Üniversite öğrencilerinin ınstagram'da ideal benlik arayışı ve tüketim ilişkisi

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2021

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Özgen, Özlen

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Public Relations and Advertising
(2000)
The Department of Public Relations and Advertising started its 4-year undergraduate degree program in 2000 under the School of Business. The Department of Public Relations and Advertising offers a program that stresses the skill of analytical thinking for students. The program is based on academic standpoints and supported by practices and new technologies. The department offers the opportunity to take elective courses from its own curriculum, or from other departments, in addition to theoretical and practical courses that complement each other. With a program offered in English, the Department of Public Relations and Advertising has mutual contracts with universities from Spain, the Netherlands and Finland within the scope of the “Erasmus Exchange Program”. In addition, the graduate degree program of “Public Relations and Advertising” under the Graduate School of social Sciences aims to sustain the continuity of undergraduate-level education and training, and to meet the demands of those pursuing to advance academically.

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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.
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.

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Halkla İlişkiler, Benlik algısı, Benlik arayışı, Benlik değeri, Benlik imajı, Public Relations, Self perception, Benlik kontrolü, Self-search, Benlik kuramı, Self-worth, Self image, Benlik kurguları, Self-control, Self theory, Benlik saygısı, Self-contruals, Benlik sunumu, Self esteem, Self-presentation, Benlik tipleri, Self-construals

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109