CHANGING THE VALUES OF THE PAST TO FUTURE

CHANGING THE VALUES OF THE PAST TO FUTURE Nebahat Akgün Çomak Nilüfer Pembecioğlu Galatasaray University Faculty of Communication Istanbul, Turkey ncomak@gsu.edu.tr Istanbul University Faculty of Communication Istanbul, Turkey niluferpembecioglu@gmail.com Less” by the end of the 20th century [1]. Also the politics versus science had a longlasting conflict effect on societies. From time to time, the global food chains effected a certain type of food consumption and in other times, the scientific findings insisted on i.e. animal fat vs. vegetable oil or vice versa. When we consider the reasons behind why we choose certain type of food instead of another it is usually not a reasonable reply we get. The fights between the food lobbies and lobbyists are leading to hard play on societies. Even if we have certain traditions, values we may say that each generation is creating a new chain of food. Abstract— The values are the most important part of the culture and contain images resisting to changes for centuries. Most of the individuals are consciously or unconsciously carry this part of culture as a heritage and hand it to the next generations. However, with the influence of the media especially in the 21st century individuals do not adopt the values as much as they did in the past. The modern individual is almost ready to give up any kind of value when s/he comes across with something more challenging or convincing for them. That’s why the histories and the books, the humanity is re-written all over the world. The individuals are merely a composition of their own thoughts and believes as well as their heritage they got through centuries. These may include the preferences, the tastes and the addictions as well as the genetic functions. The way they use the body language for example or the traditional family lives are all somehow linked to this kind of preferences lists. The meals and the usual drinks are also linked with the past generations and future expectations. Starting from the early ages the children are effected through the choices made by the adults. In just recent years we know that theere are more restrictions for cola drinks, chips and sugary foods sales at schools. Considering the USA and other countries, there are also bans at schools for i.e. peanut allergy. Yet, there are more advertisements for pushing soft drinks or other colourful foods. The believes of the 21st century such as “You Are What You Eat” still carry not only a cultural value but also a medical value. The media on the other hand is trying hard to change the customs and traditions of the people all over the world providing them always new choices and innovative re-generated food. The media is changing the values of the past for future consumptions. This paper is an attempt to analyze how the media could be affective in Turkey to change the food and beverages consumption and how convincing the advertisements are in this respect. When the dietry supplements and other food politics are considered, the nutrition issues turn to become a research not only for the individuals but also for the policy makers, advertisers or institutions. For example we know how UNICEF is not supporting the events when Nestle is involved. The pseudo created controversies sometimes trigger the biotech battles as well as the agricultural developments. Even if WTO (World Trade Organization) put some rules, “Conditions other than science are affecting the (European) regulations” [2]. The paper concentrates on national and international brands to start the day and mainly provides and analysis on how the soup changed to tea and tea to coffee for breakfast in Turkish society. With the recent advertising strategies, the discourse analysis of the advertisements are handled to provide a setting for the change precisely showing that the change is not something unknown or haphazard but planned and oriented in a particular way. The paper provides a detailed semantic analysis of the coffee advertisements in the printed press for the year 2013. We know that growing food is not as simple as it was in the 18th or 19th century when we have organizations like Food and Drug Law Institute (FDLI) involving many others such as food and agricultural industries, government agencies, agricultural biotechnology firms, investment banks, consulting industry, private foundations and the media. When we look it as a whole, even the fitness centers are involved in the food politics. What we expect from all these regulations and organizations is just the food safety system providing assurances that foods derived from biotechnology are at least as safe as traditionally derived foods. Larisa Rudenko, director of a Washington based consulting firm, states her concerns about the industry’s ability to attract investors. In her view, the Key Words: Values, Traditional, Modern, Tea, Coffee I. INTRODUCTION How people live and how the start their day change from one country to another. The eating disorders, changing health conditions changed our habit from “Eeat More” to “Eat This paper is supported by Galatasaray University with 14.300.003 project and accepted to be presented in 3rd Annual International Conference On Journalism & Mass Communications (JMComm 2014) 22nd-23rd September, 2014, Singapore. 