NETNOGRAPHY STUDY ON CONFORMING BEHAVIOR IN NEW MEDIA AND IDEOLOGICAL ONLINE SOCIAL NETWORK COMMUNITIES

Due to the spiral of human-technology-society-communication, today's society has experienced, perhaps, the fastest and most extreme change in human history in the last two hundred years. The phenomenon of technological life, so ingrained in the culture of living as a community, has come to affect the way we live, think and even die. In this study, the effect of technology has been specifically examined on the basis of the dominance of the concept of ideology on the phenomenon of community. Then, the effects of ideology on online social networking groups were studied. The state of harmony and opposition that emerged in society and human behavior with the effect of technology has been the aim parameters of this study. Its methodological structure was designed with the Netnographic research method, and online social networking groups on the Facebook platform created the specific study area of the research. In the Constitutional Amendment Referendum held in Turkey on April 16, 2017, it was observed that the votes of individuals active in social networks were determined by the famous names they identify with. Therefore, it has been seen that ideological conformity behavior occurs with identification in the context of elections. Article visualizations