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Summary


PERCEPTION MANAGEMENT OF SOCIAL MEDIA: ATTENTION ECONOMY

Developments in information and communication technologies are accelerating day by day. In line with the development of internet networks and the prevalence of smart phones, the number of social network users is constantly increasing. As of the age we live in, these social networks aim to manage the attention of users according to their attitudes, interests and behaviors, owing to the data they leave. Especially every click, comment and like on social media accounts can be considered as data. These data can often appear in front of users as advertisements and can manage their attention. In this study, it will be discussed how attention, which is one of the most sensitive resources to use, turns into an attention economy on social media. Especially with the transition from Web 1.0 technologies to Web 2.0, users, who are a part of the production process as well as consuming content, have started to spend their attention more intensely to produce or consume content, and these "attentions" have also started to gain an "economic" value. As a sample in the study, Instagram, which is an actively used social media network in Turkey, was chosen. The shares of 10 users actively use their Instagram account and frequently produce and consume content were examined for 7 days. With the Netnography method, which was developed by Robert Kozinets and focuses on the features based on the cultural accumulation of the activities and shares of people on the social network, which is defined as "technological network ethnography, in-depth interviews with users were able to reveal what their attention was focused on, how their attention was spent on social media, and how their attention was transformed into economic data. The questions asked in the in-depth interview were determined as a result of netnographic observation based on user shares.



Keywords
Attention, data, social media, digitalization, digital exertion, sharing

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