Sosyal Ağ Sitelerinde Sosyal Karşılaştırma Davranışı: Instagram- Twitter Karşılaştırması

Yıl 2022, Sayı: 12, 1 - 16, 30.06.2022

Mahire Armağan Dündar , Fırat Tufan

https://doi.org/10.55609/yenimedya.1051044

Cited By: 1

Öz

Bu çalışmada, sosyal ağ sitelerinde sosyal karşılaştırma davranışının incelenmesi amaçlanmıştır. Bu bağlamda çalışmanın amacı: sosyal ağ sitelerinde sosyal karşılaştırma düzeyinin, karşılaştırmaların yönünün, konularının, karşılaştırmalara bağlı hissedilen duyguların, sosyal ağ siteleri kullanım sıklığı ile sosyal ağ sitelerinde karşılaştırma düzeyi arasındaki ilişkinin sosyal ağ sitelerinin içerik yapısına göre (görüntü/metin tabanlı) farklılık gösterip göstermediğini incelemektir. Çalışma kapsamı Instagram ile Twitter içerik ve kullanıcılarından oluşmaktadır. Kapalı uçlu anket tekniğine dayalı nicel araştırma yöntemiyle elde edinilen bulgular göstermektedir ki; sosyal karşılaştırma davranışı sosyal ağ sitelerinden ziyade fiziki ortamlarda daha sık gerçekleşmektedir. Instagram'da sosyal karşılaştırma düzeyi Twitter'a göre daha yüksektir. Hem Instagram hem de Twitter'da aşağı yönlü karşılaştırmadan çok yukarı yönlü karşılaştırma gerçekleşir. Zenginlik (maddiyat), bireylerin Instagram'da en çok karşılaştırma yaptığı konu iken, Twitter'da öne çıkan karşılaştırma konusu başarıdır. Instagram ve Twitter’ın her ikisinde de ilham, yukarı yönlü karşılaştırmalara bağlı olarak en çok hissedilen duygu iken, aşağı yönlü karşılaştırmalara bağlı en çok hissedilen duygu ise sempatidir. Sosyal karşılaştırma düzeyi ile sosyal ağ kullanım sıklığı arasında herhangi bir ilişki söz konusu değildir.

Anahtar Kelimeler

Sosyal Karşılaştırma, Sosyal Ağ Siteleri, Görüntü ve Metin Tabanlı Sosyal Ağ Siteleri, Instagram, Twitter

Social Comparison Behaviour on Social Network Sites: The Comparison Between Twitter and Instagram

Öz

The purpose of this study is to examine social comparison behavior on social networking sites (SNS). Quantitative research method based on the closed-ended questionnaire technique was used in the study in which social comparison behavior was examined on image-based SNS, Instagram and text-based SNS, Twitter. Findings show that; individuals make social comparisons more in physical environments than on SNS. The level of social comparison is higher on Instagram compared to Twitter. Individuals are more frequently engaged in upward comparisons than downward comparisons on both Instagram and Twitter. Wealth is the domain in which individuals make comparisons the most on Instagram while the prominent comparison domain on Twitter is success. Inspiration is an emotion experienced most by individuals towards upward comparisons, whereas sympathy is the most experienced emotion by individuals towards downward comparisons on both Instagram and Twitter. There is no relation between social comparison level and frequency of SNS use.

Anahtar Kelimeler

Social Comparison, Social Network Sites, Image/Text Based Social Network Sites, Instagram, Twitter

Kaynakça

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