EMOTIONAL CONTAGION IN SOCIAL MEDIA IN THE CORONA PROCESS: NEGATIVE EMOTIONAL CLIMATE AND VALUE CHANGE

Öz

The coronavirus pandemic is a harmful health crisis. In such a crisis, people are motivated to share negative emotional content on social media. During the pandemic period, restrictions caused a significant increase in the time spent online and sharing posts. Negative emotion sharing that creates emotional contagion on social media has the power to shape the emotional climate of society. The negative emotional climate that emerges with emotional contagion during the epidemic process reveals a great potential that can change the value structure of the society, albeit for a long time. From this point of view, the purpose of the study is to reveal the practical level of negative emotions shared on social media to determine which emotion(s) is the most effective in the possible value change via creating a negative emotional climate. Thus, to provide suggestions that can help society get out of this process with the least emotional damage by creating awareness in the relevant circles. Therefore, the study analyzed the most shared feelings of fear, anger, sadness, disgust, and insecurity on social media with the Analytical Hierarchy Process (AHP). As a result, The two most basic emotions affecting creating a negative emotional climate and social values were fear (0.40%) and insecurity (0.22%).

Anahtar Kelimeler

• Coronavirus (Covid-19)
• Emotions
• Value Change
• Emotional Contagion
• Emotional Climate
• Social Media

KORONA SÜRECİNDE SOSYAL MEDYADA DUYGUSAL BULAŞMA: OLUMSUZ DUYGUSAL İKLİM VE DEĞER DEĞİŞİMİ

Öz

Koronavirüs salgını gibi kriz süreçlerinde insanların sosyal medyada olumsuz duygusal içerik paylaşma motivasyonu artmaktadır. Pandemi döneminde kısıtlamalarla birlikte çevrimiçi geçirilen sürenin artması, bu paylaşımlarda önemli bir artışa neden olmuştur. Sosyal medya üzerinden ‘duygusal bulaşma’ yaratan olumsuz duygu paylaşımları, toplumun duygusal iklimini şekillendirecek güçtedir. Salgın sürecinde duygusal bulaşma ile ortaya çıkan ‘olumsuz duygusal iklim’ ise uzun süreli de olsa toplumun değer yargısında değişim yaratabilecek büyük bir potansiyeli ortaya koymaktadır. Bu noktadan hareketle araştırmanın amacı, sosyal medyada paylaşılan olumsuz duyguların kendi arasındaki önem düzeyini ortaya koyarak, oluşacak olumsuz duygusal iklim aracılığı ile yaşanması muhtemel değer değişiminde en etkili duygunun hangi(leri)si olduğunu belirlemek ve ilgili çevrelerde farkındalık yaratarak toplumun bu süreçten en az duygusal zararla çıkabilmesine yardımcı olabilecek öneriler sunmaktır. Çalışmada sosyal medyada en çok paylaşılan “korku, öfke, üzüntü, iğrenme ve güvensizlik” duyguları, Analitik Hiyerarşi Prosesi (AHP) ile analiz edilmiş, olumsuz iklim yaratmada ve toplumsal değerleri etkilemede en önemli iki duygunun korku (% 0,40) ve güvensizlik (% 0,22) olduğunu belirlenmiştir.

Anahtar Kelimeler

• Koronavirüs (Covid-19)
• Duygular
• Değer Değişimi
• Duygusal Bulaşma
• Duygusal İklim
• Sosyal Medya

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