To Examine Reasons Of Social Media Usage Through Personal And Brand Image Management

Abstract

The image is the imagination that emerges as a result of the interaction between the person and others and the objects and life practices. The image of the object leads to the desire to have access to the object, leads to dependency and even compliance, identification and internalization of the object in the process. In this way, the object produced by man is metamorphosed and transformed into an independent entity, and the object acquires identity, personality and self within the process. As for theoreticians, they are explaining this relation as we are what we have and we think what we look at. As for self, it comes into existence as a result of persons interaction with objects and others in social structure and representment of self is accepted as persons image. According to self-theorists, people aim to protect and strengthen their self-image, and use social relations as a means to achieve their goals. People use the image of objects to have the image they desire and manage dramaturgy and impression in their social relations. Thanks to the development of the Internet and technology, the convergence and digitization of communication tools and information technologies has created new media. Peoples desire to socialize and the possibility of technology enabled McLuhan's concept of global village and created social media channel. With the help of new media tools, people now join social media, create images, symbols and showings created by artists in Antique Age, Medieval Age and Renaissance, and becoma a media producer. While the people in the social media channel manage image through dramaturgy and impression management, brands manage image with public relations, advertisement and integrated marketing communication applications. Bourdieu refers to the settled place, settlers, habits and processes in the concept habitus. In this context, study aims to explain the relationship between social media (place of settlement) and those who use social media (settlers) based on the concept of habitus and the direction of personal and brand image of habits arising as a result of this relationship and process. The study is written within the scope of doctorate thesis titled Transformation of personal and brand image management in social media which is still going on in Istanbul Aydin University and descriptive research method which is applied research method and application of communication science is used.