Netnographic Analysis of the Transformation of Anatolian Craftswomanship: Navigating the Digital Labor

Creative Commons License

Asena Salman B.

Netnocon 2026, İzmir, Türkiye, 17 - 19 Temmuz 2026, ss.53-54, (Özet Bildiri)

  • Yayın Türü: Bildiri / Özet Bildiri
  • Basıldığı Şehir: İzmir
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.53-54
  • TED Üniversitesi Adresli: Evet

Özet

A Netnographic Analysis of the Transformation of Anatolian Craftswomanship: Navigating the Digital Labor Burcu Asena-Salman, Ted University, Ankara, Turkey Abstract As women’s labor continues to be taken for granted and, therefore, unpaid, this ignorance becomes even more striking in local artisanship, where women’s skills and contributions are frequently globally marginalized. In Turkiye, the case is no diÄerent, but it has taken on a new dimension with the presence of local artisans on social media, particularly on Instagram. Traditional skills such as embroidery, crocheting, weaving, beadwork, and knitting were historically classified as purely feminine household activities. Although when oÄered as dowries by the brides, they represent their core family’s honor, the true value of the women who produced these products is rarely acknowledged. This complex and time-consuming production is now becoming a commodified trade item under the pressures of digital capitalism. As the feminist autonomist Mariarosa Dalla Costa (2014) has argued, assigning monetary value to labor shapes its social perception; consequently, uncompensated traditional women's artisanship is often dismissed merely as domestic labor or taken for granted as a hobby with no material value. This study examines the visual and verbal patterns on Instagram accounts and how this tangible artifact is performed as part of the online personae in an anthropological sense. Ultimately, Netnographic data collected from Instagram are reinforced with semi-structured interviews to reveal how Turkish craftswomen perceive what they are actually producing and how they navigate traditional practices within digital requirements. Drawing on Lila Abu-Lughod’s (2021) caution against generalizing cultures— which often stereotypically tilts perceptions of the “Anatolian craftswoman” towards a universal image of oppression and passivity—this study examines the active, complex intergenerational transmission of female roles and transformation of women’s artisanship. Figure 1 – Traditional Anatolian Crochet 54 References Abu-Lughod, L. (1999). Veiled sentiments: honor and poetry in a Bedouin society. University of California Press. (2021). Müslüman kadının kurtarılmaya ihtiyacı var mı? H. Gümüşsoy (Trans.). Ketebe. Batu, T. “Toprak-Kadın İlişkisi ve Türkiye’de Seramik Sanatında Kadının Yeri”. idil, 67 (2020 Mart): s. 497–506. doi: 10.7816/idil-09-67-08 Broomberg, H. (2025). Guggenheim Family. https://www.ebsco.com/researchstarters/science/ guggenheim-family. Erişim 16.07.2025 Bourdieu, P. (1995). Kamuoyu yoktur. H. Tufan (Ed.). Kamuoyu Kimin Oyu? Kesit. (1984). 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