1 industry need to work much harder to improve public perceptions and consumer acceptance of genetically modified (GM) food. [3]. From this point of view biotechnology is becoming a social problem. In 1974, the World Food Summit defined food security as: availability at all times of adequate world food supplies of basic foodstuffs to sustain a steady expansion of food consumption and to offset fluctuations in production and prices. concerns and predictions are gaining the attention of those most concern with ensuring an adequate worldwide food supply [6]. A. The Depicted Meanings of Food Whatever the rulers impose, in most cultures, the food is associated with different types of mood or being. The grapes for example are for joy and celebration, walnut is for brain activity, chocolate is for depression, milk is for good sleep, etc. Exhilarating substances are mainly summed up as tea, coffee and tobacco. Sometimes, the cigarette is associated with problems, loneliness or heart pain. Even if it’s banned in 65 countries including USA (California - 1993), Netherlands and Ireland, (2004), France (2007), Germany (2008), Spain (2006) Norway (2004), Sweden (2005), Kosovo (2011) and Turkey (2009) there seems to be too much tobacco consumption all over the world. These bans affected the agriculture of tobacco and its more than 70 species. Not only the tobacco plant but the dried tobacco leaves which are mainly used for smoked cigarettes, cigars, pipe, etc. Regarding the main tobacco producers in China, India, Brazil, USA, Indonesia, Malawi, Argentina, Tanzania and Zimbabwe, the production reaches to 7.490.662 tones (in 2012). Media is feeding and shaping us via the ads, commercials and other linguistic and non linguistic images. The news and television programs are cut by several ads because they pay enough. However, we frequently come accross with the hidden messages including backwards audio messages, hidden visual messages and symbolic or cryptic codes such as a crossword or cipher. Even if the juxtapositions are a bit creepy they achieve their aims. Apart from the In 1995 made film Waterworld, again the food wars are handled. In thi film, in a future where the polar ice-caps have melted and Earth is almost entirely submerged, a mutated mariner fights starvation and outlaw "smokers," and reluctantly helps a woman and a young girl try to find dry land. In another film The Hunger Games, based on the book of Suzanne Collings, the fights for the food and video images of the future world affect people. The consumption of the tobacco was somewhat limited compared to the other products. Smoking in public was, for a long time, reserved for men, and when done by women was sometimes associated with promiscuity; in Japan, during the Edo period, prostitutes and their clients often approached one another under the guise of offering a smoke. The same was true in 19th-century Europe [7]. However, the highering rates of smoking had a peak during the 1960’s. Smoking rates in the United States have dropped by half from 1965 to 2006, falling from 42% to 20.8% in adults. [8]. In all these examples, we may see that we are surrounded with the world changing our values and habits. The values are the most important part of the culture and contain images resisting to changes for centuries. Most of the individuals are consciously or unconsciously carry this part of culture as a heritage and hand it to the next generations. However, with the influence of the media especially in the 21st century individuals do not adopt the values as much as they did in the past. The modern individual is almost ready to give up any kind of value when s/he comes accross with something more challenging or convincing for them. That’s why the histories and the books, the humanity is re-written all over the world. Food or food production is not the only matter. Sometimes, related human force is also as important as the product itself. The International Labour Office reported that the most childlaborers work in agriculture, which is one of the most hazardous types of work. For example, the tobacco industry houses some of these working children. There is widespread use of children on farms in Argentina, Brazil, China, India, Indonesia, Malawi and Zimbabwe [9]. The child-laborers complained of low pay, long hours as well as physical and sexual abuse by their supervisors [10]. They also reported suffering from Green Tobacco Sickness, a form of nicotine poisoning which means children are exposed to 50 cigarettes worth of nicotine through direct contact with tobacco leaves. As we all know, this level of nicotine in children can permanently alter brain structure and function. When wet leaves are handled, nicotine from the leaves gets absorbed in the skin and causes nausea, vomiting and dizziness. This means that , on one hand, we’re trying to save children because the smoking age is getting lower and lower almost in all countries and on the other hand, we’re forcing the children to work in such a field to cause them more damage [11]. Food politics are the political aspects of the production, control, regulation, inspection, distribution and consumption of food. However, the politics can be affected by cultural, medical, theethical and environmental disputes concerning proper farming, agricultural and retailing methods and regulations. Government policies around food production, distribution, and consumption influence the cost, availability, and safety of the food supply domestically and internationally. On a national scale, food policy work affects farmers, food processors, wholesalers, retailers and consumers. Commodity crops, such as corn, rice, wheat, and soy are most often at the heart of agricultural policy-making [4]. While most food policy is initiated domestically, there are international ramifications. Globally, protectionist trade policies, international trade agreements, famine, political instability, and development aid are among the primary influences on food policy [5]. Increasingly, climate change 2 B. Coffee As A Beverage In Turkey Coffee is slightly acidic (pH 5.0–5.1) and can have a stimulating effect on humans because of its caffeine content. Coffee cultivation first took place in