OVERVIEW OF ONLINE SHOPPING THROUGH METAPHORS DURING THE PANDEMIC PERIOD

Abstract

With this study, it is aimed to examine the metaphorical perceptions of the teachers participating in the research regarding the concept of "online shopping" during the pandemic period. In the literature review we conducted, no metaphorical research was found to determine the perceptions of teachers about the concept of online shopping of any person or institution.
 
 A total of 138 teachers, who are the teachers of our school as a participant group, constitute the research. The teachers participating in the research were asked to complete the statement "Online shopping is like/similar to………… because……" in order to reach the findings regarding the teachers' use of online shopping during the pandemic period and the metaphors they have regarding the concept of online shopping, through an online form. Of the 138 teachers participating in our research, 131 of the questionnaire forms were evaluated; The metaphors produced by the teachers for the concept of online shopping were first categorized under 2 main headings as positive metaphors about online shopping and negative metaphors about online shopping, and after this categorization, positive metaphors about online shopping were divided into 6 different categories; Negative metaphors were grouped into 3 different categories. According to the results of the research, 70.2 of the metaphors used by teachers for online shopping were in the positive category and 29.8 in the negative category. In the positive metaphor category, food, poetry, friend, need; In the negative category, it was seen that the themes such as swamp, closed box, poison, laziness were emphasized.
 
 Qualitative and quantitative research methods were used in the analysis and interpretation of the data obtained at the end of the study. The process of analyzing and interpreting data; It was carried out in five stages: (1) coding and elimination stage, (2) metaphor identification stage, (3) category development and classification stage, (4) validity and reliability stage, and (5) transferring the data to the SPSS package program for quantitative data analysis.
 
 After the findings obtained from the research were categorized, they were also evaluated in terms of gender, age and professional experience variables; It has been observed that a total of 9 metaphorical categories, positive and negative, created by teachers regarding the concept of "online shopping" during the pandemic period differ in terms of these variables.