Sosyal Medyada Materyalist İpuçları ve Anlam Erozyonu: Influencer İçerikleri ve Yorumlarının Eleştirel Tematik Analizi

Abstract

Literatürde materyalist mesajlar; sosyal karşılaştırma, stres, yetersizlik duyguları ile yaşam doyumu, özsaygı ve ilişkisel iyi oluşun azalmasıyla ilişkilendirilmektedir. Bu çalışma, sosyal medyada dolaşıma giren materyalist mesajların kullanıcı yorumlarında öznel iyi oluş, ilişkisel bağlar ve toplumsal dayanışma açısından nasıl anlamlandırıldığını incelemekte ve anlam erozyonunun temel mekanizmalarını tartışmaktadır. Nitel araştırma deseni kapsamında, bir makro influencer hesabına ait üç Instagram Reels içeriği, bunlardan ikisinin TikTok paylaşımları ve 98 kullanıcı yorumu amaçlı örneklemeyle seçilerek eleştirel tematik analizle incelenmiştir. İki yazar, yorumları bağımsız olarak kodlamış, birden fazla kod atanmasına olanak tanımış ve yorumlamalarını karşılaştırmıştır. Tematik kategoriler; materyalist ipuçları, yukarı yönlü sosyal karşılaştırma, parasosyal etkileşim ve özdeşim ile haset ve duygusal erozyonu kapsamaktadır. Bulgular; tekrar eden hipergerçekçi ve cazip yaşam tarzı temsilleri ile “normal” ve “arzu edilir” olana ilişkin algılar çevresinde ekonomik eşitsizlik, erişilemezlik, kıyaslama, haset, mizah ve eleştiri söylemlerini ortaya koymaktadır.

Keywords

• Tüketim Kültürü
• Materyalist İpuçları
• Influencer İçerikleri
• Öznel İyi Oluş
• Anlam Erozyonu

Supporting Institution

Bu çalışma için herhangi bir kurum veya kuruluştan finansal destek alınmamıştır.

Ethical Statement

Bu araştırmada yalnızca kamuya açık sosyal medya paylaşımları ve kullanıcı yorumları doküman niteliğinde incelenmiş; kullanıcılarla doğrudan etkileşim kurulmamış, anket, mülakat, deney veya müdahaleli gözlem gerçekleştirilmemiştir. Yorumcuların kullanıcı adları, profil bilgileri ve diğer tanımlayıcı verileri kaydedilmemiştir. Bu nedenle çalışma etik kurul izni gerektirmemektedir.

Materialistic Cues and the Erosion of Meaning on Social Media: A Critical Thematic Analysis of Influencer Content and User Comments

Abstract

The literature associates materialistic messages with social comparison, stress, feelings of inadequacy, and reduced life satisfaction, self-esteem, and relational well-being. This study examines how materialistic messages circulating on social media are interpreted in user comments in relation to subjective well-being, relational bonds, and social solidarity, and discusses the main mechanisms of the erosion of meaning. Within a qualitative research design, three Instagram Reels from one macro-influencer account, two corresponding TikTok posts, and 98 user comments were selected through purposive sampling and examined using critical thematic analysis. The two authors coded the comments independently, allowed multiple codes to be assigned, and compared their interpretations. The thematic categories comprised materialistic cues, upward social comparison, parasocial interaction and identification, and envy and emotional erosion. The findings reveal discourses of economic inequality, inaccessibility, comparison, envy, humor, and criticism surrounding recurring hyperrealistic and appealing lifestyle representations and perceptions of what is “normal” and “desirable.”

Keywords

• Customer Culture
• Materialistic Cues
• Influencer Content
• Subjective Well-Being
• Erosion of Meaning

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