Violence Narration in Digital Advertising

Abstract

Human beings exist through creating narratives. In this process of existing, number one narrative is violence. Today, considering that media is included in the process of producing meaning as a means of reaching information, the significance of knowledge and experiences the human beings obtain via media should be mentioned. In this process of building meaning, violence narrative is involved in the content of many visual texts from the news, the movies to commercials. Even if media doesn't cause tendency to violence directly, it plays an important role in getting used to violence and internalizing it. In addition to this, expecting the media to give up violence narration seems like a naive solution regarding the commercial value of it. In this context, questioning the ethics of the connection between media and violence is necessary. In this study, it is aimed to question the ethics of violence narration based on the exemplary advertisements in the commercials on television and viral advertising.