Abstract:

This study aims to detect and analyze the changes of social media, which has become one of the most important actors of the media ecology by examining and categorizing the blog contents of Instagram, one of the most popular social media platforms in Turkey. Following a literature review on media ecology, strategic communications, and social media, it investigated the contents of Instagram’s official blog through the research questions based on the target audience and strategic communications. The aim of the study is to analyze Instagram’s strategic communication approach within the context of media ecology, and to analyze its communication strategy to be able to effectively reach its target audience with a special focus on its official blog. To answer the research questions of the study, content analysis was carried out with MAXQDA 2018. Two main chategories are obtained: Trade-oriented and engagement-oriented posts. The results show that to be able to sustain its popularity and success as a socialization and business platform, Instagram aims to addresss a variety of users, and embraces crucial keywords such as up-to-dateness, reciprocity, and inclusivity in its communication strategy, while adapting its communication strategy.

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