Netnography

The purpose of the study is to understand actual behavior of customers and firms by analyzing the real time interaction between firm and customers on social media platform. The study also pursues to assess the way firms respond to the customer’s complaint on different social media platforms through autobots based on artificial intelligence. The study identifies official Facebook and Twitter pages of top online
shopping portals. The number of complaints and responses posted on these pages are documented and analyzed. Netnography method is used for data collection. Connotation key words are used for selection of comments and tweets. The study concludes that organizations respond to the most of the complaints publically but they further ask for the
personal interaction with the complainer to resolve the complaint through pre-defined statements. The study has also revealed that pre-defined statements stated by autobots based on artificial intelligence seem insufficient to resolve customer complaints. The limitation of the study is associated with the netnography technique, which has restricted
the exploration to only those consumers who have posted comments on Twitter or Facebook. Hence, other physical factors i.e. customer responses through numerous offline modes were absconded. The study is limited to Facebook and Twitter only. This study is limited to four major online shopping portals; it leaves a lot of scope to analyze other
industries such as banking and insurance, hospitality, aviation etc. The output of the study suggests that the firms need to be conscious enough to provide customized and adaptive solutions to the customers’ complaints instead of pre-defined responses through artificial intelligence as it lacks emotions to empathize with customers’ issues. As per the literature of review, methods chosen in previous researches by researchers were having a methodological gap, as netnography in social media environment remained unused earlier, which has reinforced to analyze original behavior of customers and responsiveness of organization.

The purpose of this research is to explore the role of online photography in creating experience value in nature-based tourism, and what types of experience value are conveyed through photography-based user-generated content. The paper draws from existing literature in defining tourism experience value as a subjective, inter-subjective and inter-contextual construct, performed by situated valuation practices. Consequently, the paper presents interpretive and participatory netnography as an effective method to investigate experience value, and identifies online photography on Instagram as both a valuing practice and a valuing place. Results show the capability of online photography-based UGC to create multidimensional values from strategic combinations of textual and visual content. Simultaneously, new dimensions of experience value are introduced, which exist beyond single tourism experiential encounters, but critically contribute to an iterative experience valuation. Finally, Instagram posts introduce valuation timelines that can elude linear models of pre/in-situ/post-experience valuation, and assume subjective and fluid connotations.

This chapter discusses Mexican migration to the USA in at least three
dimensions: a historical one; a geographical one; and modern Mexican migration to the USA has a strong social-economic background: Mexican people migrate to the USA for economic reasons, but there is also social capital involved in being a migrant and how this is perceived in their home places. The analysis focuses on the content of messages in ‘transnational virtual spaces’ and explores the social meaning(s) of cross-border practices through social networks, with attention paid to their effects on migrants and non-migrants living in the country of origin.

Już pierwsze etnografie społeczności internetowych realizowały narracyjny model opowieści o osobistym doświadczeniu. Dziś to podejście nadal reprezentuje wielu badaczy cyberkultury, coraz częściej uprawiających autoetnografię metodologicznie świadomą i intencjonalnie wpisaną w korpus technik etnograficznych. Artykuł przedstawia charakterystykę, historię i dorobek tak rozumianej autoetnografii Internetu – umocowanej teoretycznie i metodologicznie w tradycji jakościowych badań społecznych, poszukującej równowagi między emic i etic w narracyjnej warstwie tekstu etnograficznego i stawiającej w centrum swojego zainteresowania relację pomiędzy podmiotem a przedmiotem badania

Pretendemos compreender a importância da Internet como veículo de discussão de valores sociais e sua relação com o capital social, por meio de estudo netnográfico das relações sociais entre indivíduos na formulação da identidade presente em Weblogs, onde as dinâmicas de sociabilidade entre público e privado são significados e preservados conforme antigas obsessões, tais como a da felicidade.

Netnography (Kozinets, 2010) is an ethnographic approach to study communities
that exist primarily online. Engaging in online participant observation, the
netnographer connects to the online community through a computer screen, and
the field is located inside the screen. Although it has been used in marketing
research extensively, netnography is a relatively new methodology in educational
research. In this paper, I give an overview of netnography and its applicability in
studying online language teaching communities. Drawing upon a netnography
of a globally-distributed online community of practice of English language teachers,
Webheads in Action, I provide detailed accounts of my experiences during
data collection and particular methodological considerations in netnography in
order to shed light on the often untold aspects of an ethnographic design in online
research that involves participant observation. I conclude with a discussion of
possible benefits of a participant observer approach in netnography in understanding
the culture of online language teaching communities, and invite CALL
researchers to consider netnography and online participant observation in their
future studies.

