Özet:
This thesis strives to delineate how "hegemonic masculinity" was reconstructed in the 1980s, especially through focusing on the economic and cultural atmosphere of the decade. The indispensable motive in designating the 1980s as a proper ground for this thesis lies precisely behind the notion of "social alteration" on account that its impactson the social codes (morality, culture, and organizations) and on social figures (the image of woman and man, the perception of masculinity and femininity, and for sure, ideals concerning these images and perceptions) are precious sources in terms of putting forth a masculinity study for consideration. In brief, the "socio-economic structure" ofthe 1980s- maybe it does not give the appearance of an indisputable rupture incomparison with the previous years in which a liberal economic leap was materialized inTurkey, when it is considered together with the "global triumph of capitalism," had a conspicuous influence on the social configuration, in this connection, on the issues of"gender," "identity," and "lifestyle." Here it is why the 1980s were preferred as a casefor this masculinity study; however, my main purpose is not to claim that the neo-liberaldiscourse spreading throughout the world contributed to a dramatic transformation in gender relations, but rather to insist that gender relations or "sexual politics," which havepersisted in a certain way (homophobia and subordination of woman) for a long time,were reproduced in a different state within the discourse of neo-liberalism. At this point,to support my argument, throughout the thesis, the press will be regarded as an important mechanism of establishing hegemony to which is applied in the process of "persuasion." However, apart from the mechanism of establishing hegemony, one moredefinition of the press, especially of Erkekçe will be employed in the thesis; it is thenetwork of "popular culture." In this manner, Erkekçe, as an important part of popular culture in the 1980s or as an important "persuasion" mechanism in creating the"consent," will have the privileged position throughout this thesis, especially whileelaborating on how hegemonic masculinity was reconstructed in the 1980s within theneo-liberal discourse.
