Influencerlar ve Metaverse: Metafluence Üzerine Diyalogsal İletişim İncelemesi

Abstract

Metaverse is a common online community where physical reality increases and at the same time merges with virtual reality. Metafluence is a platform where influencers can provide their life practices, interact with their followers, buy digital artworks (NFTs) or to influence their followers to purchase. In this study, it is aimed to reveal what kind of a dialogue is established on the basis of the content in the Metafluence environment. Accordingly, the Metafluence web page is evaluated in terms of dialogical communication within the scope of qualitative research method using the case study research design. The dialogic analysis in the study is based on the criterias included in Kent and Taylor's (1998) article named "Building Dialogic Relationships Through the World Wide Web", as well as Kent et al.'s (2003) article named “The relationship between Web site design and organizational responsiveness to stakeholders”. The dialogic levels of the metafluence platform were examined within the framework of the six dialogic principles of dialogic communication. In conclusion, the metaflunce platform appears as a site in dialogical communication, and it can be said that virtual reality videos with avatars related to the concept of metaverse also support the interface design.