southern Arabia; the earliest credible evidence of coffee-drinking appears in the middle of the 15th century in the Sufi shrines of Yemen. [16]. Starting from the 16th century it is accepted by most of the societies in the world and especially in the 19th and 20th century it became one of the most popular drinks in the world. One of the reasons is that it can be prepared and presented in a variety of ways, served as cold or hot. The effect of coffee on human health has been a subject of many studies; however, results have varied in terms of coffee's relative benefit [17] as well as the risks specifically for heart depending upon the density of consumption. As one of the exhilarating substances coffee became widely used only within the last century. In 1583, Leonhard Rauwolf, a German physician, gave this description of coffee after returning from a ten-year trip to the Near East: “A beverage as black as ink, useful against numerous illnesses, particularly those of the stomach. Its consumers take it in the morning, quite frankly, in a porcelain cup that is passed around and from which each one drinks a cupful. It is composed of water and the fruit from a bush called bunnu.” [12]. Starting from the oldest tales, myths and legends, drinking substances, beverages may have an impact on the body as to change it into something good or bad. So, drinking is associated with the first step of the change. The beverages are suggested to keep you cold, hot, warm, calm, happy, young or active. Some of the drinkable substances are very natural such as the water or mineral water, the vegetable juices or such. However, the others require some special cultivation, energy and techniques to be prepared. Culture is one of the most important dynamics to affect what to drink and how to drink it. Usually, the rituals and traditions have more impact on societies to determine the habits and daily use. Recognizing the energizing effect of the coffee plant goes back as long as the 15th century. Drinking coffee is believed to provide extra energy for the body and brain [18]. That’s why drinking coffee is associated with movements and social events in general. In the East Africa and Yemen, coffee was used in native religious ceremonies. As these ceremonies conflicted with the beliefs of the Christian church, the Ethiopian Church banned the secular consumption of coffee until the reign of Emperor Menelik II. [19].The beverage was extensively used by the Muslim people but also banned in Ottoman time during the 17th century for political reasons [20] and was associated with rebellious political activities in Europe. Coffee was initially used for spiritual reasons. At least 1,100 years ago, traders brought coffee across the Red Sea into Arabia (modern-day Yemen), where Muslim dervishes began cultivating the shrub in their gardens. At first, the Arabians made wine from the pulp of the fermented coffee berries. This beverage was known as qishr (kisher) and was used during religious ceremonies [13]. Coffee drinking was prohibited by jurists and scholars (ulema) meeting in Mecca in 1511 as haraam, but the subject of whether it was intoxicating was hotly debated over the next 30 years until the ban was finally overturned in the mid-16th century. Use in religious rites among the Sufi branch of Islam led to coffee's being put on trial in Mecca: it was accused of being a heretical substance, and its production and consumption were briefly repressed. It was later prohibited in Ottoman Turkey under an edict by the Sultan Murad IV. Later, coffee, regarded as a Muslim drink, was prohibited by Ethiopian Orthodox Christians until as late as 1889; it is now considered a national drink of Ethiopia for people of all faiths [14]. The first reference to coffee in the English language is in the form chaona, dated to 1598 and understood to be a misprint of chaoua (equivalent, in the orthography of the time, to chaova). This term and "coffee" both derive from the Ottoman Turkish kahve [21], possibly by way of the Italian caffè. This in turn derives from the Arabic qahwah ( ‫)ﻗﻬ ﻮﺓ‬. This is traditionally held to have originally referred to a type of wine, whose etymology is given by Arab lexicographers as deriving from the verb qahā (‫ﻗﻬ ﺎ‬, "to lack hunger") in reference to the drink's reputation as an appetite suppressant [22] referring to the legendary accounts of Oromo people, in Ethiopia, specifically the incredible stories of Sheik Omar in Yemen and Egypt, the shepherd named Kaldi, Yemeni sheikh of Shazil, ez-Zebhani, as well as Solomon, the Prophet. It is sometimes alternatively traced to the Arabic "quwwa" ("power, energy") or to Kaffa, a medieval kingdom in Ethiopia whence the plant was exported to Arabia. The name qahwah, however, is not used for the berry or plant (the products of the region), which are known in Arabic as bunn and Shoa as būn [22]. Others with "equally little authority" even hold that the region was named after the drink. Coffee is a brewed beverage prepared from the roasted or baked seeds of several species of an evergreen shrub of the genus Coffee. The two most common sources of coffee beans are the highly regarded Coffee Arabica, and the "robusta" form of the hardier Coffea canephora having a bitter taste. The Sufi Muslims’ acceptance of coffee drinking extensively made it reach to the 16th century. By the 16th century, it had reached the rest of the Middle East, Persia, Ottoman and Northern Africa. With the help of the smugglers, the coffee seeds are taken from Ethiopia to Yemen by Sufi Baba Budan and coffee spread to Italy, Europe, Indonesia and America. Many societies are introduced to coffee and coffee Today, coffee plants are cultivated in more than 70 countries, primarily in equatorial Latin America, Southeast Asia, and Africa. Once ripe, coffee "berries" are picked, processed and dried to yield the seeds inside. The seeds are then roasted to varying degrees, depending on the desired flavor, before being ground and brewed to create coffee [15]. 