Perkembangan teknologi informasi melahirkan dunia baru bagi manusia, yaitu yang sekarang disebut dengan “ruang maya” atau cyberspace. Struktur cyberspace dalam internet memberi ruang yang bebas bagi setiap individu untuk melakukan tindakan apapun. Orang juga tak lagi pasif menerima informasi-informasi dari media massa, namun dapat secara aktif memproduksi dan menyebarkan informasinya sendiri. Saat ini kekuasaan wacana tidak lagi dipegang oleh pusat-pusat penyebar informasi seperti negara atau media massa melainkan pada setiap individu yang dapat mengakses teknologi informasi. Di sisi lain fenomena ini juga memicu booming informasi di mana orang tak lagi dapat membedakan yang bermanfaat atau tidak, yang pantas atau tidak. Tentunya penggunaan interaksi dalam dunia maya ini berpengaruh pada kehidupan masyarakat nyata dan membentuk pola-pola baru dalam hubungan sosial manusia.

Over the last decade, the ukulele has experienced a resurgence in popularity amongst players spanning a remarkable range of demographics and ability levels. One of the instrument’s most intriguing fields of visibility is the online video platform YouTube, on which thousands of players congregate, performing covers and original songs to camera, and forming social bonds with one another which extend both to other social networks and to the offline sphere.

Jean Burgess and Joshua Green (2009) have discussed YouTube’s potential as a site of ‘participatory culture’, in which the lines between creator and consumer become so blurred as to be indistinguishable. Low-cost and portable, with a shallow learning curve, the ukulele and YouTube seem ideally suited to one another, and have become widely viewed as signifiers of participatory independence. Simultaneously, however, YouTubers themselves report a constant navigation of a significant ‘creator-viewer divide’ which seemingly remains almost unobserved in academia, while corporate advertisers have seized upon both the ukulele and YouTube itself to create what I term a ‘smokescreen of smallness’, exploiting their associations with the uncommodified participatory in order to conceal the very act of their appropriation.

Combining multimedia analysis with participant-observation conducted both online and at a London-based convention, this paper will explore the ukulele on YouTube in the context of an increasingly ambivalent and entangled relationship with mainstream and corporate media, and will both build upon and challenge established literature on participatory culture in the digital age.

RESUME : L’objet de notre travail est d’explorer la notion de pratiques de consommation marginales à travers le cas de la lithothérapie. Cette pratique, qui s’entoure d’une aura teintée de médecine, de spiritualité, d’ésotérisme et qui contient également des éléments de collection et de rituels doit être observée comme un nouveau marché dont
l’ampleur est pour le moment non quantifiable. Notre recherche, exploratoire, considère la
spiritualité comme une tendance de consommation. Cette recherche présente donc un
premier travail axé sur la revue de la littérature, la méthodologie exploratoire mise en oeuvre
(la netnographie et l’entretien d’experts) ainsi que les principaux résultats obtenus sur le terrain. Enfin, les premiers éléments de discussion soulèvent les projets de construction
identitaire des consommateurs via les significations symboliques associées aux produits proposés sur le marché de la spiritualité.

A proposta desse trabalho é investigar o mito da ubiquidade e a inteligência coletiva (que estão atrelados), em "conversas" entre usuários da página @NetflixBrasil, na rede social digital Facebook, em que tentam entender, coletivamente, questões tangentes às novas configurações de exibição e consumo de audiovisual presentes na Netflix. Para isso, realiza-se algumas considerações sobre a organização tribal e em rede desses sujeitos, e a análise de inspiração netnográfica de suas interações na página.

This study examines gender performances and communication styles on mobile dating applications (MDAs) in the context of queer theory with the help of netnography methodology. The research was conducted with Wapa users from Turkey. Wapa can be defined as a popular, location-based, and real-time dating application for lesbians. The research examines the self-presentation narratives from the contents of user accounts and focuses on the user experiences that were obtained via online interviews. Based on the findings, this study contributes to the literature about communication, technology, and gender studies by revealing both male and female masculinity in a mobile communication environment. Although MDA technology is considered an opportunity for users to specify their preferred age range, proximity, and sexual orientation, the mobile environment is also an area where stereotyping about queer identities is reproduced and circulates.

