Dijital Girişimcilikte Kadınlık ve Cinsiyet Normları: Sosyal Medya Temelli Netnografik Bir İnceleme

Öz

Bu çalışma, dijitalleşmenin kadın girişimciliği üzerindeki etkilerini ve sosyal medya platformlarının, özellikle Instagram’ın, kadınların girişimcilik pratiklerinde nasıl bir rol oynadığını derinlemesine incelemektedir. Araştırma, Türkiye’de farklı sosyo-kültürel geçmişlere sahip dört kadın girişimcinin Instagram hesaplarını nitel netnografik yöntemle analiz ederek gerçekleştirilmiştir. Kadınların dijital girişimcilik faaliyetleri, yalnızca ekonomik bir faaliyet olarak değil, aynı zamanda toplumsal cinsiyet normlarıyla müzakere edilen, duygusal ve ideolojik bir alan olarak ele alınmaktadır. Çalışma, Judith Butler’ın toplumsal cinsiyet performativitesi kuramı ve siberfeminist yaklaşımlar doğrultusunda kadın girişimcilerin dijital ortamlarda kimliklerini nasıl inşa ettiklerini analiz etmektedir. Kadınlar; duygu paylaşımı, kişisel hikâye anlatımı ve görsel stratejilerle izleyiciyle bağ kurarken bir yandan da ataerkil normlara meydan okuyarak alternatif kadınlık temsilleri üretmektedir. Annelik, dijital kardeşlik, topluluk oluşturma, kolektif iyileşme ve dayanışma gibi unsurlar da önemli temalar arasındadır. Sonuç olarak, kadın girişimciler Instagram’da hem girişimci hem bakım veren hem de aktivist rollerini bir arada taşıyan hibrit kimlikler kurmaktadır. Bu bağlamda çalışma, dijital girişimciliğin feminist özneleşme ve direnişin yeni biçimlerini nasıl mümkün kıldığını ortaya koyarak feminist dijital literatüre katkı sağlamaktadır.

Anahtar Kelimeler

• Kadın girişimciliği
• Ditijal girişimcilik
• Toplumsal cinsiyet
• Sosyal medya
• Netnografi
• Performatif kimlik
• Siberfeminizm

Femininity and Gender Norms in Digital Entrepreneurship: A Netnographic Study Based on Social Media

Öz

This study explores the impact of digitalization on female entrepreneurship and examines the role of social media platforms—particularly Instagram—in shaping women's entrepreneurial practices. The research employs a qualitative netnographic method to analyze the Instagram accounts of four female entrepreneurs in Turkey, each from diverse socio-cultural backgrounds. Rather than viewing digital entrepreneurship solely as an economic activity, the study approaches it as a space of emotional, ideological, and gendered negotiation. Drawing on Judith Butler’s theory of gender performativity and cyberfeminist perspectives, the study analyzes how women construct their identities in digital environments. Through emotional expression, personal storytelling, and visual strategies, participants connect with their audiences while simultaneously challenging patriarchal norms and generating alternative representations of femininity. Themes such as motherhood, digital sisterhood, community-building, collective healing, and solidarity also play a central role. In conclusion, female entrepreneurs on Instagram develop hybrid identities—combining roles of entrepreneur, caregiver, and activist. The study contributes to feminist digital scholarship by showing how digital entrepreneurship enables new forms of feminist subjectivity and resistance

Anahtar Kelimeler

• Women entrepreneurship
• Digital entrepreneurship
• Gender norms
• Social media
• Netnography
• Performativity
• Cyberfeminism

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