Araştırma Makalesi
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KİŞİSEL HALKLA İLİŞKİLER BAĞLAMINDA BENLİK SUNUMU: ÜNLÜLERİN INSTAGRAM PAYLAŞIMLARI ÜZERİNE BİR ANALİZ

Yıl 2023, Cilt: 18 Sayı: 60, 396 - 425, 27.07.2023
https://doi.org/10.14783/maruoneri.1164967

Öz

Halkla ilişkiler, kurumlara yönelik olduğu kadar kişilere de yönelik bir alandır. İlişki ve iletişim inşası açısından özellikle kamuoyunda görünür bireyler olarak nitelendirilmesi mümkün olan ünlüler halkla ilişkiler faaliyetlerine yönelmektedir. Çalışmanın amacı ünlülerin Instagram paylaşımlarını benlik sunumu çerçevesinde analiz etmektir. Bu kapsamda ünlülerin Instagram hesapları Goffman’ın (2014) yaklaşımından hareketle birer “sahne” olarak nitelendirilmiş ve bu sahnedeki performansları ise kişisel halkla ilişkiler çerçevesinde yorumlanmıştır. Araştırma sonuçlarına göre Instagram platformuna ve diline uygun paylaşımlarda bulunan ünlüler, performatif davranışlarla “idealize benlik” duruşu sergilemektedir. Bu bağlamda ünlüler “görüntüler dünyası” olan Instagram’ı profesyonel şekilde yönetmekte; en ideal, çarpıcı, çekici ve sansasyonel pozlarla resim vermektedir. Sosyal medya personası ve davranış kalıpları anlamında platforma uygun çoklu ortam bileşenleri kullanan ünlüler, sahnede olma durumunu ve duygusunu içeriklerine yansıtmaktadır. Temsili benlik sunum ve izlenim yönetim mekanizması olan Instagram, ünlülerin içerik yönetimi üzerinden inşa etmek istedikleri sosyal imaja destek olmaktadır.

Destekleyen Kurum

Yok

Kaynakça

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  • Barron, L. (2015). Celebrity cultures: An introduction. Thousand Oaks, CA: Sage.
  • Bolino, M. C., & Turnley, W. H. (2003). More than one way to make an impression: Exploring profiles of impression management. Journal of Management, 29(2), 141-160. doi: 10.1177%2F014920630302900202
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  • Brown, J. D. (2007). The self. NY: Psychology Press.
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  • Brown, Z., & Tiggemann, M. (2020). A picture is worth a thousand words: The effect of viewing celebrity Instagram images with disclaimer and body positive captions on women’s body image. Body Image, 33, 190-198. doi: 10.1016/j.bodyim.2020.03.003
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  • Ekman, M., & Widholm, A. (2017). Political communication in an age of visual connectivity: Exploring Instagram practices among Swedish politicians. Northern Lights: Film & Media Studies Yearbook, 15(1), 15–32. doi: 10.1386/nl.15.15_1
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  • Guadagno, R. E., Okdie, B. M., & Kruse, S. A. (2012). Dating deception: Gender, online dating, and exaggerated self-presentation. Computers in Human Behavior, 28(2), 642-647. doi: 10.1016/j.chb.2011.11.010
  • Guo, Y., & Ren, W. (2020). Managing image: The self-praise of celebrities on social media. Discourse, Context & Media, 38, 100433. doi: 10.1016/j.dcm.2020.100433
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SELF PRESENTATION IN THE CONTEXT OF PERSONAL PUBLIC RELATIONS: AN ANALYSIS ON THE INSTAGRAM POSTINGS OF CELEBRITIES

Yıl 2023, Cilt: 18 Sayı: 60, 396 - 425, 27.07.2023
https://doi.org/10.14783/maruoneri.1164967

Öz

Public relations is a field for individuals as well as organisations. Celebrities, who can be described as individuals visible in the public in terms of relationship and communication construction, tend to engage in public relations activities. The purpose of the study is to analyse the Instagram posts of celebrities within the framework of self-presentation. In this context, the Instagram accounts of celebrities were described as “stage” based on the approach of Goffman (2014), and their performances on this stage were interpreted within the framework of personal public relations. According to the results of the research, celebrities who share in accordance with the Instagram platform and language display an “idealised self” stance with performative behaviours. In this context, celebrities professionally manage the “image world” of Instagram; gives pictures with the most ideal, striking, attractive and sensational poses. Celebrities, who use multimedia components suitable for the platform in terms of social media personas and behaviour patterns, reflect the state and emotion of being on the stage. As a representative self-presentation and impression management mechanism, Instagram supports the social image that celebrities want to build through content management.

