This thesis aims to investigate women&amp / #8217 / s double-way relation to consumption, as both consumers and commodities. The major goal of the study is to examine the historical construction of women as pimary consuming class and how this relationship of women to consumption has evolved through time. Moreover, it is claimed that display of women as visual objects of male gaze in visual iconography, ideologies of beauty and body politics on women&amp / #8217 / s appearances resulted in commodification of women in the modern consumer culture. Additionally, a brief analysis of Turkish print advertisements for the period 1930-1970 is attempted with a view to demonstrating how Turkish middle-class women have been incorporated into newly emerging consumer culture and how this integration process has been perceived by advertisers.

Este trabalho tem por objetivo investigar as análises de Theodor Adorno sobre a mercantilização da cultura a partir da década de 1930, com o intuito de compreender como o conceito de indústria cultural foi sendo esboçado na obra do autor antes de ganhar sua formulação mais conhecida em Dialética do Esclarecimento, escrita em parceira com Max Horkheimer, publicada em 1944 em versão prelimitar e em 1947, na formatação definitiva. Intenciona-se demonstrar que indústria cultural decorre de um programa de pesquisa e reflexão anterior à Dialética do Esclarecimento, voltado para a compreensão da articulação de aspectos econômicos com o âmbito psicológico e cultural que são sintetizados de forma singular no conceito. As reflexões de Adorno, por sua vez, representam uma apropriação particular de influências marxistas, freudianas e weberianas, bem como leituras de Walter Benjamin e de Max Horkheimer. / This study aimed to investigate the analysis of Theodor Adorno on the commodification of culture starting from the 1930s, in order to understand how the concept of culture industry was being sketched in the author\'s work before obtaining its best known formulation as published in Dialectic of Enlightenment, written in partnership with Max Horkheimer, in 1944 in a preliminary version and in 1947, in its final formatting. Our intention is to demonstrate that culture industry originates from a program of research and reflection prior to Dialectic of Enlightenment, pursuing the understanding of the articulation between economics and psychological and cultural, that are synthesized in a unique way in the concept. Adorno\'s reflections, in turn, represents a particular appropriation of Marxist, Freudian and Weberian influences, as well as readings of Walter Benjamin and Max Horkheimer.

Este trabalho tem por objetivo investigar as análises de Theodor Adorno sobre a mercantilização da cultura a partir da década de 1930, com o intuito de compreender como o conceito de indústria cultural foi sendo esboçado na obra do autor antes de ganhar sua formulação mais conhecida em Dialética do Esclarecimento, escrita em parceira com Max Horkheimer, publicada em 1944 em versão prelimitar e em 1947, na formatação definitiva. Intenciona-se demonstrar que indústria cultural decorre de um programa de pesquisa e reflexão anterior à Dialética do Esclarecimento, voltado para a compreensão da articulação de aspectos econômicos com o âmbito psicológico e cultural que são sintetizados de forma singular no conceito. As reflexões de Adorno, por sua vez, representam uma apropriação particular de influências marxistas, freudianas e weberianas, bem como leituras de Walter Benjamin e de Max Horkheimer. / This study aimed to investigate the analysis of Theodor Adorno on the commodification of culture starting from the 1930s, in order to understand how the concept of culture industry was being sketched in the author\'s work before obtaining its best known formulation as published in Dialectic of Enlightenment, written in partnership with Max Horkheimer, in 1944 in a preliminary version and in 1947, in its final formatting. Our intention is to demonstrate that culture industry originates from a program of research and reflection prior to Dialectic of Enlightenment, pursuing the understanding of the articulation between economics and psychological and cultural, that are synthesized in a unique way in the concept. Adorno\'s reflections, in turn, represents a particular appropriation of Marxist, Freudian and Weberian influences, as well as readings of Walter Benjamin and Max Horkheimer.