Cilt 13 Sayı 1 (2025): Business & Management Studies: An International Journal
Makaleler

Sosyal medyada postmodern tüketici kimliği projeleri: Cilt bakım tüketici topluluğu

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  • Ceyda Sinağ,
  • Ayşegül Toker,
  • Ali Çoşkun,
  • Ceren Hayran
Ceyda Sinağ
Doktora, Boğaziçi Üniversitesi, İstanbul, Türkiye
Biyografi
Ayşegül Toker
Prof. Dr., Sabancı Üniversitesi, İstanbul, Turkiye
Biyografi
Ali Çoşkun
Doç. Dr., Boğaziçi Üniversitesi, İstanbul, Türkiye
Biyografi
Ceren Hayran
Dr. Öğr. Üyesi, Özyeğin Üniversitesi, İstanbul, Türkiye
Biyografi

Yayınlanmış 25.03.2025

Anahtar Kelimeler

  • Saturated Self, Consumer Identity Projects, Social Media
  • Doymuş Benlik, Tüketici Kimliği Projeleri, Sosyal Medya

Nasıl Atıf Yapılır

Sosyal medyada postmodern tüketici kimliği projeleri: Cilt bakım tüketici topluluğu. (2025). Business & Management Studies: An International Journal, 13(1), 263-281. https://doi.org/10.15295/bmij.v13i1.2481

Telif Hakkı (c) 2025 Ceyda Sinağ- Ayşegül Toker- Ali Çoşkun- Ceren Hayran

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Sosyal medyada postmodern tüketici kimliği projeleri: Cilt bakım tüketici topluluğu. (2025). Business & Management Studies: An International Journal, 13(1), 263-281. https://doi.org/10.15295/bmij.v13i1.2481

Öz

Bu çalışma Gergen’nin "doymuş benlik", dijital teknoloji kullanımına bağlı olarak gerçek benliğin yok olması, konseptini cilt bakım tüketici topluluğu alanına uygulamaktadır. Çalışmada tüketicilerin sosyal medyadaki tüketim odaklı ilişkilerinin, kimliklerini nasıl şekillendirdiğini keşfetme amacı güdülmektedir. Cilt bakım içeriği üreten sosyal medya fenomenlerini takip eden, 13 cilt bakımı tutkunu kişiyle yarı yapılandırılmış görüşme gerçekleştirdik. Postmodern tüketici kimlikleri çerçevesinde bulguları yorumlamak için hermenötik analiz uyguladık. Çalışmamız kimlik dönüşümünü ortaya koymaktadır; tüketicilerin saf kimlikleri, çok sesli ve birbiri ile çelişen bilginin yer aldığı sosyal medyanın parçalanmış doğasında, akıllı tüketici kimliğine dönüşmektedir. Cilt bakım topluluğunda ‘doymuş benlik’ gözlemlememiş olsak da yine de bu yeni kimlik, sosyal medya trendlerinin sunduğu farklı değerleri denemekte ve ikilemler yaşamaktadır. Postmodern tüketicilerin sosyal medyada eyleme geçme kapasitelerini ortaya koyarak tüketim kültürü teorisinde önemli bir araştırma alanı olan tüketici kimliği projeleri araştırmalarına katkı sağlamaktayız. Bu tüketiciler kimi takip edeceğini kritik bir şekilde analiz etmekte ve Gergen’nin "doymuş benlik" kavramının gerçekleşmemesinin nedeni olarak değerlerini önceliklendirmektedirler.

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