Browsing by Subject "Secondary orality"

Now showing 1 - 4 of 4

Open Access
Electronic environment breaking new ground in folklore: "Magma" as an oral formula
(2005) Yeşil, N.
The pioneering work of Alan Dundes has called attention to the fact that using the terms "folk" and "peasant" synonymously excludes primitive societies and city dwellers from the concept of folk. This study delves into the question of whether or not the users of www.itiraf.com can be regarded as a "folk group" in Dundes' terms. Can "magma" be considered an oral formula in this electronic environment functioning via a new orality, regarded as "secondary orality" by Walter J. Ong, which is dependent on writing and texts? In search of an answer to this question, following data from www.itiraf.com's help page on the function of the website and how "magma" has come to be used, an analysis of the oral formula in line with Dundes' studies shall be given with reference to the notions of texture, text and context. At www.itiraf.com where users share their life experiences, "magma" is used as an exaggerated expression for "sinking through the floor" and is present in other platforms on the internet such as Ekşi Sözlük (Sourtimes) and Urban Dictionary, thus becoming an oral formula for other Turkish- / English-speaking users, as well. By illustrating how "magma" is put to use with traditional and urban elements at www.itiraf.com and how this oral formula is listed in some dictionaries on the internet, this paper pinpoints the significance of technology and the city for folklore.
Open Access
The humoristic function of the use of slang and swearing in the movie entitled G.O.R.A.
(2006) Aydın, Hilal
Slang and swearing are commonly used within the scope of oral culture and in this text, it will be discussed, taking into consideration the various definitions and contexts of slang and swearing, what kind of a function these two practices fulfill in the movie entitled G.O.R.A, precisely in an era that is defined by Walter J. Ong as "secondary orality". It appears, after regarding the use of slang and swearing in the movie in the light of certain theories concerning the use of humour, that the use of those two devices in question carry out a humoristic function in a way that differs from that of their general context, in that these practices no longer connotate negative meanings.
Open Access
Shadow theater moving from stage to screen: Series of commercials for Pepsi and whom?
(2006) Yeşil, N.
Does the transformation of context and function in Turkish shadow theater amount to a loss? If such a work of folklore accents divergence from the usual characters and setting, does it no longer belong to "us"? Delving into a series of five Pepsi commercials broadcasted on TV for a Ramadan promotion in 2005, this article shall seek an answer to such questions. Voicing Pepsi's slogan "under every cap", this series shall be considered as a product of secondary orality based on an assessment of how similar techniques, structure and characters seen in the shadow theater known as "Karagöz" are put to use. With a critical standpoint towards the identity of the folk group addressed by this series, the article shall thus shed light upon how the shadow theater is reproduced by means of the city and technology.
Open Access
Sloganized praises in advertisements
(2007) Aydın, Hilal
The function ascribed to the stereotyped, conventional and popular phrases of praise in the oral media, with a view to acting on the target audience, constitutes the focal point of this article. Conventional phrases of praise, just like the catch phrases used in advertisements meant to attract consumers' attention, are seen to be short, to the point, easy to remember and therefore generally rhymed. Thus, these set phrases of praise in question have drawn advertisers' attention and are being widely used in publicities. In these advertisements, the functional relationship between the positive effect that praise creates on the addressees and the main use of publicity, i.e. the psychological inducement of the consumers to buy the relevant goods and the construction of a good image is observed to stand out. It is on these grounds that, conventional phrases of praise are found out to be a convenient tool for he advertising business, both for its formal features and its effects on the target consumer audience. Yet, these phrases are also seen to be transformed and to be therefore apt for an analysis in terms of "secondary orality", a term put forward by Walter J. Ong.