Research Information System
Thesis Type: Doctorate
Institution Of The Thesis: Istanbul University, Institute of Social Sciences, Sinema Anabilim Dalı, Turkey
Approval Date: 2023
Thesis Language: Turkish
Student: DAMLA AKAR
Supervisor: Seçkin Özmen
Open Archive Collection: AVESIS Open Access Collection
Abstract:
The latest developments in communication technologies and emergence of
new applications have made the economic dimension of the new media an
important area of investigation. The new process that started with digitalization has
changed production and consumption practices. The widespread use of the new
media technologies and user contents that came to the forefront have brought
various issues such as user labor and sharing and using user data to the agenda.
Content production by users on social media platforms constitute the basic data that
enable the functioning of these systems, and user data collected are sold to big
companies for promotional purposes. Despite exploitation of user labor in the new
media environment in this manner and many gaps in terms of security, the contents
produced on social media platforms are increasing every passing day. The main
motivation of the new media users for producing content in this environment does
not involve a material gain. There are various motivations for users to use the new
media. Users reinforce their social capital on these platforms by maintaining their
already existing contacts over the social media or by developing new social
relations. In addition, the new media users strengthen their love and belonging
emotions by joining various groups and continue to produce ceaselessly in order to
gain the respect and status which they could not achieve in real life. Besides, while it
is much easier for some individuals to express themselves through social media,
some others satisfy their needs which they could not meet in real life through
fictional identities they create in these environments. Accordingly, it is possible to
claim that various social and emotional motivations are effective on user production
in the new media.
The study was designed as a user study that aimed to identify the needs that
motivate individuals to spend digital labor on the new media and determine what
needs the new media meets. In line with this purpose, a questionnaire form
developed within the scope of the study in accordance with a scale based on field
research was administered to 220 participants in the age range of 14-64 years. In
conclusion, it was determined that the participants used social media platforms not
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with “material” motivations but with “social motivations.” The main motivations of the
participants in this regard were found to be “relaxation/easing the mind” and “selfexpression.”
Keywords: New Media, Digital Labor, Social Capital, Need, Motivation