Post-Truth Çağında Pazarlama ve Tüketim
Yıl 2021,
Cilt: 22 Sayı: 2, 375 - 384, 31.12.2021
Ufuk Pala
,
Mahmut Sami İşlek
Öz
Dijital çağın getirdiği değişimler yaşamın her alanında “post-truth” kavramının irdelenmesini gerektirmiştir. Teknoloji ve internet aracılığıyla hızla yaygınla-şan kişisel inanç ve duygulara gerçeğin kendisinden daha fazla önem verilmesi bu yeni çağda farklı bir sorunsalı karşımıza çıkarmaktadır. Sosyal medya ile birlikte bireylerin bilgiyi alan olmaktan bilgiyi üretenlere dönüş-mesi de doğrunun değil “benim doğrumun” daha önemli olduğu düşünce-sini öne koymaktadır. Post-truth çağı olarak nitelendirilen bu yeni dönemin sosyal, politik, teknolojik değişimlerin yanında doğal olarak tüketiciler ve tüketim kültürüne de etkileri görülmektedir. Bu çalışmada, tüketicinin bir aktör olarak pazarlamaya dair aldığı tüketim kararlarında post-truth çağına uygun bir hareket biçimi benimseyip benimsemediği ve kendisi gibi düşünen kişilerin geri bildirimleri ile yankı odalarını mümkün kılan bir tüketim deneyimini nasıl elde ettiği tartışılmıştır. Bu bağlamda tüketicinin Postnormal Zamanlar Teorisine uyumlu olarak normali aşan veya önemsizleş-tiren kararlarının teorik tartışması yapılmıştır. Tüketicilerin içerisinde bulunduğu bu dönemin tüketici özelliklerinde ne gibi değişikliklere yol açtığı vurgulanmış ve değişimin olası zararlarını önlemek için öneriler sunulmuştur.
Kaynakça
- Alpay, Y. 2020. Hakikat Askıda. Pasajlar Dergisi: Post-Truth Çağı, (2):4, 13-16.
- Anderson, E. (2000). Beyond Homo Economicus: New Developments in Theories of Social Norms. Philosophy & Public Affairs, 29(2), 170-200. doi:https://doi.org/10.1111/j.1088-4963.2000.00170.x
- Azizağaoğlu, A., ve Altunışık, R. (2012). Postmodernizm, sembolik tüketim ve marka. Tüketici ve Tüketim Araştırmaları Dergisi, 4(2), 33-50.
- Bartels, R. (1976). The history of marketing thought. Ohio: Grid.
- Başfırıncı, Ç. (2011). Sembolik tüketim ve tüketim öykülerinin hermeneutik yaklaşımla yorumlanmasına ilişkin bir uygulama. Uluslararası İktisadi ve İdari İncelemeler Dergisi (7), 183-210.
- Baudrillard, J. (1981). For a Critique of the Political Economy of the Sign: Verso Books.
- Bauman, Z. (2011). Liquid times : living in an age of uncertainty. Cambridge ; Malden, Ma: Polity Press.
- Benesch, K. (2020). Is Truth to Post-Truth what Modernism Is to Postmodernism? Heidegger, the Humanities, and the Demise of Common-Sense. European journal of American studies [Online], 15-1. DOI : https://doi.org/10.4000/ejas.15619
- Berthon, P., Treen, E., ve Pitt, L. (2018). How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It. NIM Marketing Intelligence Review, 10, 18 - 23.
- Berthon, P. R., ve Pitt, L. F. (2018). Brands, Truthiness and Post-Fact:Managing Brands in a Post-Rational World. Journal of Macromarketing, 38(2), 218-227. doi:10.1177/0276146718755869
- Black, R., ve Walsh, L. (2019). Imagining Youth Futures: University Students in Post-Truth Times (Vol. 9): Springer.
- Butler-Adam, J. (2017). What could scientists do about'post-truth'? South African Journal of Science, 113(1-2), 1-1.
- Cahoone, L. E. (2003). From Modernism to Postmodernism: An Anthology Expanded: Wiley-Blackwell.
