Instagram Resmi Blogu Ne Söylüyor?: Maxqda İle İçerik Analizi

Year 2022, Issue: 13, 55 - 73, 29.12.2022

Esra Bozkanat

https://doi.org/10.55609/yenimedya.1153287

Cited By: 2

Abstract

Bu araştırmanın amacı, Instagram resmi bloğunun kullanım pratiklerini ortaya koymaktır. Çalışma, Instagram’ın bir şirket olarak kendisini yeni medya ortamında nasıl temsil ettiğini ortaya koyması açısından, alandaki önemli bir boşluğu doldurmaya adaydır. Mevcut araştırma, “Instagram resmi blog yazılarının temaları ve alt kategorileri nelerdir?”, “Instagram’a getirilen yeni özellikler kullanıcılarda neyi teşvik etmektedir?” ve “Instagram’a gelen yeni özellikler yakınsama bağlamında ne söylemektedir?” sorularına yanıt aramaktadır. Bu soruları yanıtlamak amacıyla blog yazıları içerik analizinin altında yer alan tematik incelemeye tabi tutulmuştur. Analiz neticesinde 3 ana tema ortaya çıkmıştır. Bunlar; kurumsal, ilişkisel ve filantropik temalarıdır. Ana temalar kendi içinde alt temalara ayrılmaktadır. Çalışmada bu kategoriler yakınsama bağlamında ele alınarak, Instagram’ın blogları kullanım amacı tartışmaya açılmıştır.

