To Take Or Not To Take... The Effect of Influencers on Women's Symbolic Consumption Practices

Alper Musa Sağlık; Mahmut Akgül

Makale detayları

To Take Or Not To Take... The Effect of Influencers on Women's Symbolic Consumption Practices

Yazarlar:

Alper Musa Sağlık | Mahmut Akgül

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Sosyal Medya Uygulamaları ve Analizi

Dergi:

Abant Sosyal Bilimler Dergisi Vol.24 Issue 1, pp.32-43

Belge Tipi:

Makale

Yayın Tarihi:

3/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001304853

pISSN:

2757-9425

Anahtar kelimeler:

Özet:

 While consumption in modern societies is usually the product of a utilitarian attitude towards the provision of mandatory needs, it has gone beyond real needs in todays societies, where postmodernism prevails. Nowadays, symbolic needs such as Jungeting and identity building seem to be at the forefront rather than real needs. In the creation of these abstract needs, the media is in a key position. In particular, new media environments that allow the production of user-generated content manipulate consumption practices and create new needs by encouraging symbolic commodities. The role of influencers, who are a social media actor in the creation of abstract needs in new media environments, has increased too much to ignore. Based on this reality, the research conducted aims to reveal the influence of influencers on womens symbolic consumption practices. In this context, the study is a qualitative research and in-depth interview method has been adopted in the data collection process. In the light of the data processed in the Maxqda 2020 program, it has been discovered that influencers take on an intermediary role in encouraging women consumers to symbolic consumption.

 While consumption in modern societies is usually the product of a utilitarian attitude towards the provision of mandatory needs, it has gone beyond real needs in todays societies, where postmodernism prevails. Nowadays, symbolic needs such as Jungeting and identity building seem to be at the forefront rather than real needs. In the creation of these abstract needs, the media is in a key position. In particular, new media environments that allow the production of user-generated content manipulate consumption practices and create new needs by encouraging symbolic commodities. The role of influencers, who are a social media actor in the creation of abstract needs in new media environments, has increased too much to ignore. Based on this reality, the research conducted aims to reveal the influence of influencers on womens symbolic consumption practices. In this context, the study is a qualitative research and in-depth interview method has been adopted in the data collection process. In the light of the data processed in the Maxqda 2020 program, it has been discovered that influencers take on an intermediary role in encouraging women consumers to symbolic consumption.

 While consumption in modern societies is usually the product of a utilitarian attitude towards the provision of mandatory needs, it has gone beyond real needs in todays societies, where postmodernism prevails. Nowadays, symbolic needs such as Jungeting and identity building seem to be at the forefront rather than real needs. In the creation of these abstract needs, the media is in a key position. In particular, new media environments that allow the production of user-generated content manipulate consumption practices and create new needs by encouraging symbolic commodities. The role of influencers, who are a social media actor in the creation of abstract needs in new media environments, has increased too much to ignore. Based on this reality, the research conducted aims to reveal the influence of influencers on womens symbolic consumption practices. In this context, the study is a qualitative research and in-depth interview method has been adopted in the data collection process. In the light of the data processed in the Maxqda 2020 program, it has been discovered that influencers take on an intermediary role in encouraging women consumers to symbolic consumption.

 Modern toplumlarda tüketim genellikle zorunlu ihtiyaçların teminine yönelik faydacı bir tutumun ürünüyken postmodernizmin hüküm sürdüğü günümüz toplumlarında gerçek ihtiyaçların ötesine geçmiştir. Günümüzde gerçek ihtiyaçlardan ziyade haz duyma, kimlik inşa etme gibi sembolik ihtiyaçlar daha ön planda görünmektedir. Bu soyut ihtiyaçların yaratılmasında ise kilit konumda medya bulunmaktadır. Özellikle kullanıcı kaynaklı içerik üretimine imkân tanıyan yeni medya ortamları, tüketim pratiklerini manipüle etmekte ve sembolik metaları teşvik ederek yeni ihtiyaçlar yaratmaktadır. Yeni medya ortamlarında soyut ihtiyaçların yaratılmasında bir sosyal medya aktörü olan influencerların rolü görmezden gelinemeyecek kadar artmıştır. Bu gerçeklikten hareketle yürütülen araştırmada influencerların kadınların sembolik tüketim pratiklerine etkisinin ortaya konulması amaçlanmaktadır. Bu kapsamda çalışma nitel bir araştırma olup veri toplama sürecinde derinlemesine mülakat yöntemi benimsenmiştir. Maxqda 2020 programında işlenen veriler ışığında influencerların kadın tüketicileri sembolik tüketime teşvik etmede aracı rolü üstlendikleri keşfedilmiştir.

Makale detayları

To Take Or Not To Take... The Effect of Influencers on Women's Symbolic Consumption Practices

Yazarlar:

Alper Musa Sağlık | Mahmut Akgül

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Sosyal Medya Uygulamaları ve Analizi

Dergi:

Abant Sosyal Bilimler Dergisi Vol.24 Issue 1, pp.32-43

Belge Tipi:

Makale

Yayın Tarihi:

3/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001304853

pISSN:

2757-9425

Influencer

Consumption

Symbolic Consumption

Female Consumeİnfluencer

Tüketim

Sembolik Tüketim

Kadın Tüketici

Sayı

Makale detayları

Yazarlar: Alper Musa Sağlık | Mahmut Akgül

Yayıncı: Bolu Abant Izzet Baysal University

Ana Başlıklar: Sosyal Medya Uygulamaları ve Analizi

Dergi: Abant Sosyal Bilimler Dergisi Vol.24 Issue 1, pp.32-43

Belge Tipi: Makale

Yayın Tarihi: 3/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001304853

pISSN: 2757-9425

Sayı

Yazarlar:

Alper Musa Sağlık | Mahmut Akgül

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Sosyal Medya Uygulamaları ve Analizi

Dergi:

Abant Sosyal Bilimler Dergisi Vol.24 Issue 1, pp.32-43

Belge Tipi:

Makale

Yayın Tarihi:

3/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001304853

pISSN:

2757-9425