Exploring local and global ideals of beauty in Turkey : discourses and practices of plastic surgery patients and physicians

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buir.advisorSandıkçı, Özlem
dc.contributor.authorTarı, Berna
dc.date.accessioned2016-01-08T18:04:35Z
dc.date.available2016-01-08T18:04:35Z
dc.date.issued2008
dc.departmentDepartment of Managementen_US
dc.descriptionAnkara : The Department of Managament, Bilkent University, 2008.en_US
dc.descriptionThesis (Ph.D.) -- Bilkent University, 2008.en_US
dc.descriptionIncludes bibliographical references leaves 228-254.en_US
dc.description.abstractIntrigued by an increase in demand for aesthetic operations all over the world, this study offers an in-depth investigation of plastic surgery as a consumption phenomenon. First, it looks at how local and global notions of the beautiful are negotiated in Turkey through consumption and marketing of aesthetic operations. Second, it looks at the nature of a service relationship formed between the surgeon and the patient-consumer, and how this relationship is constructed and maintained. Gazi University Hospital was chosen as the ethnographic research site. Results indicate that beauty is perceived as something that individuals improve, upgrade, and refine through time. Potential patients tend to have one of two ideals: The individual’s own younger appearance or someone else’s appearance. The ideal presented in the media is changing, making the target both difficult to achieve and difficult to catch. Here it is also possible to talk about a marketing process initiated and maintained by doctors and aesthetic medical companies at a global level. Neither the dominant logic nor the new logic of marketing can satisfactorily explain patient-consumers’ behavior in this context, where boundaries for the product cannot be established and there is considerably higher risk compared to other purchasing situations. It is possible to talk about doctor branding in this context, where brand positioning and brand image cannot be static since doctors are also people. Moreover, patient satisfaction has longitudinal and interpersonal characteristics since it involves the approval of others.en_US
dc.description.degreePh.D.en_US
dc.description.statementofresponsibilityTarı, Bernaen_US
dc.format.extentxi, 278 leaves, illustrationsen_US
dc.identifier.urihttp://hdl.handle.net/11693/14677
dc.language.isoEnglishen_US
dc.publisherBilkent Universityen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectBeautyen_US
dc.subjectMedicineen_US
dc.subjectServiceen_US
dc.subjectGlobalizationen_US
dc.subjectPlastic Surgeryen_US
dc.subjectBodyen_US
dc.subject.lccHQ1220.T9 T37 2008en_US
dc.subject.lcshSurgery, Plastic--Social aspects--Turkey.en_US
dc.subject.lcshBody image--Social aspects--Turkey.en_US
dc.subject.lcshFeminine beauty (Aesthetics)en_US
dc.subject.lcshBeauty, Personal--Psychological aspects--Turkey.en_US
dc.subject.lcshSelf-esteem in women.en_US
dc.titleExploring local and global ideals of beauty in Turkey : discourses and practices of plastic surgery patients and physiciansen_US
dc.typeThesisen_US
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