Publication: Tekno-kapitalist çağda benliğin sunumunun gözetim ve big data bağlamında analizi : İnstagram örneği
Abstract
Bu çalışma, tekno-kapitalizm çağında Instagram’daki benlik sunumlarının etkisini gözler önüne sermek ve yeni bir tartışma yaratmayı hedeflemektedir. Bu çalışma, hem akademik literatüre katkı sağlamayı hem de üreten tüketiciler olarak metalaştırılan Instagram kullanıcılarının, tekno-kapitalizmle olan derin etkilerine ilişkin daha derin bir içgörü sağlamayı amaçlamaktadır. Bu çalışmanın sorunsalı,tekno-kapitalizm, büyük veri, dijital vatandaşlık, dijital emek, gösteri kültürü ve gözetim gibi oldukça geniş bir yelpazeyi kapsamaktadır. Kullanıcı verilerinden bir artı değer sağlayan Instagram’ın benlik sunumları, veriler yoluyla; reklam dinamiklerini nasıl kullandığını, tüketim kültürünü nasıl etkilediğini ve kullanıcı davranışlarını nasıl şekillendirdiği incelenmektedir. Çalışmada Instagram kullanıcılarınınhangi motivasyonlar doğrultusunda benliklerini sundukları; gösteri toplumu, gözetim tolumu ve şeffaflık toplumu gibi kuramsal yaklaşımlar çerçevesinde ele alınmakta ve Instagram kullanıcılarının, dijital emekçilere dönüşerek kamusal/ özel alan ayrımını nasıl şeffaf kıldıkları betimleyici kuramsal analiz yöntemi ile açıklığa kavuşturulmaktadır.
This study aims to elucidate the influence of self-presentation on Instagram in the context of techno-capitalism and to initiate a novel discourse. This study seeks to both contribute to the academic literature and provide a deeper insight into the profound effects of Instagram users, who are commodified as prosumers, with techno-capitalism. The scope of this study encompasses a multitude ofcomplex issues, including techno-capitalism, big data, digital citizenship, digital labour, spectacle culture and surveillance. Instagram monetizes user data; therefore, the study examines the ways in which Instagram utilises advertising dynamics, the impact of this on consumption culture and the manner in which it influences user behaviour. The study examines the motivations behind Instagram users' selfpresentations within the context of theoretical frameworks such as the society of spectacle, the society of surveillance, and the society of transparency. It also analyses how Instagram users blur the boundaries between public and private spaces by adopting the role of digital workers. The study examines the motivations underlying the presentation of self on Instagram. It does so within the framework of theoretical approaches, including the society of spectacle, society of surveillance and society of transparency. It also analyses how Instagram users make the distinction between public and private space transparent by turning into digital workers. This is clarified through the descriptive theoretical analysis method.
This study aims to elucidate the influence of self-presentation on Instagram in the context of techno-capitalism and to initiate a novel discourse. This study seeks to both contribute to the academic literature and provide a deeper insight into the profound effects of Instagram users, who are commodified as prosumers, with techno-capitalism. The scope of this study encompasses a multitude ofcomplex issues, including techno-capitalism, big data, digital citizenship, digital labour, spectacle culture and surveillance. Instagram monetizes user data; therefore, the study examines the ways in which Instagram utilises advertising dynamics, the impact of this on consumption culture and the manner in which it influences user behaviour. The study examines the motivations behind Instagram users' selfpresentations within the context of theoretical frameworks such as the society of spectacle, the society of surveillance, and the society of transparency. It also analyses how Instagram users blur the boundaries between public and private spaces by adopting the role of digital workers. The study examines the motivations underlying the presentation of self on Instagram. It does so within the framework of theoretical approaches, including the society of spectacle, society of surveillance and society of transparency. It also analyses how Instagram users make the distinction between public and private space transparent by turning into digital workers. This is clarified through the descriptive theoretical analysis method.