Akademik Veri Yönetim Sistemi
AJIT-e: Bilişim Teknolojileri Online Dergisi, cilt.12, sa.44, ss.11-21, 2021 (Hakemli Dergi)
R. Louis Stevenson’s famous book called “Strange Case of Dr Jekyll and Mr Hyde” is an 1886
novel about a legal worker in London, who investigates the unprecedented events happening
between his friend Dr Jekyll, and the evil counterpart Mr. Hyde. This story's impact has been
such that the phrase "Jekyll and Hyde" still keeps coming up in conversations even today;
referring to persons with an unpredictably dual nature. In order to understand the underlying
reasons for the dualistic behavior amongst the humans, and their desperate search for
perfection, 7 types of "Jakyll and Hyde" traits proposed by B.Engel will be discussed and
analyzed through observing their appearances on advertisements, and how they lead to the
consumption of the self in the era of transhumanism today. Qualitative methods, namely
content analysis with semiotic undertones, will be applied on the chosen advertisement
(Verizon, HTC Droid DNA) to make the necessary analysis on the topic together with a
complimentary datamining sentiment analysis on ‘Transhumanism’ hashtag. To analyze the
common public opinion on “transhumanism”. Tweets under this hashtag between the 19th of
January 2020 – 27th of January 2020 have been gathered by using ‘Seobots’ application, and
then the collected data which held 108 tweets on the mentioned hashtag were analyzed by
using the NVIVO program for sentiment analysis.