Katılımcı kültür olgusu bağlamında sosyal medya: netnografik bir analiz
| dc.authorid | 0000-0002-6498-0445 | en_US |
| dc.authorid | 0000-0003-4500-8658 | en_US |
| dc.contributor.author | Çetin, Eren | |
| dc.contributor.author | Ayhan, Ahmet | |
| dc.date.accessioned | 2021-01-12T10:22:21Z | |
| dc.date.available | 2021-01-12T10:22:21Z | |
| dc.date.issued | 2020 | en_US |
| dc.department | İstanbul Ticaret Üniversitesi | en_US |
| dc.description.abstract | Yeni iletişim teknolojilerinin sunduğu imkânlar, çevrimiçi ortamı, günlük yaşamın çeşitli yönleriyle yansıdığı bir yaşam alanına dönüştürmüştür. Bu alan, kullanıcılar tarafından kimi zaman günlük yaşamın bir uzantısı olarak kimi zaman da günlük yaşama bir alternatif olarak kullanılmaktadır. Çevrimiçi ortamın bu yönü, yalnızca bireysel kullanım için değil, aynı zamanda çevrimiçi toplulukların kullanımı için de geçerlidir. Sosyal medya platformları hem hali hazırda var olan topluluklar için hem de yeni toplulukların oluşması için kullanışlı birer iletişim aracı konumundadır. İnternet ve özellikle sosyal medya platformları, kullanıcıları içerik üretim sürecine dâhil ederek ve bunun yanında etkileşime ve kamuoyu oluşturmaya imkân sunarak katılım kültürüne katkı sağlar. Buradan hareketle, bu çalışmanın amacı kısaca, katılımcı kültürün sosyal medya üzerinde nasıl tezahür ettiğini anlamaktır. Bu amaçla çalışma kapsamında sosyal medya, sosyal medya mecralarında bir araya gelmiş topluluklar ve bu topluluklardaki bireylerin sosyal medyayı kullanış biçimleri katılımcı kültür bakış açısıyla ele alınmıştır. Bu bağlamda daha çok veri elde ederek maksimum çeşitliliğe erişebilmek amacıyla sosyal medya platformları üzerinde var olan birbirinden farklı beş topluluk ve bu toplulukların kullandığı üç ayrı platform örneklem olarak tercih edilmiştir. Buna bağlı olarak araştırma için, kültürün açığa çıkarılması noktasındaki işlevselliği, araştırmacı için sunduğu imkânlar ve sistematik yapısının araştırma için uygun olması sebebiyle Robert Kozinets’in Netnografi yöntemi kullanılmıştır. Netnografik analiz sonucunda birbirinden farklı toplulukların sosyal medya platformlarını kullanış biçimlerine dair önemli veriler elde edilmiş, bu veriler de sosyal medyada katılıma yönelik geniş bir bakış açısının ortaya konulmasına olanak sunmuş ve bu bağlamda analiz sonucunda sosyal medyada katılımın işleyişine dair çok yönlü bir şema oluşturulmuştur. Sonuç olarak, bu araştırma sürecinde elde edilen verilerle, katılımın öznesi olan kullanıcıdan başlayan ve sosyal medyada katılıma dair unsurları ve göstergeleri içerisinde barındıran katılım süreci için önemli bir çerçeve oluşturulmuştur. | en_US |
| dc.description.abstract | Current state of new communication technologies, Internet and social media, more specifically, has caused fundamental changes in the process of socialization of individuals. New media mediums encompass the individuals within the society both objectively and socio-culturally and therefore, alters the socialization conception in this context (Yengin, 2012: 345-346). Since new media mediums direct the societies towards communication processes particularly by means of computers, it has been transitioned into a socialization process that has not been existent before or say the least, transformed or remodeled and restructured (Altunay, 2015: 415). Position of the Internet and social media within the process of changing socialization process comes mostly after the family but before the school and group of friends. Amenities and means offered by the cutting-edge technologies have transformed online environment into a living domain reflecting various aspects of daily life. This domain has been utilized sometimes as an extension of the daily life and sometimes as an alternative of the daily life. This aspect of online environment is valid and applicable for not only the individual use but also use of online communities. Social media in where a person represents himself/herself as an individual enables the formation of communities and getting crowded within the framework of certain objectives and goals as well as offers unique opportunities for them to be organized through various events. Social media platforms can be regarded and considered as communication tools in where the users have almost no obstacles regarding the participation and the users are offered with the opportunity of self-expression in every possible aspect. The users have the opportunity and means to establish communication with each other on these platforms and share ‘the contents they produce’ with each other. Thus, they enjoy the pleasure of producing something by these posts as well as getting approval by displaying what they produce. Internet and particularly social media platforms involve users in the content production process and contributes to participatory culture by offering means to form public opinion accordingly. From this point of view, the aim of this study is to comprehend and acknowledge how the social media platforms are utilized as a communication tool by the online communities and how the participatory culture makes an appearance on these platforms. To that end, within the scope of the study, social media, communities gathered in social media channels and the ways in which individuals in these communities use social media have been discussed through the perspective of participatory culture. In accordance with this purpose, the aspect of socialization referring primarily to the process of learning of individual to live in the society is discussed in the context of its relationship with social