KİŞİSEL HALKLA İLİŞKİLER BAĞLAMINDA BENLİK SUNUMU: ÜNLÜLERİN INSTAGRAM PAYLAŞIMLARI ÜZERİNE BİR ANALİZ

Yıl 2023, Cilt: 18 Sayı: 60, 396 - 425, 27.07.2023

Ali Arıcı , Özgür Kılınç

https://doi.org/10.14783/maruoneri.1164967

Öz

Halkla ilişkiler, kurumlara yönelik olduğu kadar kişilere de yönelik bir alandır. İlişki ve iletişim inşası açısından özellikle kamuoyunda görünür bireyler olarak nitelendirilmesi mümkün olan ünlüler halkla ilişkiler faaliyetlerine yönelmektedir. Çalışmanın amacı ünlülerin Instagram paylaşımlarını benlik sunumu çerçevesinde analiz etmektir. Bu kapsamda ünlülerin Instagram hesapları Goffman’ın (2014) yaklaşımından hareketle birer “sahne” olarak nitelendirilmiş ve bu sahnedeki performansları ise kişisel halkla ilişkiler çerçevesinde yorumlanmıştır. Araştırma sonuçlarına göre Instagram platformuna ve diline uygun paylaşımlarda bulunan ünlüler, performatif davranışlarla “idealize benlik” duruşu sergilemektedir. Bu bağlamda ünlüler “görüntüler dünyası” olan Instagram’ı profesyonel şekilde yönetmekte; en ideal, çarpıcı, çekici ve sansasyonel pozlarla resim vermektedir. Sosyal medya personası ve davranış kalıpları anlamında platforma uygun çoklu ortam bileşenleri kullanan ünlüler, sahnede olma durumunu ve duygusunu içeriklerine yansıtmaktadır. Temsili benlik sunum ve izlenim yönetim mekanizması olan Instagram, ünlülerin içerik yönetimi üzerinden inşa etmek istedikleri sosyal imaja destek olmaktadır.

Anahtar Kelimeler

Kişisel halkla ilişkiler, Ünlüler, Benlik sunumu, Instagram

Destekleyen Kurum

Yok

SELF PRESENTATION IN THE CONTEXT OF PERSONAL PUBLIC RELATIONS: AN ANALYSIS ON THE INSTAGRAM POSTINGS OF CELEBRITIES

Öz

Public relations is a field for individuals as well as organisations. Celebrities, who can be described as individuals visible in the public in terms of relationship and communication construction, tend to engage in public relations activities. The purpose of the study is to analyse the Instagram posts of celebrities within the framework of self-presentation. In this context, the Instagram accounts of celebrities were described as “stage” based on the approach of Goffman (2014), and their performances on this stage were interpreted within the framework of personal public relations. According to the results of the research, celebrities who share in accordance with the Instagram platform and language display an “idealised self” stance with performative behaviours. In this context, celebrities professionally manage the “image world” of Instagram; gives pictures with the most ideal, striking, attractive and sensational poses. Celebrities, who use multimedia components suitable for the platform in terms of social media personas and behaviour patterns, reflect the state and emotion of being on the stage. As a representative self-presentation and impression management mechanism, Instagram supports the social image that celebrities want to build through content management.

Anahtar Kelimeler

Personal public relations, Celebrities, Self-presentation, Instagram

Kaynakça

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