NETNOGRAPHY STUDY ON CONFORMING BEHAVIOR IN NEW MEDIA AND IDEOLOGICAL ONLINE SOCIAL NETWORK COMMUNITIES

European Journal of Management and Marketing Studies Pub Date : 2022-05-17 DOI:10.46827/ejmms.v7i3.1267

Zaim Başaslan, Bayram Aydin

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Abstract

Due to the spiral of human-technology-society-communication, today's society has experienced, perhaps, the fastest and most extreme change in human history in the last two hundred years. The phenomenon of technological life, so ingrained in the culture of living as a community, has come to affect the way we live, think and even die. In this study, the effect of technology has been specifically examined on the basis of the dominance of the concept of ideology on the phenomenon of community. Then, the effects of ideology on online social networking groups were studied. The state of harmony and opposition that emerged in society and human behavior with the effect of technology has been the aim parameters of this study. Its methodological structure was designed with the Netnographic research method, and online social networking groups on the Facebook platform created the specific study area of the research. In the Constitutional Amendment Referendum held in Turkey on April 16, 2017, it was observed that the votes of individuals active in social networks were determined by the famous names they identify with. Therefore, it has been seen that ideological conformity behavior occurs with identification in the context of elections. Article visualizations:

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网络学研究新媒体与思想网络社群的从众行为

由于人-技术-社会-交流的螺旋式发展，今天的社会也许经历了人类历史上200年来最快、最极端的变化。技术生活的现象，在作为一个社区的生活文化中如此根深蒂固，已经开始影响我们的生活、思考甚至死亡的方式。在这项研究中，技术的影响在意识形态概念对社区现象的主导地位的基础上进行了具体的检验。然后，研究了意识形态对网络社交群体的影响。在技术的影响下，社会和人类行为中出现的和谐与对立状态是本研究的目标参数。其方法论结构采用Netnographic研究方法设计，Facebook平台上的在线社交网络群组创建了本研究的具体研究领域。在2017年4月16日土耳其举行的修宪公投中，人们观察到活跃在社交网络上的个人的投票是由他们认同的名人决定的。因此，我们可以看到，在选举背景下，意识形态从众行为是伴随着认同而发生的。可视化条

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European Journal of Management and Marketing Studies

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