3 houses later on. The Dutch introduced coffee to Java and Ceylon, The British to Austria and Poland and the Frenchman to Dominican Republic as well as Haiti. Meanwhile, coffee had been introduced to Brazil in 1727, although its cultivation did not gather momentum until independence in 1822 [23]. 85–88 °C. Most coffee is roasted and ground at a roastery and sold in packaged form, though roasted coffee seeds can be ground at home immediately before consumption. The choice of brewing method depends to some extent on the degree to which the coffee seeds have been roasted. Lighter roasted coffee tends to be used for filter coffee as the combination of method and roast style results in higher acidity, complexity, and clearer nuances whereas darker roasted coffee is used for espresso because the machine naturally extracts more dissolved solids, causing lighter coffee to become too acidic. From the Middle East, coffee spread to Italy. The thriving trade between Venice and thus it was introduced to the rest of Europe. Coffee became more widely accepted after it was deemed a Christian beverage by Pope Clement VIII in 1600, despite appeals to ban the "Muslim drink." Through the efforts of the British East India Company, coffee became popular in England as well. Oxford's Queen's Lane Coffee House, established in 1654, is still in existence today. Coffee was introduced in France in 1657, and in Austria and Poland after the 1683 Battle of Vienna, when coffee was captured from supplies of the defeated Turks [23]. The type of grind is often named after the brewing method for which it is generally used. Turkish grind is the finest grind, while coffee percolator or French press is the coarsest grinds. The most common grinds are between these two extremes: a medium grind is used in most home coffee-brewing machines. Coffee may be brewed by several methods. It may be boiled, steeped, or pressurized. Soon coffee has become a vital cash crop for many developing countries. Over one hundred million people have become dependent on coffee as their primary source of income. It has become the primary export and backbone for African countries like Uganda, Burundi, Rwanda, and Ethiopia, as well as many Central American countries. Today, top twenty green coffee producers include Brazil, Vietnam, Indonesia, Colombia, Ethiopia, Peru, India, Honduras, Mexico, Guatemala, Uganda, Nicaragua, Costa Rica, Ivory Coast, Papua New Guinea, El Salvador, Cambodia, Ecuador, Democratic Republic of the Congo. Once brewed, coffee may be served in a variety of ways. Drip-brewed, percolated, or French-pressed/cafetière coffee may be served as white coffee with a dairy product such as milk or cream, or dairy substitute, or as black coffee with no such addition. It may be sweetened with sugar or artificial sweetener. When served cold, it is called iced coffee. Espresso-based coffee has a variety of possible presentations such as Caffe Americano, long black, cappuccino, caffe macchiato or café latte. Coffee can also be incorporated with alcohol to produce a variety of beverages: it is combined with whiskey in i.e. Irish coffee and it forms the base of alcoholic coffee liqueurs such as Kahlùa and Tia Maria. Food manufacturing and processing is a heavily concentrated industry. The 10 largest food companies in the United States control more than half of all food sales domestically and a growing percentage of packaged food and beverage products on store shelves worldwide [24]. Instant Coffee does not sound as a magical word any more yet, it was a revolution in the past. Today a number of products are sold for the convenience of consumers who do not want to prepare their own coffee. This form of coffee is mainly known as instant coffee which is dried into soluble powder or freeze dried into granules that can be quickly dissolved in hot water. Originally invented in 1907, [26] it rapidly gained in popularity in many countries in the post-war period, with Nescafé being the most popular product and brand. C. Modernization of Processing Roasting and Grading The Coffee Coffee berries and their seeds undergo several processes before they become the familiar roasted coffee. The roasting process influences the taste of the beverage by changing the coffee seed both physically and chemically. Coffee is best stored in an airtight container made of ceramic, glass, or nonreactive metal [25]. Coffee freshness and flavor is preserved when it is stored away from moisture, heat, and light. To make it practical, in 1931, a method of packing coffee in a sealed vacuum in cans was introduced. The roasted coffee was packed and then 99% of the air was removed, allowing the coffee to be stored indefinitely until the can was opened. Today this method is in mass use for coffee in a large part of the world especially for instant coffee. D. Changing The Values Of The Past To Future In nowadays, coffee is often consumed alongside (or instead of) breakfast by many at home. It is often served at the end of a meal, normally with a dessert, and at times with an after-dinner mint especially when consumed at a restaurant or dinner party. Regarding the Turkish society, having a cup of soup in the morning in the past, this is quite a change in habits and traditions. Instead of using homemade nutritious goods the growing tendencies for coffee from Brazil or Vietnam sound interesting. The role of media in this process is more than anything else. Especially, the notion of “coffee break” took place in the daily conversations and programming. How could one know