23.06.2005<\/p>\n
AMER\u0130KA\u2019DA BULUNDU\u011eUM s\u0131ralarda, bir yerel gazetede, ilgin\u00e7 bir yaz\u0131 okumu\u015ftum. \u2018S\u00fcpermarket k\u00fclt\u00fcr\u00fc\u2019n\u00fcn tektiple\u015ftirici etkilerinden s\u00f6z eden yazar, bir \u00f6rnek olarak, \u00f6zellikle \u015e\u00fckran G\u00fcn\u00fcn\u00fcn vazge\u00e7ilmez men\u00fcs\u00fc olarak Amerikan hayat\u0131n\u0131n sembollerinden biri haline gelmi\u015f \u2018hindi\u2019yi \u00f6rnek olarak veriyordu. Yazar\u0131n belirtti\u011fine g\u00f6re, y\u00fcz y\u0131l \u00f6nce, Amerikan \u00e7iftliklerinde 20\u2019nin \u00fczerinde hindi t\u00fcr\u00fc mevcuttu. Bug\u00fcn ise bu say\u0131 d\u00f6rde inmi\u015f durumdayd\u0131 ve bu gidi\u015fatla hindi denilince yaln\u0131z \u2018beyaz hindi\u2019 kalacak gibi g\u00f6z\u00fck\u00fcyordu. Zira, beyaz hindinin yeti\u015ftirilmesi daha kolayd\u0131 ve daha \u00e7abuk b\u00fcy\u00fcyordu. <\/p>\n
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Yazar, \u2018en k\u0131sa zamanda en fazla k\u00e2r\u2019\u0131 hedefleyen kapitalist anlay\u0131\u015f\u0131n s\u00fcpermarketler ve her yere yay\u0131lm\u0131\u015f restoranlar zincirleri \u00fczerinden farkl\u0131 damak tadlar\u0131n\u0131 yok edi\u015finin bir \u00f6rne\u011fi olarak al\u0131yordu \u2018hindi\u2019yi. Her bir hindi t\u00fcr\u00fc farkl\u0131 bir lezzeti insana sunarken, \u2018en k\u0131sa zamanda en fazla k\u00e2r\u2019 hedefi \u00fczerinden ger\u00e7ekle\u015fen, lezzetin tek-tiple\u015fmesiydi. <\/p>\n
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S\u00f6zkonusu yazar\u0131n hindi \u00f6rne\u011finde ortaya koydu\u011fu bu olgu, ba\u015fka \u015feylere de te\u015fmil edilebilir. Dahas\u0131, sadece Amerika\u2019ya has olmaktan \u00e7\u0131kar\u0131l\u0131p, b\u00fct\u00fcn d\u00fcnyaya da te\u015fmil edilebilir. \u00d6yle de\u011fil midir? Bug\u00fcn, \u2018damak zevki\u2019ni McDonalds veya Burger King gibi hamburger devi firmalar\u0131n belirledi\u011fi tek \u00e7ocuklar Amerikan \u00e7ocuklar\u0131 m\u0131d\u0131r; bu, bizim \u00fclkemizin \u00e7ocuklar\u0131n\u0131n ve d\u00fcnyan\u0131n hemen her yerindeki \u00e7ocuklar\u0131n da ger\u00e7e\u011fi de\u011fil midir? Keza, \u2018blucin\u2019 ve \u2018ti\u015f\u00f6rt\u2019 d\u00fcnyan\u0131n her yerindeki insanlar\u0131n, \u00f6zellikle de gen\u00e7lerin, \u00fcstelik k\u0131z-erkek diye de ay\u0131rmadan \u2018resm\u00ee k\u0131yafet\u2019i, \u2018\u00fcniforma\u2019s\u0131 haline gelmemi\u015f midir? <\/p>\n
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Bu \u015fekilde bak\u0131ld\u0131\u011f\u0131nda, reklam denilen teshir metodunun e\u015fli\u011finde, bir tek-tiple\u015fmenin, g\u00f6n\u00fcll\u00fc bir k\u00f6leli\u011fin her tarafa yay\u0131ld\u0131\u011f\u0131; d\u00fcnyan\u0131n giderek \u2018k\u00fcresel bir k\u00f6y\u2019 olmaktan \u00f6te, \u2018k\u00fcresel bir s\u00fcpermarket\u2019e d\u00f6nd\u00fc\u011f\u00fc kolayl\u0131kla anla\u015f\u0131l\u0131r. D\u00fcnyan\u0131n her yerinde ac\u0131kan insanlar\u0131n u\u011frak yeri, susayan insanlar\u0131n \u2018su\u2019 yerine elini uzatt\u0131\u011f\u0131 