IN SEARCH FOR MEANING IN EVERY DAY LIFE: CAN THE VIRTUAL DOMINATE OVER REAL?

Yıl 2017, Cilt: 5 Sayı: 1, 53 - 71, 01.06.2017

Dicle Yurdakul Deniz Atik

https://doi.org/10.14514/BYK.m.21478082.2017.5/1.53-71

Öz

Thanks to the rapidly developing internet technologies, people of the contemporary society have the freedom to experience many different forms of life at the same time. Millions of people around the world have become part of the virtual worlds such as Second Life and World of Warcraft which provide people with the power to be their own creators. These virtual worlds not only provide the individuals with the freedom to create themselves and their lives, but also with the opportunity to have alternative lives which can be considered as an escape from the mundane. Considering the continuously increasing number of people who become “residents” of these worlds and the impact of these virtual lives on their real life experiences, this study, supported with secondary data from consumer blogs in these alternative worlds, aims to discuss the interplay between the real and the virtual. Taking the issue from a relatively understudied perspective, this paper, conceptually and rather philosophically, investigates the deeper motivations of escapism and the search for meaning in life. To shed light to these inquiries, a research was conducted in consumer blogs and forums of two virtual worlds selected according to the number of subscribers: Second Life and World of Warcraft. The data was collected from two blogs and two discussion forums in which users of these virtual worlds discuss their experiences about various topics, including conversations on what these virtual worlds mean to them and how they affect their real lives. The findings reveal that even though these virtual worlds may provide its users with a feeling of having an alternative everyday life and temporarily satisfy the escapist motivations, escaping the heavily structured everyday life may not be achieved as the real everyday life spreads to the virtual world with its institutions, including the marketing institution. For some users, the virtual worlds can be a temporary separation from dominant structures, while for others; they can be an extension of the real life as long as it continues to deliver a positive subjectivity. From a postmodern perspective, the findings also reveal that consumers do not have to choose but experience all, without necessarily rejecting or committing to one choice

Anahtar Kelimeler

Internet, Virtual World, Online Games, Consumer Behavior

IN SEARCH FOR MEANING IN EVERY DAY LIFE: CAN THE VIRTUAL DOMINATE OVER REAL?

Öz

Hızla gelişen internet teknolojileri sayesinde günümüz toplumunun insanları aynı anda birçok farklı yaşam biçimini yaşama özgürlüğüne sahiptir. Dünyanın dört bir yanında milyonlarca kişi, Second Life ve World of Warcraft gibi, insanlara kendi yaratıcıları olma imkânı tanıyan sanal dünyaların bir parçası haline gelmiştir. Bu sanal dünyalar, bireylere kendilerini ve hayatlarını yaratma özgürlüğünü sağlamakla kalmamakta, aynı zamanda insanlara gündelik olandan kaçış olarak düşünülebilecek alternatif bir hayat sahibi olma fırsatı da sunmaktadır. Bu dünyaların "sakini" olan insanların sayısındaki artış ve bu sanal hayatların gerçek hayat deneyimleri üzerindeki etkisini göz önünde bulundurarak, alternatif dünyalardaki kullanıcı bloglarından gelen ikincil verilerle desteklenen bu çalışma, gerçek ve sanal arasındaki etkileşimi tartışmayı amaçlamaktadır. Bu makale, konuyu nispeten az çalışılmış bir perspektiften ele alarak, kavramsal ve felsefi olarak, kaçma eğiliminin daha derin motivasyonlarını ve hayatta anlam arayışını araştırmaktadır. Bu sorulara ışık tutmak için üye sayısına göre seçilen iki sanal dünyanın - Second Life ve World of Warcraft - kullanıcı bloglarında ve forumlarında bir araştırma yapılmıştır. Veriler, bu sanal dünyaların kendileri için ne anlama geldiği ve gerçek yaşamlarını nasıl etkilediği gibi sohbetleri de içeren, kullanıcıların çeşitli konulardaki deneyimlerini tartıştığı iki blog ve iki tartışma forumundan toplanmıştır. Elde edilen bulgular, bu sanal dünyaların, kullanıcılarına alternatif bir gündelik hayata sahip olma ve kaçış motivasyonlarını geçici olarak tatmin etme hissi sunabilmelerine rağmen, yoğun olarak yapılandırılmış olan gündelik hayattan kaçışın gerçek hayatın pazarlama kurumu da dahil olmak üzere kurumları ile birlikte sanal dünyaya da yayılmış olması nedeni ile başarılamayacağını ortaya koymaktadır. Bazı kullanıcılar için, sanal dünyalar egemen yapılardan geçici bir ayrım olabilirken bazıları için; olumlu bir öznellik sunmaya devam ettikçe, gerçek hayatın bir uzantısı olabilirler. Postmodern bir perspektiften, elde edilen bulgular, tüketicilerin bir seçeneği seçmeden ya da reddetmeden, seçim yapmak zorunda olmaksızın tüm olasılıkları deneyimleyebileceklerini de göstermektedir