This study aims to fill an empirical void in our understanding of how doctoral students, both domestic and international, cope with loneliness and isolation, and what types of tactics they use during different phases of their doctoral studies to overcome such issues.  Data gathered through a netnographic study show that loneliness is a major problem for both domestic and international students and that it occurs at different stages of the doctoral study. Tactics used by participants to deal with this issue include multiple forms of (face to face and online) social interaction, professional development and escape from the doctorate. The paper discusses avenues for further research alongside some practical recommendations that might be implemented at universities to decrease feelings of isolation among students and further reduce drop-out rates.

A semester project from Spring 2017 written by Line Boye Danielsen and Nanna Dam Petersen from Aalborg University.  (Draft: In the process of being re-written into a paper).

This project explores how the death of fictional queer character Lexa had an impact on queer female fans and how being part of Clexa Fandom help fans in expressing and developing their social identities.

Opublikowane w:
Colloquia Anthropologica II, red. J. Jasionowska, K. Kaniowska, Warszawa: Oficyna Naukowa 2017, s. 177-193.
Nowe wyzwania antropologii politycznej. Etnografia usieciowionej rzeczywistości Abstrakt: Cyfrowy aktywizm to nowe zjawisko, ściśle związane z możliwościami technologicznymi Web 2.0, które zasadniczo zmienia dotychczasowe formy zaangażowania politycznego. Cyfrowe technologie umożliwiają nowe formy oporu i kontrolowania władzy, warunkują nowe sposoby protestu i zmuszają instytucje władzy do większej otwartości i przejrzystości. Na ile nowe formy ruchów społecznych wykorzystujące nowe możliwości technologiczne zmieniają ugruntowane instytucje władzy? Czy cyfrowy aktywizm doprowadzi do zmian neoliberalnej demokracji? Oto nowe pytania antropologii politycznej XXI wieku.

Ethnography online  as an ethnographic division is often critically treated because it allows researchers to investigate a culture without having face to face contact (Hine 2008:259). It is moreover sometimes seen as inferior to traditional ethnography because much of the data collection occurs passively. But even though some researchers argue that online and offline world should be regarded as separated, ethnography online is not condemned to be conducted totally on the Internet, but rather almost naturally expands to related offline contexts. Accordingly, it offers many possibilities to understand a culture’s beliefs, values, norms, social practices, and behavior in online and offline correlations. There are “complex connections between online and offline social spaces [and a] key challenge for the future is to develop forms of ethnography that take seriously the social reality of online settings, whilst also exploring their embedding within everyday life” (Hine 2008: 258). In this respect, in the following, I will discuss why ethnography in and on online environments is a meaningful approach. I want to critically reflect on advantages and disadvantages of ethnography online and in particular consider how useful and appropriate a pure online observation is, compared to other ethnographic methods which might also be extended to the offline world. For this discussion I will take the example of my brief study of two female German YouTubers who are publishing videos concerning their everyday activities about beauty, fashion and ‘do it yourself’ on the online video community YouTube. One of the women I merely observed online via watching her videos, the other one agreed to additionally answer some questions in a personal interview via video call. Because consequently, I obtained information from both informants via different research methods, I want to critically discuss whether my research findings are anyway comparable. For reasons of simplification and for the flow of reading, I will use the male form of a word when actually gendering would be necessary.

Attracting and retaining IT professionals have emerged as top management concerns in the last years. This is particular relevant for companies with core business processes in IT that have much to gain from talented IT professionals. Google is one of those companies. Showing a considerable growth in recent years and pointed out as one of the best companies in US to work for, Google presents itself as an interesting case for studying employee incentives policies in IT companies. Using a netnographic approach to look into a work life blog discussion with the participation of present and past Google employees, a total reward strategy framework is used to analyze the data and generate new insights. Work life topics suggested upfront such as community involvement, health and wellness, work flexibility and cultural environment are particularly important. Administrative efficiency, workplace stability and equipment and technology are some new topics that may be worth to consider in a framew...

