TUTUNDURMADA YAPAY ZEKÂ VE POSTMODERNİZM: KURGUSAL GERÇEKLİKLERİN BULUŞMASI

Ebru Çil; İsmail Erkan

doi:10.54688/ayd.1617987

TR EN

TUTUNDURMADA YAPAY ZEKÂ VE POSTMODERNİZM: KURGUSAL GERÇEKLİKLERİN BULUŞMASI

Öz

Yapay zekâ teknolojisi yeni olmamakla birlikte, pazarlama alanındaki kullanımı son on yılda önemli ölçüde artmıştır. Markalar, özellikle imajlarını geliştirmek, tüketicinin dikkatini çekmek ve onlarla etkileşimlerini artırmak amacıyla tutundurma faaliyetlerinde yapay zekâ teknolojisinden yararlanmış ve bu kullanımı açıkça ifade etmiştir. Bu çalışmada, modern tutundurma faaliyetleri ile yapay zekâ uygulamalarının birleşiminin, modern yaklaşımın ötesine geçerek postmodernizmin bir göstergesi olarak değerlendirildiği ortaya konmuştur. Bu bağlamda, araştırma yapay zekâ ile güçlendirilmiş tutundurma faaliyetlerini, postmodernizmin ayırt edici unsurları çerçevesinde incelemeyi amaçlamaktadır. Çalışma kapsamında, internet üzerinde yayımlanan beş yapay zekâ ile güçlendirilmiş tutundurma faaliyeti içerik analizi yöntemiyle incelenmiş ve postmodern özellikler referans alınarak analiz edilmiştir. Bulgular, bu faaliyetlerde hiper gerçeklik, parçalanmışlık ve karşıtların birlikteliği unsurlarının odak özellikler olduğunu göstermektedir. Bu unsurları takiben, öznenin merkezsizleşmesi de gözlemlenmiştir. Üretim ve tüketimin yer değiştirmesi ise en az gözlemlenen ayırt edici unsur olarak belirlenmiştir. Araştırma sonunda işletmelere ve gelecekteki çalışmalara yönelik öneriler bulunulmuştur.

Anahtar Kelimeler

Postmodern Pazarlama , Postmodern Tutundurma Faaliyetleri , Yapay Zekâ , Yapay Zekâ Destekli Tutundurma Faaliyetleri

ARTIFICIAL INTELLIGENCE AND POSTMODERNISM IN PROMOTION: THE CONVERGENCE OF FICTIONAL REALITIES

Abstract

Although artificial intelligence (AI) technology is not new, its use in the field of marketing has significantly increased over the past decade. Brands have utilized AI technology in promotional activities, particularly to enhance their image, capture consumer attention, and increase engagement, and they have explicitly stated this use. This study demonstrates that the combination of modern promotional activities and AI applications transcends the modern approach and is considered an indicator of postmodernism. In this context, the research aims to examine AI-powered promotional activities within the framework of the distinctive elements of postmodernism. As part of the study, five AI-powered promotional activities published online were analyzed using content analysis, with reference to postmodern characteristics. The findings indicate that hyperreality, fragmentation, and the coexistence of opposites are the focal features of promotional activities created with AI. Following these, the decentering of the subject was also observed. The least observed characteristic was the reversal of production and consumption. Upon the conclusion of the study, recommendations were provided for businesses and future research.

Keywords

Postmodern Marketing , Postmodern Promotional Activities , Artificial Intelligence , Artifical Intelligence-Powered Promotional Activities

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Ebru Çil ^*
0000-0002-8748-3548
Türkiye

İsmail Erkan
0000-0003-1271-3481
Türkiye

Early Pub Date

June 27, 2025

Publication Date

June 30, 2025

Submission Date

January 11, 2025

Acceptance Date

May 10, 2025

Published in Issue

Year 2025 Volume: 16 Number: 1

DOI

https://doi.org/10.54688/ayd.1617987

IZ

https://izlik.org/JA46UG66RU

APA

Çil, E., & Erkan, İ. (2025). TUTUNDURMADA YAPAY ZEKÂ VE POSTMODERNİZM: KURGUSAL GERÇEKLİKLERİN BULUŞMASI. Journal of Academic Approaches, 16(1), 336-361. https://doi.org/10.54688/ayd.1617987

TUTUNDURMADA YAPAY ZEKÂ VE POSTMODERNİZM: KURGUSAL GERÇEKLİKLERİN BULUŞMASI

Öz

Anahtar Kelimeler

ARTIFICIAL INTELLIGENCE AND POSTMODERNISM IN PROMOTION: THE CONVERGENCE OF FICTIONAL REALITIES

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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