Duygular Sosyolojisi Çerçevesinde Gençlerin Utanca Dair Anlamları ve Tüketim Davranışlarında Utancın İzleri

Abstract

Since the 1970s, the sociology of emotions has established its conceptual and theoretical framework, becoming a distinct field within sociology. The sociological approach to emotions focuses on how emotions are constructed, given meaning, learned, reproduced, and experienced in everyday life within social relationships, structures, and norms. This study which utilizes the perspective and concepts of the sociology of emotions, examines shame as a social emotion. As a field where shame might be significant, consumption is proposed. Consumption is evaluated in the context of purchasing the meanings that objects possess and reflect. The actors in the study are young people, characterized by mobility and defined by unique social processes, with the idea that they could be part of a social world where the emotion of shame is acquired and experienced.

The aim of this study is to reveal the social dimensions of the emotion of shame within the experience and meaning worlds of young people. As an extension of shame, the social shaming forms that youth encounter are described. In this regard, the traces of shaming and the emotion of shame are sought in the consumption behaviors of young actors. Ultimately, within the framework of qualitative research methodology, this study involves in-depth online and face-to-face interviews with 16 young people, aged between 20 and 24, all residing in Ankara. The data analysis was conducted using thematic analysis technique with the help of the MAXQDA software. As a result of the data analysis, themes were identified in line with the problem statements expressing the core issues of the research. These themes reveal the meaning worlds of the youth regarding shame, their experiences shaped around shame, the forms of shaming they encounter, and the traces of shame in their consumption behaviors.