- Detmer, David (2003). Challenging Postmodernism:Philosophy and the Politics of Truth, New York: Humanity Books.
- Domenico, G. D., Sit, J., Ishizaka, A., ve Nunan, D. (2021). Fake news, social media and marketing: A systematic review. Journal of Business Research, 124, 329-341.
- doi:https://doi.org/10.1016/j.jbusres.2020.11.037
- Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 31(3/4), 285-296. doi:10.1108/03090569710162371
- Erdoğan, B. Z., ve Doğan, V. (2012). Ekonomik İnsan’dan Sosyo-Ekonomik İnsan’a: Pazarlamanın İktisadi Temelleri ve Pazarlama İçin Bir Çıkarım. Tüketici ve Tüketim Araştırmaları Dergisi, 4(2), 11-32.
- Flanagin, A. J., ve Metzger, M. J. (2000). Perceptions of Internet Information Credibility. Journalism ve Mass Communication Quarterly, 77(3), 515-540. doi:10.1177/107769900007700304
- Flood, A. (2016). 'Post-truth' named word of the year by Oxford Dictionaries. The Guardian, https://www.theguardian.com/books/2016/nov/15/post-truth-named-word-of-the-year-by-oxford-dictionaries (Erişim Tarihi: 23.02.2021)
- Foucault, M. (1984). The Foucault reader. New York: Pantheon Books.
- Golman, R., Hagmann, D., ve Loewenstein, G. (2017). Information Avoidance. Journal of Economic Literature, 55(1), 96-135. doi:10.1257/jel.20151245
- Güven, A. (2020). Hakikatin Yitimi Olarak Post-Truth: Bir Kavramsallaştırma Denemesi. İnsan&İnsan, 7(23), 20-36. doi: https://doi.org/10.29224/insanveinsan.577956
- Harnish, R. J., Roche, M. J., ve Bridges, K. R. (2021). Predicting compulsive buying from pathological personality traits, stressors, and purchasing behavior. Personality and Individual Differences, 177, 110821. https://doi.org/10.1016/j.paid.2021.110821
- Hung, I. W., ve Wyer, R. S. (2011). Shaping Consumer Imaginations: The Role of Self-Focused Attention in Product Evaluations. Journal of Marketing Research, 48(2), 381-392. doi:10.1509/jmkr.48.2.381
- Hunt, S. D. (1990). Truth in Marketing Theory and Research. Journal of Marketing, 54(3), 1-15. doi:10.2307/1251812
- https://postnormaltim.es/essentials/3cs (Erişim Tarihi: 24/03/2021)
- Karagöz, K. (2018). Post Truth Çağında Yayıncılığın Geleceği. TRT Akademi, 3(6), 678-708.
- Kemp, S. (2021). Digital 2021 Global Digital Overview, https://datareportal.com/reports/digital-2021-global-overview-report. (Erişim Tarihi: 02.03.2021)
- Koro-Ljungberg, M., Carlson, D. L., ve Montana, A. (2019). Productive Forces of Post-Truth(s)? Qualitative Inquiry, 25(6), 583-590. doi:10.1177/1077800418806595
- Kozinets, R., Gambetti, R., ve Biraghi, S. (2018). Faster than fact: consuming in post-truth society. In A. Gershoff, R. Kozinets, ve T. White (Eds.), NA - Advances in Consumer Research (Vol. 46, pp. 413-419). Duluth, MN: Association for Consumer Research.
- Lewandowsky, S., Ecker, U. K. H., ve Cook, J. (2017). Beyond Misinformation: Understanding and Coping with the “Post-Truth” Era. Journal of Applied Research in Memory and Cognition, 6(4), 353-369. doi:https://doi.org/10.1016/j.jarmac.2017.07.008
- McIntyre, L. C. (2018). Post-Truth. Mit Press.
