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Kişilerin kendileştirme sürecinde endüstrileşmiş Lol Bebeğin tüketim nesnesine dönüşü
Lol Surprise! Dolls were created by Isaac Larian, the founder and CEO of MGA Entertainment, and sold in specific target stores for the first time in 2016. In 2017, it was selected as the toy of the year by the Toy Association, entering the top ten toys sold in the USA. The founder and CEO of MGA, Isaac Larian created Lol Surprise! dolls based on unboxing videos, and shortly, the product has received a demand from various parts of the world in a short time. Its popularity shows how products spread all of a sudden with globalization. Considering the source of advertisement and marketing of Lol Surprise! Dolls in Turkey, there is not tangible resource. It is observed that the resources related to Lol Surprise! Dolls include YouTube videos and advertisements. The spread and popularity of this toy among children through the YouTube channels in Turkey are based on the content produced by the users through the toys. Every piece of content produced by users shows that the toy has also become a part of the marketing campaign. Societies become witnesses of a fast transformation and alteration period nowadays, where social, political, cultural, economic, etc. changes take place. The most affected age group by these transformations and alterations is between 6-11. Nowadays, we tend to see children between 6-11 share common styles, objects, hobbies with the same excitement and interests. As the global world we are in creates an environment where they can express their cultures, it also binds them to live with others' by losing their traditions, personalities, and habits and adapt to those changes to live among them. Consequently, many factors play a role in popular culture becoming a rising value among children in Turkey. The study analyses the underlying factors that children quickly consume popular culture elements and quickly internalize them. The study also focuses on how the Lol Surprise! Dolls, which became popular among children, became a consumption object. The research method adopted for the subject was more about objective, measurable behaviors, and attitudes. For this reason, an unstructured in-depth interview and focus group study was conducted. In-depth interviews were conducted with 20 people, including ten children from different age groups with ten parents. Children and parents were reached through snowball sampling and purposive sampling. When children's responses analyzed, it was concluded that they were affected by advertisements, thought the toy was flamboyant, that they want to own the toy for their features, that they want it as one of their friends already have it, that they personalized it and compared it to a real being, human or friends. When the answers of the parents analyzed, although the toy is expensive and has no function for the development of children, it is emphasized that the product is so demanded by children because it is in everyone, that it is so effective in getting it to be ostentatious, and that advertisements make the toy interesting. In this context, the reasons for using the product are explained by associating them with the bandwagon effect, self, mirror, mass society, and culture industry, cognitive contradiction, habitus, false needs, fear of social loneliness, media addiction, postmodernism, post-Fordism, panopticon system, cognitive-developmental theories that frame the self-appropriation theory.
Sağlık iletişiminde sosyal medya kullanımı: Türkiye Cumhuriyeti Sağlık Bakanlığı'nın pandemi döneminde Twitter kullanımı
Health communication is constantly conducted on individual and corporate levels in all areas of life. While it encompasses all types of communications regarding health, its foundations lie in creating the right health behavior and attitude. Health authorities and institutions are responsible, in this sense, to relay information and appropriate behavior to individuals during times of crisis, as well as in daily life. This study analyzes health communication processes Turkish Ministry of Health conduced on Twitter, and the content shared there, during Covid-19 pandemic. The Ministry of Health provided awareness raising messages in the health communication process it established on Twitter, where messages about the pandemic were frequent, in addition to other themes that are not directly related. Formed by the Ministry of Health between March 11th, 2020 and November 20th, 2020 via its social media account on Twitter, this type of communication is parallel with the theory, Diffusion of Innovations, ensuring active communication endeavors over social media during the time of the pandemic. Keywords: Health communication, social media, crisis communications, Covid-19
Varoluşsal iletişim ve feminist paradigma perspektifinden: Baba-kız iletişiminin kadının benlik algısına etkisi
This work is focused on the thought that the nature of communication between a father and his daughter influences how that woman will perceive her identity. It is known that a person's perception of his own identity affects his attitude. A person who has a positive perception of identity can realize himself by reaching his reality, while it is thought that a person with a negative and non-constructive perception of identity will experience difficulties in reaching his reality. The objective of this thesis is to review father-daughter communication and attain its effects on how a woman perceives her identity. Father-daughter communication will be discussed based on the Existential Communication concept of the existential philosopher Karl Jaspers, who puts communication at the core of his philosophy. Semi-structured in-depth interviews were conducted with seven female participants who were identified by applying the snowball sampling recruitment technique. During the interviews, the participants were asked questions about their communication with their father. Records of the interviews were analyzed and resolved with the thick description method. The participant data obtained from the in-depth interviews was reviewed in the context of the Existential Communication concept and the findings include results that support the hypothesis of this master thesis work.
Influencer pazarlaması: Instagram'daki marka işbirlikleri üzerine bir çalışma
This research aims to measure the impact of the engagement rate of different influencer tiers as nano, micro, mid-tier, macro, mega on different kinds of brands' influencer marketing campaigns on social media platform, Instagram. Even though there is research about influencer marketing from the perspective of consumers, there has not been much research on the engagement rate of different influencer tiers as the perspective of brands, for brands to create more effective social media marketing campaigns. In order to compare the engagement rate of different influencer tiers, the research methodology was designed with a quantitative analysis for the measurement of the engagement rate as the division of the sum of like, seen, comment on the selected social media content to the total number of followers of the selected influencer. Moreover, with a questionnaire conducted to marketing specialists, current strategies of influencer marketing learned and with the results of quantitative analysis, the research is aimed to be a guideline to marketing specialists on their following influencer marketing campaigns. Research is based on the research question; 'In order to create more effective social media marketing campaigns on Instagram; is working with which tier of influencers as nano, micro, mid-tier, macro, mega allows more engagement with consumers?' with the following hypothesis; 'For brands, working with nano influencers is more effective as well as allows more engagement with consumers than working with other tiers of influencers.' In the end, this thesis confirms the hypothesis' trueness as nano influencers acquire the most engagement rates.