Netnography has been there in the social science stream since 1995 but is mostly used only for market and consumer research. Kozinets (2007) defined Netnography as ‘doing ethnographic research online or on digital networks and also as a combination of internet and ethnography’. The objectives of this study is to understand the current trends & future of digital space of India and an extensive analysis of existing Netnographic studies in India. The study reflects that the digital space and digital users are growing with high penetration rate along with the popularity of 4Gs and Smartphones in India. Research findings further reveal that there exists a substantial gap between the scope of Netnographic studies and the size of the overall Indian digital space, virtual networks/SNSs and number of digital users. Also, there are only a few disciplines currently promoting Netnography as a serious research method in India.

O capítulo discute a Netnografia como método para estudo de comunidades online, especialmente do comportamento digital, numa perspectiva de aproximação com a Antropologia. Para tanto, além de contextualizar o paradigma digital na sociedade contemporânea e apresentar a proposta netnográfica, dá exemplos de três pesquisas sobre marcas e comunidades de marcas que utilizaram deste procedimento metodológico.

The Multiplayer Online Battle Arena (MOBA) genre represents one of the most popular, dynamic and influential spaces of digital play. Since the genres first commercial release in 2009 with the title League of Legends (2009 – present, Riot Games), MOBAs have played an integral role in pioneering ‘fair’ models of free-to-play, live streaming as a ubiquitous spectator activity and e-sports as an increasingly recognised mainstream industry. This thesis posits each of these trends as connected to the influence of MOBAs as a genre with a rich history in grassroots spaces of non-commercial play and participation. Adopting an online ethnographic approach, the thesis describes how the transition of the genre away from its non-commercial and collectivised origins has introduced an influential model of hybrid power relations characteristic of the affective economics that underpin many wider digital platforms.

Central to this thesis is the introduction of playful co-creativity as a conception for describing the productive role that play and closely related participatory activities exert in the vibrant activities of MOBAs. Through framing play as a co-creative practice that informs design, spurs participation, creates professions and sustains vast sums of affective value, the thesis asks how the political economy of playful co-creativity in MOBAs can be critically approached. The research mobilises approaches from game, fan and Internet studies to approach the complex set of relations encompassed by MOBAs.

The online ethnography of this research comprises observations, personal experiences, in-depth case studies and player responses from online open discussions on Reddit. In particular, the research focuses on three influential examples of MOBAs in the original Warcraft III (Blizzard Entertainment, 2003) custom game DotA, League of Legends and Dota 2 (Valve Corporation, 2013 – present). Through grasping the differing modes of governance in each of these games, the aim of this thesis is to exemplify how MOBAs are a genre imbricated with affective forms of playful interaction that both sustain and at times threaten the hybrid power dynamics of this heterogeneous genre.

Increasingly, consumers interact through the Internet to share their knowledge, experiences, and opinions. Consequently, ‘word-of-mouse’ has become a significant market force that influences consumer decision-making. On the basis of extensive quantitative and qualitative research, the authors sketch how consumers make use of virtual communities as social and information networks, and how this affects their decision-making processes. We present three studies that address (i) determinants and effects of virtual community influence on the consumer decision process; (ii) virtual community participation patterns; and (iii) discussion practices of the most active community members. Key implications for managers, marketers, and market researchers are discussed.

Ce mémoire s’intéresse aux communautés de youtubeurs qui produisent des contenus humoristiques dans le but de promouvoir un artiste ou un groupe de K-Pop.
L'approche netnographique (Kozinets, 2010) a permis d'aborder l’expérience des abonnés lorsqu’ils consomment et s’approprient des contenus humoristiques, ainsi que d’observer la dynamique relationnelle en cause. Pendant six mois, la recherche s’est concentrée sur l’observation participante au sein de quatre communautés de youtubeurs, lesquelles sont dispersées sous trois plateformes : YouTube, Instagram et Twitter. De plus, des entrevues individuelles (Arsel, 2017 ; McCracken, 1988) auprès de 13 utilisateurs ont permis de valider les résultats préalablement obtenus.

Les résultats de la recherche démontrent comment l’utilisation de l’humour dans le contexte de communautés de fans permet de créer de la valeur pour une marque, ici, un groupe de musique populaire coréenne. D’une part, les contenus humoristiques, lesquels sont facilement consommables, contribuent à promouvoir les artistes. D’autre part, le fan crack enrichit l’image d’une marque en offrant des contenus autrement indisponibles et en stabilisant les perceptions négatives. Quant aux pratiques observées, elles témoignent de l’utilisation de l’humour dans une perspective activiste et positive. De plus, l’étude met en lumière l’expérience et l’implication des abonnés, en précisant comment l’appropriation des contenus par ces derniers contribue à créer de la valeur. Les résultats témoignent également de l’influence de l’humour sur la structure hiérarchique d’une communauté.

