POSTMODERN TÜKETİM KÜLTÜRÜ BAĞLAMINDA GÖRSEL RETORİK TİPOLOJİSİ ÜZERİNDEN SPOR İÇERİKLİ METAFORLARA BAKIŞ

Abstract

Consumption has become a more comprehensive and broad concept, not just meeting human needs, with the formation of postmodern consumption culture. Consumption culture reveals its effect in almost every field, including sports, art, fashion, and daily basic needs. Sports activities, as a part of the culture, have made a difference in the industry, with many manufacturers and foundations being the focus of attention. This study examined visual metaphors with sports content. Moreover, this study also tried to investigate visuals with sports content that aim to change and transform society. The study examined the influential role of sports in reaching every segment of society in the context of consumer culture. In this study, we inspected the mediation of the Phillips and McQuarrie (2004) model, which constitutes the typology of visual metaphors used in advertisements in the images determined by the sampling method. The researchers used a qualitative analysis of the sports content visuals, which considered the metaphor types by using the content analysis method. In addition, the researchers took the approach of Roland Barthes, a semiotic theorist, as a basis and interpreted the texts next to the visual metaphors together. Unlike previous studies on metaphors’ usage in printed images, the researchers tried to explore the relationship between the types of sports visual metaphors through rhetoric and the postmodern consumption culture. The study revealed that the symbolic power of sports in postmodern consumption culture affected the development of a positive attitude in the change of society through images containing metaphors.