Pandemi sürecinde netflix kullanımı
This study gathered data and provided explanations for the use of Netflix during the pandemic process. Information has been given about the media technologies that are developing day by day and the Uses and Gratifications Theory, which is related to media technologies. Comparisons were made between traditional media and new media, and explanations of new media were included. The main subjects of the study, Netflix's historical development, institutional structure, original contents, and Netflix's activities in Turkey were introduced. It has been mentioned that people's social lives are interrupted during the pandemic process and that they are trying to meet these sociability needs through media technologies. Examples of social media applications that people use during this pandemic are presented. The events experienced in the world and in our country during the pandemic process are given in chronological order. Decisions and measures taken to reduce the impact of the virus on the world and in our country are mentioned. In this study, an interview form, which is one of the qualitative study methods, was used. A total of six Netflix users, three women and three men, participated in the research. As a result of the study, all participants stated that their Netflix usage times have decreased in recent days compared to the start of the pandemic.
Postmodern çağda gerçeğin kontrolü
Today, developments in information and communication technologies have made it easier to communicate and access information than any technology has done in the past. Today, through smart mobile phones and tablet or laptop computers that provide internet access, human beings can access the content they want at any time and communicate instantly with people on the other side of the world. This situation has enabled the public, which previously existed as a passive audience in the face of the media, to take part as an "active" audience. At this point, it has opened the door to many new debates about the media's role, power, and discourse. Considering that this new social structure brings about many negative situations, such as the violation of the surveillance, privacy, and freedoms of individuals, it can be said that new technologies make it equally easier to access all kinds of information, especially confidential information about people through social media channels, as well as the conveniences they add to the field of communication and information. Therefore, the media and ethics debate, which previously only targeted the governments, has been an issue for everyone connecting to social networks today. However, the inflation experienced in both news production and news circulation has led to the concern of verifying the contents in the new media, and this concern has led to the establishment of many news and information "verification" sites. Although the concept of "verification", which entered the literature as "factchecking," was actually developed within by the political campaigning process, today, many national and international newspapers have created "news, content, information verification" channels, which they call "fact-checkers." Fact-checking sites are emerging as a new media discourse where false or fake news and claims are debunked. However, the question of which "facts" are "fact-checked," which "untrue" or "fake" news are selected and refuted, and to what extent they affect the opinion of the public remains hot. The concept of fact-checking is parallel to the emergence of the concept of post-truth. With its current meaning and use, the concept of post-truth should be considered as a political projection of the concept of fact-checking in the media. The concept of post-truth was used for the socio-political environment that brought Donald Trump, elected President of the United States in the 2016 elections, to power. It was because although the American mainstream media portrayed Trump as a "mind-blowing" profile, his election as the president pushed both the media and political scientists to seek a reality "beyond the truth." Inspired by Baudrillard's work (2011, p. 56), which goes beyond McLuhan's motto of "the medium is the message" and emphasizes that medium is a simulacrum that tries to change reality by settling into it like a chronic disease, it can be said that the concepts of fact-checking and post-truth are also our "new tellaks." 1 In this thesis, we will focus on the "fact" in the concept of fact-checking and look for an answer to the question of "which fact." Although the concept of fact-checking rises as a journalistic term, both its emergence and its claim make it necessary to address it both epistemologically, philosophically, and politically. For this reason, in this thesis, the concept of fact-checking will be examined within the framework of postmodern thought and praxis. Although undoubtedly the breadth of this framework exceeds the limits of this thesis, we aim to present a perspective in this direction in the study. Keywords: Agenda-Setting, disinformation, discourse, fact-checking, gatekeeping, post-truth, postmodernity
Türkiye'de otomotiv endüstrisinde tüketici davranışı: B ve C segmenti otomotiv tüketicilerinin alışveriş uygulamaları ve satın alma davranışları üzerine bir araştırma
This dissertation hereby is aimed to analyze the buying behavior ofautomotive consumers in Turkey. The thesis contains three main parts; conceptual framework, research, and results. What these parts include is explained below. The conceptual framework contains three parts: a) The Concept of Consumer and Consumer Behavior This part explains consumer behavior, types of buying behavior, consumer buying (decision process), and the factors affecting buying behavior. b) Automotive Sector This part explains the segments in the Renault-Nissan (Europe) automobile classification, campaigns and target audience of segments' brands, and the effects of the changing conditions in the automotive industry on the consumer. c) Consumer Behavior in Automotive Sector This part combines the information presented in the first two parts and explains the expectations of consumers, considerations when buying an automobile and SEC classification, consumer decision styles, and its result in automotive. The research includes the research topic and the problem, which is the consumers' buying behavior considering the segments in the automotive industry. Questions and hypotheses mainly focus on two of the best selling segments in Turkey; which are B and C segments. The methodology includes a survey that is done by consumers. The results include the analysis and inferences of the survey answers and their correlation with the automotive sector and consumer behavior