Mots clés : abonnés, appropriation, communauté, contribution, fans, humour, hiérarchie, pratiques, producteurs de contenus, valeur, youtubeurs

Tesis doctoral Cum Laude - Universidad Autónoma de Barcelona.

Esta tesis trata precisamente sobre cómo interactúan diferentes factores. Se estructura en tres partes diferenciadas. En la primera parte de la tesis, se establece el marco teórico
y metodología. En la segunda parte se profundiza en el estudio comparado de dos empresas pioneras: Zynga y EA Playfish. La tercera parte trata sobre el contenido paralelo desarrollado por los jugadores a partir de los juegos y la aplicación de las técnicas de investigación. Las metodologías aplicadas son varias, destacando principalmente la netnografía.

In this article, I examine the cultural and subcultural construction of consumption meanings and practices as they are negotiated from mass media images and objects. Field notes and artifacts from 20 months of fieldwork at Star Trek fan
clubs, at conventions, and in Internet groups, and 67 interviews with Star Trek fans are used as data. Star Trek’s subculture of consumption is found to be constructed as a powerful utopian refuge. Stigma, social situation, and the need for legitimacy shape the diverse subcultures’ consumption meanings and practices. Legitimizing articulations of Star Trek as a religion or myth underscore fans’ heavy investment of self in the text. These sacralizing articulations are used to distance the text from its superficial status as a commercial product. The findings emphasize and describe how consumption often fulfills the contemporary hunger for a conceptual space in which to construct a sense of self and what matters in life. They also reveal broader cultural tensions between the affective investments people make in consumption objects and the encroachment of commercialization.

Una delle caratteristiche che contraddistinguono lo scenario del social web è la centralità delle interazioni, la proliferazione delle conversazioni relative a un numero illimitato di topic, alimentate dalle logiche di funzionamento dei social network (si pensi al meccanismo delle notifiche sui mobile devices e alla condizione “always on” degli utenti).
Nel web dei big data, da tempo, si va affermando l'idea che “i mercati sono conversazioni”, e che la capacità di individuare, monitorare e analizzare in modo mirato i messaggi può riservare spazi di pianificazione di azioni strategiche che possono provocare un impatto significativo sulla sfera economica, politica, sociale in senso lato.
Sul versante delle metodologie di reperimento e analisi dei dati è innegabile che allo stato attuale prevalgano strumenti quantitativi basati su algoritmi di ultima generazione, senz'altro utili ma non sufficienti a rendere conto in modo esaustivo e incontrovertibile della complessità dei processi della significazione in gioco nell'innesco e nella propagazione dei contenuti (“electronic word of mouth”) descritti tramite l'uso di una metafora tanto comune quanto problematica: il “virus” (Berger 2014).
Un segnale eclatante dello sbilanciamento in senso quantitativo delle metologie di analisi è rappresentato dalla popolarità crescente di servizi come Klout, PeerIndex, Kred che offrono all'utente dei tool per la misurazione della cosiddetta “web reputation” basati su metriche che tengono conto del numero dei like, delle condivisioni dei messaggi, dei follower e del numero e dell'intensità d'uso delle principali piattaforme social. La diffusione crescente di servizi di social networking che offrono all'utente un set di analisi statistiche personalizzate si accompagna, emblematicamente, alla tendenza che consiste nell'assegnare un punteggio numerico (es. Klout score) al profilo del soggetto esaminato, un numero descritto semplicisticamente come una misura della sua reputazione online e del potenziale di influenza in grado di esercitare nei confronti di una rete sociale (engagement).

A partire da una rapida ricognizione sui principali strumenti di analisi quantitativa delle conversazioni, il contributo mira ad analizzare su un doppio versante, teorico e metodologico, gli spazi disponibili (e ancora in larga parte poco praticati) per un approccio di tipo semiotico all'analisi delle conversazioni online che, pur riconoscendo l'utilità delle metriche attualmente in uso, consenta di raffinare l'indagine sul senso dei dati in una prospettiva qualitativa.
In particolare verrà approfondito il contributo della semiotica alle metodologie di analisi attuali, compresa quella netnografica (Kozinets 2010) con particolare riferimento alle fasi di:

individuazione preliminare del campo semantico di analisi
innesco e propagazione del passaparola on line (hashtag e co-hashtag analisi)
categorizzazione delle forme testuali condivise, prodotte, manipolate dagli utenti (foto, video...)
strategie enunciazionali e costruzione dell'identità degli user
pratiche di engagement
individuazione di isotopie, ordinamento dei dati, data visualization

