CONCEPT OF FAMILY: PRESENTATION AND REPRESENTATION OF FAMILY IN COMMERCIALS

Abstract

Family is the only institution that provides a general and important battlefield in the modern society. The world is becoming more and more individualized yet more communicative and social with the impact of the media. Having both the commonality and privacy, the family settings provide a substructure to perform the first steps of life for any individual. The fullness of the family members or the lack of them provide extra settings as to make it more complex since the gathering of the family in nowadays is becoming more and more impossible. General or individual celebrations of the family provide settings such as Thanksgiving Day, Mothers’ day or Father’s day assisting the protection of certain values in a worldwide platform. These concepts surround the individuals not only in the society, in real life but also in media in virtual reality. Selling directly or indirectly to the family and realizing the importance of the family concept the media suffers from the traditional sense of family spending time together, doing mass screenings in front of TV set as everyone used to be once upon a time. Because, in this type of monitoring, individuals have the chance to reach and activate multiple messages and use other interactive tools. Yet, today's individuals have almost completely abandoned with collective tracking habits, developing and enriching their interests and increasing ownership of technological equipment such as iPad, tablets, computers, cell phones and other equipment. In the meantime traditional television channels keep on representing the family in different ways sometimes, united, sometimes separated or contradicting with each other. This study focuses on how the concept of family is presented in the media in general terms and whether such a family structure overlaps with the general community structure. The last five years is focused since television broadcasts and television commercials are thought to have an important role in the way the family reflects the preservation of the existence and value of the family and its appropriation for future generations. The paper provides an analysis of the family types presented in the screen, discusses the representational function of them, compares and contrasts them with those clusters of the real society.

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