Giriş: 1940'lı yıllarda Lazarsfeld, Berelson ve Gaudet tarafından önerilen fikir liderliği kavramı, iki aşamalı akış modeliyle ortaya çıkmıştır. Kavramın geleneksel kabulünün sosyal medya ...ortamlarında özellikle influencerlar için devam edip etmediğini araştırmak gerekiyor. Metodoloji: Karma yöntem yaklaşımını benimseyen bu çalışma, keşfedici sıralı bir tasarım kullanmıştır. 12 influencer ile yarı yapılandırılmış görüşmeler gerçekleştirilmiş ve nitel görüşmeleri desteklemek amacıyla influencerların hesapları ve içerikleri üzerinde içerik analizi yapılmıştır. Araştırmanın evrenini Instagram fenomenleri oluştururken, örneklemi amaçlı örnekleme yoluyla seçilen 12 fenomenin paylaştığı 120 gönderiden oluşuyor. Bulgular: Bu çalışmanın sonuçları, iki aşamalı akış teorisinin güncellenmesi ve günümüze uyarlanması gerektiğini, influencerların kendilerini kanaat önderi olarak gördüklerini ve influencerların takipçileriyle etkileşimi sonucunda kendilerini kanaat önderi olarak algıladıklarını göstermektedir. . Ayrıca kanaat önderi vasıflı/olmayan influencerlar, hedef kitleleri üzerindeki belirli kanaat önderliği rollerine rağmen, kanaat önderi olmayan/olmayan diğer influencerlardan ve hedef kitlelerinden etkilenerek görüş talep etmişlerdir. Sonuçlar: Sonuç olarak bu çalışma, özellikle sosyal medya ortamlarında geniş bir izleyici kitlesine sahip olan etkileyiciler için fikir liderliği kavramının geleneksel kabulünden devam ettiğini dikkate almanın önemini vurgulamaktadır. Ayrıca influencerların kanaat önderliği rollerinden bahsetmek için sosyal medya kullanım pratikleri, içerikleri, takipçilerle olan etkileşimleri, kurum, kuruluş, marka ya da ajanslarla olan iletişim düzeyi gibi birçok faktöre göre değerlendirilmesi gerektiği sonucuna varılmıştır. Araştırma belirli bir sorun ve sınırlılıklar çerçevesinde gerçekleştirilmiştir. Bulguların yol gösterici olması ve konuyla ilgili yapılacak diğer çalışmalara katkı sağlaması beklenmektedir.
This article addresses the ways in which collegiate sorority women deploy sorority-specific aesthetic cues to construct socially acceptable and recognizable presentations of themselves online. I ...suggest that sorority members initiate and invite social media interaction as a means of parlaying their own media posts into discursive sites, thereby participating in a complex and considerably stratified economy of display and recognition. Sorority members also exert social capital through public demonstrations of social network linkages— demonstrations which can only be performed successfully if one maintains legitimacy and good standing within the media economy. I probe the implications of theorizing social media posting (particularly to the digital media platform Instagram) as a communal art creation practice that strengthens group social linkages and reifies communally observed aesthetic guidelines. I also address the stylistic and discursive regimens that shape expectations of media presentation, contrasting these practices with the comparatively candid and informal presentation styles exemplified in Fake Instagram (“finsta”) posting behaviors.
Using an illustrative sample of posts to an Instagram account devoted to commemorating lives lost to AIDS, this article articulates a less-than-intense form of engagement with lesbian, gay, bisexual, ...transgender, and queer (LGBTQ+) politics on social media. Merely following particular accounts on social media networks enables an encounter with an Other that is shaped by the affordances of digital technologies and the specificities of particular platforms. A site of political engagement that is further contoured by hierarchies of sex, race, and gender, @theaidsmemorial offers evidence of user experiences that are less focused and intentional than those typically associated with progressive sexual politics. Nevertheless, the author argues that they are meaningful because of how they expose users to bodies, lives, and desires they may not encounter if not for social media.
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The momentum of social media in the world of sports has created a wide range of opportunities for women in sports. One of the most obvious of these opportunities is undoubtedly related to economic ...visibility. The current research aims to examine how female trainers in the health and fitness sector, who actively participate in the creation and consumption of sports, represent themselves on Instagram through the concept of the athletic labour of femininity in the light of Turkey's gender regime and neoliberal feminism. In this study, which applied quantitative content analysis to a total of 1100 photographs of eleven individual coaches (11), eight in-depth individual interviews were conducted, and these qualitative data were analyzed by thematic analysis method. The quantitative and qualitative findings of the research show that women trainers in the health and fitness sector construct coaching that is in line with neoliberal femininity. On the other hand, power relations based on Turkey's neoconservative, religious patriarchal norms influence the market-based decisions trainers make about their sharing. As a result, Turkey-specific dynamics are at the forefront of trainers' athletic endeavours, which they focus on building a brand image. This study offers a perspective on how personal trainers serving in the healthy living and fitness industry use Instagram as a marketing tool, what economic opportunities they get, and what they negotiate while improving their visibility on Instagram, in the context of neoliberal femininity and Turkey's gender regime.