Kaynakça

  • Alperstein, N. M. (2019). Celebrity and mediated social connections: Fans, friends and followers in the digital age. Cham, Switzerland: Palgrave Macmillan.
  • Baker, S. A., & Walsh, M. J. (2018). ‘Good Morning Fitfam’: Top posts, hashtags and gender display on Instagram. New Media & Society, 20(12), 4553-4570. doi: 10.1177/1461444818777514
  • Barron, L. (2015). Celebrity cultures: An introduction. Thousand Oaks, CA: Sage.
  • Bolino, M. C., & Turnley, W. H. (2003). More than one way to make an impression: Exploring profiles of impression management. Journal of Management, 29(2), 141-160. doi: 10.1177%2F014920630302900202
  • boyd, D. (2008). Why youth (heart) social network sites: The role of networked publics in teenage social life (pp. 119-142). Youth, identity, and digital media. Edited by David Buckingham. The John D. and Catherine T. MacArthur Foundation Series on Digital Media and Learning. Cambridge, MA: The MIT Press.
  • Brown, J. D. (2007). The self. NY: Psychology Press.
  • Brown, Z., & Tiggemann, M. (2016). Attractive celebrity and peer images on Instagram: Effect on women's mood and body image. Body Image, 19, 37-43. doi: 10.1016/j.bodyim.2016.08.007
  • Brown, Z., & Tiggemann, M. (2020). A picture is worth a thousand words: The effect of viewing celebrity Instagram images with disclaimer and body positive captions on women’s body image. Body Image, 33, 190-198. doi: 10.1016/j.bodyim.2020.03.003
  • Bruns, A., & J. Burgess. (2011). The use of Twitter hashtags in the formation of ad hoc publics. 6th European Consortium for Political Research General Conference, University of Iceland, Reykjavik.
  • Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479. doi: 10.1016/j.bushor.2020.03.003
  • Centeno, D., & Wang, J. J. (2017). Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities. Journal of Business Research, 74, 133-138. doi: 10.1016/j.jbusres.2016.10.024
  • Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495. doi: 10.1002/mar.21001
  • Colliander, J., Marder, B., Falkman, L. L., Madestam, J., Modig, E., & Sagfossen, S. (2017). The social media balancing act: Testing the use of a balanced self-presentation strategy for politicians using twitter. Computers in Human Behavior, 74, 277-285. doi: 10.1016/j.chb.2017.04.042
  • Daley, P. (2013). Rescuing African bodies: celebrities, consumerism and neoliberal humanitarianism. Review of African Political Economy, 40(137), 375-393. doi: 10.1080/03056244.2013.816944
  • Davis, A. (2013). Promotional cultures: The rise and spread of advertising, public relations, marketing and branding. Cambridge: Polity Press.
  • Driessens, O. (2012). The celebritization of society and culture: Understanding the structural dynamics of celebrity culture. International Journal of Cultural Studies, 16(6), 641-657.
  • Ekman, M., & Widholm, A. (2017). Political communication in an age of visual connectivity: Exploring Instagram practices among Swedish politicians. Northern Lights: Film & Media Studies Yearbook, 15(1), 15–32. doi: 10.1386/nl.15.15_1
  • Elliott, A. (2011). ‘I want to look like that!’: Cosmetic surgery and celebrity culture. Cultural Sociology, 5(4), 463-477. doi: 10.1177%2F1749975510391583
  • Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149. doi: 10.1080/15252019.2017.1366885
  • Fiers, F. (2020). Hiding traces of status seeking: Contradictory tagging strategies on Instagram. Social Media+ Society, 6(2), 1-12. doi: 10.1177%2F2056305120937318
  • Ghaffari, S. (2020). Discourses of celebrities on Instagram: digital femininity, self-representation and hate speech. Critical Discourse Studies, 19(2), 161-178. doi: 10.1080/17405904.2020.1839923
