Markaların Sosyal Sorumluluk Projelerindeki Öz-Çelişkiyi Keşfetmek: Dove'un Real Beauty Sketches Kampanyasının Duygu Analizi

Öz

Özbenlik çelişki teorisi, bireylerin duygusal tepkilerinin, gerçek benlikleriyle ideal ya da olması gereken benlikleri arasındaki uyum düzeyine bağlı olarak şekillendiğini öne sürmektedir. Benlikler arası yüksek tutarsızlık olumsuz duyguların ortaya çıkmasına neden olurken, ideal veya olması gereken benliğe yakınlık hissi, olumlu duygular deneyimlenmesini sağlar. Medyanın bireylerin öz-algılarını belirgin biçimde şekillendirmesi, hem geleneksel hem de dijital medyanın özbenlik çelişkisi üzerindeki rolünü artırmaktadır. Ticari reklamlar, tüketicileri satın almaya teşvik etme amacıyla gerçek benlik ile ideal veya olması gereken benlik arasındaki mesafenin fazla olduğu algısını pekiştirirken; sosyal sorumluluk kampanyaları ise öz-kabul ve duygusal esenliği teşvik ederek bu tutarsızlığı azaltmayı ve böylece tüketici sadakatini güçlendirmeyi hedeflemektedir. Bu çalışma, sosyal sorumluluk odaklı yaklaşımlara ilişkin kamuoyu algısını incelemek amacıyla, bir örnek olay olarak “Dove Real Beauty Sketches” kampanyasını ele almaktadır. Çalışmanın veri setini, özbenlik çelişkisi temasını ele alan bu kurumsal sosyal sorumluluk kampanyasına ait Dove ABD YouTube kanalında yayımlanan videonun altına, 2013 ile 2024 tarihleri arasında yapılan 9.940 kullanıcı yorumu oluşturmaktadır. Yorumlar, R programlama dili kullanılarak Syuzhet paketindeki NRC, AFINN ve Bing sözlükleriyle gerçekleştirilen duygu analizi yöntemiyle incelenmiştir. Elde edilen bulgular, kullanıcı yorumlarında en sık ifade edilen duyguların neşe ve güven olduğunu, ayrıca olumlu duyguların olumsuz duygulara kıyasla daha baskın bir şekilde dile getirildiğini ortaya koymuştur.

Anahtar Kelimeler

• Sosyal Sorumluluk Kampanyaları
• Öz-Tutarsızlık Teorisi
• Sosyal Medya
• Duygu Analizi
• R Programlama

Exploring Self-Discrepancy in Brands’ Social Responsibility Projects: A Sentiment Analysis of Dove’s Real Beauty Sketches Campaign

Öz

Self-discrepancy theory suggests that individuals’ emotional responses are influenced by the alignment between their actual self and their ideal or ought self. A high level of self-discrepancy often gives rise to negative emotions, whereas a perceived proximity to one's ideal or ought self-fosters positive affect. Media-driven standards significantly shape self-perceptions, making both traditional and digital media pivotal in influencing self-discrepancy. Commercial advertising typically widens this perceived gap to drive consumer behavior. At the same time, brand social responsibility campaigns aim to narrow it by fostering self-acceptance and emotional well-being, ultimately enhancing consumer loyalty. This study examines public perceptions of such initiatives through an analysis of the “Dove Real Beauty Sketches” campaign. The campaign is particularly relevant as it explicitly challenges internalized beauty standards and encourages individuals to reassess their self-perceptions. To assess audience engagement and emotional reactions, sentiment analysis was conducted on 9,940 comments posted on Dove’s U.S. YouTube channel between 2013 and 2024. Using R programming and the NRC, AFINN, and Bing lexicons from the Syuzhet package, the analysis revealed that joy and trust were the predominant emotions, with positive sentiments outweighing negative ones. These findings suggest that the campaign was largely successful in eliciting positive emotional responses. Interpreted through the lens of self-discrepancy theory, the dominance of positive affect may indicate a perceived reduction in the gap between viewers’ actual and ideal selves, highlighting the emotional resonance of social responsibility campaigns that promote self-acceptance.

Anahtar Kelimeler

• Social Responsibility Campaigns
• Self-Discrepancy Theory
• Social Media
• Sentiment Analysis
• R Programming

Kaynakça

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