ANALYSIS OF CYBERBULLIES' FLAMING BEHAVIOR TOWARD CELEBRITY BRAND MANAGEMENT: THE CASE OF MERVE DIZDAR AT CANNES

Year 2025, Volume: 15 Issue: 1, 103 - 115

Özgül Dağlı , Muhammed Enes Yılmaz

https://doi.org/10.7456/tojdac.1562293

Abstract

The rapidly changing landscape of new media poses significant challenges for social scientists striving to define sociological and psychological contexts. The emergence of "Online flaming" as a behavior post-Web 2.0 technology exemplifies this challenge, embodying a form of cyberbullying characterized by insulting messages online, which transgress societal norms. This study integrates the stances and actions of celebrity brands on social media within their brand management processes. Employing netnography—an online ethnographic research method that systematically analyzes online communities—this study scrutinizes flaming behaviors impacting the personal brand management processes of actress Merve Dizdar on YouTube. The sample consists of the most-liked comments and sub-comments from the top five YouTube channels featuring Dizdar's speech, categorized into six flame behavior types: direct and intentional flame, indirect flame, straight flame, satirical flame, hot flame, and cold flame. Through netnography, the study examines the cultural essence of cyberbullying embedded within flaming behaviors. Findings of the research reveals the prevalent use of exclusionary language against the actress, with cyberbullies aiming to negatively impact her motivation. This research highlights the widespread use of exclusionary language, emphasizing its potential impact on the actress's online reputation and psychological well-being. Moreover, cyberbullies' aim to negatively affect the actress's motivation highlights the broader implications of online flaming on public figures. The study calls attention to brand management challenges in the digital age and offers insights for future research, aiming to foster a healthier online environment.

Keywords

Online Flaming, Cyberbullying, Netnography, Brand Management, Celebrity Brands, Social Media Behavior

SİBER ZORBALARIN ÜNLÜ MARKALARINA YÖNELİK PARLAMA DAVRANIŞLARININ ANALİZİ: CANNES'DA MERVE DİZDAR ÖRNEĞİ

Abstract

Yeni medya ortamındaki hızlı değişim, sosyologların ve psikologların sosyal ve psikolojik bağlamları tanımlama çabaları için bazı zorluklar sunmaktadır. Web 2.0 teknolojisiyle ortaya çıkan "Çevrimiçi parlama" davranışı bu zorluğun bir örneğini temsil etmekte ve toplumsal normları ihlal eden aşağılayıcı çevrimiçi mesajlar biçiminde bir siber zorbalığı ifade etmektedir. Bu çalışma, ünlü markaların sosyal medyadaki duruşları ve eylemlerini, marka yönetimi süreçleriyle bütünleştirmektedir. Çalışma, çevrimiçi toplulukları sistematik bir şekilde analiz eden çevrimiçi etnografik bir araştırma yöntemi olan netnografi kullanılarak, Merve Dizdar’ın YouTube üzerindeki kişisel marka yönetim süreçlerini etkileyen parlama davranışlarını incelemektedir. Örneklem, Dizdar’ın konuşmasının yer aldığı en çok beğenilen beş YouTube kanalındaki en popüler yorumlar ve alt yorumlardan oluşmaktadır. Netnografi aracılığıyla çalışma, parlama davranışları içinde yer alan siber zorbalığın kültürel özünü incelemektedir. Araştırma bulguları, oyuncuya karşı dışlayıcı dilin yaygın bir şekilde kullanıldığını ortaya koymakta ve siber zorba kişilerin onun motivasyonunu olumsuz etkilemeyi hedeflediğini göstermektedir. Bu çalışma, dışlayıcı dilin yaygın kullanımını vurgulayarak, bunun oyuncunun çevrimiçi itibarı ve psikolojik iyi oluşu üzerindeki potansiyel etkilerini gözler önüne sermektedir. Ayrıca siber zorba kişilerin oyuncunun motivasyonunu olumsuz etkileme amacı çevrimiçi parlamanın kamu figürleri üzerindeki daha geniş etkilerine dikkat çekmektedir. Çalışma, dijital çağda marka yönetimi zorluklarına işaret etmekte ve daha sağlıklı bir çevrimiçi ortam oluşturma amacını güden gelecekteki araştırmalara yönelik içgörüler sunmaktadır.

Keywords

Çevirimiçi Parlama, Siber Zorbalık, Netnografi, Marka Yönetimi, Ünlü Markası, Sosyal Medya Davranışı

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