  • Giles, D. C. (2017). How do fan and celebrity identities become established on Twitter? A study of ‘social media natives’ and their followers. Celebrity Studies, 8(3), 445-460. doi: 10.1080/19392397.2017.1305911
  • Goffman, E. (2014). Günlük yaşamda benliğin sunumu (Çev. B. Cezar). İstanbul: Metis Yayınları.
  • Guadagno, R. E., Okdie, B. M., & Kruse, S. A. (2012). Dating deception: Gender, online dating, and exaggerated self-presentation. Computers in Human Behavior, 28(2), 642-647. doi: 10.1016/j.chb.2011.11.010
  • Guo, Y., & Ren, W. (2020). Managing image: The self-praise of celebrities on social media. Discourse, Context & Media, 38, 100433. doi: 10.1016/j.dcm.2020.100433
  • Haastrup, H. K. (2020). The mother of dragons in Dior: fashion, star image and self-presentation on Instagram. Popular Communication, 18(4), 327-340. doi: 10.1080/15405702.2020.1839078
  • Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. doi: 10.1177%2F0008125620958166
  • Han, E., & Ki, E. J. (2010). Developing a measure of celebrity reputation. Public Relations Review, 36(2), 199-201. doi: 10.1016/j.pubrev.2009.10.013
  • Harris, E., & Bardey, A. C. (2019). Do Instagram profiles accurately portray personality? An investigation into idealized online self-presentation. Frontiers in Psychology, 10, 1-13. doi: 10.3389/fpsyg.2019.00871
  • Hearn, A. (2008). Meat, mask, burden: Probing the contours of the brandedself. Journal of Consumer Culture, 8(2), 197-217. doi: 10.1177%2F1469540508090086
  • Hogan, B. (2010). The presentation of self in the age of social media: Distinguishing performances and exhibitions online. Bulletin of Science, Technology & Society, 30(6), 377-386. doi: 10.1177%2F0270467610385893
  • Hollander, P. (2010). Why the celebrity cult?. Society, 47(5), 388-391. doi: 10.1007/s12115-010-9348-9
  • Hong, S., Jahng, M. R., Lee, N., & Wise, K. R. (2020). Do you filter who you are?: Excessive self-presentation, social cues, and user evaluations of Instagram selfies. Computers in Human Behavior, 104, 106159. doi: 10.1016/j.chb.2019.106159
  • Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What we Instagram: A first analysis of Instagram photo content and user types. Eighth International AAAI Conference on Weblogs and Social Media (pp. 595-598). Palo Alto, CA: The AAAI Press.
  • Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375. doi: 10.1080/02650487.2020.1836925
  • Hurley, Z. (2019). Imagined affordances of Instagram and the fantastical authenticity of female Gulf-Arab social media influencers. Social Media+ Society, 5(1), 1-16. doi: 10.1177%2F2056305118819241
  • Hwang, S., Bae, J., & Kim, H. J. (2017). The effects of prior reputation and type and duration of charitable donation on celebrities’ personal public relations: an investigation based on attribution theory. Asian Journal of Communication, 27(3), 304-321. doi: 10.1080/01292986.2017.1284875
  • Ismail, K. (2018). Social media influencers: Mega, macro, micro or nano. Cmswire. https://www.cmswire.com/digital-marketing/social-media-influencers-mega-macro-micro-or-nano/ (Erişim tarihi: 29 Nisan 2022).
  • Johnson, E. S. (2020). Feminism, self-presentation, and Pinterest: The labor of wedding planning. London: Lexington Books.
  • Kádeková, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2), 90-105.
  • Kapoor, I. (2013). Celebrity humanitarianism: The ideology of global charity. Abingdon: Routledge.
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  • Kim, J., & Song, H. (2016). Celebrity's self-disclosure on Twitter and parasocial relationships: A mediating role of social presence. Computers in Human Behavior, 62, 570-577. doi: 10.1016/j.chb.2016.03.083
