{"id":247,"date":"2016-01-06T23:04:23","date_gmt":"2016-01-06T21:04:23","guid":{"rendered":"http:\/\/www.bengusuozcan.com\/?p=247"},"modified":"2017-07-10T21:25:36","modified_gmt":"2017-07-10T18:25:36","slug":"google-dijital-dunyanin-fmcg-devi","status":"publish","type":"post","link":"https:\/\/www.bengusuozcan.com\/en\/future\/google-dijital-dunyanin-fmcg-devi\/","title":{"rendered":"Google, Dijital D\u00fcnyan\u0131n FMCG Devi"},"content":{"rendered":"

\u201cGod damn it, an entire generation pumping gas, waiting tables; slaves with white collars. Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don’t need.\u201d<\/em><\/p><\/blockquote>\n

Fight Club\u2019\u0131 bir jenerasyonun filmi, Taylor Durden\u2019\u0131 da ayn\u0131 jenerasyonun bir numaral\u0131 kahraman\u0131 yapan repliklerden biri bence. K\u0131saca 21. y\u00fczy\u0131l\u0131n en favori g\u00fcnah ke\u00e7isine s\u00f6v\u00fcyor, \u201cT\u00fcketim al\u0131\u015fkanl\u0131\u011f\u0131\u201d diyor, \u201cT\u00fcketim al\u0131\u015fkanl\u0131\u011f\u0131 y\u00fcz\u00fcnden ihtiyac\u0131m\u0131z olmayan \u015feyleri sat\u0131n al\u0131yoruz.\u201d<\/strong>
\nT\u00fcketim al\u0131\u015fkanl\u0131\u011f\u0131 deyince akla ilk gelen \u015firketler ku\u015fkusuz FMCG (h\u0131zl\u0131 t\u00fcketim mallar\u0131) devleri. Ad\u0131 \u00fcst\u00fcnde: al, h\u0131zl\u0131 t\u00fcket, bir daha al, bir daha h\u0131zl\u0131 t\u00fcket, onlar\u0131 alma, sadece beni al, h\u0131zl\u0131 t\u00fcket…
\nUnilever\u2019in bir sunumuna kat\u0131ld\u0131\u011f\u0131mda \u015f\u00f6yle demi\u015flerdi : \u201cHer g\u00fcn 1 milyar eve giriyoruz.\u201d<\/strong>
\n\u201cVay be!\u201d demi\u015ftim ben de. \u201c\u015eampuan, sabun olmasayd\u0131 ne yapard\u0131k ger\u00e7ekten?\u201d D\u00fc\u015f\u00fcncesi bile korkun\u00e7. Dahas\u0131, yaln\u0131zca kafan\u0131z\u0131 temiz yapmakla kalmay\u0131p kreatinin ile ultra g\u00fc\u00e7lendiren yeni \u015fampuanlar\u0131 \u00e7\u0131kt\u0131\u011f\u0131nda eski modellerini ald\u0131\u011f\u0131n\u0131z i\u00e7in kendinizi su\u00e7lu hissettirebilirler. \u00d6te yandan da\u011f\u0131n ba\u015f\u0131nda bir arkada\u015f grubundan yaln\u0131zca sizin operat\u00f6r\u00fcn\u00fcz \u00e7ekiyorsa \u201cTurkcell, bir numara can\u0131m.\u201d diyerek g\u00fcn\u00fcn kahraman\u0131 olmay\u0131 ba\u015farabilen \u015firket isimleri varken hi\u00e7bir insana \u201cP&G, bir numara can\u0131m. \u0130yi ki \u0130pana var, di\u015flere bak di\u015flere!\u201d dedirtmeyi ba\u015faramad\u0131klar\u0131 halde sessiz sedas\u0131z 1 milyar eve girebilen, inan\u0131lmaz bir imparatorluk onlar\u0131nki.
\nAyn\u0131 imparatorluk y\u00f6ntemini benimseyen \u015firketler yaln\u0131zca sabun ve dondurma kafas\u0131 de\u011fil, \u00f6yle b\u00fcy\u00fcyen bir tanesi var ki art\u0131k g\u00f6r\u00fc\u015f ve alg\u0131 alan\u0131m\u0131za s\u0131\u011fmaz oldu<\/strong>, muhtemelen bu yaz\u0131y\u0131 okuman\u0131z i\u00e7in de sizi aya\u011f\u0131m\u0131za kadar getiren \u00e7ok sevgili abimiz Google\u2019dan s\u00f6z ediyorum.
\n\u00c7ocukken bir oyun oynard\u0131k, marka ismi oldu\u011fu halde \u00fcr\u00fcn ismi gibi kullan\u0131lan kelime bulmaca. \u00c7ok e\u011flenceliydi, \u00e7\u00fcnk\u00fc 10 tane falan sayd\u0131ktan sonra t\u0131kan\u0131rd\u0131k, 11. eleman hep patlard\u0131. Neler yoktu ki: Selpak, Cif, Orkid, Uhu, Aspirin, Nescafe…<\/strong> 11. Eleman art\u0131k mutlu olabilir. \u00c7\u00fcnk\u00fc yaln\u0131zca internetten bir \u015feyin kar\u015f\u0131l\u0131\u011f\u0131n\u0131 bulmak anlam\u0131na gelen \u201cGoogle\u2019a yazmak\u201d \u0130ngilizce\u2019de de \u201cGoogle it!\u201d<\/strong> deyimi ile literat\u00fcre \u00e7oktan girmi\u015f bulunuyor.<\/p>\n