- Metzger, M. J., Flanagin, A. J., ve Zwarun, L. (2003). College student Web use, perceptions of information credibility, and verification behavior. Computers ve Education, 41(3), 271-290. doi:https://doi.org/10.1016/S0360-1315(03)00049-6
- Mills, A. J., ve Robson, K. (2019). Brand management in the era of fake news: narrative response as a strategy to insulate brand value. Journal of Product ve Brand Management, 29(2), 159-167. doi:10.1108/JPBM-12-2018-2150
- Oxford_Languages. (2016). Oxford Word of the Year 2016, https://languages.oup.com/word-of-the-year/2016/ (Erişim Tarihi: 02.03.2021).
- Pine, B. J., ve Gilmore, J. H. (1998). The experience economy. Harvard Business Review, 76(6), 18-23.
- Pitt, L., ve Plangger, K. (2020). Guest editorial. Journal of Product ve Brand Management, 29(2), 141-143. doi:10.1108/JPBM-03-2020-008
- Ranciere, J. (2016). Cahil Hoca. (Çevirmen: Savaş Kılıç), Metis Yayınları (2. Basım).
- Sardar, Z. (2019). What Just Happened? In The Postnormal Times Reader (pp. 1–22), https://postnormaltim.es/sites/default/files/uploads/PostNormalTimesReader(booktext)-USintlepub(25APR2019).pdf (Erişim Tarihi: 23.03.2021)
- Schmidt, A. L., Zollo, F., Del Vicario, M., Bessi, A., Scala, A., Caldarelli, G., . . . Quattrociocchi, W. (2017). Anatomy of news consumption on Facebook. Proceedings of the National Academy of Sciences, 114(12), 3035-3039. doi:10.1073/pnas.1617052114
- Şimşek, V. (2018). Post-truth ve yeni medya: Sosyal medya grupları üzerinden bir inceleme. Global Media Journal TR Edition, 8(16), 1-14.
- Venkatesh, A. (1999). Postmodernism Perspectives for Macromarketing: An Inquiry into the Global Information and Sign Economy. Journal of Macromarketing, 19(2), 153-169.
doi:10.1177/0276146799192006
- Visentin, M., Pizzi, G., ve Pichierri, M. (2019). Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands. Journal of Interactive Marketing, 45, 99-112. doi:https://doi.org/10.1016/j.intmar.2018.09.001
- Wyer, R. S., Hung, I. W., ve Jiang, Y. (2008). Visual and verbal processing strategies in comprehension and judgment. Journal of Consumer Psychology, 18(4), 244-257. doi:https://doi.org/10.1016/j.jcps.2008.09.002
- Zinkhan, G. M., ve Hirschheim, R. (1992). Truth in Marketing Theory and Research: An Alternative Perspective. Journal of Marketing, 56(2), 80-88. doi:10.1177/002224299205600207
- Zollo, F., Bessi, A., Del Vicario, M., Scala, A., Caldarelli, G., Shekhtman, L., . . . Quattrociocchi, W. (2017). Debunking in a world of tribes. PLOS ONE, 12(7), e0181821. doi:10.1371/journal.pone.0181821
Yıl 2021,
Cilt: 22 Sayı: 2, 375 - 384, 31.12.2021
Ufuk Pala
,
Mahmut Sami İşlek
Kaynakça
- Alpay, Y. 2020. Hakikat Askıda. Pasajlar Dergisi: Post-Truth Çağı, (2):4, 13-16.
- Anderson, E. (2000). Beyond Homo Economicus: New Developments in Theories of Social Norms. Philosophy & Public Affairs, 29(2), 170-200. doi:https://doi.org/10.1111/j.1088-4963.2000.00170.x
- Azizağaoğlu, A., ve Altunışık, R. (2012). Postmodernizm, sembolik tüketim ve marka. Tüketici ve Tüketim Araştırmaları Dergisi, 4(2), 33-50.
- Bartels, R. (1976). The history of marketing thought. Ohio: Grid.
- Başfırıncı, Ç. (2011). Sembolik tüketim ve tüketim öykülerinin hermeneutik yaklaşımla yorumlanmasına ilişkin bir uygulama. Uluslararası İktisadi ve İdari İncelemeler Dergisi (7), 183-210.
- Baudrillard, J. (1981). For a Critique of the Political Economy of the Sign: Verso Books.
