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Türk kültürü gerek yayıldığı geniş coğrafyalar gerekse tarihi kökenlerinin eskiliği bakımından binlerce yıllık bir birikime sahiptir. Bu birikimin en önemli yansımalarından birisi de Türk mitolojisidir. Türk mitolojisi, Orta Asya'dan... more
Türk kültürü gerek yayıldığı geniş coğrafyalar gerekse tarihi kökenlerinin eskiliği bakımından binlerce yıllık bir birikime sahiptir. Bu birikimin en önemli yansımalarından birisi de Türk mitolojisidir. Türk mitolojisi, Orta Asya'dan Balkanlara, Sibirya'dan Anadolu'ya Türk topluluklarının tamamının ortak ve kendine özgü hüviyetleri çerçevesinde gelişmiş ve tarihin, arkaik/kadim dönemlerinden bu yana nesilden nesile aktarılarak hayatîyetini devam ettirmiştir. Milattan önce 10.000'lere, paleolitik döneme tarihlenen Sibirya (Baykal/Altay) mağara/kaya resimlerindeki evren tasavvuru ve Kam/Şaman tasvirlerinden başlayarak evreni anlama ve anlatma gayesinin bir tezahürü olan Türk mitolojisi, arkaiklik, coğrafî genişlik, kabile/boylara ait özgün çeşitlilik ve tahayyül gücü bakımından oldukça zengin anlatıları ihtiva etmektedir. Türk mitolojisi, kültürün genetik kodlarını barındırması ve geçmişten günümüze Türk düşüncesini şekillendirmesi bakımından, geçmişte olduğu gibi bugün de tedrici olarak toplum üzerindeki etkisini sürdürmektedir. Bu etki gerek mimari, resim, müzik ve sinema gibi sanat eserlerinde gerekse toplumun gündelik yaşantısında bir şekilde kendine yer bulmaktadır. Teknolojinin, günümüz insan hayatının doğal ve ayrılmaz bir parçası haline gelmesiyle beraber, teknoloji üreten şirketler, ürünlerinin üretim-pazarlama süreçlerinde, geçmişten bugüne insan hayatlarının bir parçası olan mitolojik unsurları kullanmaktadırlar. Türk mitolojisi de özellikle Türkiye merkezli teknoloji şirketlerinin ilgisini çekmekte ve üretilen ürünlerin marka/model kimliğini oluşturma sürecinde doğrudan veya dolaylı olarak rol oynamaktadır. Bu çalışmada, Türkiye merkezli, yüksek performanslı bilgisayar üreticisi/markası olan "Monster"ın ürünlerinde Türk mitolojisinin etkisi incelenecektir. Monster bilgisayarın, marka/model kimliği oluşturma ve satış politikasında Türk mitolojisine ait unsurlardan yararlanma durumu, markaya ait "Abra, Huma, Markut, Semruk ve Tulpar" modelleri üzerinden ele alınacaktır. Bahsi geçen varlıkların Türk mitolojisindeki yeri ve markanın bu isimleri seçme nedenleri tartışılarak, Türk mitolojisinin markanın karakterindeki etkisi ele alınacaktır.
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Turkish culture has thousands of years of accumulation due to the breadth of the geographies its spreads and the antiquity of its historical origins. One of the most important reflections of this accumulation is Turkish mythology. Turkish mythology developed within the framework of the common and unique identities of all Turkish communities from Central Asia to the Balkans, Siberia to Anatolia, and has continued its life since the archaic/ancient periods of history by being passed down from generation to generation. The kam/shaman and the universe depictions in Siberian (Baikal/Altay) cave/rock paintings dated to 10.000 BC (Paleolithic period) are a manifestation of the Turks aim to understand and explain the universe. In this respect, it contains rich narratives with archaism, geographical breadth, tribal/tribal diversity and power of imagination.
Turkish mythology still has its influence on society in terms of containing the genetic codes of culture and shaping Turkish thought from the past to the present. This influence is found in works of art such as architecture, painting, music and cinema, as well as in the everyday life of society. As technology has become a natural and integral part of today's human life, companies that produce technology use mythological elements that are part of human lives from the past to the present in the production-marketing processes of their products. Turkish mythology also attracts the attention of technology companies based in Turkey and plays a role directly or indirectly in the process of creating the brand/model identity of the products produced.
In this study, the impact of Turkish mythology on the products of Monster, a high-performance computer manufacturer based in Turkey, will be examined. Monster computer's creating a brand/model identity and using the elements of Turkish mythology in the sales policy will be discussed through "Abra, Semruk, Markut, Tulpar, Huma” models. The place of the mentioned assets in Turkish mythology and the reasons for choosing these names and the effect of Turkish mythology on the character of the brand will be discussed.
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Turkish culture has thousands of years of accumulation due to the breadth of the geographies its spreads and the antiquity of its historical origins. One of the most important reflections of this accumulation is Turkish mythology. Turkish mythology developed within the framework of the common and unique identities of all Turkish communities from Central Asia to the Balkans, Siberia to Anatolia, and has continued its life since the archaic/ancient periods of history by being passed down from generation to generation. The kam/shaman and the universe depictions in Siberian (Baikal/Altay) cave/rock paintings dated to 10.000 BC (Paleolithic period) are a manifestation of the Turks aim to understand and explain the universe. In this respect, it contains rich narratives with archaism, geographical breadth, tribal/tribal diversity and power of imagination.
Turkish mythology still has its influence on society in terms of containing the genetic codes of culture and shaping Turkish thought from the past to the present. This influence is found in works of art such as architecture, painting, music and cinema, as well as in the everyday life of society. As technology has become a natural and integral part of today's human life, companies that produce technology use mythological elements that are part of human lives from the past to the present in the production-marketing processes of their products. Turkish mythology also attracts the attention of technology companies based in Turkey and plays a role directly or indirectly in the process of creating the brand/model identity of the products produced.
In this study, the impact of Turkish mythology on the products of Monster, a high-performance computer manufacturer based in Turkey, will be examined. Monster computer's creating a brand/model identity and using the elements of Turkish mythology in the sales policy will be discussed through "Abra, Semruk, Markut, Tulpar, Huma” models. The place of the mentioned assets in Turkish mythology and the reasons for choosing these names and the effect of Turkish mythology on the character of the brand will be discussed.