that first promoted in 1952 could mean a lot to the working class in today’s world. This notion also brought the As for the last step before final consumption, coffee seeds must be ground and brewed to create a beverage. The criteria for choosing a method include flavor and economy. Brewing considerations include the fineness of grind, the way in which the water is to extract the flavor, additional flavorings such as sugar, milk, and spices, and the technique to be used to separate spent grounds. Ideal holding temperatures range from 4 concepts such as better facilities to brew coffee or tea, fast food and more than anything else, instant coffee and vending machines. This also brought the idea of establishing separate places called as coffee houses for short meetings or breaks. The best 7 coffee houses list made by Food Riot names Mandabatmaz Kahvehanesi in Istiklal, Beyoğlu, (Istanbul – Turkey) as the first one of the list including, Café Central, Vienna-Austria, Caffee Florian, Venice-Italy, Caffee Cucca, Milano-Italy, Café des 2 Moulins, Paris-France, Caffe Reggio, New York – USA, Café du Monde, New Orleans-USA. Most widely known as coffeehouses or cafés, establishments serving prepared coffee or other hot beverages have existed for over five hundred years. Various legends involving the introduction of coffee to Istanbul at a "Kiva Han" in the late 15th century circulate in culinary tradition, but with no documentation [27]. Coffeehouses in Mecca soon became a concern as places for political gatherings to the imams who banned them, and the drink, for Muslims between 1512 and 1524. In 1530 the first coffee house was opened in Damascus [28] First coffee houses in Constantinople was opened in 1475 [29] by traders arriving from Damascus and Aleppo. Soon after, coffee houses became part of the Ottoman Culture, spreading rapidly to all regions of the Ottoman Empire. II. AIM AND METHODOLOGY For food production, the social and political dynamics could not be denied. It’s all about how the social tendencies were established and how the images are used to establish new dimensions for food consumption. The individuals are merely a composition of their own thoughts and believes as well as their heritage they got through centuries. These may include the preferences, the tastes and the addictions as well as the genetic functions. The way they use the body language for example or the traditional family lives are all somehow linked to this kind of preferences lists. The meals and the usual drinks are also linked with the past generations and future expectations. In the 17th century, coffee appeared for the first time in Europe outside the Ottoman Empire, and coffeehouses were established and quickly became popular. The first coffeehouses in Western Europe appeared in Venice, a result of the traffic between La Serenissima and the Ottomans; the very first one is recorded in 1645. The first coffeehouse in England was set up in Oxford in 1650 by a Jewish man named Jacob in the building now known as "The Grand Cafe". A plaque on the wall still commemorates this and the Cafe is now a trendy cocktail bar [30]. By 1675, there were more than 3,000 coffeehouses in England [31]. The believes of the 21st century such as “You Are What You Eat” still carry not only a cultural value but also a medical value. The media on the other hand is trying hard to change the customs and traditions of the people all over the world providing them always new choices and innovative regenerated food. The media is changing the values of the past for future consumptions. This paper is an attempt to analyze how the media could be affective in Turkey to change the food and beverages consumption and how convincing the advertisements are in this respect. After the second Turkish siege of Vienna in 1683, the Viennese discovered many bags of coffee in the abandoned Ottoman encampment. Using this captured stock, a Polish soldier named Kulczycki opened the first coffeehouse in Vienna [32] After this brief introduction to the concept of coffee, the paper concentrates on national and international brands to start the day and mainly provides and analysis on how the soup changed to tea and tea to coffee for breakfast in Turkish society. With the recent advertising strategies, the discourse analysis of the advertisements are handled to provide a setting for the change precisely showing that the change is not something unknown or haphazard but planned and oriented in a particular way. The paper provides a detailed semantic analysis of the coffee advertisements in the printed press for the year 2013. The media plays an important role in cultivating messages sometimes they especially cultivate and express nationalist sentiments through their food presentations and possible choices. And sometimes they impose the globalization efforts. The paper concentrates on the media messages regarding coffee news and advertisements in Turkey during 2013. Concentrating mainly on the press, the use of coffee ads are analyzed semiotically to decipher the cultural and linguistic codes in them to be compared and contrasted with the global ads. According to Pendergrast the modern espresso machine was born in Milan in 1945 and from there spread across coffeehouses and restaurants across Italy and the rest of Europe and North America in the early 1950s. The international coffeehouse chain Starbucks began as a modest business roasting and selling quality coffee seeds in 1971, by three college students Jerry Baldwin, Gordon Bowker and Zev Siegl. The first store opened on March 30, 1971 at the Pike Place Market in Seattle, followed by a second and third over the next two years. The company today has 16,600 stores in over 40 countries worldwide [33]. It is interesting to note