media, among the tools within this process. Then, the phenomenon of participation culture reflecting the perspective of the study has been discussed through online communities. Individuals and communities have also have the opportunity and means to intervene regarding the content by becoming more active by the new communication technologies in general terms and the social media in particular to the contrary of the mass created by the conventional media. When this situation is addressed through the perspective of culture, it is revealed that the individuals within this culture establish communication with each other within the framework of similar objectives and fields of interest and thus, are able to produce creative endeavors. The most accurate examples that can be given for this culture can be seen in today’s social media. Communities (Sympathizer groups, fan clubs, mutualization groups, humor groups, etc.) communicate and fraternize on social media and perform certain actions in accordance with their objectives. In this context, in order to obtain more data, to reach maximum variety five different groups (AHBAP Community, Çarşı Sympathizer groups, Fans of Çukur Series, Gıda Detektifi Community and Pregnant Women Community) that exist on social media platforms and three separate platforms used by these communities use (Facebook, Instagram and Twitter) were chosen as a sample. After the sample is determined, 485 posts in total and 48,074 comments in relation with these posts were included in the analysis. The netnography method of Robert Kozinets was used for the research due to its functionality in terms of unveiling the culture, the opportunities it provides for the researcher and the suitability of its systematic structure for the research. It was observed in the posts examined within the scope of the research that users on social media platforms have the opportunity to both produce their own content and easily provide feedback on any content produced. As Shirky also underlined in his article written on the political power of social media, the most important contribution of social media to change is that it engages individuals in the discussion rather than ensuring that information is accessible (Shirky, 2011). The users on social media platforms may join in any community at any time they wish on online media and they have the freedom to leave that community whenever they desire. In other words, these platforms are a useful tool that users with the same purpose, goal or interest can easily gather, eliminating some restrictions in daily life (space, time etc.). In fact social media creates the effect of an online invisibility cloak and users can benefit from this cloak both in terms of personal use and in joining communities by being enchanted by such an opportunity that they cannot achieve in daily life. Another finding obtained as a result of the research was related to the role of social media in the formation communities. As a result of the analysis, it was realized that social media platforms are a useful communication tool both for currently existing communities such as Çarşı/ Bazaar fan group and for the formation of new communities such as the Ahbap/Dude community. Social media platforms are used by online communities for various purposes such as promoting the community, ensuring intra-community communication, exchanging information, organizing campaigns for specific goals, creating awareness and announcing community activities. As a result of the netnographic analysis, significant data were obtained regarding the way that different communities use social media platforms. In the light of the findings obtained through the research, a comprehensive framework on participation in social media is presented. In this context, while the subject of participation, which forms the basis of the research, is addressed from the aspect of social media platforms, a model that includes all its dimensions has been established and factors related to participation are detailed in relation with this model. In conclusion, with the data acquired in this research process, an important framework has been established for the participation process, which starts with the user who is the subject of participation and includes the factors and indicators of participation in social media. | en_US |
| dc.identifier.doi | 10.21645/intermedia.2020.66 | en_US |
| dc.identifier.endpage | 69 | en_US |
| dc.identifier.issue | 12 | en_US |
| dc.identifier.startpage | 47 | en_US |
| dc.identifier.uri | https://hdl.handle.net/11467/4331 | |
| dc.identifier.uri | https://doi.org/10.21645/intermedia.2020.66 | |
| dc.identifier.volume | 7 | en_US |
| dc.language.iso | tr | en_US |
| dc.publisher | İstanbul Ticaret Üniversitesi | en_US |
| dc.relation.ispartof | Intermedia Uluslararası Hakemli İletişim Bilimleri E-Dergisi | en_US |
| dc.relation.publicationcategory | Makale - Uluslararası Hakemli Dergi - Başka Kurum Yazarı | en_US |
| dc.rights | info:eu-repo/semantics/openAccess | en_US |
| dc.subject | Sosyal Medya | en_US |
| dc.subject | Çevrimiçi Topluluklar | en_US |
| dc.subject | Katılımcı Kültür | en_US |
| dc.subject | Netnografi | en_US |
| dc.subject | Social Media | en_US |
| dc.subject | Online Communities | en_US |
| dc.subject | Participatory Culture | en_US |
| dc.subject | Netnography | en_US |
| dc.title | Katılımcı kültür olgusu bağlamında sosyal medya: netnografik bir analiz | en_US |
| dc.title.alternative | Social Media Within The Context of Participatory Culture: A Netnographic Analysis | en_US |
| dc.type | Article | en_US |
