DISCOVERING INSTAGRAM MOMS THROUGH A PARTICIPANT-BASED ONLINE PLATFORM

Authors : Esra Ergin

Pages : 346-373

View : 54 | Download : 265

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :This study aims to examine posts related to “Instagram moms” on Ekşi Sözlük, a participant-based online dictionary-style social media platform in Türkiye. The research was designed around a qualitative approach that focuses on describing individuals’ views, actions, and even lifestyles. Content analysis of users’ posts on a social media platform in an online dictionary format was conducted to explore the observational and exploratory processes of public perceptions regarding the phenomenon of “Instagram moms”. The findings show that these posts mostly contain negative emotions. The most intense emotions were anger and disgust, followed by sadness. In the thematic analysis, the most dominant theme was “motherhood as a tool of consumer culture and marketing”, while “violation of children’s privacy” ranked second. In the temporal analysis of the sentiment analysis, disgust was prominent in the 2016–2017 period, while a marked increase in anger and sadness was observed with the 2020 pandemic, and interest has almost completely faded in the 2023–2025 period. According to the results of the thematic temporal analysis, posts in 2016 largely centered around the themes of “motherhood as a tool of consumer culture and marketing” and “violation of children’s privacy”. However, starting in 2021, there was a significant decline across all themes; data for 2023 and 2025 has fallen to nearly zero levels. As a result, a strong relationship was found between emotions and themes; it was determined that the themes of consumer culture and privacy violation were closely linked to negative emotions.
Keywords : Instagram Anneleri, Duygu Analizi, Sosyal Platform, Tematik Analiz

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