Bebeğim için Almak ya da Almamak

Statü tüketimi sosyal medya ile birlikte bir tüketim çılgınlığına dönüşmüştür. Bu etki özellikle hamile kadınlarda veya ilk bebeği olan annelerde görülmektedir. Bu anneler bebekleri için en organik, doğal, özgün ve çekici ürünü satın almakta ve bunu sosyal medya hesaplarından paylaşmaktadır. Aynı zamanda, bu anneler bebeklerini kendi benliklerinin bir uzantısı olarak görerek yeni kimlikleri ile benliklerini genişletmektedirler. Bu kapsamda, çalışmanın temel amacı, genişletilmiş benlik ve statü tüketimi teorileri aracılığı ile bu annelerin bebekleri için yapmış oldukları satın almaları değerlendirmektir. Çalışma için karma yöntem benimsenmiştir. Bunun için hem anket hem de derinlemesine görüşmeler yapılmıştır. Anket sonuçlarına bakıldığında annelerin bebeklerini kendi yansımaları olarak gördüğü anlaşılmaktadır. Bununla birlikte, yaptıkları harcamaların statü tüketimi olduğunu kabul etmemektedirler. Ancak, derinlemesine inildiğinde daha dürüst cevaplara ulaşılmış; annelerin bir sosyal grup tarafından kabul edilme ve en iyi anne olma arzusunun onları statü tüketimine yönlendirdiği derinlemesine görüşme sonuçlarından anlaşılmıştır.

Anahtar Kelimeler:

Bebek, anne, genişletilmiş benlik, statü tüketimi, IOS Ölçeği

To Buy or Not to Buy for My Baby

Status consumption increased with the consumption madness via social media. This effect can be seen in pregnant or first-time mothers with their newborn babies. These mothers buy the most organic, natural, unique and attractive products for their babies and share them on their social media accounts. Also, they make exaggerated expenses in activities like birthday parties and baby showers in order to get the credit of best mother. At the same time, these mothers extend their selves via their babies as they see them a piece of themselves. Within this scope, the main purpose of this research is evaluating these mothers’ purchases for their babies through extended-self and status consumption theory. Mixed method have been used in this research. Both surveys and in-depth interviews have been conducted. Having looked at the results of surveys, mothers see their babies as a reflection of their selves. Nevertheless, they do not accept that they made status consumption. However, the research went in deep, responses that are more honest have been got and in-depth interview results show that because of the desire of being a part of a social group or doing the best thing lead mothers to status consumption.

Keywords:

baby, mother, extended-self, status consumption, IOS Scale,

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