{"id":1079,"date":"2012-04-13T11:17:21","date_gmt":"2012-04-13T08:17:21","guid":{"rendered":"http:\/\/www.gokhanyorgancigil.com\/?p=1079"},"modified":"2017-05-11T23:54:07","modified_gmt":"2017-05-11T20:54:07","slug":"size-acilen-bir-urun-gerekiyor","status":"publish","type":"post","link":"https:\/\/www.gokhanyorgancigil.com\/?p=1079","title":{"rendered":"Size acilen bir \u00fcr\u00fcn gerekiyor!"},"content":{"rendered":"<p><em>Reklamc\u0131y\u0131m. Kainat\u0131 kirletiyorum. Ben size pis \u015feyleri bile satan adam\u0131m. Asla sahip olamayaca\u011f\u0131n\u0131z o \u015feylerin hayalini kurduran&#8230; Photoshop&#8217;ta r\u00f6tu\u015flanm\u0131\u015f kusursuz bir mutluluk&#8230; K\u0131l\u0131 k\u0131rk yararak olu\u015fturulmu\u015f g\u00f6r\u00fcnt\u00fcler, moda m\u00fczikler. zar zor biriktirdi\u011finiz paralarla, son kampanyada iteledi\u011fim r\u00fcyalar\u0131n\u0131z\u0131n arabas\u0131n\u0131 sat\u0131n almay\u0131 ba\u015fard\u0131\u011f\u0131n\u0131zda ben onu \u00e7oktan demode etmi\u015f olaca\u011f\u0131m. Sizi yenilik ba\u011fimlisi yapiyorum. yenili\u011fin avantaj\u0131, hi\u00e7bir zaman yeni kalmamas\u0131d\u0131r. salyalar\u0131n\u0131z\u0131 ak\u0131tmak: benim g\u00f6revim bu. Benim mesle\u011fimde kimse mutlu olman\u0131z\u0131 istemez, \u00e7\u00fcnk\u00fc mutlu insanlar t\u00fcketmezler. \u00e7ekti\u011finiz ac\u0131, ticareti canland\u0131r\u0131yor. Bizim jargonumuzda buna &#8220;al\u0131\u015fveri\u015f sonras\u0131 d\u00fc\u015f\u00fc k\u0131r\u0131kl\u0131\u011f\u0131&#8221; deniyor. Size acilen bir \u00fcr\u00fcn gerekiyor; ama ona sahip olur olmaz bir ba\u015fkas\u0131na ihtiya\u00e7 duyuyorsunuz&#8230; \u0130htiya\u00e7lar meydana getirmek i\u00e7in k\u0131skan\u00e7l\u0131\u011f\u0131, ac\u0131y\u0131, doyumsuzlu\u011fu k\u00f6r\u00fcklemek gerekiyor. \u0130\u015fte benim sava\u015f gere\u00e7lerim bunlar. Hedefim ise sizsiniz. (&#8230;)<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright\" src=\"http:\/\/www.itusozluk.com\/image\/frederic-beigbeder_118490.jpg\" alt=\"Fr\u00e9d\u00e9ric Beigbeder: kuru, ama yine de s\u00f6ylemi\u015f olay\u0131m\" width=\"329\" height=\"411\" \/><\/p>\n<p><em>Reklam, insanl\u0131\u011f\u0131 k\u00f6lele\u015ftirmek i\u00e7in d\u00fc\u015f\u00fck profilli olmay\u0131, esnekli\u011fi ve ikna y\u00f6ntemini se\u00e7ti. \u0130nsan\u0131n insana egemen oldu\u011fu g\u00fcnden beri ilk kez, kar\u015f\u0131s\u0131nda \u00f6zg\u00fcrl\u00fc\u011f\u00fcn bile i\u015fe yaramad\u0131\u011f\u0131 bir egemenlik sisteminde ya\u015f\u0131yoruz. Tersine, sistem b\u00fct\u00fcn kozlar\u0131n\u0131 \u00f6zg\u00fcrl\u00fck \u00fczerine oynuyor; en b\u00fcy\u00fck bulu\u015fu da bu zaten. Her t\u00fcr yergi, y\u0131l\u0131\u015f y\u0131l\u0131\u015f ho\u015fg\u00f6r\u00fcs\u00fcn\u00fcn yaratt\u0131\u011f\u0131 yan\u0131lsamay\u0131 g\u00fc\u00e7lendiriyor. Sistem size kibarca boyun e\u011fdiriyor. Her \u015fey serbest. Sistem hedefine ula\u015ft\u0131: itaatsizlik bile bir itaat bi\u00e7imi haline geldi. (&#8230;)<br \/>\n<\/em><\/p>\n<p><em>Buradan \u00e7\u0131kman\u0131n yolu yok. B\u00fct\u00fcn kap\u0131lar s\u00fcrg\u00fcl\u00fc, dudaklarda tebess\u00fcm. Geri \u00f6denecek kredilerle, taksitlerle, kiralarla k\u0131sk\u0131vrak ba\u011flan\u0131yorsunuz. Halinizden memnun de\u011fil misiniz? D\u0131\u015far\u0131da milyonlarca i\u015fsiz yerinizin bo\u015falmas\u0131n\u0131 bekliyor. Diledi\u011finiz kadar ba\u011f\u0131r\u0131p \u00e7a\u011f\u0131rabilirsiniz, Churchill cevab\u0131 \u00e7oktan verdi: &#8220;Di\u011fer hepsi bir yana, bu, en k\u00f6t\u00fc sistem&#8221; Bizi hain yerine koymad\u0131, &#8220;en iyi sistem&#8221; demedi&#8230; &#8220;En k\u00f6t\u00fcs\u00fc&#8221; dedi.