Postmodern Koşullarda Sosyal Medya ve Pazarlama: Kuşaklar Arası Nitel Bir Araştırma
Social Media and Marketing in Postmodern Conditions: An Intergenerational Qualitative Research

Author(s): Esad Kamil Tosun, Mehmet Gökerik
Subject(s): Media studies, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Social Media; Marketing; hyperreality; Postmodern Conditions;
Summary/Abstract: This study includes a research in which the issues of hyperreality and image consumption, which are identified with the postmodern era and continue to be an important area of discussion, are investigated and discussed on Youtube. The debates on consumer society, which started to be discussed with modernity and gained momentum with postmodernity, and the social ground debates associated with postmodernity have gained a new dimension with new technological developments especially since the second half of the 20th century. In addition, consumption debates, which have been ongoing since modernity, continued to be shaped in this period, especially on issues such as hedonistic consumption and the consumption of meaning. In this framework, how individuals make sense of YouTube as a postmodern marketing tool in terms of hyperreality and image consumption has emerged as a research question. This research is a phenomenological study conducted within the framework of this question and is based on the data collected through in-depth semi-structured interviews with two Youtube users from generations X, Y and Z.

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