Reoriented hate speech on social media: An analysis of Instagram beauty influencers

Today, new media technologies have become quite widespread and have become an area where individuals do their daily work in their lives. Individuals continue their daily practices with the help of new media technologies in a large area of their lives. With the spread of new media platforms, 'influencers' have emerged on these platforms and today individuals have begun to see new digital advertisements with influencers. In this thesis, influencers who produce content in the beauty category reshape their lives through the hate speech they receive, and their lives with hate speech are examined. The questions of this thesis are "What kind of hate speech is encountered on social media based on beauty standards?", "What is the nature of hate speech against influencers and how are they affected by hate comments?". As a result of the thesis, it has been observed that influencers are regularly exposed to hate speech, and these discourses are mostly related to their physical characteristics. In addition, it has been observed that influencers cope with hate speech with their unique methods. Keywords: Beauty Influencers, Hate speech, Lynch Culture, Social Media,