New media and a netnography study in ideological online social network communities on accommodating behaviour

Today's society has perhaps lived the fastest and most change of the human history in the last two hundred years because of human-technology-society-communication spiral. The phenomenon of technological life, which has so much been incorporated with community culture, has become so influential to our way of life, thinking and even dying. In this study, the influence of technology was examined specifically based on the dominance of the concept of ideology to the community phenomenon. Then, the effects of ideology on ideological online social networking groups were studied. Harmony and opposition cases, which were appeared on the community and human behaviours with the influence of technology, were the aim parameters of this study. The methodological structure was constructed by the method of netnographic research and the online social networking groups on the Facebook platform were the specific study area of this research. In the part of findings while the accommodating behaviour was researched among the ideological Facebook groups, an important result was determined studying on the identification behaviour one of the compliance behaviour types. Identifying within the nation's verdict in the political elections, the effect level of accommodating behaviour was clearly observed with the number of accesses to the sendings in the groups. However a minimal and specific study on Youtube, which is an another social networking platform, was added to this research in order to consolidate this result and match rational results. As a result, when we consider it together with the previous studies, the accommodating behavior is not exactly the same with the social environment and the virtual environment. Another important result is that the direction of the votes of the individuals, who were active on social networks in Constitutional Referendum in Turkey on April 16, 2017, were identified by the celebrity people's. Thus, ideologically, behavior of accommodating has been seen to occur through identification in the context of elections.