<\/em><\/p>\n<p>Mutluluk kavram\u0131n\u0131n bir feti\u015f oldu\u011fu ve yeni tan\u0131m\u0131 gere\u011fi sadece t\u00fcketime yarad\u0131\u011f\u0131 bir d\u00fcnyada &#8220;tuzu kuru&#8221;, \u00e7o\u011fu zaman da samimiyetsiz olmakla su\u00e7lanan (belki ger\u00e7ekten de \u00f6yle) Fr\u00e9d\u00e9ric Beigbeder&#8217;in her bask\u0131da ad\u0131 de\u011fi\u015fen kitab\u0131 3900&#8217;dan yukar\u0131daki sat\u0131rlar. Sat\u0131n alma ve t\u00fcketim meselesine dikkat \u00e7ekmek isteyen yazar kitab\u0131n\u0131n ad\u0131n\u0131n fiyat\u0131yla ayn\u0131 olmas\u0131n\u0131 istemi\u015f. Fransada 99 Frank, euro&#8217;ya \u00e7e\u00e7tikten sonra 14,99 euro olmu\u015f. T\u00fcrkiye&#8217;de kitab\u0131n ad\u0131 \u00f6nce 3900 TL idi. Sonra 4900 \u015fimdilerde bulabilece\u011finiz son bask\u0131s\u0131nda 9900. Kitap &#8220;sistem&#8221;e d\u0131\u015far\u0131dan bakmay\u0131 sa\u011flasa da sistemden kurtulma yollar\u0131n\u0131 okuyucuya b\u0131rak\u0131yor. Her g\u00fcn \u00fczerinde konu\u015fulmas\u0131 gereken, g\u00fcndemden hi\u00e7 d\u00fc\u015fmemesi gereken bir konu bu.<\/p>\n<p>Distopik romanlarda ya da filmlerde g\u00f6rd\u00fc\u011f\u00fcm\u00fcz k\u00f6lele\u015ftirilmi\u015f kalabal\u0131klar var ya&#8230; \u0130\u015fte \u00f6yle bir kalabal\u0131\u011f\u0131n i\u00e7indeyiz ve nas\u0131l kurtulaca\u011f\u0131m\u0131z\u0131 bilmiyoruz.\u00a0 K\u00f6lele\u015ftirilmi\u015f kalabal\u0131k rol\u00fcn\u00fc oynarken de kendimizi &#8220;Just Do It&#8221; gibi sloganlar e\u015fli\u011finde ald\u0131\u011f\u0131m\u0131z \u00fcr\u00fcnler sayesinde \u00f6zg\u00fcr zannediyoruz. B\u00fct\u00fcn de\u011fer yarg\u0131lar\u0131m\u0131z\u0131 &#8220;t\u00fcketime y\u00f6nlendiriyor, \u00f6yleyse k\u00f6t\u00fc&#8221; \u015feklinde yeniden d\u00fczenlememiz gerekiyor ama nafile. \u00c7\u00fcnk\u00fc ihtiya\u00e7lar\u0131m\u0131z zannetti\u011fimiz \u015feyler asl\u0131nda ihtiya\u00e7 de\u011filler. Mutsuzlu\u011fumuz sistemin sermayesi. B\u00fct\u00fcn hesap da 3 g\u00fcnl\u00fck &#8220;bedensel-tensel&#8221; hayat\u0131m\u0131za g\u00f6re yap\u0131lm\u0131\u015f. Sistemle sava\u015fmaya karar verip katarsis beklentisi i\u00e7ine girsek bile \u00e7\u00f6z\u00fcm olarak \u00f6ng\u00f6rd\u00fc\u011f\u00fcm\u00fcz \u015feyde, kendimiz i\u00e7in tensel bir a\u00e7\u0131l\u0131m d\u00fc\u015f\u00fcn\u00fcyoruz ve o zaman kendimizi sadece &#8220;onlara var da bize yok mu&#8221; d\u00fczeyinde bir ele\u015ftiri yaparken buluyoruz, ki buna marksizm deniyor daha haval\u0131 olsun diye. \u00c7ok tart\u0131\u015fma g\u00f6t\u00fcr\u00fcr bu konu&#8230; Sistem tart\u0131\u015fmaya hi\u00e7 girmiyor oysa. \u00c7evreci eylemler, G8 kar\u015f\u0131t\u0131, k\u00fcresellik kar\u015f\u0131t\u0131 haval\u0131 sloganlar da mutluluk feti\u015fimiz i\u00e7inde yerini als\u0131n bakal\u0131m. \u0130htiyac\u0131n\u0131n ne oldu\u011fu bilmeyen bireyleriz, ama &#8220;birey&#8221; olduk ya o bize yeter. Hep ayn\u0131 noktaya geliyoruz: sistemi ben kurmad\u0131m, neden ben \u00e7\u00f6zmeliyim? \u00c7\u00fcnk\u00fc ben ma\u011fduruyum sistemin. Peki o halde nas\u0131l \u00e7\u00f6zece\u011fim? \u00c7ok basit: