A Thematic Analysis To Understand The Role Of Influencers In The Formation Of The Consuming Individual From The Perspective Of Omniopticon Surveillance

Kübra Gökler; Hasan Güllüpunar

Article Details

A Thematic Analysis To Understand The Role Of Influencers In The Formation Of The Consuming Individual From The Perspective Of Omniopticon Surveillance

Authors:

Kübra Gökler | Hasan Güllüpunar

Publisher:

Ankara Hacı Bayram Veli University

Main Topics:

Yeni Medya

Journal:

Yeni Medya Issue 18, pp.271-290

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001353870

pISSN:

2587-1285

Keywords:

Abstract:

 Surveillance practices were used to discipline societies according to the conditions of the period in which they lived. Societies influenced by their living conditions shape ideal individuals who vary based on their unique characteristics. So much so that the capitalist system, evolving with industrialization, took production as its foundation to sustain its existence. The productive individual required by the era was shaped through panopticon surveillance. Today however, the main purpose is to consume. In fact, in this period, conceptualized as a consumer society, the key focus is on maximizing the consumption desired by the system. In this context, discipline-based surveillance practices are now focused on shaping the consuming individual. For this reason, the study focuses on the role of influencers who gain power within the social media-based omniopticon surveillance system. This study aims to reveal the position of influencers, as products of the omniopticon surveillance environment, within the surveillance system and their role in shaping the consuming individual. In the study, interviews were conducted with 22 participants who follow influencers on Instagram, and the data was analyzed using the MAXQDA. The study revealed that influencers are part of the surveillance system by offering content centered on entertainment, display, and narcissism.

 Surveillance practices were used to discipline societies according to the conditions of the period in which they lived. Societies influenced by their living conditions shape ideal individuals who vary based on their unique characteristics. So much so that the capitalist system, evolving with industrialization, took production as its foundation to sustain its existence. The productive individual required by the era was shaped through panopticon surveillance. Today however, the main purpose is to consume. In fact, in this period, conceptualized as a consumer society, the key focus is on maximizing the consumption desired by the system. In this context, discipline-based surveillance practices are now focused on shaping the consuming individual. For this reason, the study focuses on the role of influencers who gain power within the social media-based omniopticon surveillance system. This study aims to reveal the position of influencers, as products of the omniopticon surveillance environment, within the surveillance system and their role in shaping the consuming individual. In the study, interviews were conducted with 22 participants who follow influencers on Instagram, and the data was analyzed using the MAXQDA. The study revealed that influencers are part of the surveillance system by offering content centered on entertainment, display, and narcissism.

 Surveillance practices were used to discipline societies according to the conditions of the period in which they lived. Societies influenced by their living conditions shape ideal individuals who vary based on their unique characteristics. So much so that the capitalist system, evolving with industrialization, took production as its foundation to sustain its existence. The productive individual required by the era was shaped through panopticon surveillance. Today however, the main purpose is to consume. In fact, in this period, conceptualized as a consumer society, the key focus is on maximizing the consumption desired by the system. In this context, discipline-based surveillance practices are now focused on shaping the consuming individual. For this reason, the study focuses on the role of influencers who gain power within the social media-based omniopticon surveillance system. This study aims to reveal the position of influencers, as products of the omniopticon surveillance environment, within the surveillance system and their role in shaping the consuming individual. In the study, interviews were conducted with 22 participants who follow influencers on Instagram, and the data was analyzed using the MAXQDA. The study revealed that influencers are part of the surveillance system by offering content centered on entertainment, display, and narcissism.

 Gözetim pratikleri, yaşanılan dönemin şartlarına uygun şekilde toplumların disipline edilmesi amacı ile kullanılmıştır. Yaşanılan şartların etkisi altında kalan toplumlar sahip oldukları özelliklere göre çeşitlenen ideal bireyi oluştururlar. Öyle ki sanayileşmeyle birlikte dönüşen kapitalist sistem varlığını sürdürebilmek için üretmeyi esas almıştır. Dönemin ihtiyaç duyduğu üreten birey panoptikon gözetim ile şekillendirilmiştir. Günümüzde ise esas gaye tüketmektir. Nitekim tüketim toplumu olarak kavramsallaştırılan bu dönemde önemli olan sistemin arzuladığı tüketimin olabildiğince arttırılmasıdır. Bu bağlamda disipline etme temelli gözetim pratikleri günümüzde tüketen bireyi oluşturma esaslı gerçekleştirilmektedir. Bu nedenle çalışmada, sosyal medya temelli omnioptikon gözetim çarkı içerisinde güç kazanan influencerların konumuna odaklanılmaktadır. Bu çalışmada, omnioptikon gözetim ortamının ürünü olan influencerların gözetim sistemi içerisindeki konumunu ve tüketen bireyi oluşturmadaki rolünü ortaya koymak amaçlanmaktadır. Araştırmada Instagram üzerinden influencerları takip eden 22 katılımcı ile görüşme yapılmış ve veriler MAXQDA programı ile analiz edilmiştir. Çalışma neticesinde influencerların eğlence, teşhir ve narsisizm odaklı içerikler sunarak gözetim çarkına dahil olduğu, benzer motifler içeren idealleştirilmiş yaşam şekilleri sunduğu, bireyleri gözetledikleri bu ideal yaşamlara ulaşmak için tüketime yönlendirdikleri görülmüştür. Influencerların, günümüz çağdaş ticarileştirilmiş gözetim kültürünün tüketen bireyi oluşturma çabasının bir parçası olduğu sonucuna ulaşılmıştır.

Article Details

A Thematic Analysis To Understand The Role Of Influencers In The Formation Of The Consuming Individual From The Perspective Of Omniopticon Surveillance

Authors:

Kübra Gökler | Hasan Güllüpunar

Publisher:

Ankara Hacı Bayram Veli University

Main Topics:

Yeni Medya

Journal:

Yeni Medya Issue 18, pp.271-290

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001353870

pISSN:

2587-1285

surveillance society

omniopticon surveillance

consuming individual

influencer

influencer marketing

MAXQDAGözetim toplumu

omnioptikon gözetim

tüketen birey

influencer

influencer pazarlama

MAXQDA

Issues

Article Details

Authors: Kübra Gökler | Hasan Güllüpunar

Publisher: Ankara Hacı Bayram Veli University

Main Topics: Yeni Medya

Journal: Yeni Medya Issue 18, pp.271-290

Document Type: Article

Publication Date: 6/2025

Document Language: Turkish

Document ID (Org No.): 2001353870

pISSN: 2587-1285

Issues

Authors:

Kübra Gökler | Hasan Güllüpunar

Publisher:

Ankara Hacı Bayram Veli University

Main Topics:

Yeni Medya

Journal:

Yeni Medya Issue 18, pp.271-290

Document Type:

Article

Publication Date:

6/2025

Document Language:

Turkish

Document ID (Org No.):

2001353870

pISSN:

2587-1285