TY  - JOUR
T1  - Karşılıklı Evcilleştirme Bağlamında Spotify Kullanıcılarının Platform Deneyimleri
TT  - Spotify Users’ Platform Experiences in the Context of Mutual Domestication
AU  - Tokgöz, Cemile
AU  - Önal, Aleyna
AU  - Üzer, Benian
PY  - 2026
DA  - May
Y2  - 2026
DO  - 10.24955/ilef.1842344
JF  - Ankara Üniversitesi İlef Dergisi
PB  - Ankara University
WT  - DergiPark
SN  - 2148-7219
SP  - 67
EP  - 112
VL  - 13
IS  - 1
LA  - tr
AB  - Hem eleştirel algoritma çalışmaları hem de evcilleştirme kuramını merkeze alan güncel çalışmalar, dijital platformların yönlendiriciliğine vurgu yapmakla beraber kullanıcının eylemliliğini sorgulamanın önemine işaret etmektedir. Siles ve arkadaşları (2019) çalışmalarında, evcilleştirme kuramını Netflix üzerine yaptıkları araştırmayla dijital platformlara uyarlamış ve “karşılıklı evcilleştirme” kavramını geliştirmişlerdir. Evcilleştirme yaklaşımı gündelik yaşam, medya teknolojileri ve kültürel ögeler arasındaki biçimlendirici etkiyi odağa almaktadır. Bu çalışmada karşılıklı evcilleştirme yaklaşımı bir kültür platformu olan Spotify’a uyarlanmakta, kullanıcı eylemliliği ve platform yönlendiriciliği arasındaki ilişki döngüsel bir süreç olarak ele alınarak incelenmektedir. Bu çalışmada öncelikle algoritma ve kültür ilişkisine, evcilleştirme yaklaşımının dijital teknolojilerle dönüşümüne ve uyarlanan çalışmada incelenen Netflix ile bu çalışmada incelenen Spotify’ın hem işlevsel hem de algoritmik farklarına değinilmektedir. Sonrasında ise gerçekleştirilen kullanıcı odaklı araştırma aktarılmaktadır. Araştırma yöntemi olarak nitel araştırma yöntemi benimsenmiş olup veri toplama tekniği olarak yarı yapılandırılmış derinlemesine görüşme tekniği tercih edilmiştir. Örneklem yirmi Spotify kullanıcısından oluşmaktadır. Katılımcılarla yapılan görüşmelerden elde edilen verilerin betimsel analizi yapılmış, ulaşılan bulgular beş tema altında kategorize edilerek sunulmuştur. Temalar oluşturulurken Siles ve arkadaşlarının (2019) çalışmasına bağlı kalınmış; kişiselleştirme, entegrasyon, ritüeller, direnç ve dönüşüm temaları altında görüşme verileri yorumlanmıştır. Araştırma bulguları, platform ile kullanıcı arasında karşılıklı bir evcilleştirme dinamiğinin işlediğini ve bu sürecin, Netflix üzerine yapılan çalışmayla karşılaştırıldığında çok daha kapsamlı bir nitelik taşıdığını göstermektedir. Bununla birlikte çalışma, katılımcıların platform‑kullanıcı ilişkisini değerlendirirken müzik endüstrisini üçüncü bir aktör olarak konumlandırdıklarını; kullanıcı eylemliliğinin ise büyük ölçüde platformun sunduğu etkileşim imkânları çerçevesinde şekillendiğini ortaya koymaktadır.
KW  - algoritma
KW  - kullanıcı
KW  - evcilleştirme kuramı
KW  - karşılıklı evcilleştirme
KW  - spotify
N2  - Both critical algorithm studies and recent scholarship centered on domestication theory emphasize the influence digital platforms have in shaping user behavior while also pointing to the importance of user agency. In their 2019 study, Siles et al. adapted domestication theory to digital platforms through their research on Netflix and developed the concept of “mutual domestication.” The domestication approach focuses on the shaping effect between everyday life, media technologies, and cultural elements. This study adapts the mutual domestication approach to Spotify as a cultural platform and examines the relationship between user agency and platforms’ shaping effect by addressing it as a cyclical process. The study discusses the relationship between algorithm and culture, the transformation of the domestication approach through digital technologies, and the functional as well as algorithmic differences between Netflix, which was examined in the adapted study, and Spotify; it then presents the user-centered research that was conducted. A qualitative research method was adopted, and semi-structured in-depth interviews were chosen as the data collection technique. The sample consists of twenty Spotify users. The data obtained from the interviews conducted with the participants were analyzed descriptively, and the findings were categorized under five themes. In constructing the themes, the study of Siles et al. (2019) was followed; the interview data were interpreted under the themes of personalization, integration, rituals, resistance, and conversion. The research findings show that a dynamic of mutual domestication operates between the platform and the user, and that this process has a much more comprehensive character when compared with the study conducted on Netflix. At the same time, the study reveals that participants evaluate the platform-user relationship through a third actor, the music industry, and that user agency is shaped to a large extent within the framework of the possibilities offered by the platform.
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UR  - https://doi.org/10.24955/ilef.1842344
L1  - https://dergipark.org.tr/en/download/article-file/5508085
ER  -