  • Kim, D. H., Seely, N. K., & Jung, J. H. (2017). Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers in Human Behavior, 70, 535-543. doi: 10.1016/j.chb.2017.01.022
  • Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management, 25(4), 345–356. doi: 10.1108/JPBM-09-2015-0969
  • L’Etang, J. (2006). Public relations and sport in promotional culture. Public Relations Review, 32(4), 386-394. doi: 10.1016/j.pubrev.2006.09.006
  • Lalancette, M., & Raynauld, V. (2019). The power of political image: Justin Trudeau, Instagram, and celebrity politics. American Behavioral Scientist, 63(7), 888-924. doi: 10.1177%2F0002764217744838
  • Leary, M. R., & Kowalski, R. M. (1990). Impression management: A literature review and two-component model. Psychological Bulletin, 107, 34–47. doi: 10.1037/0033-2909.107.1.34
  • Li, B., Scott, O. K., Naraine, M. L., & Ruihley, B. J. (2021). Tell me a story: Exploring elite female athletes’ self-presentation via an analysis of Instagram stories. Journal of Interactive Advertising, 1-19. doi: 10.1080/15252019.2020.1837038
  • Lillqvist, E., & Louhiala-Salminen, L. (2013). Facing Facebook: Impression management strategies in company–consumer interactions. Journal of Business and Technical Communication, 28(1), 3-30. doi: 10.1177/1050651913502359
  • Lim, Y. J. (2017). Decision to use either Snapchat or Instagram for most powerful celebrities. Research Journal of the Institute for Public Relations, 3(2), 1-16.
  • Liu, R. & Suh, A (2017). Self-branding on social media: An analysis of style bloggers on Instagram. Procedia Computer Science, 124, 12–20. doi: 10.1016/j.procs.2017.12.124
  • Maguire, E. (2018). Girls, autobiography, media: Gender and self-mediation in digital economies. Switzerland: Palgrave-Macmillan.
  • Maiorescu, R. D. (2017). Personal public relations and celebrity scandals: A cross-cultural analysis of Twitter communication in the aftermath of Johnny Depp’s accusations of domestic violence. Journal of Communication Management, 21(3), 254-266. doi: 10.1108/JCOM-02-2017-0006
  • Marshall, P. D. (2010). The promotion and presentation of the self: celebrity as marker of presentational media. Celebrity Studies, 1(1), 35-48. doi: 10.1080/19392390903519057
  • Martín-Quevedo, J., Fernández-Gómez, E., & Segado-Boj, F. (2019). How to engage with younger users on Instagram: A comparative analysis of HBO and Netflix in the Spanish and US markets. International Journal on Media Management, 21(2), 67-87. doi: 10.1080/14241277.2019.1585355
  • Mendelson, A. L. (2007). On the function of the United States paparazzi: mosquito swarm or watchdogs of celebrity image control and power. Visual Studies, 22(2), 169-183. doi: 10.1080/14725860701507230
  • Michaelidou, N., Christodoulides, G., & Presi, C. (2021). Ultra-high-net-worth individuals: self-presentation and luxury consumption on Instagram. European Journal of Marketing. 56(4), 949-967. doi: 10.1108/EJM-11-2020-0853
  • Modash, (2022). Check fake followers and more. https://www.modash.io/fake-follower-check/ (Erişim tarihi: 5 Ağustos 2022).
  • Motion, J. (1999). Personal public relations: Identity as a public relations commodity. Public Relations Review, 25(4), 465-479. doi: 10.1016/S0363-8111(99)00032-6
  • Motion, J., & Leitch, S. (2007). A toolbox for public relations: The oeuvre of Michel Foucault. Public Relations Review, 33(3), 263-268. doi: 10.1016/j.pubrev.2007.05.004
  • Osatuyi, B. (2013). Information sharing on social media sites. Computers in Human Behavior, 29, 2622-2631. doi: 10.1016/j.chb.2013.07.001
