Publication: Biyopolitika bağlamında sosyal medyada beden aşağılama ve beden olumlama : Instagram üzerine netnografik bir inceleme
Abstract
BİYOPOLİTİKA BAĞLAMINDA SOSYAL MEDYADA BEDEN AŞAĞILAMA VE BEDEN OLUMLAMA: INSTAGRAM ÜZERİNE NETNOGRAFİK BİR İNCELEME Günümüz kapitalist düzeninde bireylerden, fit ve zinde olmalarının yanında endüstri tarafından belirlenen ideal beden ölçülerine sahip olmak için durmadan bir çaba harcamaları beklenmektedir. Böylelikle güzellik, estetik ve zayıflama endüstrilerinin devamlılığının sağlanması amaçlanmaktadır. İktidar tarafından geliştirilen tüm bu strateji ve planlamalar biyopolitika olarak adlandırılmaktadır. Dolayısıyla çalışma kapsamında iktidarların beden üzerinde geliştirdikleri stratejiler, biyopolitika çatısı altında tartışılmıştır. İdealize edilen beden ölçüleri medyanın da aracılığıyla toplum tarafından benimsenmekte ve normal olarak kabul edilmektedir. İdeal beden ölçülerine sahip olmayan bireyler de beden aşağılamayla karşılaşmaktadır. Zamanla hem beden aşağılamaya hem de endüstri tarafından oluşturulan ideal beden ölçülerine tepki olarak beden olumlama fikri oluşmaya başlamıştır. Eleştirel nitelikle geliştirilen beden olumlama fikri, sosyal medya platformlarında özellikle de Instagram’da üretilen içeriklerle geniş kitlelere yayılmış ve bir harekete dönüşmüştür. Çalışma kapsamında Türkiye’de Beden Olumlama Hareketi’nin Instagram’a yansımaları analiz edilmiştir. Netnografik araştırma yöntemi tercih edilmiş ve bu kapsamda, gözlem, içerik analizi ve derinlemesine görüşme teknikleri kullanılmıştır. Araştırma sonucunda, Beden Olumlama Hareketi’nin ortaya çıktığı ilk dönemlerde eleştirel nitelik taşımasına rağmen zamanla endüstrinin bir ürünü haline geldiği görülmüştür.
BODY SHAMING AND BODY POSITIVITY ON SOCIAL MEDIA WITHIN THE CONTEXT OF BIOPOLITICS: A NETNOGRAPHIC RESEARCH ON INSTAGRAM In today's capitalist order, individuals are expected to make an unceasing effort to have ideal body measurements determined by the industry, as well as being fit. Thus, it is aimed to ensure the continuity of the beauty, aesthetic and slimming industries. All these strategies and plans developed by the power are called biopolitics. Therefore, within the scope of the study, the strategies developed by the power on the body were discussed within the framework of biopolitics. Idealized body measurements are adopted by the society through the media and accepted as normal. Individuals who do not have ideal body measurements also face body shaming. Over time, the idea of body positivity has started to form in response to both body shaming and the ideal body measurements created by the industry. The idea of body positivity, which was developed with a critical quality, spread to large masses with the content produced on social media platforms, especially Instagram, and turned into a movement. Within the scope of the study, the reflections of the Body Positive Movement on Instagram in Turkey were analyzed. Netnographic research method was preferred and in this context, observation, content analysis and in-depth interview techniques were used. As a result of the research, it has been seen that although the Body Positivity Movement had a critical quality in the early periods when it emerged, it has become a product of the industry over time.
BODY SHAMING AND BODY POSITIVITY ON SOCIAL MEDIA WITHIN THE CONTEXT OF BIOPOLITICS: A NETNOGRAPHIC RESEARCH ON INSTAGRAM In today's capitalist order, individuals are expected to make an unceasing effort to have ideal body measurements determined by the industry, as well as being fit. Thus, it is aimed to ensure the continuity of the beauty, aesthetic and slimming industries. All these strategies and plans developed by the power are called biopolitics. Therefore, within the scope of the study, the strategies developed by the power on the body were discussed within the framework of biopolitics. Idealized body measurements are adopted by the society through the media and accepted as normal. Individuals who do not have ideal body measurements also face body shaming. Over time, the idea of body positivity has started to form in response to both body shaming and the ideal body measurements created by the industry. The idea of body positivity, which was developed with a critical quality, spread to large masses with the content produced on social media platforms, especially Instagram, and turned into a movement. Within the scope of the study, the reflections of the Body Positive Movement on Instagram in Turkey were analyzed. Netnographic research method was preferred and in this context, observation, content analysis and in-depth interview techniques were used. As a result of the research, it has been seen that although the Body Positivity Movement had a critical quality in the early periods when it emerged, it has become a product of the industry over time.