that UNESCO Intergovernmental Committee for the Safeguarding of the Intangible Cultural Heritage added Turkish Coffee into the list of the representation as well as (mesir paste, wedding dinner, keskek, gooseberry tradition, whirling, Karagöz and Hacivat, Kırkpınar Wrestling, Aşık Talks, Nowruz, meddah) in December 18, 2013. [34] As for the Turkish coffee preparation and presentation requires certain characteristics only representing the Turkish culture, being the head of the list is appropriate for Turkish coffee. III. FINDINGS AND INTERPRETATIONS In the translation of Kamus, [35] coffee means saturation, pure, milk, odor. For Güvenç, [36] banning the cigarette smoking and coffee drinking as well as limiting the arts and music, caused regress for the Ottomans. However, in 5 nowadays, we, as the part of the modern society seem to forget all these and even the most literate or illiterate person selling Turkish coffee and Maraş Dondurma in the touristic places of Anatolia are wearing their folkloric costumes as if it is a part of our national tradition. So, the only thing not change is change. The travel book of Evliya Çelebi [37] mentions Turkish coffee several times as a sign of hospitality in general Anatolia “..and they brought Turkish coffee to their brothers to welcome him” A. Presentation of Coffee In Media During the ‘packing’ of the concept, the colours, the music even the odor is used to implement the desired affect on people. They seem to be helpless when they come across with the messages. Yet, especially, making it more sentimental, associating the product with the feelings becomes the crucial point. The ordinary people do not know much about how the product is processed in different ways, perhaps in different countries or the changes in the world dynamics i.e. while Brazil remains the largest coffee exporting nation, Vietnam tripling its exports between 1995 and 1999 is becoming the major producer of robusta seeds [40], etc. They neither understand the major politics nor think about their actions on the way of their consumptions. Seventeenth Century French traveler Jean de Thévenot who was introduced to coffee during his long stay in the Ottoman Empire, described in lengthy detail how to prepare this strange drink (in a way similar to how it is still done today) and referred to its importance in daily life: “… rich or poor, every Turk drinks at least two cups of coffee a day, and every marital engagement puts the husband in charge of providing coffee to his wife.” Nineteenth Century Italian traveler Edmondo de Amicis who visited and remained here for a time writes: “There is coffee at the top of the Galata Tower and the Beyazit Tower, coffee on the steamboats, coffee at the cemeteries, coffee in offices of State, coffee in the baths, coffee in the markets. Wherever one happens to roam in Istanbul, simply by shouting ‘coffee!’ without even looking, one will be holding a coffee cup within three minutes.” [38] Being in the lives of the people for more than 500 years, the Turkish coffee seem to be lacking enough advertisement but keeping its resistance within the daily routines, conversations, after meal talks, etc. However, the other type of coffee brands are continuously advertising to get more out of the market. It is interesting to note that only the concept of coffee and the product of a certain brand is advertised but it is enough to run to the coffeehouses or change the traditional way of drinking coffee. The presentation of the Turkish coffee in the visual media is very practical but stereotyped with its frothy coffee with a little glass of water by the side. Nice and ornamented usually silver side cups contain and a piece of delight, chocolate as well. Usually, mint liqueur accompanies the ceremony during the feast days. While the liqueur is served within small crystal glasses, the coffee is served in nice porcelain cups with magnificent silver covers and caps on them carefully placed on a silver tray having a piece of lace under the water glass. All in all the coffee is a must for the traditional lifestyles as much as the modern one. Today, when we google three words, coffee, culture and association, (kahve kültürü dernek) we may reach to 971.000 results. One of these associations, The Turkish Coffee Culture and Research Association was founded to preserve this cultural treasure of ours and to convey to future generations the social importance of coffee to the Turkish identity. Among their findings we learn that J.S. Bach composed his coffee cantata due to his own addiction to coffee [38]. The French novelist Pierre Loti is known with his coffeehouse in Eyüp, İstanbul with his name. Just like him, many Turkish writers and poets like Karacaoğlan mention Turkish Coffee with great dedication. Foreign writers like Victor Hugo, Alexandre Dumas, Moliare, Andre Gide, Balzac are all known with their addictions to Turkish coffee and frequent references in their writings. As for the visual media, fox tv ads belt were recorded for a week and the coffee ads were recorded. It was interesting to see different brands having a 104 seconds ads altogether were repeated 60 times specifically when the audience density reaches its peak. That means the audience were exposed to 104 minutes of coffee ads during their ordinary watching activity equally meaning 14,85 minutes per day. This is almost equal to a coffee break time. The rituals in general had an impact on the society and discourse. The colloquial usage of the term could be found in many idioms and humor examples. “The heart is asking neither for coffee nor coffeehouse, it just wants to chat with another heart, so, coffee is just an excuse.” or “To talk over a bitter cup of coffee” are just few of them. The coffee is such a valuable thing