Türk Gençliğinin Instagram Influencerlarına Tepkisinin İncelenmesi: Bir Duygu Analizi

Yıl 2024, Sayı: 12, 59 - 73, 20.07.2024

Yavuz Selim Balcıoğlu

https://doi.org/10.54722/iletisimvediplomasi.1489078

Öz

Bu çalışma, Türk gençlerinin Instagram fenomenlerine yönelik tutumlarını araştırmak için karma yöntemli bir araştırma metodolojisi kullanmaktadır. Bir yıl boyunca (Aralık 2022'den Aralık 2023'e kadar) Instagram fenomenleri ile aktif olarak etkileşimde bulunan Türk gençlerine ait 18.619 Instagram yorumu toplanmıştır. Duygu analizi, yorumlarda ifade edilen duygu durumlarını olumlu, olumsuz veya nötr olarak sınıflandırmak için Latent Dirichlet Allocation (LDA) ve Python kullanılarak gerçekleştirilmiştir. Nitel içerik analizi, geniş bir duygu ve tutum yelpazesini ortaya çıkarmakta ve Instagram fenomenlerinin Türk gençlerinin düşüncelerini, görüşlerini ve dünya görüşlerini şekillendirmede oynadığı önemli rolü vurgulamaktadır. Çalışma, fenomenler tarafından tetiklenen en yaygın duygular arasında hayranlık, kıskançlık, ilham ve kaygı olduğunu tespit etmiştir. Bu duyguların yaygınlığını ve yoğunluğunu anlamak için kategorize edilip analiz edildi. Ayrıca, bu duyguların altında yatan nedenler, içeriğin bağlanabilirliği, fenomenlerin algılanan özgünlüğü ve yaşam tarzları ile mesajlarının gençlerin öz algısı ve sosyal davranışları üzerindeki etkisi de incelenmiştir. Hem nitel hem de nicel verileri bir araya getirerek, bu çalışma Instagram fenomenlerinin Türk gençleri üzerindeki etkisine dair kapsamlı ve ayrıntılı bir anlayış sunmaktadır. Bulgular, sosyal medyanın gençler üzerindeki karmaşık ve çok yönlü etkisini vurgulayarak dijital kültür çalışmaları alanına değerli içgörüler katmaktadır. Bu araştırma, sosyal medya fenomenlerinin gençler üzerindeki etkisini incelerken çeşitli duygusal ve psikolojik boyutların dikkate alınmasının önemini ortaya koymaktadır.

Anahtar Kelimeler

Duygu Analizi, Instagram, Sosyal Medya Influencerları, Gençlik Etkisi, Türk Gençliği

Examining Turkish Youth's Reaction to Instagram Influencers: A Sentiment Analysis

Öz

This study employs a mixed-methods research methodology to investigate the attitudes of Turkish teenagers towards Instagram influencers. Over the course of one year (December 2022 to December 2023), we collected 18,619 Instagram comments, specifically focusing on Turkish adolescents who were actively interacting with influencers. The sentiment analysis was conducted using Latent Dirichlet Allocation (LDA) and Python to classify the polarity of sentiments expressed in the comments as positive, negative, or neutral. The qualitative content analysis revealed a wide range of feelings and attitudes, highlighting the significant role Instagram influencers play in shaping the ideas, opinions, and worldviews of Turkish youth. The study found that admiration, jealousy, inspiration, and anxiety were among the most common emotions elicited by influencers. These emotions were categorized and analyzed to understand their prevalence and intensity. Additionally, the underlying reasons behind these emotions were explored, including the relatability of the content, perceived authenticity of the influencers, and the impact of their lifestyles and messages on the youth's self-perception and social behavior. By integrating both qualitative and quantitative data, this study provides a comprehensive and nuanced understanding of how Instagram influencers affect Turkish adolescents. The findings contribute valuable insights to the field of digital culture studies, emphasizing the complex and multifaceted influence of social media on youth.

Anahtar Kelimeler

Sentiment Analysis, Instagram, Social Media Influencers, Youth Impact, Turkish Youth

Kaynakça

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