself and the outside, or only to oneself only to the outside, and it is more opposite to the structure of emptiness and individuality. For this reason, it is thought that fewer t-shirts are included in these categories. Ethics category was the category that included the least number of t-shirts. 2 t-shirts are included in this category. It is a criticism of the unethical, the anti-peace, and the hindrance of development.
Açıklama
Anahtar Kelimeler
Sosyal Kimlik, Tasarım Hikayesi, Kaft T-Shirtleri, Social Identity, Design Story, Kaft T-Shirt
Kaynak
Intermedia International E-journal
WoS Q Değeri
Scopus Q Değeri
Cilt
10
Sayı
18
