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The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts

Year 2021, Issue: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 149 - 178, 29.12.2021

Özlem Alikılıç Asuman Özer

https://doi.org/10.24955/ilef.1037992

Abstract

Communicating during a pandemic is as difficult as fighting it. Social media influencers have become role models in the pandemic due to the guiding nature of social media. The aim of this study is to analyze how micro-celebrities on Instagram, one of the most preferred social networks in Turkey, carry out their COVID-19-related content and how they communicate through Instagram during the pandemic. The conceptual framework of based on “Celebrity Influence Model”, the top 10 micro-celebrities posts were examined. Results show that 68.4% of the posts are related to COVID-19; their sponsored posts were decreased; they mostly preferred a “humorous” tone in their messages, they preferred their posts as “indoors”, and the most shared topic is “lifestyle”. “Fun” is the most used value by micro-influencers. The primary role they assumed was “entertainer”. It has been observed that micro-celebrities aim to inform, warn, direct and even develop positive behavioral changes by raising awareness on issues, such as staying at home, complying with social distance rules and wearing masks.

Keywords

pandemic communication celebrity influence model COVID-19 Instagram micro-celebrity

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Ünlü Etkisi Kullanımı Çerçevesinde Pandemi İletişimi: Instagram Mikro-Ünlüleri Üzerine bir İnceleme

Year 2021, Issue: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 149 - 178, 29.12.2021

Özlem Alikılıç Asuman Özer

https://doi.org/10.24955/ilef.1037992

Abstract

Pandemi sırasında iletişim kurmak pandemi ile savaşmak kadar zordur. Sosyal medya fenomenleri sahip oldukları yol gösterici doğa sayesinde pandemide rol modeller hâline gelmiştir. Bu çalışmada amaç, Türkiye’de en çok tercih edilen sosyal ağlardan biri olan Instagram’daki mikro-ünlülerin salgın döneminde COVID-19’la ilgili içeriklerini, pandemide iletişimlerini Instagram üzerinden nasıl gerçekleştirdiklerini analiz etmektir. Çalışmanın kavramsal çerçevesi, “Ünlü Etkisi Modeli” üzerinden geliştirilmiş ve Instagram üzerinde (Türkiye’de 2019 yılında etki gücü skoruna göre) ilk on sıraya yerleşmiş mikro-ünlülerin pandemi dönemindeki paylaşımları analiz edilmiştir. Bulgulara göre; mikro-ünlülerin karantina döneminde yaptıkları paylaşımların %68,4’ünün COVID-19 ile ilgili olduğu; sponsorlu gönderilerin azaldığı, pandemide kullandıkları mesaj tonunun en çok mizah olduğu; karantina döneminde paylaşılan gönderilerin çoğunun iç mekânda paylaşıldığı, en çok “hayat tarzı” ile ilgili paylaşım yapıldığı; mikro-ünlülerin bu dönemde takipçilerine en çok “eğlenme” değerini sundukları; üstlendikleri temel rolün en çok eğlendirme rolü olduğu görülmüştür. İlaveten, mikro-ünlülerin evde kalma, sosyal mesafe kurallarına uyma, maske takma gibi konularda farkındalık yaratarak takipçilerini bilgilendirmeyi, uyarmayı, yönlendirmeyi ve hatta olumlu davranış değişiklikleri geliştirmeyi amaçladıkları gözlemlenmiştir.

Keywords

pandemi iletişimi ünlü etkisi modeli COVID-19 Instagram mikro-ünlüler

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There are 88 citations in total.

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Primary Language English
Journal Section Articles
Authors

Özlem Alikılıç 0000-0001-6311-2622

Asuman Özer 0000-0001-6597-6563

Publication Date December 29, 2021
Published in Issue Year 2021Issue: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset

Cite

APA Alikılıç, Ö., & Özer, A. (2021). The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts. Ankara Üniversitesi İlef Dergisi(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset), 149-178. https://doi.org/10.24955/ilef.1037992
AMA Alikılıç Ö, Özer A. The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts. Ankara Üniversitesi İlef Dergisi. December 2021;(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset):149-178. doi:10.24955/ilef.1037992
Chicago Alikılıç, Özlem, and Asuman Özer. “The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts”. Ankara Üniversitesi İlef Dergisi, no. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset (December 2021): 149-78. https://doi.org/10.24955/ilef.1037992.
EndNote Alikılıç Ö, Özer A (December 1, 2021) The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts. Ankara Üniversitesi İlef Dergisi 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset 149–178.
IEEE Ö. Alikılıç and A. Özer, “The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts”, Ankara Üniversitesi İlef Dergisi, no. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, pp. 149–178, December 2021, doi: 10.24955/ilef.1037992.
ISNAD Alikılıç, Özlem - Özer, Asuman. “The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts”. Ankara Üniversitesi İlef Dergisi 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset (December 2021), 149-178. https://doi.org/10.24955/ilef.1037992.
JAMA Alikılıç Ö, Özer A. The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts. Ankara Üniversitesi İlef Dergisi. 2021;:149–178.
MLA Alikılıç, Özlem and Asuman Özer. “The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts”. Ankara Üniversitesi İlef Dergisi, no. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 2021, pp. 149-78, doi:10.24955/ilef.1037992.
Vancouver Alikılıç Ö, Özer A. The Use of Celebrity Influence Model in Pandemic Communication: Examining Micro-Celebrities’ Instagram Accounts. Ankara Üniversitesi İlef Dergisi. 2021(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset):149-78.
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