Yeni Medya 2587-1285 Ankara Hacı Bayram Veli Üniversitesi 10.55609/yenimedya.1773190 Communication Studies Media Literacy New Media İletişim Çalışmaları Medya Okuryazarlığı Yeni Medya Dijital Çağda Bağlanmak ve Üretmek: Yeni Medya Okuryazarlığının Para-Sosyal Etkileşimle Dönüşen Rolü Connecting and Producing in the Digital Age: The Transformative Role of New Media Literacy via Parasocial Interaction https://orcid.org/0009-0004-9724-7751 Ergin Ece MARMARA ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ, HALKLA İLİŞKİLER VE TANITIM BÖLÜMÜ, ARAŞTIRMA YÖNTEMLERİ ANABİLİM DALI https://orcid.org/0000-0001-5337-9243 (silkü) Bilgilier Hidaye Aydan EGE ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ, HALKLA İLİŞKİLER VE TANITIM BÖLÜMÜ, ARAŞTIRMA YÖNTEMLERİ ANABİLİM DALI 12 23 2025 19 194 210 08 28 2025 10 30 2025 Copyright © 2016, Yeni Medya 2016 Yeni Medya

Yeni medya ile birlikte bireyler sosyal medyada üretüketici olarak konumlanmıştır. Bu durum hem içerik üretme ve tüketme imkânı sağlamış hem de yeni medya okuryazarlık yeteneklerini geliştirmiştir. Bu bağlamda, üretüketicilerin hayranı oldukları kişilerle kurdukları para-sosyal etkileşim sonucunda sosyal medyada ürettikleri hayran kurguları ve videolar gibi hayran üretkenliklerinin yeni medya okuryazarlık düzeyleri bağlamında incelenmesi amaçlanmıştır. Yapılan araştırmada, Instagram kullanıcılarının influencerlarla kurdukları para-sosyal etkileşim ile yeni medya okuryazarlık düzeyleri arasındaki ilişki araştırılmıştır. Araştırma amacı doğrultusunda nicel araştırma yöntemine başvurulmuş ve birincil verilere ulaşmak amacıyla anket tekniğinden yararlanılmıştır. Araştırma evreni Türkiye’de yaşayan Instagram kullanıcılarından oluşmaktadır. Bu evreni temsil edebilmek için tabakalı örnekleme yöntemi kullanılmış ve 18-55 yaş aralığında Instagram kullanan 385 kişi örneklem olarak seçilmiştir. Araştırma kapsamında, Koç ve Barut (2016)’un geliştirmiş olduğu Yeni Medya Okuryazarlık Ölçeği ile Arda (2006) tarafından Türkçeye uyarlanan Para-Sosyal Etkileşim Ölçeği kullanılmıştır. Araştırma verileri SPSS 20 programı aracılığıyla analiz edilmiş ve analiz sürecinde One Way ANOVA, korelasyon ve regresyon testlerinden yararlanılmıştır. Araştırma sonucunda, yeni medyada yer alan hayran kitlenin geliştirdikleri para-sosyal bağlar yeni medya okuryazarlık yeteneklerini geliştirdiği ve para-sosyal etkileşimin yeni medya okuryazarlığını desteklediği tespit edilmiştir.

With the emergence of new media, individuals have positioned themselves as “prosumers” on social media platforms. This transformation has provided opportunities not only for producing and consuming content but also for enhancing new media literacy skills. In this context, the study aims to examine fan productivity practices—such as fan fictions and videos created as a result of parasocial interactions with admired figures—within the framework of new media literacy. Specifically, the research investigates the relationship between Instagram users’ parasocial interactions with influencers and their levels of new media literacy. A quantitative research method was adopted, and primary data were collected through a survey. The research population consisted of Instagram users residing in Turkey. To ensure representation, a stratified sampling method was employed, and a sample of 385 users aged 18–55 was selected. The study utilized the New Media Literacy Scale developed by Koç and Barut (2016) and the Parasocial Interaction Scale, originally developed by Perse, Rubin and Powell (1985), revised by Perse and Rubin (1987), and adapted into Turkish by Arda (2006). The data were analyzed using SPSS 20 software, and One Way ANOVA, correlation, and regression tests were applied. The findings revealed that the parasocial bonds established by fan communities in new media environments enhance new media literacy skills, and that parasocial interaction plays a supportive role in the development of new media literacy.