Anahtar Kelimeler

İnternet, Sanal dünya, Çevrimiçi oyunlar, Tüketici davranışı

Kaynakça

• Addis, Michela and Morris B. Holbrook (2010). “Consumers’ Identification and Beyond: Attraction, Reverence, and Escapism in the Evaluation of Films”; Psychology & Marketing, 27(9) , p. 821–845.
• Adler, Patricia A., Peter Adler and Andrea Fontana (1987). “Everyday Life Sociology”; Annual Review of Sociology, 13(1) , p. 217-235.
• Atik, Deniz and A. Fuat Fırat (2012). “Fashion Creation and Diffusion: The Institution of Marketing”; Journal of Marketing Management, 29(7-8), p. 836-860.
• Atik, Deniz and Handan Vicdan (2012). “The Interplay of Culture(s) of Freedom in the Bazaars of Italy and Turkey”; Journal of International Consumer Marketing, 24(1-2), p. 100-118.
• Bordo, Susan (1993). Unbearable Weight: Feminism, Western Culture, and the Body, Berkeley: University of California Press.
• Calleja, Gordon (2010). “Digital Games and Escapism”; Games and Culture, 5(4) , p. 335-353. Camus, Albert (1955). The Myth of Sisyphus and Other Essays, New York: Vintage Books.
• Carson, David, Audrey Gilmore, Chad Perry and Kjell Gronhaug (2001). “In-depth interviewing”, In Qualitative Marketing Research (ed. by D. Carson, A. Gilmore, C. Perry & K. Gronhaug), p. 73–91,London: Sage.
• Evans, Andrew (2001). This Virtual Life: Escapism and Simulation in Our Media World, London: Fusion Press.
• Fırat, A.Fuat and Nikhilesh Dholakia (1998). Consuming People: From Political Economy to Theaters of Consumption, London: Routledge.
• Fırat, A.Fuat and Nikhilesh Dholakia (2006). “Theoretical and Philosophical Implications of Postmodern Debates: Some Challenges to Modern Marketing”; Marketing Theory, 6(2), p. 123-162.
• Fiske, Susan (1989). “Examining The Role of Intent: Toward Understanding its Role in Stereotyping and Prejudice”, In J. Uleman & J. Bargh (Eds.), Unintended Thought: The Limits of Awareness, Intention, and Control, p. 253–283, New York: Guilford Press.
• Gupta, Jyotsna Agnihotri and Annemiek Richters (2008). “Embodied Subjects and Fragmented Objects: Women’s Bodies, Assisted Reproduction Technologies and the Right to Self-Determination”; Journal of Bioethical Inquiry, 5(4), p. 239-249.
• Hirschman, Elizabeth C. (1983). “Predictors of Self-Projection, Fantasy Fulfillment and Escapism”; Journal of Social Psychology, 120(1), p. 63-76.
• Katz, Elihu and David Foulkes (1962). “On the Use of the Mass Media as Escape: Clarification of a Concept,” Public Opinion Quarterly, 26(3), p. 377-388.
• Kolko, Beth E. (1999). “Representing Bodies in Virtual Space: The Rhetoric of Avatar Design”; The Information Society, 15(3), p. 177-186.
• Kozinets, Robert V. (2002). “Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man”; Journal of Consumer Research, 29(1), p. 20-38.
• Kozinets, Robert V. and Richard Kedzior (2009). “I, Avatar: Auto-Netnographic Research” in N.T. Wood and M.R. Solomon (Eds.), Virtual Social Identity and Consumer Behavior, p. 3 – 19, New York: ME Sharpe.
• Lefebvre, Henri (1992). The Critique of Everyday Life, Vol. I. London: Verso.
• Mathwick, Charla and Edward Rigdon (2004). “Play, Flow, and the Online Search Experience”; Journal of Consumer Research, 31(2), p. 324-332.
• McCracken, Grant (1988). Culture and Consumption. Bloomington: Indiana University Press. Murray, Jeff B. (2002). “The Politics of Consumption: A Re-Inquiry on Thompson and Haytko’s (1997) “Speaking of Fashion”; Journal of Consumer Research, 29(3), p. 427-440.
• Peñaloza, Lisa and Linda Price (1993). “Consumer Resistance: A Conceptual Overview”; Advances in Consumer Research, 202 (11), p. 123-128.
• Poster, Mark (2002). “Everyday (virtual) life”; New Literary History, 33(4), p. 743-760.
• Shankar, Avi and James A. Fitchett (2002). “Having, Being and Consumption”; Journal of Marketing Management, 18(5-6),p. 501-516.
• Solomon, Michael and Natalie T.Wood (2009). “Introduction: Virtual Social Identity – Welcome to the Metavers” in N.T. Wood and M.R. Solomon (Eds.), Society for Consumer Psychology. New York: M.E. Sharpe.
• Venkatesh, Alladi, Laurie Meamber and A. Fuat Fırat (1998). “Cyberspace as the Next Marketing Frontier (?) – Questions and Issues”, in S. Brown and B. Turley (Eds.), Consumer Research: Postcards from the Edge (p. 301-321). New York: Routledge.
• Warmelink, Harald, Casper Harteveld and Igor Mayer (2009). “Press Enter or Escape to Play: Deconstructing Escapism in Multiplayer Gaming”; Proceedings of DIGRA 2009, p. 1-9.
• Wolf, Naomi (1991). The beauty Myth: How Images of Beauty are Used Against Women”, New York: Anchor Books.
• Yee, Nick (2006). “Motivations for Play in Online Games”; Journal of Cyberpsychology and Behavior, 9(6), p. 772-775.