The Effect of 'Image Reproduction' on User Preferences for Gated Communities

Under the influence of the postmodern understanding of consumption, it is seen that different forms of reality are reproduced in 'global infinity' through images and enter the circulation of capitalism. Covered gated communities, which find a place in the global real estate market with discourses such as security, prestige, privilege, in their own historical processes, also instrumentalize the reproduction of the image of other times, contexts and cultures in order to differentiate from others. Accordingly, the reproduction of the image belonging to another place with a utopia-producing imagination, in a thematic life fiction, draws the boundaries of the conceptual discussion of the study. The aim of this study is to determine the effect of architectural practices and advertising discourses developed by the reproduction of the image in gated communities that establish the design idea and promotional discourses on a similarity to another place, and the relationship between the city and the user who chooses to live in such communities. In the field study, the communities of Bosphorus City, Istanbul Palaces, Viaport Venezia and Tuscany Valley, which established its formal infrastructure through imitation, were selected. Accordingly, in the study, firstly, it is aimed to decipher the verbal and visual reproduction of the image in the selected gated communities through architectural formation and advertising discourses. In order to measure the effect of image reproduction on user preferences, a survey study was conducted with "Simple Random Sampling" as a method. Questionnaire questions were produced with the Likert Scale Formation Technique. The data set was evaluated numerically by using statistical data collection techniques (SPSS). After all; It has been understood that the reproduction of the image in gated communities is effective in terms of user preference. It has also been seen that images manipulate users in the context of their relationship with identity and place.