\"j\u0131\"<\/a>
\nGoogle \u015feytan\u0131n icad\u0131 diyerek \u201cnas\u0131l da bilgilerimizi el aleme sat\u0131yorlar\u201d gibi bir merakl\u0131 kom\u015fumuz Nebahat Teyze\u2019lik yapmayaca\u011f\u0131m. Ama neyi ele\u015ftirirken neyi g\u00f6zden ka\u00e7\u0131rd\u0131\u011f\u0131m\u0131z\u0131n fark\u0131nda olmam\u0131z gerekiyor.
\nGoogle art\u0131k internetle \u00f6yle bir et-t\u0131rnak ili\u015fkisine girdi ki, hangi servisini kullan\u0131rsak kullanal\u0131m aya\u011f\u0131m\u0131za dolanan minik karde\u015fimizden bir su istemek gibi geliyor ald\u0131\u011f\u0131m\u0131z hizmet. \u00c7eviri mi gerekiyor, yol tarifi mi, makale mi laz\u0131m, reklam vereceksen bu tarafa, dosya m\u0131 y\u00fckleyeceksin, yoksa mail mi atacaks\u0131n, video mi izlemek istiyorsun, yoksa sadece resim mi laz\u0131m? \u00d6yle do\u011fadan ki Google kullanmak, art\u0131k bir uzvumuz oldu sanki. \u201c\u015eampuan, sabun olmasayd\u0131 ne yapard\u0131k ger\u00e7ekten?\u201d Herhalde akl\u0131m\u0131za ilk gelen \u015fey Google\u2019a sormak olurdu.<\/p>\n

