Sosyal Medya Araştırmalarında Yeni Bir Bakış Açısı: Netnografi

Yıl 2023, Cilt: 5 Sayı: 1, 54 - 62, 30.06.2023

Salih Tiryaki

Öz

Netnografi, internet ve sosyal medya ağlarında yer alan çevrimiçi toplulukları inceleyen, bunun yanı sıra ağların yapısına, algoritmalara ve diğer faktörlere de odaklanan önemli bir yöntem olarak öne çıkmaktadır. Geleneksel etnografinin temel ilkelerinden yola çıkarak dijital alanlara uyarlanan bu yöntem, pazarlama ve turizm araştırmalarında yaklaşık 30 yıldır kullanılmasına rağmen iletişim ve sosyal medya araştırmalarında araştırmacılar tarafından sık kullanılmamaktadır. Özellikle netnografi, sosyal medya ağlarında yer alan büyük veri kümelerini analiz etmek için önemli bir yöntem olarak kabul edilmektedir. Netnografi, birey ve araç odaklı iletişim ve sosyal medya araştırmaları için önemli bir araştırma yöntemi olarak öne çıkmaktadır. Netnografi yöntemi ile Twitter, Facebook, Instagram, YouTube, blog, forum vb. gibi ağların yapısına ilişkin netnografik bir bakış açısı geliştirileceği gibi bu ağlarda yer alan toplulukların yapısı ve aralarında gerçekleştirmiş oldukları etkileşime ilişkin de önemli veriler analiz edilebilmektedir. Ayrıca netnografinin geleneksel içerik analizi ve görüşme gibi yöntemlerle uyarlanabilir yapısı sayesinde sosyal medya ağlarına ve kullanıcılara ilişkin çok boyutlu bir analiz yapılmasına imkân tanımaktadır. Bu çalışma netnografi yöntemine ilişkin bir bakış açısı geliştirerek, sosyal medya araştırmalarında kullanımına ilişkin bilgiler sunması için tasarlanmıştır.

Anahtar Kelimeler

Netnografi, İletişim, Sosyal Medya Ağları, İletişim Araştırmaları, Sosyal Medya Araştırmaları.

Kaynakça

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