  • Panis, K., & Van Den Bulck, H. (2012). Celebrities’ quest for a better world: understanding Flemish public perceptions of celebrities’ societal engagement. Journal of the European Institute for Communication and Culture, 19(3), 75-92. doi: 10.1080/13183222.2012.11009092
  • Penfold, R. (2004). The star’s image, victimization and celebrity culture. Punishment & Society, 6(3), 289-302. doi: 10.1177%2F1462474504043633
  • Redmod, S. (2014). Celebrity and the media. Basingstoke: Palgrave Macmillan.
  • Rojek, C. (2001). Celebrity. London: Reaktion Books.
  • Rojek, C. (2012). Fame attack: The inflation of celebrity and its consequences. London: Bloomsbury Academic.
  • Sanderson, J. (2008). The blog is serving its purpose: Self-presentation strategies on 38pitches. com. Journal of Computer-Mediated Communication, 13(4), 912-936. doi: 10.1111/j.1083-6101.2008.00424.x
  • Schlenker, B. R., & Wowra, S. A. (2003). Carryover effects of feeling socially transparent or impenetrable on strategic self-presentation. Journal of Personality and Social Psychology, 85(5), 871-880. doi: 10.1037/0022-3514.85.5.871
  • Serafinelli, E. (2018). Digital life on Instagram: New social communication of photography. Bingley, UK: Emerald.
  • Smith, L. R., & Sanderson, J. (2015). I’m going to Instagram it! An analysis of athlete self-presentation on Instagram. Journal of Broadcasting & Electronic Media, 59(2), 342-358. doi: 10.1080/08838151.2015.1029125
  • Tedeschi, J. T., & Riess, M. (2013). Identities, the phenomenal self, and laboratory research. In J. T. Tedeschi (Ed.), Impression management theory and social psychological research (pp. 3–22). New York, NY: Academic Press.
  • Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104-119. doi: 10.1509%2Fjmkg.70.3.104
  • Turner, G. (2014). Understanding celebrity. London: Sage.
  • Usher, B. (2015). Twitter and the celebrity interview. Celebrity Studies, 6(3), 306-321. doi: 10.1080/19392397.2015.1062641
  • van Dijck, J. (2013). ‘You have one identity’: Performing the self on Facebook and LinkedIn. Media, Culture & Society, 35(2), 199-215. doi: 10.1177%2F0163443712468605
  • Wood, N. T., & Burkhalter, J. N. (2014). Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. Journal of Marketing Communications, 20(1-2), 129-146. doi: 10.1080/13527266.2013.797784
  • Zhao, X., Salehi, N., Naranjit, S., Alwaalan, S., Voida, S., & Cosley, D. (2013). The many faces of Facebook: Experiencing social media as performance, exhibition, and personal archive. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 1-10). New York.
  • Ziek, P. (2016). Cultivating celebrity through public relations. Celebrity Studies, 7(1), 122-124. doi: 10.1080/19392397.2016.1131015
  • https://www.brandwatch.com/blog/top-most-instagram-followers/ (Erişim tarihi: 25 Temmuz 2022).
  • https://www.instagram.com/arianagrande/ (Erişim tarihi: 31 Temmuz 2022).
  • https://www.instagram.com/cristiano/ (Erişim tarihi: 31 Temmuz 2022).
  • https://www.instagram.com/kyliejenner/ (Erişim tarihi: 31 Temmuz 2022).
  • https://www.instagram.com/therock/?hl=tr (Erişim tarihi: 31 Temmuz 2022).
  • https://www.relatable.me/the-state-of-influencer-marketing-2019 (Erişim tarihi: 25 Temmuz 2022).
Toplam 85 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Halkla İlişkiler
Bölüm Makale Başvuru
Yazarlar

Ali Arıcı 0000-0003-4027-8288

Özgür Kılınç 0000-0002-8697-162X

Erken Görünüm Tarihi 26 Temmuz 2023
Yayımlanma Tarihi 27 Temmuz 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 18 Sayı: 60

Kaynak Göster

APA Arıcı, A., & Kılınç, Ö. (2023). KİŞİSEL HALKLA İLİŞKİLER BAĞLAMINDA BENLİK SUNUMU: ÜNLÜLERİN INSTAGRAM PAYLAŞIMLARI ÜZERİNE BİR ANALİZ. Öneri Dergisi, 18(60), 396-425. https://doi.org/10.14783/maruoneri.1164967

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