Labour as Chronotope: Happy Tomorrow Discourse in Narrative Advertising

Abstract

Transformation in capitalist relations of production has come to such a state that living spaces are becoming precarious and this ontological insecurity is shaking the faith in institutions. Media strives to restore the faith in institutions in order to renew the faith of the masses in this process by carrying out the perception and image management that are needed. In this context, capitalist institutions in advertisements are shown as the unique addressee in overcoming aforementioned precarity. It is aimed to make the masses forget about the bonds that these institutions have with capitalism by showing the institutions in advertisements in such a way that they are tried to be identified by their appreciation of the labour. Labour, as a chronotope, presents narratives that sanctity and appreciation are palpable in the identities of these institutions. Based on this claim, the chronotopic elements of three bank advertisements in Turkey are aimed to be ascertained and "sancity of labour" narrative which is composed of chronotopic elements will be analyzed in this study.