Orientalist discourse in communication and media: Analysis of researches in the field of media and communication in terms of orientalism

Abstract

Today's people fall into the advertising network more and more every day with the developing technology. The modern world is exposed to many written and visual images in this area. All these images contain a whole of meanings. Advertising, which is one of the concepts that affects and transforms society, is also a collection of messages. While conveying his messages, the facts that create and transform society, cultures, and identities, and creation processes occur in this context. The created advertisements, the concepts of self, and the other East and West, have existed since the formation of human history and have been influenced from time to time, and the Orientalist, re-orientalist perspective has shown itself in the advertisements. The underdevelopment of the East is a discourse aimed at religion, language, and races. The West spreads its Orientalist discourse to the world through mass media. This research investigates the orientalism effects in media and communication regarding how the media and communication field is affected by Orientalism. © 2022 Elsevier B.V., All rights reserved.