DİJİTAL HİKAYE ANLATIMI: İÇERİK ÜRETİCİLERİNİN YOUTUBE VİDEOLARI ÜZERİNDEN BİR ANALİZ

Dijital hikaye anlatımı bilgi ve iletişim teknolojileri çağındaözellikle tüketim kültürü açısından önemli bir pazarlama yöntemiolarak karşımıza çıkmaktadır. Bu çalışmanın amacı dijital hikayeanlatımının çevrimiçi tüketici davranışlarını etkileme prensiplerinibelirleyebilmektir. Farklı bir deyişle tüketici davranışlarınıyönlendirmede hangi hikaye içerikleri ve özellikleri ön planaçıkmaktadır bunu açıklayabilmektir.Dijital hikaye anlatımı tüketicinin kendisini hikaye anlatıcınınrolüne kaptırdığı ve hikayelerini aldığı aracılı iletişim pratiği olarak dayorumlanabilir. Bu çalışma, nitel çoklu metod yaklaşımınadayanmaktadır ve video hikayelerinin içinde taşıdığı anlamaodaklanmakta ve bunun yanı sıra ilişkisel deneyimle olan bağıaraştırmaktadır.Araştırma kapsamında dört ayrı içerik üreticilerinin(youtuber/influencer)’ın 2019 yılının haziran-temmuz-ağustos aylarıiçerisinde çektikleri videolar sistematik boyutlu nitel araştırma (BasıcIDS) (davranış, etki, his, canlandırma, biliş, kişilerarası ilişkiler, ilaçlarve sosyokültürel faktörler) kapsamında betimsel analiz yönetemi ileincelenmiştir. Bu analiz sosyal medya gerçekliğinin, hikaye anlatımınınrasyonel, duygusal ve ilişkisel deneyimlerini ortaya koymaktadır. Buyüzyüze ilişkiler yalnızca bilişsel ve duygusal olarak oluşmamakta aynızamanda rol-model olma süreci ile de hayata geçmektedir. Özellikle,ilişkisellik, paylaşılan sosyo-kültürel arkaplan ve ilaç kategorileritüketici ilişki deneyimini kavramsallaştırmaktadır. Bu kategoriler doğrultusunda içerik üreticilerin hangi iletişim kategorilerindentüketicilere hitap ettikleri ve dikkatlerini çektiği ve ikna etmeyeçabaladıkları bulgulanmaya çalışılmaktadır. Bu bulgu özellikle satış,pazarlama, iletişim, dijital medya alanlarında hizmet eden vegünümüzde özellikle popüler olan içerik üreticiliği alanında çalışankişilerin tüketim sektörünün nabzını tutmaları, hedef kitleyiyakalamaları açısından önem taşımaktadır.

DIGITAL STORYTELLING: AN ANALYSIS OF CONTENT PRODUCERS' ON YOUTUBE VIDEOS

Digital storytelling is an important marketing method especially in terms of consumption culture in the age of information and communication technologies. The aim of this study is to determine the principles of digital storytelling influencing online consumer behavior. In other words, it is able to explain which story content and characteristics come to the fore in guiding consumer behavior. Digital storytelling can also be interpreted as mediated communication practice in which the consumer is caught up in the role of the storyteller and takes their stories. This study is based on a qualitative multi-method approach and focuses on the meaning of video stories and also explores the link to relational experience. In the scope of the research, the videos taken by four different content producers (youtuber / influencer) in June-July-August 2019 are systematic dimensional qualitative research (Basıc IDS) (behavior, effect, feeling, resuscitation, cognition, interpersonal relationships, drugs and sociocultural factors) and analyze by descriptive analysis. This analysis reveals the rational, emotional and relational experiences of social media reality and storytelling. These face-to-face relationships are not only formed cognitively and emotionally but also through the process of being role-model. In particular, relationalism, shared sociocultural background and drug categories conceptualize the consumer relationship experience. In line with these categories, it is tried to find out which communication categories the content producers are addressing to consumers and attracting their attention and trying to convince them. This finding is especially important in terms of keeping the pulse of the consumer sector and catching the target audience, especially in the fields of sales, marketing, communication, digital media and content production, which is especially popular today.

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Turkish Studies - Information Technologies and Applied Sciences-Cover

ISSN: 2667-5633
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