L'ipotesi di fondo è che la semiotica possa giocare un ruolo di grande rilevanza sul versante delle metodologie di indagine che mirano a ricostruire la circolazione e il senso delle conversazioni nelle reti sociali, in particolare indagando sul versante teorico il ruolo centrale svolto dai processi dell'enunciazione nelle pratiche discorsive e nei regimi dell'interazione nel social web tramite i quali gli user si dotano di un'identità (profilo).
In questo senso i principali social network verranno intesi non come semplici ambienti conversazionali ma come sistemi strutturati in funzione di un set di regole d'uso che regolamentano e sollecitano negli utenti peculiari forme di interazione e di auto rappresentazione. Alcuni aspetti caratterizzanti in questo senso sono lo spazio sempre maggiore assegnato alle immagini nella costruzione dell'header di Twitter (spazio tramite il quale l'utente si dota di un'identità visiva) e l'evoluzione degli hashtag da segni funzionali a garantire il reperimento e il raggruppamento delle conversazioni a parole chiave ironiche, paradossali, sarcastiche sempre più spesso concepite per alimentare il passaparola e segnalare la capacità di un soggetto di innescare/alimentare il passaparola on line.

Son yıllarda tüketiciler tarafından sosyal medya kullanımının artması, pek
çok kurumsal iletişim uzmanının sosyal medyayı çevrimiçi paydaşlarıyla ilişki kurmak için bir araç olarak benimsemesinde de artışa neden olmuştur.

Kurumsal iletişim için sosyal medya optimizasyonu, kurumsal mesajların
sosyal medya platformları aracılığı iletilmesi konusunda önemli bir araç haline gelmiştir.
Çevrimiçi gözlem ve çevrimiçi sosyal medya servislerinden elde edilen veriler aracılığıyla bu çalışma, sosyal medya optimizasyonunun kurumsal iletişim stratejileri üzerindeki kullanımını, değerini ve etkisini değerlendirmeyi amaçlamaktadır.

Facebook, Türkiye’de en popüler sosyal ağ web sitesidir. Bu nedenle, Türkiye’de bulunan bankalar arasında, Facebook sayfasında en fazla hayran sayısına sahip yedi banka bir çevrimiçi pazarlama araştırma tekniği olan netnografi yöntemi ile gözlemlenmiş ve analiz edilmiştir. Örneklem, Socialbakers.com’un ülkeler için sunduğu istatistiki verilerden seçilmiştir.

Araştırma bulguları, sosyal medya optimizasyonunun, kurumların Facebook sayfalarında bulunan hayran sayısını arttırmaya, hayranları daha aktif ve kurumla daha bağlantılı bir hale getirmeye yardımcı olarak kurumsal iletişim üzerinde olumlu etkisi olduğunu göstermektedir. Bu da kurumsal iletişimin temel hedeflerinden birisi olarak kabul edilmektedir.

Lathi Khela is a dying Martial Arts Dance tradition of Bangladesh. This research concerns the continuity of a tradition which developed during the time of colonial undivided Bengal, until today, living as a popular martial arts dance in the rural community of Bangladesh. The aim is to study Lathi Khela in the context of a particular district Narail in Bangladesh, which has managed to continue this practice through its’ innovative methods, as compared to the Lathi Khela in other districts. Through ethnographic techniques which include interviews, visual field notes, and Netnography, this research illustrates the distinctiveness in Narail’s Lathi Khela. Apart from having constituted the knowledge of verbalised content, multi-generational practitioners and creative choreographies, this district has the distinction of including women in this ‘male’ dominated profession of Lathi Khela practice.  This research studies in detail how these women occupy a significant position in the practice of this art and further situate themselves in a pre-dominantly patriarchal Muslim community. The thesis argues that there is an ascription of a symbolic meaning of ‘prestige’ to the female body in Micro-Meso and Macro levels in conjunction with the socio-cultural and socio-religious contexts of aforementioned community of Bangladesh. This contributes to the construction of a value system around the Gender Capital. The thesis demonstrates that this capital positions women as basis for contestation in the overall ‘continuity’ of Narail’s Lathi Khela’s transmission.

