Sembolik etkileşim teorisi kapsamında dijital benlik sunumu aracılığıyla yeni tüketim kalıpları: Pinterest
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Dosyalar
Tarih
2022
Yazarlar
Dergi Başlığı
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Yayıncı
Hatay Mustafa Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Dijital teknolojilerin gelişimiyle birlikte ortaya çıkan sosyal medya platformları insan hayatında önemli bir yere sahip olmuştur. Sosyal medya platformları insanların eğlenceli zaman geçirebileceği, bilgi edinebileceği bir ortam olmasının yanında insanların sahip oldukları benlikleri sunabilecekleri veya arzuladıkları bir benlik yaratabilecekleri bir ortamdır. Ayrıca sosyal medya platformları insanları tüketime de teşvik etmektedir. İnsanlar postmodern dönemin de etkisiyle arzularına yönelik bir tüketim davranışı gerçekleştirmeye ve kendilerini ürün veya hizmet tüketerek sembolik olarak ifade etmeye yönelmişlerdir. Çalışma alanı olan Pinterest de kadınların benliklerini panolar oluşturarak sunmalarını sağlamakta ve fikirler vererek tüketime yönlendirmektedir. Bu tez çalışmasının amacı kadın bireylerin Pinterest üzerinde benliklerini nasıl sunduklarını ve platform üzerinden aldıkları fikirleri yaşam tarzlarına nasıl uyarlayarak birer tüketim pratiğine dönüştürdüklerini incelemektir. Bu çalışma derinlemesine görüşme tekniği ile değerlendirilmiş nitel bir çalışmadır. Çalışma kapsamında kartopu örnekleme tekniği kullanılarak 20 kadın kullanıcıyla görüşme yapılmıştır. Araştırma verileri, yarı-yapılandırılmış görüşme formu ile elde edilerek bulgulara ulaşılmıştır. Elde edilen bulgulara göre; Kadınların Pinterest'te oluşturdukları panolar ile gerçek benliklerinden uzaklaşarak ideal benlikler sergilediklerine ulaşılmıştır. Kadınların kendilerini görmek istedikleri görünüme, hayata ve benliğe sahip olmak için Pinterest'ten aldıkları fikirleri gerçek hayatlarına uyarlayarak kendilerini sembolik olarak yansıtabilecek tüketim pratiklerine dönüştürdükleri sonucuna ulaşılmıştır. Diğer sosyal medya platformlarından farklı olarak hem üretimi hem de tüketimi kapsayan Pinterest'in, insanlara ilham vererek sunduğu fikirleri tüketim pratiklerine nasıl dönüştürdüklerini ortaya koyan ve bunu yaşam tarzlarıyla ve benlikleriyle ilişkilendiren bir konuya literatürde rastlanmadığından dolayı bu tez çalışmasının alan yazında katkı sağlanması beklenmektedir.
Social media platforms that emerged with the development of digital technologies have had an important place in human life. Social media platforms are an environment where people can have fun and learn, as well as an environment where people can present their selves or create a desired self. In addition, social media platforms encourage people to consume. With the influence of the postmodern period, people have tended to perform a consumption behavior towards their desires and to express themselves symbolically by consuming products or services. Pinterest, which is its working area, enables people to present their selves by creating boards and directs them to consumption by giving ideas. The aim of this thesis is to examine how women present their selves on Pinterest and how they adapt the ideas they receive from the platform to their lifestyles and transform them into consumption practices. This study is a qualitative study evaluated with in-depth interview technique. Within the scope of the research, 20 female users were interviewed using the snowball sampling technique. Findings were obtained by obtaining the research data with a semi-structured interview form. According to the findings; With the boards they created on Pinterest, it has been reached that women show ideal selves by moving away from their real selves. It has been concluded that women adapt the ideas they get from Pinterest to their real lives in order to have the look, life and self they want to see themselves, and transform them into consumption practices that can reflect themselves symbolically. Unlike other social media platforms, it is expected that this thesis study will contribute to the literature, since there is no study that reveals how Pinterest, which covers both production and consumption, transforms the ideas it offers by inspiring people into consumption practices.
Social media platforms that emerged with the development of digital technologies have had an important place in human life. Social media platforms are an environment where people can have fun and learn, as well as an environment where people can present their selves or create a desired self. In addition, social media platforms encourage people to consume. With the influence of the postmodern period, people have tended to perform a consumption behavior towards their desires and to express themselves symbolically by consuming products or services. Pinterest, which is its working area, enables people to present their selves by creating boards and directs them to consumption by giving ideas. The aim of this thesis is to examine how women present their selves on Pinterest and how they adapt the ideas they receive from the platform to their lifestyles and transform them into consumption practices. This study is a qualitative study evaluated with in-depth interview technique. Within the scope of the research, 20 female users were interviewed using the snowball sampling technique. Findings were obtained by obtaining the research data with a semi-structured interview form. According to the findings; With the boards they created on Pinterest, it has been reached that women show ideal selves by moving away from their real selves. It has been concluded that women adapt the ideas they get from Pinterest to their real lives in order to have the look, life and self they want to see themselves, and transform them into consumption practices that can reflect themselves symbolically. Unlike other social media platforms, it is expected that this thesis study will contribute to the literature, since there is no study that reveals how Pinterest, which covers both production and consumption, transforms the ideas it offers by inspiring people into consumption practices.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