\"Google'l\u0131y\u0131z,<\/a>

Google’l\u0131y\u0131z, mutluyuz. H\u00fclooo\u011f\u011f!!!<\/p><\/div>\n

Peki sorun bunun neresinde? D\u00fcnya ayaklar\u0131m\u0131z\u0131n alt\u0131nda, sabahtan ak\u015fama kadar bilgilen, oku, izle, e\u011flen dur.
\n Bana sorarsan\u0131z sorun bunun hi\u00e7bir yerinde<\/strong>. Yeter ki \u015funun fark\u0131nda olal\u0131m: Bug\u00fcn d\u00fcnya ekonomisi kapitalizm \u00fczerine dayal\u0131d\u0131r, evet, e\u015fitlik olmayan, t\u00fcketim k\u00fclt\u00fcr\u00fcn\u00fc yaratm\u0131\u015f, s\u00f6m\u00fcr\u00fcyle b\u00fcy\u00fcm\u00fc\u015f ve b\u00fcy\u00fcmesinin \u00f6n\u00fc olmayan bir sistem. Ve evet, kusurlu. B\u00fcy\u00fck\u00e7e bir kusur da h\u0131zl\u0131 t\u00fcketim mallar\u0131n\u0131n. T\u00fcm o devler, makyaj malzemesinden k\u0131yafetine, tavuk bulyonundan ba\u015f\u0131n \u015feklini alan yast\u0131\u011f\u0131na kadar hepsi ihtiya\u00e7 listesine kendini yazd\u0131rm\u0131\u015f isimler.
\nAma insanl\u0131\u011f\u0131n umudu ve gurur kayna\u011f\u0131 teknolojinin de bug\u00fcn h\u0131zl\u0131 t\u00fcketim mallar\u0131ndan hi\u00e7bir geri kal\u0131r yan\u0131 yok.
\nS\u00f6zgelimi Taylor Durden ayn\u0131 c\u00fcmleyi tekrar kursayd\u0131 internet \u015firketlerine de s\u00f6vmez miydi sizce? Onlar olmadan \u00f6nce yemek tarifi bilmiyor muyduk, yol sormak i\u00e7in bir d\u00fckkana girmez miydik, yeminli terc\u00fcmanlar \u00f6yle laf olsun diye mi yemin ederdi, babalar\u0131m\u0131z \u00f6dev yapmadan m\u0131 mezun oldu mesela?
\nS\u00f6zgelimi bug\u00fcn internet yok olsa, 1970\u2019lere kadar neredeyse 250.000 y\u0131ld\u0131r hayatta kalan insano\u011flu, 40 senede evrim ge\u00e7iremeyece\u011fine g\u00f6re g\u00fcll\u00fck g\u00fclistanl\u0131k devam eder miydi hayat\u0131na? Yoksa teknoloji evrimi de mi h\u0131zland\u0131rd\u0131 art\u0131k ? Akci\u011fer, kalp ve bir de Google m\u0131 laz\u0131m bize?<\/strong>
\n\u00d6n\u00fcm\u00fczde \u00fc\u00e7 se\u00e7enek var:<\/p>\n

1-T\u00fcketim k\u00fclt\u00fcr\u00fcne s\u00f6vmeye devam etmek,<\/strong><\/em> bunun yan\u0131nda teknolojinin hayat\u0131m\u0131za getirdi\u011fi nimetlerin s\u00fctten \u00e7\u0131km\u0131\u015f ak ka\u015f\u0131k de\u011fil en az di\u011fer t\u00fcm z\u0131tt\u0131r\u0131 marka kot merak\u0131 gibi i\u00e7imizde yer etmeyi ba\u015faran bir t\u00fcketim imparatorlu\u011fu oldu\u011funu da kabul ederek \u00f6n\u00fcm\u00fczdeki on y\u0131llar\u0131n hayat\u0131m\u0131za sokaca\u011f\u0131 yenilikleri buna g\u00f6re analiz etmek.
\n2-T\u00fcketim k\u00fclt\u00fcr\u00fcne s\u00f6vmeyi b\u0131rakmak,<\/strong><\/em> bug\u00fcn her t\u00fcrl\u00fc psikolojik ve ekonomik oyununa ra\u011fmen vazge\u00e7emeyece\u011fimiz l\u00fckslerimizin ihtiyaca evrildi\u011fini kabul ederek batt\u0131 bal\u0131k d\u00fcz gider misali ya\u015famaya devam etmek.
\n3-T\u00fcketim k\u00fclt\u00fcr\u00fcne zaten s\u00f6vm\u00fcyor olmak,<\/strong><\/em> asl\u0131nda bu konuda \u00e7ok d\u00fc\u015f\u00fcnmemek. D\u00fc\u015f\u00fcnmemeye devam etmek.
\nBir se\u00e7enek daha var ki o da benim s\u00f6ylemek istediklerimi tam olarak s\u00f6yleyememi\u015f olmam. \u00c7\u00fcnk\u00fc ne yaparsam yapay\u0131m, teknoloji \u015firketlerine kar\u015f\u0131 sempatimi dizginleyemiyorum. Bu yaz\u0131y\u0131 yazarken de ileride \u00e7al\u0131\u015fmak ister misin deseler parande atarak evet diye hayk\u0131raca\u011f\u0131m Google\u2019a ele\u015ftirel bir bak\u0131\u015f a\u00e7\u0131\u015f\u0131yla bakarken i\u00e7ime yerle\u015fmi\u015f minnet duygusu s\u00f6ylemek istediklerime bir otosans\u00fcr yap\u0131\u015ft\u0131rd\u0131, klavyede gezen parmaklar\u0131m ba\u011fland\u0131, dilim dama\u011f\u0131m kurudu.
\nAralarda biraz mola verdim, kreatinin nas\u0131l yaz\u0131l\u0131r falan diye sordum Google\u2019a mesela, \u00f6yle sonunu getirebildim.
\nHer \u015feye ra\u011fmen, Taylor Durden\u2019\u0131 hala seviyoruz.
\nBeng\u00fcsu<\/p>","protected":false},"excerpt":{"rendered":"