that, it is appreciable for forty years. The late coming coffee is questioned if it is coming through Yemen or not. This humor in fact accommodates some truth in it. The coffeehouses are the teaching places, social and cultural restructuring centers that are called as “from the core to culture” just like the coffee itself processed. Once the ads are analyzed through Hermeneutics Symbolic Communication Method what we can see in those adds could vary in detail. There are nine types of signs to analyze the ads semiotically. Firstly, the coffee beans are shown, which might be classified as the signs of the plants. Visuals reaching to the roots of the habit would enrich the habit formation period. The second signs are the images referring to the natural ones such as clouds, nature, green colour, earth, etc. Through the use of these signs mainly the smelling senses were activated. The third sign is the geometrical sign type such as the shape of the cup, coffee can etc. In this category some ads include multiple cups such as animated objects, acting like human beings. The 6 accessible and in different forms to meet the needs of the different individuals and social groups. fourth type of sign is the animal signs. When asked to people coffee is associated with tenderness and friendship that means having a cat or dog or a fish. But, in the past it was associated with camels or mules. The signs referring to space turn to be the images like a piece of serenity, being in nature, scenes like paradise etc. could be seen. The signs referring to mystic concepts are too much when Turkish coffee is considered. Cups also are associated with the mystic concepts due to the long fortune telling sessions of the past and present days. It may be argued that even if the instant coffee sell more than the traditional coffee, there will always be some place for the fortune telling sessions and traditional Turkish coffee. The signs referring to objects might be regarded as the sacred objects or objects touching people in the emotional, intellectual or other sentimental ways. The other two types of signs refer to colours and numerical signs. The colour of the coffee is usually brownish and yellow whereas depending on the brand blue, red and other colours might be used effectively. Regarding the numbers the ones having coffee, milk and sugar are referred as ‘three in one’. However, the fortune tellers say things like ‘you’ll have a visitor in three days time’ or ‘in a month’s time you’ll have an official letter’, etc. Turkish coffee is also following the trends in order not to lose its prominent position in the society in its national and international sense. At this point the question is if there is enough hope for the Turkish Coffee or not. Unfortunately, it seems that the media coffee sells more than the traditional one. The Turkish people were so addicted to Turkish coffee and the sincere talk around it that, during the second world war they scarcity of the coffee beans forced them brew chickpea coffee with nigella powder yet, they never thought of giving up their coffee drinking habits. However, things have changed a lot now. The people drinking Mırra or other type of traditional coffee are abolishing. But on the other hand modern coffee market is enlarging providing better and practical tastes. The Shems Gıda of Gaziantep, a city famous for its coffee making traditions is now providing the 5 seconds readymade Turkish coffee in the instant coffee bags offering plain, with sugar and without sugar tastes for the consumers. The new brand name Shazili referring to the reverend Yemeni Sufi Sheikh of Shazil of the 14th century is expected to multiply the curent consumption five times [41]. Regarding the semiotic analysis of the coffee ads on television, it is interesting to see that most of the visuals belong to the traditional but exaggerated scenes. Mostly the importance is given into practicality or the ‘visual’ taste of the coffee, such as the coffee bubbles. Mainly the visuals refer to the good old days of the past memories such as the old people, friendship or any kind of attachment. The Mubarak days are exploited in this way as well, the elder people waiting for the young ones to pay a visit to them etc. IV. One other sector leader prompting with its “inviting odor” ads refers to the sentiments concentrating on the emotional relationship rather than the traditions. In the country of special coffee pots called as cezve for more than 500 years, they were successful to bring the instant coffee machines or instant coffee by 1990’s. Yet, today, they reached to 1billion of the market profit. However, the coffehouses sell more than the products itself. The individuals longing to sit and relax with a friend or having an official meeting now prefer the coffeehouses. CONCLUSION: CHANGING ATTITUDES A cultural backlash against an increasingly modernized and mechanized food industry has taken a number of different forms like ‘Local Food’, ‘Meatless Monday’ and ‘Slow Food’. Yet, most of the people are still under the influence of media. From the very beginning, the coffee and different habits around it were shaped through the word of mouth. With the press and audio visual media, the impact reached to higher degrees. In fact, searching through the history of coffee one might see how difficult it was to accept the new products, habits, etc. The effort to be cautious, not knowing the side effects yet or having difficulty in positioning it into life whatever the reason was, the communities were having a distant position to coffee. Once the habits were formed it’s difficult to change them, at least it was up to the media age. Yet, now, the media is providing the individuals and societies certain episodes, roles in the family, groups or