- Bauman, Z. (2011). Liquid times : living in an age of uncertainty. Cambridge ; Malden, Ma: Polity Press.
- Benesch, K. (2020). Is Truth to Post-Truth what Modernism Is to Postmodernism? Heidegger, the Humanities, and the Demise of Common-Sense. European journal of American studies [Online], 15-1. DOI : https://doi.org/10.4000/ejas.15619
- Berthon, P., Treen, E., ve Pitt, L. (2018). How Truthiness, Fake News and Post-Fact Endanger Brands and What to Do About It. NIM Marketing Intelligence Review, 10, 18 - 23.
- Berthon, P. R., ve Pitt, L. F. (2018). Brands, Truthiness and Post-Fact:Managing Brands in a Post-Rational World. Journal of Macromarketing, 38(2), 218-227. doi:10.1177/0276146718755869
- Black, R., ve Walsh, L. (2019). Imagining Youth Futures: University Students in Post-Truth Times (Vol. 9): Springer.
- Butler-Adam, J. (2017). What could scientists do about'post-truth'? South African Journal of Science, 113(1-2), 1-1.
- Cahoone, L. E. (2003). From Modernism to Postmodernism: An Anthology Expanded: Wiley-Blackwell.
- Detmer, David (2003). Challenging Postmodernism:Philosophy and the Politics of Truth, New York: Humanity Books.
- Domenico, G. D., Sit, J., Ishizaka, A., ve Nunan, D. (2021). Fake news, social media and marketing: A systematic review. Journal of Business Research, 124, 329-341.
- doi:https://doi.org/10.1016/j.jbusres.2020.11.037
- Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 31(3/4), 285-296. doi:10.1108/03090569710162371
- Erdoğan, B. Z., ve Doğan, V. (2012). Ekonomik İnsan’dan Sosyo-Ekonomik İnsan’a: Pazarlamanın İktisadi Temelleri ve Pazarlama İçin Bir Çıkarım. Tüketici ve Tüketim Araştırmaları Dergisi, 4(2), 11-32.
- Flanagin, A. J., ve Metzger, M. J. (2000). Perceptions of Internet Information Credibility. Journalism ve Mass Communication Quarterly, 77(3), 515-540. doi:10.1177/107769900007700304
- Flood, A. (2016). 'Post-truth' named word of the year by Oxford Dictionaries. The Guardian, https://www.theguardian.com/books/2016/nov/15/post-truth-named-word-of-the-year-by-oxford-dictionaries (Erişim Tarihi: 23.02.2021)
- Foucault, M. (1984). The Foucault reader. New York: Pantheon Books.
- Golman, R., Hagmann, D., ve Loewenstein, G. (2017). Information Avoidance. Journal of Economic Literature, 55(1), 96-135. doi:10.1257/jel.20151245
- Güven, A. (2020). Hakikatin Yitimi Olarak Post-Truth: Bir Kavramsallaştırma Denemesi. İnsan&İnsan, 7(23), 20-36. doi: https://doi.org/10.29224/insanveinsan.577956
- Harnish, R. J., Roche, M. J., ve Bridges, K. R. (2021). Predicting compulsive buying from pathological personality traits, stressors, and purchasing behavior. Personality and Individual Differences, 177, 110821. https://doi.org/10.1016/j.paid.2021.110821
- Hung, I. W., ve Wyer, R. S. (2011). Shaping Consumer Imaginations: The Role of Self-Focused Attention in Product Evaluations. Journal of Marketing Research, 48(2), 381-392. doi:10.1509/jmkr.48.2.381
- Hunt, S. D. (1990). Truth in Marketing Theory and Research. Journal of Marketing, 54(3), 1-15. doi:10.2307/1251812
- https://postnormaltim.es/essentials/3cs (Erişim Tarihi: 24/03/2021)
- Karagöz, K. (2018). Post Truth Çağında Yayıncılığın Geleceği. TRT Akademi, 3(6), 678-708.
