The Power of Brand Discourse: A Research on Influencer

Gizem Temir; Emre Ş. Aslan

Makale detayları

The Power of Brand Discourse: A Research on Influencer

Yazarlar:

Gizem Temir | Emre Ş. Aslan

Yayıncı:

Gumushane University

Dergi:

Gümüşhane Üniversitesi Sosyal Bilimler Dergisi Vol.14 Issue 2, pp.575-594

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001291314

pISSN:

1309-7423

Anahtar kelimeler:

Özet:

 The changes experienced in the technological age with the effect of globalization enable the emergence of social media. In this case, the traditional media loses its influence and is replaced by the new media environment. Businesses turn to digital media to reach their consumers and announce their advertising campaigns through social platforms. Brands use discourses to make their target audience feel and instill a sense of belonging. While realizing their discourses, brands use very different tools and methods, including traditional media elements such as newspapers, magazines, televisions, presenters, columnists, as well as digital media opportunities such as social media platforms, phenomena. Influencers, who are very effective on the masses especially with digitalization, have become one of the phenomenon groups that convey the messages of brands to the target audience. It is observed that brands prefer influencers whose discourses best reflect their brand identity and personality and who have the potential to connect with their target audience in the strongest way. This study examines the cooperation of four influencers selected among the Most Successful Influencers of 2021 published in Marketing Turkey through semiotic analysis. Dec. The data Deciphered by semiotic analysis were analyzed with visual rhetoric typology and it was revealed which elements influencers used to reconcile the similarity between discourse and visual rhetoric. This study is important because it will provide new perspectives on the field and is one of the rare studies conducted on brand discourse.

 The changes experienced in the technological age with the effect of globalization enable the emergence of social media. In this case, the traditional media loses its influence and is replaced by the new media environment. Businesses turn to digital media to reach their consumers and announce their advertising campaigns through social platforms. Brands use discourses to make their target audience feel and instill a sense of belonging. While realizing their discourses, brands use very different tools and methods, including traditional media elements such as newspapers, magazines, televisions, presenters, columnists, as well as digital media opportunities such as social media platforms, phenomena. Influencers, who are very effective on the masses especially with digitalization, have become one of the phenomenon groups that convey the messages of brands to the target audience. It is observed that brands prefer influencers whose discourses best reflect their brand identity and personality and who have the potential to connect with their target audience in the strongest way. This study examines the cooperation of four influencers selected among the Most Successful Influencers of 2021 published in Marketing Turkey through semiotic analysis. Dec. The data Deciphered by semiotic analysis were analyzed with visual rhetoric typology and it was revealed which elements influencers used to reconcile the similarity between discourse and visual rhetoric. This study is important because it will provide new perspectives on the field and is one of the rare studies conducted on brand discourse.

 The changes experienced in the technological age with the effect of globalization enable the emergence of social media. In this case, the traditional media loses its influence and is replaced by the new media environment. Businesses turn to digital media to reach their consumers and announce their advertising campaigns through social platforms. Brands use discourses to make their target audience feel and instill a sense of belonging. While realizing their discourses, brands use very different tools and methods, including traditional media elements such as newspapers, magazines, televisions, presenters, columnists, as well as digital media opportunities such as social media platforms, phenomena. Influencers, who are very effective on the masses especially with digitalization, have become one of the phenomenon groups that convey the messages of brands to the target audience. It is observed that brands prefer influencers whose discourses best reflect their brand identity and personality and who have the potential to connect with their target audience in the strongest way. This study examines the cooperation of four influencers selected among the Most Successful Influencers of 2021 published in Marketing Turkey through semiotic analysis. Dec. The data Deciphered by semiotic analysis were analyzed with visual rhetoric typology and it was revealed which elements influencers used to reconcile the similarity between discourse and visual rhetoric. This study is important because it will provide new perspectives on the field and is one of the rare studies conducted on brand discourse.

 Küreselleşmenin etkisi ile teknoloji çağında yaşanan değişiklikler, sosyal medyanın ortaya çıkmasına olanak sağlamaktadır. Bu durumda geleneksel medya etkisini yitirmekte ve yerini yeni medya ortamına bırakmaktadır. İşletmeler, tüketicilerine ulaşmak için dijital mecralara yönelerek reklam kampanyalarını sosyal platformlar aracılığı ile duyurmaktadır. Markalar, hedef kitlesine aidiyet duygusunu hissettirmek ve aşılamak için söylemleri kullanmaktadır. Markalar söylemlerini gerçekleştirirken gazeteler, dergiler, televizyonlar, sunucular, köşe yazarları gibi geleneksel medya unsurlarının yanında sosyal medya platformları, fenomenler gibi dijital medya olanaklarını da kapsayan çok farklı araç ve yöntemlerden yararlanmaktadır. Özellikle dijitalleşme ile kitleler üzerinde oldukça etkili olan influencerlar, markaların mesajlarını hedef kitleye ileten fenomen gruplarından biri haline gelmiştir. Markalar söylemlerini marka kimliği ve kişiliğini en iyi yansıttığını ve hedef kitleleriyle en güçlü şekilde bağlantı kurma potansiyeli olan influencerlar tercih ettikleri görülmektedir. Bu çalışma Marketing Türkiyede yayınlanan, 2021in En Başarılı Influencerları arasından seçilen dört influencerın iş birliğini göstergebilimsel analiz ile incelemektedir. Göstergebilimsel analiz ile gösterilenler görsel retorik tipolojisi ile incelenmiş, influencerların söylem ve görsel retorik arasındaki benzerliği hangi öğeleri kullanarak bağdaştırdıkları ortaya konmuştur. Bu çalışma alana yeni bakış açıları kazandıracak olması ve marka söylemi üzerine gerçekleştirilen nadir çalışmalardan biri olması sebebiyle önem arz etmektedir.

Makale detayları

The Power of Brand Discourse: A Research on Influencer

Yazarlar:

Gizem Temir | Emre Ş. Aslan

Yayıncı:

Gumushane University

Dergi:

Gümüşhane Üniversitesi Sosyal Bilimler Dergisi Vol.14 Issue 2, pp.575-594

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001291314

pISSN:

1309-7423

Söylem

Marka

Marka Söylemi

GöstergebilimSöylem

Marka

Marka Söylemi

Göstergebilim

Sayı

Makale detayları

Yazarlar: Gizem Temir | Emre Ş. Aslan

Yayıncı: Gumushane University

Dergi: Gümüşhane Üniversitesi Sosyal Bilimler Dergisi Vol.14 Issue 2, pp.575-594

Belge Tipi: Makale

Yayın Tarihi: 12/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001291314

pISSN: 1309-7423

Sayı

Yazarlar:

Gizem Temir | Emre Ş. Aslan

Yayıncı:

Gumushane University

Dergi:

Gümüşhane Üniversitesi Sosyal Bilimler Dergisi Vol.14 Issue 2, pp.575-594

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001291314

pISSN:

1309-7423