sistemin d\u0131\u015f\u0131na \u00e7\u0131karak. Sistemin d\u0131\u015f\u0131nda ne var? Sistemin d\u0131\u015f\u0131nda sadece anar\u015fizm oldu\u011funu kula\u011f\u0131m\u0131za f\u0131s\u0131ldayan \u015fey sistemin kendisi, hemen uyarm\u0131\u015f olay\u0131m. Anar\u015fist ol sisteme entegre ol. \u00d6zg\u00fcrl\u00fck varsan\u0131s\u0131 i\u00e7inde ya\u015famaya devam edelim. \u00c7\u00f6z\u00fcm\u00fcn -sistem i\u00e7inde olman\u0131n sonucu olarak- ac\u0131 vermeden olmas\u0131n\u0131 istiyoruz. Demek ki ilk ad\u0131m kendini belli etmeye ba\u015flad\u0131: Ac\u0131dan korkma, konforla kafay\u0131 bozma! Birey olma saplant\u0131s\u0131 i\u00e7inde oldu\u011fumuz i\u00e7in bencil bir yarat\u0131\u011fa d\u00f6n\u00fc\u015ft\u00fck. Bir ba\u015fkas\u0131n\u0131 kendimize tercih etti\u011fimizi hayal edelim. \u0130\u015fte bize sistemin d\u0131\u015f\u0131nda yapaca\u011f\u0131m\u0131z ilk eylem i\u00e7in bir ipucu. <em>Sermaye? Onu ba\u015fkas\u0131na verin<\/em>. Kolay de\u011fil, ne dersiniz? <em>Mutluluk? Ben istemiyorum, \u00f6tekinin mutlulu\u011fu daha \u00f6nemli<\/em>. Yapabiliyor muyuz? Ger\u00e7ekten ihtiyac\u0131m\u0131z olmayan \u015feyi sat\u0131n almad\u0131\u011f\u0131m\u0131z g\u00fcn, hedonizm r\u00fczgar\u0131na kap\u0131lmad\u0131\u011f\u0131m\u0131z g\u00fcn belki sistemi d\u0131\u015far\u0131dan g\u00f6rebiliriz. Sistem mistem bu konular gereksiz konular diyorsan\u0131z afyonun pardon ayfonun yeni modeli \u00e7\u0131k\u0131yormu\u015f, haberiniz var m\u0131?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reklamc\u0131y\u0131m. Kainat\u0131 kirletiyorum. Ben size pis \u015feyleri bile satan adam\u0131m. Asla sahip olamayaca\u011f\u0131n\u0131z o \u015feylerin hayalini kurduran&#8230; Photoshop&#8217;ta r\u00f6tu\u015flanm\u0131\u015f kusursuz bir mutluluk&#8230; K\u0131l\u0131 k\u0131rk yararak olu\u015fturulmu\u015f g\u00f6r\u00fcnt\u00fcler, moda m\u00fczikler. zar zor biriktirdi\u011finiz paralarla, son kampanyada iteledi\u011fim r\u00fcyalar\u0131n\u0131z\u0131n arabas\u0131n\u0131 sat\u0131n almay\u0131 ba\u015fard\u0131\u011f\u0131n\u0131zda ben onu \u00e7oktan demode etmi\u015f olaca\u011f\u0131m. Sizi yenilik ba\u011fimlisi yapiyorum. yenili\u011fin avantaj\u0131, hi\u00e7bir zaman [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[248],"tags":[85,75,77,397,398,62,23,80,84,65,87,88,90,89],"class_list":["post-1079","post","type-post","status-publish","format-standard","hentry","category-cesitli","tag-bati","tag-elestiri","tag-felsefe","tag-freder","tag-frederic-beigbeder","tag-ilginc","tag-kitap","tag-kultur","tag-paradigma","tag-postmodernite","tag-reklam","tag-reklamcilik","tag-tuketim","tag-tuketim-toplumu"],"_links":{"self":[{"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=\/wp\/v2\/posts\/1079","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1079"}],"version-history":[{"count":13,"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=\/wp\/v2\/posts\/1079\/revisions"}],"predecessor-version":[{"id":1840,"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=\/wp\/v2\/posts\/1079\/revisions\/1840"}],"wp:attachment":[{"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1079"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1079"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gokhanyorgancigil.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1079"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}