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Journals / Kurgu / 2018 / Cilt: 26 - Sayı: 3

SELFY HYPER REALITY IN MARKETING COMMUNICATION PRACTICES

PAZARLAMA İLETİŞİMİNDE SELFİ İLE YARATILAN HİPER- GERÇEKLİK

N. Hanzade URALMAN
Genel ZEYNEP
Journal
Kurgu
Pages
342–358
Publication Date
2018-10-01
DOI
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AI Summary & Key Takeaways

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

Within this scope, selfy campaigns is theoretically described by the context of Baudrillard’s hyper-reality concept and the campaign discourses that are applied by the brands in Turkey are analysed in frame of the ethical principles of public relations

📌 3 Key Takeaways

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Objective & Hypothesis:Simulation, as defined the replacing of the model instead of the truth and accepting the model as the truth, has been the leading discussion and research issue of the mass communication studies due to its economic, social and socio-psychological effects on the individuals and the communities for many years.The grasp of the difference between the real life and the simulated projected life is blurred by the use of television for neo-liberal policies, whereas a lifestyle constructed on the simulated truth has been started to produce for masses by the effects of today’s integrated media.
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Key Findings & Data:Within this context, use of social media in marketing communication showed striking development in terms of breaking the connection of mass with reality.
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Conclusion & Impact:Within this scope, selfy campaigns is theoretically described by the context of Baudrillard’s hyper-reality concept and the campaign discourses that are applied by the brands in Turkey are analysed in frame of the ethical principles of public relations
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Pazarlama iletişimi · hiper-gerçeklik · simülasyon kuramı

Abstract

Simulation, as defined the replacing of the model instead of the truth and accepting the model as the truth, has been the leading discussion and research issue of the mass communication studies due to its economic, social and socio-psychological effects on the individuals and the communities for many years.The grasp of the difference between the real life and the simulated projected life is blurred by the use of television for neo-liberal policies, whereas a lifestyle constructed on the simulated truth has been started to produce for masses by the effects of today’s integrated media. Within this context, use of social media in marketing communication showed striking development in terms of breaking the connection of mass with reality. This situation, which makes individuals lose their connection with reality is contradictory with the public relations’ principles of honesty and transparency and is ethically a problematic. The aim of the study is to reveal the hyper-reality, which is produced by brands and to evaluate this situation in frame of the ethics of public relations. Within this scope, selfy campaigns is theoretically described by the context of Baudrillard’s hyper-reality concept and the campaign discourses that are applied by the brands in Turkey are analysed in frame of the ethical principles of public relations

Özet

Gerçeğin yerine bir modelin konulması ve bu modelin gerçeklik olarak benimsenmesi şeklinde tarif edilen simulasyon, bireyler ve topluluklar üzerindeki ekonomik, sosyal ve sosyo-psikolojik etkileri nedeniyle kitle iletişim çalışmalarının uzun yıllardır başat araştırma ve tartışma konuları arasındadır. Televizyonun neo-liberal politikalar doğrultusunda kullanılmaya başlaması kitlelerin gerçek yaşam ile modellenen yaşam arasındaki farklılıkların idrakını bulanıklaştırmıştır. Günümüzün bütünleşik medyasında ise kitleler için modellenen gerçekliğe dayalı bir yaşam biçimi üretilmektedir. Bu bağlamda pazarlama iletişiminde sosyal medyanın kullanımı kitleleri öz olan gerçeklikten tamamen koparma noktasına ulaştırabilmesi bakımından çarpıcı bir gelişim göstermiştir. Bireylerin gerçeklikten kopmasına neden olan bu durum, halkla ilişkilerin dürüstlük ve şeffaflık ilkeleri ile uyuşmamakta ve etik açıdan sorunlara işaret etmektedir. Çalışmanın amacı, markaların sosyal ağlarda vaat ettikleri iki yönlü simetrik iletişim aracılığıyla bir hiper-gerçeklik yarattığını ortaya koymak ve bu durumu halkla ilişkiler etiği çerçevesinde değerlendirmektir. Bu bağlamda, selfi kampanyaları Baudrillard’ın hiper- gerçeklik kavramı üzerinden kuramsal olarak tanımlanmakta ve Türkiye’de markaların kampanyalarında kullandıkları söylemler halkla ilişkilerin etik ilkeleri çerçevesinde analiz edilmektedir.

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Cite This Article

URALMAN, N. H., ZEYNEP, G. (2018). SELFY HYPER REALITY IN MARKETING COMMUNICATION PRACTICES. Kurgu, Cilt: 26 - Sayı: 3, 342–358. https://ajindex.com/articles/787551

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