\u201cGod damn it, an entire generation pumping gas, waiting tables; slaves with white collars. Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don’t need.\u201d Fight Club\u2019\u0131 bir jenerasyonun filmi, Taylor Durden\u2019\u0131 da ayn\u0131 jenerasyonun bir numaral\u0131 kahraman\u0131 yapan repliklerden biri bence. K\u0131saca 21. y\u00fczy\u0131l\u0131n en favori g\u00fcnah ke\u00e7isine s\u00f6v\u00fcyor, \u201cT\u00fcketim al\u0131\u015fkanl\u0131\u011f\u0131\u201d diyor, \u201cT\u00fcketim al\u0131\u015fkanl\u0131\u011f\u0131 y\u00fcz\u00fcnden ihtiyac\u0131m\u0131z olmayan \u015feyleri sat\u0131n al\u0131yoruz.\u201d T\u00fcketim al\u0131\u015fkanl\u0131\u011f\u0131 deyince akla ilk gelen \u015firketler ku\u015fkusuz FMCG (h\u0131zl\u0131 t\u00fcketim mallar\u0131) devleri. Ad\u0131 \u00fcst\u00fcnde: al, h\u0131zl\u0131 t\u00fcket, bir daha al, bir daha h\u0131zl\u0131 t\u00fcket, onlar\u0131 alma, sadece beni al, h\u0131zl\u0131 t\u00fcket… Unilever\u2019in bir sunumuna kat\u0131ld\u0131\u011f\u0131mda \u015f\u00f6yle demi\u015flerdi : \u201cHer g\u00fcn 1 milyar eve giriyoruz.\u201d \u201cVay be!\u201d demi\u015ftim ben de. \u201c\u015eampuan, sabun olmasayd\u0131 ne yapard\u0131k ger\u00e7ekten?\u201d D\u00fc\u015f\u00fcncesi bile korkun\u00e7. Dahas\u0131, yaln\u0131zca kafan\u0131z\u0131 temiz yapmakla kalmay\u0131p kreatinin ile ultra g\u00fc\u00e7lendiren yeni \u015fampuanlar\u0131 \u00e7\u0131kt\u0131\u011f\u0131nda eski modellerini ald\u0131\u011f\u0131n\u0131z i\u00e7in kendinizi su\u00e7lu hissettirebilirler. \u00d6te yandan da\u011f\u0131n ba\u015f\u0131nda bir arkada\u015f grubundan yaln\u0131zca sizin operat\u00f6r\u00fcn\u00fcz \u00e7ekiyorsa \u201cTurkcell, bir numara can\u0131m.\u201d diyerek g\u00fcn\u00fcn kahraman\u0131 olmay\u0131 ba\u015farabilen \u015firket isimleri varken hi\u00e7bir insana \u201cP&G, bir numara can\u0131m. \u0130yi ki \u0130pana var, di\u015flere bak di\u015flere!\u201d dedirtmeyi ba\u015faramad\u0131klar\u0131 halde sessiz sedas\u0131z 1 milyar eve girebilen, inan\u0131lmaz bir imparatorluk onlar\u0131nki. Ayn\u0131 imparatorluk y\u00f6ntemini […]<\/p>","protected":false},"author":1,"featured_media":248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_stc_notifier_status":"sent","_stc_notifier_sent_time":"2023-05-09 00:46:00","_stc_notifier_request":false,"_stc_notifier_prevent":false,"_stc_subscriber_keywords":"","_stc_subscriber_search_areas":"","footnotes":""},"categories":[90],"tags":[],"class_list":["post-247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-future"],"_links":{"self":[{"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/posts\/247"}],"collection":[{"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/comments?post=247"}],"version-history":[{"count":1,"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/posts\/247\/revisions"}],"predecessor-version":[{"id":249,"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/posts\/247\/revisions\/249"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/media\/248"}],"wp:attachment":[{"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/media?parent=247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/categories?post=247"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bengusuozcan.com\/en\/wp-json\/wp\/v2\/tags?post=247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}