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Journals / IDEART Uluslararası Tasarım ve Sanat Dergisi / 2026 / Cilt: 4 Sayı: 1

AN EXAMINATION OF SPOTIFY WRAPPED 2023 DESIGNS IN TERMS OF DIGITAL SURVEILLANCE

SPOTIFY WRAPPED 2023 TASARIMLARININ DİJİTAL GÖZETİM AÇISINDAN İNCELENMESİ

Amine Refika(Fatih Sultan Mehmet Vakıf Üniversitei)0000-0002-4636-9909
Pages
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Publication Date
2026-10-16
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The Wrapped application functions as a role-oriented mechanism within the digital platform economy, transforming users into voluntary data producers and distributors through graphic design, personalization strategies, shareability structures, and social media interaction.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Contemporary digital platforms transform users’ perception and modes of interaction not only through their technological infrastructures but also through aesthetic visualization practices.
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Key Findings & Data:This study examines the Spotify Wrapped campaign, which stands out in the context of data-driven advertising strategies and user engagement in digital platforms.
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Conclusion & Impact:The Wrapped application functions as a role-oriented mechanism within the digital platform economy, transforming users into voluntary data producers and distributors through graphic design, personalization strategies, shareability structures, and social media interaction.
🔬Design:Araştırma Makalesi
📍Scope:2023 Verileri
⚙️Variables:Spotify Wrapped · Gözetim Kapitalizmi · Grafik Tasarım

Abstract

Contemporary digital platforms transform users’ perception and modes of interaction not only through their technological infrastructures but also through aesthetic visualization practices. This study examines the Spotify Wrapped campaign, which stands out in the context of data-driven advertising strategies and user engagement in digital platforms. Spotify Wrapped is conceptualized as an aestheticized data narrative practice that visualizes users’ annual music listening data and renders it shareable through social media. The research employs a qualitative document analysis method and critically examines visual materials, press releases, and social media content related to the 2023 edition of Spotify Wrapped within a theoretical framework. The theoretical foundation of the study is based on Shoshana Zuboff’s surveillance capitalism, Byung-Chul Han’s digital panopticon and transparency society, and Haggerty & Ericson’s surveillant assemblage approaches. Within this framework, it is argued that Spotify’s presentation of data in an aesthetic form not only enhances user experience but also serves to obscure mechanisms of behavioral guidance through aesthetic strategies. The Wrapped application functions as a role-oriented mechanism within the digital platform economy, transforming users into voluntary data producers and distributors through graphic design, personalization strategies, shareability structures, and social media interaction.

Özet

Günümüz dijital platformları, teknolojik altyapı kadar estetik görselleştirme pratikleriyle de kullanıcıların algı ve etkileşim biçimlerini dönüştürmektedir. Bu çalışma, dijital platformların veri temelli reklam stratejileri ve kullanıcı etkileşimi bağlamında öne çıkan Spotify Wrapped kampanyasını incelemektedir. Spotify Wrapped, kullanıcıların yıl boyunca platformda oluşturduğu müzik dinleme verilerini görselleştirerek sosyal medya aracılığıyla paylaşılabilir hale getiren, estetikleştirilmiş bir veri anlatı pratiği olarak değerlendirilmektedir. Çalışma, nitel doküman analizi yöntemiyle, Spotify Wrapped’in 2023 versiyonuna ait görsel materyalleri, basın duyurularını ve sosyal medya içeriklerini eleştirel bir kuramsal çerçevede incelemektedir. Teorik altyapı olarak, Shoshana Zuboff’un gözetim kapitalizmi, Byung-Chul Han’ın dijital panoptikon ve şeffaflık toplumu ile Haggerty & Ericson’un gözetim birikimi yaklaşımları temel alınmıştır. Bu çerçevede, Spotify’ın verileri estetik bir formda sunumu kullanıcı deneyimini zenginleştirmekle birlikte yönlendirme mekanizmalarının estetik yöntemlerle gizlenmesine hizmet ettiği savunulmaktadır. Wrapped uygulaması; grafik tasarımı, kişiselleştirme stratejileri, paylaşılabilirlik yapıları ve sosyal medya etkileşimi aracılığıyla, kullanıcıları gönüllü veri üreticisi ve dağıtıcısı hâline getirerek dijital platform ekonomisinde algılara yönelik bir rol oynamaktadır.

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Cite This Article

Refika, A. (2026). AN EXAMINATION OF SPOTIFY WRAPPED 2023 DESIGNS IN TERMS OF DIGITAL SURVEILLANCE. IDEART Uluslararası Tasarım ve Sanat Dergisi, Cilt: 4 Sayı: 1. https://doi.org/10.67395/ideart.1959521

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