institutions, woven with certain behaviour clusters approved or disapproved actions. Media is also forcing the people to be addicted not only to the media but also whatever the products the media propose. As one of them, coffee is also changing its shape and regular use, becoming more modern, practical, The Coffeeshop Company Turkey manager Ceyhan Pusmaz claim that the chains work more in Turkey than they work in abroad. In Austria for example, whereas the world coffee market reaches to annual 100 billion dollars, the Turkish market covers 500 million dollars of it. The sector is expected to grow double in the following five years. Another brand in the market is ‘Selamlıque İstanbul’ with its disposable pouches offering low sugar, with and without sugar choices with cinnamon, mastic and chocolate tastes which are new to the people. Café Crown of Ülker and Falcı (Fortune Teller) of Nescafe are also different brands for Turkish Coffee instead of Kurukahveci Mehmet Efendi approaching to coffee as an art form since 1871 and passing on the skills, knowledge, experience and intricacies of the craft from father to son and from master to apprentice. Thus, the coffeeshops having the global chains such as Gloria Jeans (19 branches), Kwaiti Starbuck (153 branches), Finnish Roberts Coffee (37 branches), German Tchibo (52 branches) and Italian Vergnano, Caribou, European Coffeeway, Austrian Coffeeshop Company, McDonald’s McD Cafe (12 branches), Caff è Nero (43 branches) Lavazza are 7 just a few of the 11 chains competing with each other in Turkish market. The Turkish chains Kahve Diyarı (144 branches) and Kahve Dünyası (89 branches) are also in the market all over the country whereas world-wide known in 50 other countries, Starbucks handle most of the market. Each branch is welcoming more than one million visitors and this is triggering the filter coffee consumption. A new brand in the market, ‘Doca’ by Simit Sarayı aims to have McDonald’s+1 branches [42]. Once smelling the odor, the coffee spells the people, bewitching them perhaps for a lifetime. They want the taste, the comfort and the relaxation more than anything else. Considering the impact of the media, imposing the audience to 14 minutes coffee ads every day, it would be a kind of difficult thing to resist the call of the coffee even if you’re not addicted to that. The one month of nutritious exposure of the coffee ads might cause a lifetime of addiction. As the chains and brands added the time devoted to the beverages would also enlarge as well. The numbers show that the market in Turkey enlarged 32 times in the past 8 years. [43] All these coffeehouse chains are after the profit of 20.000 tons of coffee consumed in Turkey and its approximate cost of 160.000 Euros per year. [44] The believes of the 21st century such as “You Are What You Eat” still carry not only a cultural value but also a medical value. The media on the other hand is trying hard to change the customs and traditions of the people all over the world providing them always new choices and innovative regenerated food. The media is changing the values of the past for future consumptions. This paper is an attempt to analyze how the media could be affective in Turkey to change the food and beverages consumption and how convincing the advertisements are in this respect. According to the statistics, 78 out of 100 people are drinking coffee regularly and most of them see coffee drinking as a socializing event outside home. The 72% of the women and 59% of the men prefer to drink a cup of coffee every day. Nowadays, people prefer milk with coffee in comparison to the past preferences of drinking plain coffee without sugar. More and more of the drinkers in nowadays prefer espresso, filter coffee and americano whereas the Turkish coffee is having some regression in respect to the filter coffee consumption. The filter coffee offer more choices and tastes with different aromas. Regarding all these facts, unfortunately, the audience did not improve the literacy skills as to notice the dynamics beyond the print media or audio visual media ads. They may not even think that some worldwide policies are involved in such a pure, lovely, delicious thing. They only think of the relaxation moment with the coffee rather than barely seeing the food politics aiming to pull them off, separating them from their habits, tastes and traditions. At least they are happy with the increasing choices they have to make. The difficulty is just to choose what kind of a consumer you’ll become: Traditional or looking for new flavors! In sum, we may say that the traditional Turkish coffee of 500 years, waited by the side of the fire, brewed slowly accompanying sweet talk now put into the instant coffee bags to get ready in 5 seconds and reduced its market into 14% only in the modernized world. On the other hand, the stronger coffee types such as espresso, americano cover only 3% of the market whereas the other instant coffee types with 83% get the largest slice of the cake. REFERENCES Analysis yield interesting compare and contrast points between the print media and audio-visual media. The ads for the printing press seem to be more traditional as in the one analyzed for the bayram [45]. Even if they lack the motions and actions, they look like more paying attention to the details such as the presentation of the coffee. The print media could give us the sense that the preparations are made for such a meeting point or time. The carefully chosen design of cup, the silverware covers, the lace on the tray are always the sign of the courtesy and delicacy. The glass of water just by the side of the coffee cup also represents the relaxed atmosphere and time devoted to such a ritual. 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