•Viewing fitspiration images from Instagram promotes lower body satisfaction and appreciation.•Viewing self-compassion images from Instagram leads to improved body satisfaction and ...appreciation.•Negative effects of viewing fitspiration may be resistant to the mitigating effects of self-compassion.•Men and women are equally affected by exposure to fitspiration and self-compassion on Instagram.
Research has demonstrated links between viewing idealized images on social media and body dissatisfaction, but more work is needed to understand how exposure to appearance-related content influences body image. The current research evaluated the effects of viewing fitspiration images and images of self-compassion quotes on Instagram on men and women’s body image and self-compassion. This topic was examined in two separate investigations in the U.S.; a sample of undergraduate students (N = 180, 62 men and 118 women) and a community sample recruited through Amazon Mechanical Turk (N = 296; 173 men and 123 women). In both studies, participants viewed either same-gender images of fitspiration, self-compassion quotes, a combination of fitspiration images and self-compassion quotes, or neutral images (control). Overall, the findings suggest that viewing fitspiration images only promotes lower body satisfaction and appreciation, whereas viewing self-compassion images only leads to improved body satisfaction and appreciation. There was, however, little support for the buffering effects of self-compassion in the combined condition. Our results demonstrate the detrimental effects of exposure to fitspiration content and the positive effects of exposure to self-compassion content on social media for men and women as well as the need for future research in this area.
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Various transformations of social networks, in particular Instagram, affect the emergence of a new type of celebrities — especially bloggers and lead to a new format of relationships with the ...audience due to the features of this social network. A personal brand or in other words an image of bloggers is formed. These constructed images are quite variable and can change depending on the interests of the blogger himself or the requests of the audience. A special category can be distinguished — bloggers-experts who position themselves as owners of special skills or knowledge. Such expert experience is monetized within the framework of various educational products. “Expertise” and the process of its deconstruction deserves special attention to explain the phenomenon of creation and sale of training courses by expert bloggers who are gaining great popularity lately. This article analyzes the audience's perception of the blogger's expertise: what goals they pursue on the Instagram platform, how they relate to bloggers-experts and their content, what motivates them to purchase courses based on interviews with Instagram users who took part in such training courses with expert bloggers. We confirmed that expertise occupies a special place among the components of a personal brand. It is the link that allows bloggers to monetize their accumulated capital in the format of training courses. <span class="JLqJ4b ChMk0b" data-language-for-alternatives="en" data-language-to-translate-into="ru" data-phrase-index="0" data-number-of-phrases="1"> * The authorities were recognized as “extremist” and banned the activities of the Meta Corporation in Russia, which owns the Instagram platform.
As the number of internet users and social media users grows, it has a beneficial influence on businesses in attracting various types of business possibilities to market and launch their products via ...the internet or social media. Instagram is a social network frequently used by businesses in Indonesia to launch, advertise, and update their customers about their products. The Instagram advertising function can give a new option for businesses to help sell their products. This study aimed to determine the effect of interactivity on advertising on social media Instagram through hedonic motivation on consumer purchase intention in the Bandung. The quantitative research approach utilized the SEM (Structural Equation Model) analytical methodology and SmartPLS software. This study's participants were 400 Instagram social media users in Bandung who had viewed advertising presented on Instagram. According to the findings of this study, the interaction that comes from advertising material via hedonic motivation has little influence on the purchase intention of Instagram users who have seen commercials promoted in Bandung. Further researchers can add more unknown factors to determine the impact of interaction on customer purchase intention in Instagram advertising via hedonic motivation. Furthermore, other researchers can do the same research but with other research objects, and the findings can be utilized to compare with this research.
This research examines how mental imagery affects the persuasive effectiveness of a brand's SNS (Social Networking Service) and whether transportability moderates such processing in SNS. Using a ...web-based survey design, two studies were conducted to test the research hypotheses across SNS communications in two domains: fashion retail brands’ SNS (Study 1) and luxury hotel brands’ SNS communications (Study 2). Results show that two dimensions of mental imagery, quality and elaboration, facilitate favorable attitude, both directly and indirectly via positive affect, toward a brand's SNS advertising. Furthermore, the moderating effect of transportability is shown to occur in Study 1 with somewhat inconsistent results in Study 2. This research highlights key elements which may potentially assist in the design of SNS messages and content, as well as the importance of considering users’ characteristics to create effective brand communication for SNS.
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This paper explores whether the dominant fashion aesthetic is challenged or destabilized through the case study of Instagram style mums/moms. It considers how social media, such as Instagram, opens ...up new spaces for bodies to perform fashionability without the mediation of the fashion system. This space is potentially more "democratic," allowing those located outside the fashion system to exhibit fashionability through personal style, presenting alternatives to the normative fashionable body. However, conversely, Instagram is also a space that is increasingly colonized by big brands and celebrity "influencers" whose accounts display similar aesthetics to mainstream fashion. By examining a range of mums/moms, not just celebrity or "micro-celebrity" accounts, the paper explores the creative display of style and explorations of their maternal body-outside the dominant fashionable ideal-to discuss how these women implicitly, sometimes explicitly, challenge the aesthetics of fashion. In articulating a "technique of the self," this "mum style" opens space to navigate motherhood and fashionability at the same time. The aesthetic tropes of "mum style" are explored to unpack the contradictions and possibilities of this space.
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