 yeni medya yeni medya okuryazarlığı para-sosyal etkileşim hayran üretkenliği influencer new media new media literacy para-social interaction fan productivity influencer Herhangi bir kurumdan destek alınmamıştır. Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and# OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100. Adams-Price, C., & Greene, A. L. (1990). Secondary attachments and adolescent self concept. Sex Roles, 22(3), 187-198. Afrilyasanti, R., Basthomi, Y., & Zen, E. L. (2025). Fostering creativity and critical literacy: transforming EFL classes with engaging critical media literacy integration. Asian Education and Development Studies, 14(2), 133-151. Arda, S. (2006). Predictors of parasocial interaction with the favorite and the least desirable characters portrayed in TV serials [Yayımlanmış yüksek lisans tezi]. Middle East Technical University. Arora, T. (2022). Finding friends in fiction: fan writing, parasocial relationships and social belongingness [Yayımlanmış doktora tezi]. Laurentian University Aufderheide, P. (1993). National leadership conference on media literacy. In Conference report. Washington, DC: Aspen Institute. Balcı, Ş., Bekiroğlu, O., & Delal, Ö. (2020). Sosyal Medyada Ünlü Takibi: Parasosyal Etkileşim ve Yalnızlık Bağlamında Bir Saha Araştırması. Global Media Journal: Turkish Edition, 11(21). Bartosik-Purgat, M., & Bednarz, J. (2020). The usage of new media tools in prosumer activities – a corporate perspective. Technology Analysis & Strategic Management, 33(4), 453–464. https://doi.org/10.1080/09537325.2020.1820475 Büyüköztürk, Ş., Akgün, Ö. E., Demirel, F., Karadeniz, Ş., & Çakmak, E. K. (2022). Bilimsel araştırma yöntemleri. Pegem Akademi. Chen, D. T., Wu, J., & Wang, Y. M. (2011). Unpacking new media literacy. Journal of Systemics Cybernetics and Informatics. Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & marketing, 34(4), 481-495. Ciesielska, D., Lamerichs, N., & Zarzycka, A. (2025). Affect in Fandom: Fan Creators and Productivity (p. 291). Amsterdam University Press. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035 Erdoğan, H., & Özcan, B. M. (2020). Influencer pazarlaması kullanımının tüketicilerin satın alma niyetine etkisi: Instagram influencerları üzerine bir araştırma. İşletme Araştırmaları Dergisi, 12(4), 3813-3827. Ermeç, A. (2022). How effective are social media influencers' recommendations? The effect of message source on purchasing intention and e-word of mouth (WOM) from a para-social interaction perspective. İşletme Araştırmaları Dergisi, 14(1), 1077-1095. Fiske, J. (1992). The cultural economy of fandom. In L. A. Lewis (Ed.), The adoring audience: Fan culture and popular media (pp. 30–49). Routledge. Gim, H., & Harwood, J. (2025). How Mediated Intergroup Contact Works: Exploring Mechanisms of Music and Language Learning Activities’ Effects. Media Psychology, 1-24. Gleich, U. (1997). Parasocial interaction with people on the screen. In New horizons in media psychology: Research cooperation and projects in Europe (pp. 35-55). Wiesbaden: VS Verlag für Sozialwissenschaften. Guo, Q. (2022). How do fans purposively create information to promote a celebrity? An analysis of fans' information practices and literacy improvement. Library & Information Science Research, 44(3), 101170. Hoffner, C. A., & Bond, B. J. (2022). Parasocial relationships, social media, & well-being. Current opinion in psychology, 45, 101306. Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229. Jenkins, H. (2006). Media literacy: Who needs it. New Media. Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing intelligence & planning, 37(5), 567-579. Karahan, M. O. (2025). How Social Media Influencers Shape Online Impulsive Buying: The Mediating Role of Parasocial Interaction. Tourism & Management Studies, 21(1), 113-125. Kıran, S., Yılmaz, C., & Emre, İ. (2019). Instagram’daki influencer’ların takipçiler üzerindeki etkisi. International Journal of Management Information Systems and Computer Science, 3(2), 100-111. Kim, H. (2021). Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram. International Journal of Advertising, 41(3), 414–434. https://doi.org/10.1080/02650487.2021.1886477 Koc, M., & Barut, E. (2016). Development and validation of New Media Literacy Scale (NMLS) for university students. Computers in human behavior, 63, 834-843. Kolman, N. H. (2025). Digital Global Village. Combatting Misinformation and Global Nation's False Narratives Through Education, 29. Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of interactive marketing, 28(2), 134-148. Lin, R. H., Jan, C., & Chuang, C. L. (2019). Influencer marketing on Instagram. International Journal of Innovation in Management, 7(1), 33-41. Lin, T.-B., Li, J.-Y., Deng, F., & Lee, L. (2013). Understanding New Media Literacy: An Explorative Theoretical Framework. Educational Technology & Society, 16 (4), 160–170. Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2008). New media: A critical introduction. Routledge. Liu, J. (2023). Virtual presence, real connections: Exploring the role of parasocial relationships in virtual idol fan community participation. Global Media and China, 20594364231222976. Mazhar, S. A., Anjum, R., Anwar, A. I., & Khan, A. A. (2021). Methods of data collection: A fundamental tool of research. Journal of Integrated Community Health, 10(1), 6-10. Nordlund, J. E. (1978). Media interaction. Communication Research, 5(2), 150-175. Peng, C., Zhang, S., Wen, F., & Liu, K. (2025). How loneliness leads to the conversational AI usage intention: The roles of anthropomorphic interface, para-social interaction. Current Psychology, 44(9), 8177-8189. Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human communication research, 12(2), 155-180. Rubin, A. M., & Perse, E. M. (1987). Audience activity and soap opera involvement: A uses and effects investigation. Human Communication Research, 14, 246–268. Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi.org/10.1080/08838158709386664 Sánchez Martínez, M. & Ibar Alonso, R. (2015). Convergence and interaction in the new media: typologies of prosumers among university students. Communication & Society 28(2), 87-99. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of retailing and consumer services, 53, 101742. Statista. (2025, June 2). Instagram global age group. https://www.statista.com/statistics/325587/instagram- global-age-group/ Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve LISREL Uygulamaları. Ankara: Ekinoks. Tafesse, W., & Wood, B. P. (2021). Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of retailing and consumer services, 58, 102303. Tanveer, Z., & Naz, I. (2025). Social Media Usage, Parasocial Interactions and Existential Anxiety among Adolescents. Journal of Social Sciences Review, 5(3), 203-213. Tatem, C. P., & Ingram, J. (2022). Social media habits but not social interaction anxiety predict parasocial relationships. Journal of Social Psychology Research, 1(2), 198-211. Townsend, A. (2025). Fan-Fiction for Social Isolation and Agency During and Since COVID-19 Lockdowns (Doctoral dissertation, Fielding Graduate University). Tugtekin, E. B., & Koc, M. (2020). Understanding the relationship between new media literacy, communication skills, and democratic tendency: Model development and testing. New media & society, 22(10), 1922-1941. Uğurlu, C. T., & Arslan, C. (2019). Sendikal Tutum Ölçeği: Geçerlik ve Güvenirlik Çalışması. İnönü Üniversitesi Eğitim Bilimleri Enstitüsü Dergisi, 6(11), 78-90. https://doi.org/10.29129/inujgse.430254 Yu, Y., Bannasilp, A., & Kwong, S. C. (2025). Virtual Idols’ influence on Consumer’s brand attitude and purchase intention: A perspective of para-social interaction. Electronic Commerce Research and Applications, 101546. Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803. Wang, Z. (2020). The complicated digital fandom: Empowerment and exploitation of fans in digital media era. Humanities and Social Sciences, 8(2), 45-50.