The Digitalisation of Social Capital: “Conspicuous Consumption on Instagram”

Raziye Nevzat; Süleyman Rebge; Çise Miş; Zeki Aykol; Aliyu Awwal

doi:10.16878/gsuilet.1274165

FR TR EN

La Digitalisation du Capital Social: « Consommation Ostentatoire sur Instagram »

Öz

Selon Jean Baudrillard l'équivalence théorique du corps et des objets en tant que signes est sous la forme suivante : « achète, tu seras en paix avec toi-même. » (Baudrillard, 2014) Cette phrase de Baudrillard a cédé sa place à la suivante : « achète et partage, tu seras en paix avec toi-même. Cette étude vise à déterminer si l'affichage sur Instagram des produits de luxe achetés est un type de consommation ostentatoire (Veblen, 1899) susceptible de structurer une nouvelle forme de capital social et de capital de réputation, comme le suggère Pierre Bourdieu. Nous soutenons que cette nouvelle forme de capital social est le capital numérique qui sert à façonner le capital réputationnel contemporain. L'étude implique 354 utilisateurs de médias sociaux et les données ont été recueillies via une enquête en ligne. Nos résultats révèlent qu'il n'y a pas suffisamment d’éléments pour prouver l’existence d’une relation entre le capital de réputation élevé et le statut social élevé, mais le type de consommation susmentionné montre que le capital de réputation est une nouvelle forme de capital social.

Anahtar Kelimeler

İtibar Sermayesinin Dijitale Dönüşümü: "Instagram’da Gösterişçi Tüketim"

Öz

Jean Baudrillard’ın ifadesine göre göstergeler olarak beden ve nesnelerin teorik eşdeğerliği aslında ‘satın al, kendinle barışık olursun’ şeklindedir (Baudrillard, 2015). Baudrillard’ın ‘satın al, kendinle barışık olursun’ sözü, yerini ‘satın al ve paylaş, bedeninle barışık olursun’ sözüne bırakmıştır. Bu araştırma, satın alınan lüks ürünleri Instagram’da göstermenin, Pierre Bourdieu’nün önerdiği gibi yeni bir sosyal sermaye ve itibar sermayesi kalıbını yapılandırabilecek bir gösterişçi tüketim (Veblen, 1899) türü olup olmadığını araştırmayı amaçlamaktadır. Bu yeni sosyal sermaye kalıbının, çağdaş bir itibar sermayesini şekillendirmeye hizmet eden bir dijital sermaye olduğunu savunuyoruz. Bu çalışma 354 sosyal medya kullanıcısı ile gerçekleşmiş olup, veriler çevrimiçi bir anket aracılığıyla toplanmıştır. Bulgularımız, yüksek itibar sermayesi ile yüksek sosyal statü arasındaki ilişkiye dair yeterli kanıt olmadığını ortaya koymaktadır, fakat adı geçen tüketim türü, itibar sermayesinin ve sosyal sermayenin yeni bir şekli olduğunu göstermektedir.

Anahtar Kelimeler

The Digitalisation of Social Capital: “Conspicuous Consumption on Instagram”

Abstract

Jean Baudrillard states, the theoretical equivalence of body and objects as signs is actually, ‘buy; you will be at peace with yourself’(Baudrillard, 2014). Baudrillard’s phrase ‘buy, and you will be at ease in your body’ has given way to ‘buy and share, you will be at ease in your body’. This research aims to investigate whether displaying purchased luxury goods on Instagram is a type of conspicuous consumption (Veblen, 1899) that may structure a new form of social capital and reputation capital as suggested by Pierre Bourdieu. We argue that this new form of social capital is a digital capital that serves to shape a contemporary reputation capital. The study involves 354 social media users and the data were gathered through an online survey. Our findings reveal that there is insufficient evidence of a relationship between high reputation capital and high social status; however, the aforementioned consumption type depicts reputation capital as a contemporary method of social capital.

Keywords

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Details

Primary Language

English

Subjects

Communication Studies

Journal Section

Research Article

Authors

Raziye Nevzat ^*
0000-0002-2469-1411
Kuzey Kıbrıs Türk Cumhuriyeti

Süleyman Rebge
0009-0002-7336-9231
Kuzey Kıbrıs Türk Cumhuriyeti

Çise Miş
0000-0003-3981-3247
Kuzey Kıbrıs Türk Cumhuriyeti

Zeki Aykol
0000-0003-0321-594X
Kuzey Kıbrıs Türk Cumhuriyeti

Aliyu Awwal
0009-0001-7967-5523
Kuzey Kıbrıs Türk Cumhuriyeti

Publication Date

December 30, 2023

Submission Date

March 30, 2023

Acceptance Date

December 25, 2023

Published in Issue

Year 2023 Number: 39

DOI

https://doi.org/10.16878/gsuilet.1274165

IZ

https://izlik.org/JA27XY99UZ

Cite

RIS / Bibtex

APA

Nevzat, R., Rebge, S., Miş, Ç., Aykol, Z., & Awwal, A. (2023). The Digitalisation of Social Capital: “Conspicuous Consumption on Instagram”. Galatasaray Üniversitesi İletişim Dergisi, 39, 85-112. https://doi.org/10.16878/gsuilet.1274165

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