Abstract
Cultural dimensions of products have virtually the same prominence as their functionality in network society. Nowadays, new consumer identities are also worthy being analyzed. The aim of this study is to focus on urbanization, a symbol of modernization, evolution of the observer, and explorer characters of themodern individual in initial periods into flâneurfrom the point of view consumption culture on the basis of postmodern reflections in social media. The evolution of flaneur, as an emphasis towards masculine nature of modern urban individual into flaenuse that is a victory won against sexism policy is a metaphor of cultural evolution. Therefore, the process of virtual flaneuse provides a considerable amount of descriptive material to have a sight of new consumer identity. This study aims to follow virtual flâneusewithin the context of Pinterest whose over 80 % users consist of women. In this regard, this study employed semi structured interview method, one of qualitative research methods and also netnographic observation. Interviews with 13 women users from all Turkey and findings that were obtained via observations of researchers/participants in the field were analyzed. Thus, this provided opportunity to question existence and motivations of flaneur mentality as a consumer identity specific to virtual flaneuse. This study aims to make a theorical contribution to establishing a relationship between virtualflâneusephenemonen and consumption culture as there is no research regarding pinterest in communication field in Turkey.
Highlights
The urbanization concept that was developed by modernity shaped in the light of political and social developments in 19th century leads to social conditions that enableFlâneurtypology to be created and supported
As a result of these reasons, this study aims to follow flâneuse who strolls without any plans and reflects her experiences onto visual culture, consumes while producing or vice versa on basis of pinterest whose over 80 % users consist of women and which was completely designed for image store, share and production and has a social content
Pinterest as Virtual Data Space In this part we studied on, social network pinterestas establisment in 2010, according to differntresearchs statistic info and netrografic dates that we assembled.Pinterest is presented in a way unlike other social media platforms and provides users with a different social media experience
Summary
The urbanization concept that was developed by modernity shaped in the light of political and social developments in 19th century leads to social conditions that enableFlâneurtypology to be created and supported. Flaneur, observer urban individual style that is familiar with city language emerges. Flâneurwith an identity that reflects his observations and experiences, modernity products, onto production phase differs from others due to critical notion he holds. The most significant themes that accompanyFlâneur, a symbol of rebellion rising from bourgeois class against penetration into, control and management of city over private life are “adventure” and “experience”. Flaneur goes about places with a significant number of visual images and feeds especially from streets and passegeways that have emerged with modernity. Urbanization is inevitably followed by debate on place, space and time concepts
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Online Journal of Communication and Media Technologies
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
