Akademik Veri Yönetim Sistemi
Turkish Studies - Language and Literature, cilt.16, sa.4, ss.2543-2560, 2021 (Hakemli Dergi)
Described as the period in which the history of humanity lives today in the cultural context, postmodernism attempts to fill the emotional void that the positivist understanding emerged with modernism could not fill by reconstructing the images of the pre-modern period and the period before it with a modern cover. After the “ignorant” feeling of happiness of the past was eroded by the cognition of the modern era, covering knowable things with the old veil of happiness has become the reality of the current period. This reality is transformed into tools that can be used in favor by the existing systems of the era. As the distinctive economic system of the 21st century, capitalism also seeks the largest share in this cycle. Mythological images, on the other hand, are postmodern motifs that shall remind the past and can be functionally used today. Therefore, mythological images are one of the important tools the capitalist system frequently refers in this process. In this study, it is aimed to reveal the presentation of consumer goods of the current period within the capitalist system by narrating them with nostalgic patterns. Within this scope, through focusing on Daphne and Apollo myth in particular, postmodern representation of mythological elements is focused on; and the postmodern structure of the narrative of the pre-modern period, which emerged with the dynamics of the modern period, is attempted to be revealed. Since the locality missed especially by the globalizing world is also one of the reminders in the context of myths, methods of storytelling, branding and re-marketing carried out in Defne (Daphne in Turkish) district of Hatay were analyzed within the framework of the aforementioned narrative. The data obtained through the document analysis method and the interview and observation technique were analyzed with descriptive analysis. In conclusion, the effects and reflections of mythology, which is one of the important components of consumption culture in the 21st century’s capitalist era, are emphasized. Ethical approval of this study was given by Hatay Mustafa Kemal University Social Sciences Ethics Committee with the decision dated 23.06.2021 and numbered 12