Publication: KİTLE İLETİŞİM ARAÇLARININ ŞEKİLLENDİRDİĞİ SOSYAL KİMLİKLER VE AİDİYET DUYGUSU EKSENİNDE TÜKETİCİ DAVRANIŞLARI
Abstract
Tüketim sadece ekonomik bir süreç değil aynı zamanda sosyal ve kültürel bir süreçtir. Bu süreçte gösterge ve semboller aracılığıyla yaratılan algılar bireylerin tüketim eylemlerine yansıyan ihti- yaçlarının şekillenmesinde etkili olur. Tüketim eyleminde bireylerin önüne sunulan çok sayıdaki se- çenek arasında yapılan tercihler aslında bir kültürel seçim sürecinin sonucunda oluşur. Günümüz toplumlarında hazzın tatminine yönelik hazcı tüketim davranışı sıklıkla görülmektedir. Her birey sosyal yapı içinde ait olmak istediği sosyal grupların tüketim tarzlarına yakın tercihler yapar. Bireyin toplum içinde sahip olmak istediği kimliklere tüketim yoluyla ulaşabileceği ve tüketimlerinin bunun bir ölçüsü olduğu fikri kitle iletişim araçlarıyla pekiştirilir Bu çalışmada sosyal kimlikler, birey nesne ilişkisi, bireyin aidiyet duygusu bağlamında kitle iletişim araçları aracılığıyla manipule edilen ihti- yaçlar ve tüketici davranışlarında yarattığı etkiler ortaya konmaya çalışılmıştır.
Consumption is not only an economic but also a social and cultural process. Consumption prefe- rences of individuals is a part of their non-verbal communication. Perceptions created by display and symbols are effective in shaping the needs of individuals. Preferences is the result of a cultural selection process in the act of consumption. Hedonistic behaviour of consumption is often seen in today s societies. Every individual makes his preferences in accordance with the consumption style of the social groups in the social structure that he would like to be a part of. Messages received th- rough mass media is effective forming consumers tastes and preferences. Tastes and preferences formed by the perceptions created by means of media. The mass media reinforces the idea that the Individual can attain the identities he would like to have in the society by means of consumpti- on. In this study, social identities, individual- object relationship, and in the context of belonging, individual s needs manipulated through the mass media are studied.
Consumption is not only an economic but also a social and cultural process. Consumption prefe- rences of individuals is a part of their non-verbal communication. Perceptions created by display and symbols are effective in shaping the needs of individuals. Preferences is the result of a cultural selection process in the act of consumption. Hedonistic behaviour of consumption is often seen in today s societies. Every individual makes his preferences in accordance with the consumption style of the social groups in the social structure that he would like to be a part of. Messages received th- rough mass media is effective forming consumers tastes and preferences. Tastes and preferences formed by the perceptions created by means of media. The mass media reinforces the idea that the Individual can attain the identities he would like to have in the society by means of consumpti- on. In this study, social identities, individual- object relationship, and in the context of belonging, individual s needs manipulated through the mass media are studied.