Keywords : Lathi Khela, Martial Arts Dance, woman , prestige, gender capital, continuity.

Discussion on the Web is mediated through layers of software and protocols. As scholars increasingly study communication and learning on the web it is essential to consider how site administrators, programmers, and designers create interfaces and enable functionality. The managers, administrators, and designers of online communities can turn to more than 20 years of technical books for guidance on how to design online communities toward particular objectives. Through analysis of this “how-to” literature, this dissertation explores the discourse of design and configuration that partially structures online communities and later social networks. Tracking the history of notions of community in these books suggests the emergence of a logic of permission and control. Online community defies many conventional notions of community. Participants are increasingly treated as “users”, or even as commodities themselves to be used. Through consideration of the particular tactics of these administrators, this study suggests how researchers should approach the study and analysis of the records of online communities.

Why and how do marginalized consumers mobilize to seek greater inclusion in and more choice from mainstream markets? We develop answers to these questions drawing on institutional theory and a qualitative investigation of Fatshionistas, plus-sized consumers who want more options from mainstream fashion marketers. Three triggers for mobilization are posited: development of a collective identity, identification of inspiring institutional entrepreneurs, and access to mobilizing institutional logics from adjacent fields. Several change strategies that reinforce institutional logics while unsettling specific institutionalized practices are identified. Our discussion highlights diverse market change dynamics that are likely when consumers are more versus less legitimate in the eyes of mainstream marketers and in instances where the changes consumers seek are more versus less consistent with prevailing institutions and logics.

Anlatıların dönüşüm sürecinde üretici, tüketici ve bağlam değişse de anlatıların toplumda ortak bir belleğin oluşmasına katkısı ilkel dönemlerde olduğu gibi modern dünyada da devam eden bir durumdur. Son otuz yıl içerisinde internet teknolojilerindeki gelişmenin etkisi ve
2020 yılındaki Kovid-19 salgını ile yaşanan ani ve zorunlu dönüşüm sonucunda günümüz dünyası iyiden iyiye global bir köye dönüşmüştür. Bu köyün en güçlü masalcılarından biri de Netflix adlı platformdur. Bu platformda üretilen içeriklerle ortak bir bellek oluşturulmakta ve bu sayede “artistik iletişimsel süreç” yani folklor olarak tanımlanabilecek geniş bir bilgi dolaşımda tutulmaktadır. Bu açından söz konusu platformda üretilen içeriklerin halkbilimsel analizi önem kazanmaktadır. Bu bildiride Netflix Türkiye tarafından üretilmiş olan Hakan: Muhafız (The Protector), Atiye (The Gift), Aşk 101 (Love 101) ve Bir Başkadır (Ethos) adını taşıyan diziler içerisinde sunulan “Türkiye” imajının hangi yönleri ön plana çıkartılarak sunulduğunu analiz edilmeye çalışılmıştır. Bu kapsamda söz konusu ürünler üzerinden yapılan taramada, Türkiye imajının; mistik ve tarihi yönleri, üzerine kurulduğu coğrafyanın
uygarlık tarihindeki önemi, sahip olduğu görkemli bir kent olarak İstanbul’un ön plana çıkarılması ve kültürel zenginliği üzerinden biçimlendiği sonucuna ulaşılmıştır.

Although the producer, consumer and context change in the transformation process of narratives, the contribution of narratives to the formation of a common memory in society is a situation that continues in the modern world as in primitive periods. Today's world has transformed from good to good into a global village as a result of the impact of the development in internet technologies over the last three decades and the sudden and forced transformation experienced by the Covid-19 pandemic in 2020. One of the most powerful storytellers in this village is the platform Netflix. A common memory is created with the content produced on this platform, thus circulating a wide range of information that can be described as "artistic communication process", in a word folklore. In this respect, folkloric analysis of the contents produced on the platform becomes important. In this paper it was tried to analyze the highlighting aspects of the "Turkey" image presented in the series named Hakan: Muhafız (The Protector), Atiye (The Gift), Aşk 101 (Love 101) and Bir Başkadır (Ethos) produced by Netflix Turkey. In this context, in the scan carried out on the products in question, the image of Turkey; mystical and historical aspects, the importance of the geography on which it was founded in the history of civilization, the forefront of Istanbul as a magnificent city and its cultural richness have been founded.