Şeyma Subaşı's advertising-concept social media post... The new cunning of the attention economy

The digital world and the advertising sector are developing new advertising and marketing tactics every day. Brands do not hesitate to use these tactics in fierce competition. A marketing method that has recently stood out and caused surprise has come to the agenda with Şeyma Subaşı. A home goods brand drew attention with an advertisement prepared with Subaşı targeting the lynching culture on social media.

Phenomenon Şeyma Subaşı appeared in front of the camera for a home goods brand in her latest advertisement. According to the script, Subaşı, known for her poor photoshops, shared a photo with warped tiles in the background. While her followers mocked and lynched her for the photo, Subaşı revealed a few days later that the post was actually an advertisement.

Dr. Zeliha Oçak commented on this new method of the advertising sector for 12punto.

Here is Oçak's article:

Şeyma Subaşı's latest advertising move has attracted the attention of social media users and sparked debate. Subaşı's influence signals the beginning of a new era in brands' attention-grabbing strategies.

Brands are creating their new playing field by directing emotional reactions

Subaşı's latest advertising move has provided material worth discussing regarding the impact of social media on the attention economy. The revelation that Subaşı's photo, which initially looked like a photoshop error, was actually part of a product from Karaca Porselen that creates an illusion effect, created great interaction among users. This event showed how brands can manage users' emotional reactions and even turn negatives into advantages. This advertising strategy, built on the lynching culture on social media, actually revealed a new perspective on how brands can influence users and capture their attention.

On the other hand, it also pointed to an important point that should be considered in social media usage by revealing how the new tactics of the attention economy hunt social media users.

Give the masses what they don't like, then sit back and watch!

The collaboration between Subaşı and Karaca Porselen proved that even negative attitudes can be part of brand strategies. This situation also reveals that attention-grabbing strategies on social media are becoming increasingly complex and how brands manipulate users' emotional reactions.

Şeyma Subaşı, one of the most notable figures on social media, has approximately 3 million followers on Instagram. Her lifestyle and event-filled life attract the interest of many people. Subaşı, who can be described as the Paris Hilton of the digital world, manages to stay on the agenda constantly with her luxurious life and turbulent relationships. Social media agencies state that Subaşı's stories are watched at a significant rate even by people who do not follow her. In other words, even if Şeyma Subaşı is not embraced with love by the public, her life attracts the attention of users. Therefore, she becomes an ideal figure for the attention economy.

THE CAPITAL OF THE ATTENTION ECONOMY: EMOTIONAL STATE TRACKING ON SOCIAL PLATFORMS

New communication technologies are changing not only the way we do business but also our emotional and social needs. Social platforms have become a platform where negative emotions are expressed as well as positive ones. These changes have been placed at the foundation of the attention economy. Brands compete on social media platforms to capture people's attention.

The attention economy focuses on advertising, content consumption, and capturing users' attention. The advertising strategy in the collaboration between Şeyma Subaşı and Karaca Porselen revealed that even the lynching culture on social media can be converted into consumer culture.

Research shows that social platforms are used to express negative emotions as well as positive ones. The lynching culture is an example of mass reactions on social media. People who perform the act of lynching focus their attention on the prominent features or situations of the person they are lynching. The user exhibits impulsive and extreme behaviors toward the targeted feature via the social platform. While Şeyma Subaşı was thrown in front of social media users as a ‘photoshop beauty’, the fact that she reached high interaction with this tactic also reveals that the lynching culture is a reality. This advertising work also records a new case in history regarding making a profit from the social crisis of the digital world.

RESPONSIBLE SOCIAL MEDIA USE SHOULD BE THE PRIORITY STEP

This advertising example shows that those who go hunting can be hunted. The attention economy on social media is becoming increasingly complex, and brands are developing new strategies to manipulate users' emotional reactions. Şeyma Subaşı's latest advertising step signals the beginning of a new era in the game of grabbing attention. In this context, responsible social media use for users becomes more important in terms of protection from the manipulative tactics of brands.

More conscious and balanced interaction by social media users is the most important step in protecting against the manipulative strategies of brands. Responsible use can enable users to stand on stronger ground and be less vulnerable to such tactics. In short, to avoid being hunted, one must not go hunting. On the other hand, while having fun saying ‘how we got trolled!’, it becomes important to think a little bit. Karaca Porselen entertained with an advertising campaign, now it's time to think a little about responsible media use...


Şeyma Subaşı