Trabzon’da konut projeleri: Pazarlama söylemleri ve fiziksel çevre özellikleri

Abstract

The
 housing projects, that have turned into concept projects promoted as a
 commodity since last decade in Turkey. These projects, are marketed with
 discourses such as “the long-awaited life”, “ideal home” and are constructed on
 the urban fringes. In this study, the housing projects that developed in
 Trabzon in recent years have been examined in this context. Marketing discourse
 and physical environmental characteristics of the projects have been analyzed.
 Thus, the study finds out to what extent the advertisement discourses are
 actualized and reveals physical environmental features. Kaşüstü and Yalıncak
 neighborhoods were chosen as the study areas. Firstly, discourse analysis
 carried out as the method for analyzing marketing discourse of the housing
 projects. Then, the applied projects were surveyed on site and observed, the
 physical environmental relations were examined and pattern analyzes were made.
 It is seen that, the meanings that ascribed to the house in the literature
 doesn't correspond with the marketing discourses in terms of content. In
 addition, the built environment that is promoted in the discourses is not realized.
 Finally, it has been observed that the environments created by the proposed
 housing projects cause destruction in the natural and physical structure of the
 city.