In The Context of Fan Culture and Virtual Influencer Concepts The First Digital Fan: Leothefan

Year 2024, , 53 - 76, 29.06.2024

Serkan Karatay

https://doi.org/10.55609/yenimedya.1446604

Abstract

Social media platforms, which have become carriers of new communication and expression forms in digital environments, influence communication in personal, cultural, and societal contexts. These platforms, where expression and representation can be amalgamated through various modes of sharing, significantly enhance the visibility of influencers and fans. Additionally, social media has opened the door to the representation of techno-identities, where artificial intelligence-generated virtual characters can create their spheres of influence, manifest within the 'digital reality,' and reflect human passions. Leo constitutes the foundation of this study both as a fan/supporter and as a virtual influencer. The study, which is framed by the convergence of sports fandom and supporter practices with fan and influencer practices, also examines the relationship between media fandom and sports fandom. Concrete findings related to the topics addressed within the theoretical framework were sought through data obtained from the social media accounts of ‘Leo the fan’. The findings of the study reveal the relationship between sports fandom and media fandom with fan practices and influencer practices.

Keywords

Virtual influencer, Fan culture, Leothefan, Digital fan

Hayran Kültürü ve Sanal Influencer Kavramları Çerçevesinde İlk Dijital Taraftar: Leothefan

Abstract

Dijital ortamlardaki yeni iletişim ve ifade biçimlerinin taşıyıcısı konumuna gelen sosyal medya platformları, iletişimi kişisel, kültürel ve toplumsal bağlamlarda etkilemektedir. İfade ve temsilin, paylaşım türleri aracılığıyla birleştirilebildiği bu platformlar, influencerları ve hayranları oldukça görünür kılmaktadır. Bunun yanında yapay zekâ aracılığıyla üretilmiş sanal karakterlerin de etki alanları oluşturabildiği, ‘dijital gerçekliğin’ içerisinde boy gösterebildiği ve insanlara has tutkuları yansıtabildiği bir alan olarak sosyal medya, tekno-kimliklerin temsiline de kapı aralamıştır. Yeni teknolojilerin yeni temsil biçimleri yaratmada kullanılmasının bir örneği olarak görülebilecek olan dijital taraftar Leo, hem bir hayran/taraftar hem de sanal bir influencer olarak bu çalışmanın temelini oluşturmaktadır. Teorik çerçevesini spor hayranlığının ve taraftarlığın, hayran ve influencer pratikleri ile yakınsamasının oluşturduğu çalışma, medya hayranlığı ile spor hayranlığı arasındaki ilişkiyi de irdelemektedir. Araştırma kapsamında ‘Leo the fan’ sosyal medya hesaplarından elde edilen veriler ile teorik çerçevede ele alınan konulara ilişkin somut bulgulara ulaşılmaya çalışılmıştır. Araştırmanın bulguları, spor hayranlığı ve medya hayranlığı ile hayran pratikleri ve influencer pratikleri arasındaki ilişkiyi ortaya koymaktadır.

Keywords

Sanal Influencer, Hayran Kültürü, Leothefan, Dijital Taraftar, Galatasaray.

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