Familialization of Women: Gender Ideology in Turkey’s Public Service Advertisements

In Turkey, Justice and Development Party (AKP) holds a single-party government since 2002 with a conservative, pro-Islamist and anti-feminist political ideology. AKP’s authoritarian tone towards women increased particularly after 2011 when the party gained its third consecutive election victory. In this regard, the abolishment of “The Ministry of Women and Family” and instead the foundation of “The Ministry of Family and Social Policies” (MFSP) in 2011 was criticized by feminist activism, with the claim that the attempt erases the name of women from the ministry which might lead to devastating effects on the solution of women’s issues. Focussing on advertisements as ideological apparatuses, this article undertakes a critical analysis of Public Service Advertisements (PSAs) with a total number of 30 spots broadcast on TV by MFSP since 2012. Problematizing the representation of women in PSAs, this article aims to analyse the practices of women’s familialization by means of the concealment of women’s issues and legitimization of patriarchy.