Assessment of Risky Behavior of Turkish Youtube Phenomens, Video Content Analysis

Year 2024, Volume: 7 Issue: 1, 8 - 17, 25.03.2024

Dilek Tunc Ugur , Mehmet Enes Gökler , Salih Mollahaliloğlu

https://doi.org/10.55517/mrr.1342231

Abstract

Aim: In the internet usage, especially the use of Youtube is one of the most common activities of today's children and adolescents. Due to its effects on the world market, the videos of YouTube phenomena have recently attracted attention to different commercial products, substance use incentives, attitudes towards body perception and cyberbullying. The aim of this study is to investigate the shared videos of youtube influencer and to analyze detailed in terms of risky behaviors. Methods: 2019 In this study was conducted between July and November has been viewed 15 Youtuber's most popular video sharing first in Turkey. The names and accounts of the Youtubers were hidden, each account was randomly numbered, and the phenomena were ranked according to the number of subscribers they had. The universe of the study was determined as a total of 12,382 videos of 15 youtubers whose videos were examined. Results: According to the calculated sample size, the 740 videos most watched (effect size = 0.15; power = 0.90; α-0.05) in proportion to the total number of videos of Youtubers were examined. Risky behaviors determined by the researchers in all the videos examined; Malnutrition, swearing-slang, physical violence, smoking and alcohol use, negative content about body perception, advertisement and product placement, negative content for schools, content praising screen use, content praised by parents for the phenomenon, and cyberbullying were analyzed. In 740 videos included in the study, a total of 2208 negative content was detected. The most common negative content was 58.0% (430) physical violence, 55.1% (408) swearing / slang, 47.8% (354) product placement, 30.2% (224) cyberbullying and other negative content with decreasing rates consisted of contents. The distribution of total negative content according to the phenomena is as follows. 24.1% of the negative contents (541) belonged to Phenomenon 12, 20.15% (445) to Phenomenon 2, 12.55% (277) to Phenomenon 5, 10.42% (230) to Phenomenon 10 and decreasing rates of other phenomena. Conclusion: In our study, we thought that such videos could be harmful to the physical and mental health of children and young people who watch youtubers' videos intensively. It was concluded that the limitations and controls of video sharing sites and legislators are very important in this area, however, especially parents and all individuals in the society should show sensitivity, make appropriate guidance and supervision.

Keywords

youtuber, phenomenon, youtube, video content, risky behavior

Türk Youtube Fenomenlerindeki Riskli Davranışların İncelenmesi, Video İçerik Analizi

