NARRATING THE ‘WHITE GOLD : HOW TURKISH MEDIA SHAPES THE IMAGE OF MEERSCHAUM

This study employs critical discourse analysis to examine 24 news articles published in national and local media between 2010 and 2025, to uncover how meerschaum is discursively constructed in Turkey.The research goes beyond viewing meerschaum as a simple geological resource, examining its symbolic transformation into an object of cultural, economic, and ideological meaning.The growing public and media attention to meerschaum in recent years forms the rationale for this investigation, reflecting wider debates about cultural heritage and its commodification.The analysis identifies five major themes: idealization of cultural heritage, which frames meerschaum as a nostalgic and authentic element of national identity; healing discourse, where the stone is attributed with wellness and protective qualities; intergenerational transmission of craftsmanship, emphasizing the preservation and continuity of artisanal skills; environmental concerns, highlighting issues of sustainability and responsible resource management; and use of technical knowledge for legitimation, where scientific language and expert voices are employed to strengthen its perceived value.Together, these discursive strategies illustrate how meerschaum is simultaneously positioned as a heritage asset to be protected and a commodified object integrated into tourism development policies, exposing the ideological tension between cultural preservation and economic exploitation.