İletişim Çalışmaları Dergisi

Yazarlar: Çiğdem AYTEKİN

Konular:İletişim

Anahtar Kelimeler:Two Step Flow,Theory,Celebrities,Opinion Leader,Instagram

Özet: Effects of media on individuals and society have always been a popular subject for researchers. A few approaches have been brought forward on the topic of these effects, some of which completely opposing each other. Starting point of this paper is Two Step Flow Theory, which creates a paradigm shift and corresponds to the era when media effects were first researched. This theory assumes that messages sent by media are received by the individuals via an opinion leader. Nowadays we`re encircled by the media which we name new media and has millions of users. Thus, traditional opinion leaders are transforming and continuing their popularities on new media. This paper’s base assumption is that; celebrities are taking the role of opinion leader on Instagram thus advertisers can effectively use their influential power. Originating from this assumption, a research was conducted using case study method and it has been shown that three contestants from the TV show Survivor2018 have taken the role of opinion leader as new celebrities. To create this connection, posts shared by the clothing company Cazador, which also sponsors the program, have been reviewed and the interactions made with the audience of the show have been reviewed on the basis of celebrity contribution.

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