- Kemp, S. (2021). Digital 2021 Global Digital Overview, https://datareportal.com/reports/digital-2021-global-overview-report. (Erişim Tarihi: 02.03.2021)
- Koro-Ljungberg, M., Carlson, D. L., ve Montana, A. (2019). Productive Forces of Post-Truth(s)? Qualitative Inquiry, 25(6), 583-590. doi:10.1177/1077800418806595
- Kozinets, R., Gambetti, R., ve Biraghi, S. (2018). Faster than fact: consuming in post-truth society. In A. Gershoff, R. Kozinets, ve T. White (Eds.), NA - Advances in Consumer Research (Vol. 46, pp. 413-419). Duluth, MN: Association for Consumer Research.
- Lewandowsky, S., Ecker, U. K. H., ve Cook, J. (2017). Beyond Misinformation: Understanding and Coping with the “Post-Truth” Era. Journal of Applied Research in Memory and Cognition, 6(4), 353-369. doi:https://doi.org/10.1016/j.jarmac.2017.07.008
- McIntyre, L. C. (2018). Post-Truth. Mit Press.
- Metzger, M. J., Flanagin, A. J., ve Zwarun, L. (2003). College student Web use, perceptions of information credibility, and verification behavior. Computers ve Education, 41(3), 271-290. doi:https://doi.org/10.1016/S0360-1315(03)00049-6
- Mills, A. J., ve Robson, K. (2019). Brand management in the era of fake news: narrative response as a strategy to insulate brand value. Journal of Product ve Brand Management, 29(2), 159-167. doi:10.1108/JPBM-12-2018-2150
- Oxford_Languages. (2016). Oxford Word of the Year 2016, https://languages.oup.com/word-of-the-year/2016/ (Erişim Tarihi: 02.03.2021).
- Pine, B. J., ve Gilmore, J. H. (1998). The experience economy. Harvard Business Review, 76(6), 18-23.
- Pitt, L., ve Plangger, K. (2020). Guest editorial. Journal of Product ve Brand Management, 29(2), 141-143. doi:10.1108/JPBM-03-2020-008
- Ranciere, J. (2016). Cahil Hoca. (Çevirmen: Savaş Kılıç), Metis Yayınları (2. Basım).
- Sardar, Z. (2019). What Just Happened? In The Postnormal Times Reader (pp. 1–22), https://postnormaltim.es/sites/default/files/uploads/PostNormalTimesReader(booktext)-USintlepub(25APR2019).pdf (Erişim Tarihi: 23.03.2021)
- Schmidt, A. L., Zollo, F., Del Vicario, M., Bessi, A., Scala, A., Caldarelli, G., . . . Quattrociocchi, W. (2017). Anatomy of news consumption on Facebook. Proceedings of the National Academy of Sciences, 114(12), 3035-3039. doi:10.1073/pnas.1617052114
- Şimşek, V. (2018). Post-truth ve yeni medya: Sosyal medya grupları üzerinden bir inceleme. Global Media Journal TR Edition, 8(16), 1-14.
- Venkatesh, A. (1999). Postmodernism Perspectives for Macromarketing: An Inquiry into the Global Information and Sign Economy. Journal of Macromarketing, 19(2), 153-169.
doi:10.1177/0276146799192006
- Visentin, M., Pizzi, G., ve Pichierri, M. (2019). Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands. Journal of Interactive Marketing, 45, 99-112. doi:https://doi.org/10.1016/j.intmar.2018.09.001
- Wyer, R. S., Hung, I. W., ve Jiang, Y. (2008). Visual and verbal processing strategies in comprehension and judgment. Journal of Consumer Psychology, 18(4), 244-257. doi:https://doi.org/10.1016/j.jcps.2008.09.002
- Zinkhan, G. M., ve Hirschheim, R. (1992). Truth in Marketing Theory and Research: An Alternative Perspective. Journal of Marketing, 56(2), 80-88. doi:10.1177/002224299205600207
- Zollo, F., Bessi, A., Del Vicario, M., Scala, A., Caldarelli, G., Shekhtman, L., . . . Quattrociocchi, W. (2017). Debunking in a world of tribes. PLOS ONE, 12(7), e0181821. doi:10.1371/journal.pone.0181821