Keywords

Instagram, Blog, Yakınsama, İçerik analizi

References

• Ahuja, V., ve Medury, Y. (2010). Corporate blogs as e-CRM tools–Building consumer engagement through content management. Journal of Database Marketing & Customer Strategy Management, 17(2), 91-105.
• Baehr, C., ve Alex-Brown, K. (2010). Assessing the value of corporate blogs: A social capital perspective. IEEE Transactions on Professional Communication, 53(4), 358-369.
• Brownstein, E., ve Klein, R. (2006). Blogs. Journal of College Science Teaching, 35(6), 18-22.
• Byers, K. (2022). How Many Blogs Are There? (And 141 Other Blogging Stats), Erişim: https://growthbadger.com/blog-stats/
• Byun, H. (2019). A Study on Content Commerce Convergence Design Strategies for Content Creation Using SNS Platforms - Focusing on the usage of Instagram by andar Ltd. Product Culture Design Studies, (59), 297-307.
• Carah, N., ve Shaul, M. (2016). Brands and Instagram: Point, tap, swipe, glance. Mobile Media & Communication, 4(1), 69-84.
• Chen, D., Hu, N., ve Liu, L. (2007, September). Corporate blogging and firm performance: An empirical study. In 2007 International Conference on Wireless Communications, Networking and Mobile Computing (pp. 6158-6161). IEEE.
• Cohen, J. (1960). A coefficient of agreement for nominal scales. Educational and psychological measurement, 20(1), 37-46.
• Cox, J. L., Martinez, E. R., ve Quinlan, K. B. (2008). Blogs and the corporation: managing the risk, reaping the benefits. Journal of Business Strategy.
• Datubara, B. M., ve Irwansyah, I. (2019). Instagram TV: Konvergensi Penyiaran Digital dan Media Sosial. Mediator: Jurnal Komunikasi, 12(2), 251-263.
• Dwyer, P. (2007). Building trust with corporate blogs. ICWSM, 7, 1-8.
• Flew, T. (2017, August 17). media convergence. Encyclopedia Britannica. https://www.britannica.com/topic/media-convergence
• Gingsberg, K. (2015). Instabranding: Shaping the personalities of the top food brands on instagram. Elon Journal of undergraduate research in communications, 6(1).
• Grubnic, T. (2020). Nosthetics: Instagram poetry and the convergence of digital media and literature. Australasian Journal of Popular Culture, 9(2), 145-163.
• Hoogeveen, J., Tesliuc, E., Vakis, R., ve Dercon, S. (2004). A guide to the analysis of risk, vulnerability and vulnerable groups. Washington, DC, USA: The World Bank.
• Iglesias-Pradas, S., Hernández-García, Á., & Fernández-Cardador, P. (2017). Acceptance of corporate blogs for collaboration and knowledge sharing. Information Systems Management, 34(3), 220-237.
• Jenkins, H. (2004). The cultural logic of media convergence. International journal of cultural studies, 7(1), 33-43.
• Jenkins, H., ve Deuze, M. (2008). Convergence culture. Convergence, 14(1), 5-12.
• Kircaburun, K., ve Griffiths, M. D. (2018). Instagram addiction and the Big Five of personality: The mediating role of self-liking. Journal of behavioral addictions, 7(1), 158-170.)
• Kopecka-Piech, K. (2011). Media convergence concepts. Media Studies, 46(3).
• Krause, H. V., Wagner, A., Krasnova, H., Große Deters, F., Baumann, A., ve Buxmann, P. (2019, December). Keeping Up with the Joneses: Instagram Use and its Influence on Conspicuous Consumption. In ICIS.
• Latzer, M. (2013). Media convergence. In Handbook on the digital creative economy (pp. 123-133). Edward Elgar Publishing.
• Lawson G. B. (2003). Integrating new media and old media: Seven observations of convergence as a strategy for best practices in media organizations. The International Journal on Media Management, 25(2):91-99.
• Luo, N., Guo, X., Lu, B., ve Chen, G. (2018). Can non-work-related social media use benefit the company? A study on corporate blogging and affective organizational commitment. Computers in Human Behavior, 81, 84-92.
• Marken, G. A. (2005). To blog or not to blog. That is the question?. Public Relations Quarterly, 50(3), 31.
• Meta. (2012), Facebook to Acquire Instagram Erişim: https://about.fb.com/news/2012/04/facebook-to-acquire-instagram/
• Miller, C. ve Shepherd, D. (2004). Blogging as social action: A genre analysis of the weblog, in Into the Blogosphere: Rhetoric, Community, and Culture of Weblogs, L. J. Gurak, Antonijevic, S., Johnson, L., Ratliff, C., ve Reyman, J. Eds. Minneapolis, MN: Univ. of Minnesota.
• NDMU -Notre Dame of Maryland University- (2018). History of Blogging, Erişim: https://online.ndm.edu/news/communication/history-of-blogging/
• Omnicore. (2022). Instagram by the Numbers: Stats, Demographics & Fun Factshttps://www.omnicoreagency.com/instagram-statistics/
• Papasolomou, I., & Melanthiou, Y. (2012). Social media: Marketing public relations’ new best friend. Journal of Promotion Management, 18, 319–328. Payton, R. L., ve Moody, M. P. (2008). Understanding philanthropy: Its meaning and mission. Indiana University Press.
• Ponnusamy, S., Iranmanesh, M., Foroughi, B., ve Hyun, S. S. (2020). Drivers and outcomes of Instagram Addiction: Psychological well-being as moderator. Computers in Human Behavior, 107, 106294.
• Renz, S. M., Carrington, J. M., ve Badger, T. A. (2018). Two strategies for qualitative content analysis: An intramethod approach to triangulation. Qualitative health research, 28(5), 824-831.
• Sholeh, A., ve Rusdi, A. (2019). A new measurement of Instagram addiction: psychometric properties of The Instagram Addiction Scale (TIAS). feedback, 737, 499.
• Statista (2022a). Monthly time spent on the Instagram mobile app per user in selected markets worldwide in 2020 and 2022, Erişim: https://www.statista.com/statistics/1294879/time-spent-instagram-app-selected-countries/
• Statista. (2020b). Number of bloggers in the United States from 2014 to 2020, Erişim: https://www.statista.com/statistics/187267/number-of-bloggers-in-usa/
• Statista. (2022c). Daily time spent on social networking by internet users worldwide from 2012 to 2022, Erişim: https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/
• Syed, M., ve Azmitia, M. (2008). A narrative approach to ethnic identity in emerging adulthood: Bringing life to the identity status model. Developmental Psychology, 44, 1012–1027.
• Yoedtadi, M. G., Ronda, A. M., ve Wahid, U. (2021). Television and Social Media Convergence (Convergence Continum and Journalistic Convergence Analysis at Indosiar). Asian Research Journal of Arts & Social Sciences, 14(3), 56-72.
• Youn, A. (2019). What is the ideal Instagram filter? In Aesthetic Surgery Journal Open Forum (Vol. 1, No. 2, p. ojz019). US: Oxford University Press.
• Zantal-Wiener, A. (2016). A Brief Timeline of the History of Blogging, Erişim: https://blog.hubspot.com/marketing/history-of-blogging