ÜNİVERSİTE ÖĞRENCİLERİNİN INSTAGRAM'DA İDEAL BENLİK ARAYIŞI ve TÜKETİM İLİŞKİSİ
Date
2021-11-02
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Abstract
Bu çalışmanın amacı Instagram’da ideal benlik arayışı için benlik sunumu yapan
üniversite öğrencilerinin sergiledikleri performansın tüketim ile olan ilişkisini ortaya
koymaktır. Çalışmada üniversite öğrencilerinin ideal benliklerini inşa etmek adına
ihtiyaç duydukları sosyal onay uğraşları, bu çabayı gösterirken tükettikleri ürünler ve
nesnelleştirilmiş benlik unsurları araştırılmıştır. Ayrıca kişilerin ötekinin gözünde
izlenim oluşturmaya yönelik tutumları da incelenip bu alandaki benlik sunumlarına
dair çıkarımlar yapılmıştır. Araştırma derinlemesine görüşme metoduyla
katılımcıların söyledikleri ve söylediklerini ifade ederken gözlenen davranışları temel
veri kaynağı olarak ele alınmak üzere nitel olarak gerçekleştirilmiştir. Araştırmanın
veri analizinde tematik analiz yönteminden yararlanılmıştır. Araştırmaya Atılım
Üniversitesi İşletme Fakültesi Halkla İlişkiler ve Reklamcılık Bölümü ile Siyaset
Bilimi ve Kamu Yönetimi Bölümü lisans öğrencilerinden 26 kişi katılmıştır.
Çalışmanın sonucunda üniversite öğrencilerinin Instagram’da ideal benlik arayışları
için gerçekleştirdikleri tüm eylemlerin tüketim ile ilişkisi olduğunu bulgusuna
ulaşılmıştır.
Description
University Students' Search for the Ideal Self on Instagram
ABSTRACT: The purpose of this study is to reveal the relationship between consumption and the performance of university students who unwittingly find themselves in search of the ideal self on Instagram. In this study, the social approval efforts that university students need in order to build their ideal self, the products they consume while making this effort, and the objectified self-elements were examined. In addition to this, the self-presentation performances of individuals for the positive impressions that they try to create in the minds of others through their Instagram sharing were also examined. The research was conducted by the in depth-interview method. Within this method, what the sample said was analysed and the behaviours of the sample while expressing itself were observed. Thematic analysis method was used in the data analysis of the research. 26 undergraduate students participated from the Departments of Public Relations and Advertising and the Departments of Political Science and Public Administration of the Atılım University School of Business. As a result of the study, it was found that all the actions taken by university students in search of the ideal self on Instagram are related to consumption.
ABSTRACT: The purpose of this study is to reveal the relationship between consumption and the performance of university students who unwittingly find themselves in search of the ideal self on Instagram. In this study, the social approval efforts that university students need in order to build their ideal self, the products they consume while making this effort, and the objectified self-elements were examined. In addition to this, the self-presentation performances of individuals for the positive impressions that they try to create in the minds of others through their Instagram sharing were also examined. The research was conducted by the in depth-interview method. Within this method, what the sample said was analysed and the behaviours of the sample while expressing itself were observed. Thematic analysis method was used in the data analysis of the research. 26 undergraduate students participated from the Departments of Public Relations and Advertising and the Departments of Political Science and Public Administration of the Atılım University School of Business. As a result of the study, it was found that all the actions taken by university students in search of the ideal self on Instagram are related to consumption.
Keywords
public relations and advertising