siyah renkli \u015fekerli su, giyinmek i\u00e7in tercih etti\u011fi k\u0131yafet tek-tiple\u015fmekte; ama insanlar, b\u00fct\u00fcn bunlar\u0131 \u2018kendi \u00f6zg\u00fcr iradeleri\u2019 ile se\u00e7tiklerini d\u00fc\u015f\u00fcnmektedir. Durum, i\u015fte bunun i\u00e7in \u2018g\u00f6n\u00fcll\u00fc k\u00f6lelik\u2019tir; ger\u00e7ekte, kontrol edilen, y\u00f6netilen, y\u00f6nlendirilen dima\u011flar, duygular, damak tadlar\u0131 s\u00f6zkonusudur, ama bu kontrol d\u0131\u015far\u0131dan ve kaba surette de\u011fil, i\u00e7 d\u00fcnyam\u0131z\u0131n kodlar\u0131yla oynayarak ger\u00e7ekle\u015fti\u011fi i\u00e7in asla farkedilememektedir. <\/p>\n
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A\u00e7\u0131k\u00e7as\u0131, hemen her alanda bir \u2018tek-tiple\u015fme,\u2019 bir \u2018s\u00fcpermarket k\u00fclt\u00fcr\u00fc\u2019 istilas\u0131 ile y\u00fczy\u00fczeyiz. \u00dclkelere \u00f6zg\u00fc, b\u00f6lgelere \u00f6zg\u00fc, \u015fehirlere \u00f6zg\u00fc, ailelere \u00f6zg\u00fc, ki\u015filere \u00f6zg\u00fc farkl\u0131l\u0131k ve \u00e7e\u015fitlilikler \u2018k\u00e2r\u0131 azam\u00eeye \u00e7\u0131karma\u2019ya endeksli bir kapitalist a\u00e7g\u00f6zl\u00fcl\u00fc\u011fe kurban ediliyor. Gidi\u015f \u00f6yle ki, bug\u00fcn\u00fcn biz b\u00fcy\u00fckleri \u00e7ocukluk g\u00fcnleri deyince anneannemize \u00f6zel tarhana \u00e7orbas\u0131, teyzemize has b\u00f6rek, annemize mahsus kurabiye tad\u0131 ve kokusunu hat\u0131rlar iken; bug\u00fcn\u00fcn ve yar\u0131n\u0131n \u00e7ocuklar\u0131, birka\u00e7 \u00e7e\u015fide indirgenmi\u015f ve her yere yay\u0131lm\u0131\u015f, ayn\u0131 koku ve lezzetteki haz\u0131r \u00e7orbalar\u0131n, haz\u0131r kurabiyelerin, haz\u0131r pizza ve b\u00f6reklerin doldurdu\u011fu haf\u0131zalar\u0131nda tek-tiple\u015fmi\u015f \u00e7ocukluklar saklayacaklar. <\/p>\n
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\u0130\u015fin damak tad\u0131na, g\u0131daya, giyime bakan bu ve\u00e7hesinden daha vahimi ise, giderek, d\u00fc\u015f\u00fcncede de bir tek-tiple\u015fmenin h\u00fck\u00fcmferma olmaya ba\u015flamas\u0131… Amerikan diyar\u0131na gidenler, \u2018s\u00fcpermarket\u2019 k\u00fclt\u00fcr\u00fcn\u00fcn, g\u0131da veya giyimle s\u0131n\u0131rl\u0131 olmay\u0131p, kitaba ve dergiye dahi sirayet etti\u011fini, o \u00fclkede dev\u00e2s\u00e2 kitap marketlerinden g\u00f6r\u00fcp anlayabilirler. Bir yanda m\u00fcthi\u015f bir \u00e7e\u015fitlilik gibi g\u00f6r\u00fcnen bu tablonun gerisinde, belli okuyucu tipleri tasarlanarak haz\u0131rlanm\u0131\u015f, sonu\u00e7 itibar\u0131yla fazla \u015fey s\u00f6ylemeyen ama insanlar\u0131 ilgili konuda art\u0131k \u00e7ok \u015fey \u00f6\u011frenmi\u015f oldu\u011fu duygusu uyand\u0131ran \u2018proje kitap\u2019lar ger\u00e7e\u011fiyle kar\u015f\u0131la\u015f\u0131r. Mesel\u00e2, Bat\u0131da \u0130sl\u00e2m hakk\u0131nda \u2018\u00e7ok \u015fey bildi\u011fi\u2019ni sananlar\u0131n, zira bu konuda \u2018\u00e7ok kitap okumu\u015f\u2019 olanlar\u0131n dahi neticede s\u0131rf g\u00f6rsel medya ve gazetelerden beslenen ki\u015filerin kafas\u0131na yerle\u015fmi\u015f kli\u015felerden \u00e7ok farkl\u0131 bir bilgi ve d\u00fc\u015f\u00fcnce birikimi sergileyememesi, \u0130sl\u00e2m hakk\u0131nda yaz\u0131lm\u0131\u015f \u2018piyasa\u2019 kitaplar\u0131n gizli tek-tipli\u011fi ile ilgilidir. Sadece bu konuda de\u011fil, ba\u015fka konularda da hakim tablo, \u00e7ok az say\u0131da insan\u0131n fark edebildi\u011fi kitaplara kar\u015f\u0131l\u0131k, herkese ula\u015fan s\u0131\u011f ve tekd\u00fcze \u2018s\u00fcpermarket kitaplar\u0131\u2019d\u0131r. <\/p>\n
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Bat\u0131daki her\u015feyin, ard\u0131nda ta\u015f\u0131d\u0131klar\u0131 irdelenmeden \u2018medeniyet\u2019 ad\u0131na ta\u015f\u0131nd\u0131\u011f\u0131, bu arada giderek d\u00fcnya devi \u2018marketler zincirleri\u2019nin yeni rekabet ve hakimiyet alan\u0131 haline d\u00f6n\u00fc\u015fm\u00fc\u015f \u00fclkemizde, Bat\u0131dan son olarak ithal edilen bir\u015fey de, Bat\u0131n\u0131n \u2018piyasa kitaplar\u0131\u2019 gelene\u011fi oldu. Ve bu \u00fclkede, y\u00fcz\u00fc Bat\u0131ya d\u00f6n\u00fck \u2018Bat\u0131l\u0131la\u015fm\u0131\u015f\u2019 dima\u011flara y\u00fcz\u00fc d\u00f6n\u00fck dindar karde\u015flerimiz aras\u0131ndan, bu noktada da Bat\u0131y\u0131 takliden \u2018piyasa kitab\u0131 gelene\u011fi\u2019 ba\u015flatanlar aras\u0131na kat\u0131lanlar zuhur etti. <\/p>\n
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Bu trend, ra\u011fbet g\u00f6r\u00fcrse, korkar\u0131m zahirde \u00e7ok \u015fey s\u00f6yler g\u00f6z\u00fck\u00fcrken ger\u00e7ekte \u00e7ok az \u015fey s\u00f6yleyen, s\u0131\u011f, y\u00fczeysel, derinlikten mahrum \u2018proje kitaplar\u2019 ortal\u0131\u011f\u0131 dolduracak. <\/p>\n
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Ve bu s\u00fcre\u00e7 i\u00e7inde olan, \u2018hindi\u2019 \u00f6rne\u011finde g\u00f6r\u00fcld\u00fc\u011f\u00fc \u00fczere damaklar\u0131m\u0131za de\u011fil, \u00e7ok daha vahimi, dima\u011flar\u0131m\u0131za olacak. <\/p>\n
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Ma\u00e2zallah!<\/p>\n
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\u00a9\u00a02021 karakalem.net, Metin Karaba\u015fo\u011flu<\/p>\n
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<\/p>\n","protected":false},"excerpt":{"rendered":"
23.06.2005 AMER\u0130KA\u2019DA BULUNDU\u011eUM s\u0131ralarda, bir yerel gazetede, ilgin\u00e7 bir yaz\u0131 okumu\u015ftum. \u2018S\u00fcpermarket k\u00fclt\u00fcr\u00fc\u2019n\u00fcn tektiple\u015ftirici etkilerinden s\u00f6z eden yazar, bir \u00f6rnek olarak, \u00f6zellikle \u015e\u00fckran G\u00fcn\u00fcn\u00fcn vazge\u00e7ilmez men\u00fcs\u00fc olarak Amerikan hayat\u0131n\u0131n sembollerinden biri haline gelmi\u015f \u2018hindi\u2019yi \u00f6rnek olarak veriyordu. Yazar\u0131n belirtti\u011fine g\u00f6re, y\u00fcz y\u0131l \u00f6nce, Amerikan \u00e7iftliklerinde 20\u2019nin \u00fczerinde hindi t\u00fcr\u00fc mevcuttu. Bug\u00fcn ise bu say\u0131 d\u00f6rde […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"ppma_author":[132],"class_list":["post-83509","post","type-post","status-publish","format-standard","hentry","category-yazarlar"],"yoast_head":"\n