GÜNDELİK RUTİNLERİN MEDYATİKLEŞTİRİLMESİ: SOSYAL MEDYADA TEMİZLİK VE ARINMA İMGESİ

Yıl 2025, Cilt: 10 Sayı: 2, 641 - 663, 12.12.2025

Dursun Can Şimşek

https://doi.org/10.47107/inifedergi.1737819

https://izlik.org/JA44JH99XK

Öz

Bu çalışma, sosyal medya platformlarında sıradan bir gündelik pratik olan “temizlik” eyleminin nasıl estetize edilerek dijital bir yaşam tarzı sunumuna dönüştüğünü incelemektedir. Cem Özkök’ün Instagram Reels formatındaki altı temizlik videosu üzerinden yürütülen analizde, temizlik içerikleri görsel temsil, söylemsel yapı, etkileşim düzeyleri ve simgesel anlamlar bakımından çok katmanlı biçimde ele alınmıştır. Karma yöntemle gerçekleştirilen çalışmada nitel tematik analiz söylem çözümlemesiyle desteklenmiş; etkileşim verileri üzerinden nicel veriler de değerlendirilmiştir. Bulgular, temizlik eyleminin sosyal medya ortamında yalnızca hijyenle sınırlı kalmadığını; duygusal regülasyon, dijital ritüel, özne inşası ve yaşam tarzı performansı gibi boyutlar kazandığını ortaya koymaktadır. Temizlik hem bireysel hem kamusal alanlarda dijital görünürlüğün stratejik bir aracı hâline gelmiş; özne, yalnızca temizlik yapan değil, düzen kuran, arınma sağlayan ve estetik mesajlar ileten bir figür olarak yeniden konumlanmıştır. Bu bağlamda, gündelik pratiklerin dijital temsili, bireyin kimliğini yeniden kurduğu ve sosyal medya estetiği içinde görünür kıldığı önemli bir performatif alana dönüşmektedir.

Anahtar Kelimeler

gündelik yaşam , sosyal medya , temizlik eylemi , dijital kültür , temsiliyet

MEDIATISATION OF EVERYDAY ROUTINES: THE IMAGE OF CLEANLINESS AND PURIFICATION IN SOCIAL MEDIA

https://izlik.org/JA44JH99XK

Öz

This study explores how the ordinary and repetitive act of cleaning is aestheticized and transformed into a digital lifestyle performance on social media platforms. Through a close analysis of six Instagram Reels videos by Cem Özkök, the research examines cleaning content in terms of visual representation, narrative structure, user engagement, and symbolic meaning. Using a mixed-method approach, thematic and discourse analysis were conducted alongside quantitative evaluation of interaction data such as likes and comments. The findings reveal that cleaning, when mediated through social media, evolves beyond hygiene—it becomes a multi-layered practice involving emotional regulation, digital rituals, self-construction, and lifestyle branding. In this context, the individual is no longer just someone who “cleans,” but someone who performs order, offers symbolic purification, and embodies aesthetic messaging. Ultimately, the representation of mundane routines on social media turns into a stage where personal identity is reimagined, ritualized, and performed within the aesthetic logic of digital culture.

Anahtar Kelimeler

everyday life , social media , cleaning practice , digital culture , representation

Kaynakça

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