Abstract

Amaç: İnternet kullanımında özellikle Youtube kullanımı, bugünün çocuklarının ve ergenlerinin en yaygın faaliyetlerinden biridir. Dünya pazarındaki etkileri nedeniyle YouTube fenomenlerinin videolarında farklı ticari ürünlere özendirme, madde kullanımı teşvik, beden algısına yönelik tutumlar ve siber zorbalık son dönemde dikkat çekmektedir. Bu çalışmanın amacı YouTube fenomenlerinin paylaştığı videoları incelemek ve riskli davranışlar açısından detaylı bir şekilde analiz etmektir. Yöntem: 2019 yılı Temmuz-Kasım ayları arasında gerçekleştirilmiş bu çalışmada Türkiye’deki en popüler ilk 15 YouTuberun video paylaşımları incelendi. Youtuberların isimleri ve hesapları gizlenerek her bir hesap rastgele numaralandırıldı ve fenomenler sahip oldukları abone sayısına göre sıralandı. Çalışmanın evreni videoları incelenen 15 youtuberların toplam 12.382 videosu olarak tespit edildi. Hesaplanan örneklem büyüklüğüne göre youtuberların toplam video sayılarına orantılı olarak en fazla izlenen 740 video (etki büyüklüğü=0.15; güç=0.90; α-0.05) incelendi. İncelenen tüm videolarda araştırmacılar tarafından belirlenmiş riskli davranışlar; kötü beslenme, küfür-argo kullanımı, fiziksel şiddet, sigara-alkol kullanımı, beden algılayışı ile ilgili olumsuz içerik, reklam ve ürün yerleştirme, okullara yönelik olumsuz içerik, ekran kullanımını öven içerik, ebeveynlerin fenomenliği övdüğü içerik ve siber zorbalık incelendi. Bulgular: Çalışmaya dahil edilen 740 videoda toplamda 2208 olumsuz içerik saptanmıştır. En sık rastlanan olumsuz içerik %58.0’ı (430) fiziksel şiddet, %55.1’i (408) küfür/argo, % 47.8 ‘i (354) ürün yerleştirme, %30.2’si (224) siber zorbalık ve azalan oranlarla diğer olumsuz içeriklerden oluşmaktaydı. Toplam olumsuz içeriklerin fenomenlere göre dağılımı ise şu şekildedir. Olumsuz içeriklerin %24.1’i (541) Fenomen 12, %20.15’i (445) Fenomen 2, %12.55’i (277) Fenomen 5, %10.42’si (230) Fenomen 10 ve azalan oranlarla diğer fenomenlere ait idi. Sonuç: Bu çalışmanın sonucuna dayanarak çocuk ve genç nüfusta YouTube kullanımının bu kadar yoğun olduğu bir dönemde YouTubelar tarafından oluşturulan paylaşımların beden ve ruh sağlığı üzerine sakıncaları olabileceği düşünülmüştür. Video paylaşım sitelerinin ve yasa koyucuların bu alanda sınırlama ve denetimlerinin çok önemli olduğu, bununla birlikte başta ebeveynlerin ve toplumdaki tüm bireylerin hassasiyet göstermeleri, uygun yönlendirmeler ve denetimler yapmaları gerektiği kanaatine varıldı.

Keywords

youtuber, fenomen, youtube, video içeriği, riskli davranış

References

• Wojcicki S. Ceo of Youtube, Presentation Brandcast. Report of We are Social. 2018. Available from:https://www.theverge.com/2018/5/3/17317274/youtube-1-8-billion-logged-in-monthly-users-brandcast-2018
• Balakrishnan J, Griffiths MD. Social media addiction: What is the role of content in YouTube?. Journal of Behavioral Addictions. 2017;6(3):364-77.
• Holmbom M. The YouTuber: A qualitative study of popular content creators. 2015. Available from:https://api.semanticscholar.org/CorpusID:193528759
• De Veirman M, Cauberghe V, Hudders L. Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising. 2017;36(5): 798-828.
• Geyser W. What is an influencer. Influencer Marketing Hub 2021. Available from: https://influencermarketinghub.com/influencer-marketing-benchmark-report.
• Coates AE, Hardman CA, Halford JCG, Christiansen P, Boyland EJ. “It’s just addictive people that make addictive videos”: Children’s understanding of and attitudes towards influencer marketing of food and beverages by YouTube video bloggers. International Journal of Environmental Research and Public Health. 2020;17(2):449.
• Cranwell J, Murray R, Lewis S, Leonardi‐Bee J, Dockrell M, Britton J. Adolescents’ exposure to tobacco and alcohol content in YouTube music videos. Addiction. 2015;110(4):703-11.
• Hussin M, Frazier S, Thompson JK. Fat stigmatization on YouTube: A content analysis. Body Image. 2011;8(1):90-2.
• Kyriacou C, Zuin A. Cyberbullying of teachers by students on YouTube: challenging the image of teacher authority in the digital age. Research Papers in Education. 2016;31(3):255-73.
• Thomas M, MacKay S, Salsbur D. Exposure to fire setting behavior on YouTube. Journal of Adolescent Health. 2012;51(1):99-100.
• Vingilis E, Yildirim-Yenier Z, Vingilis-Jaremko L, Seeley J, Wickens CM, Grushka DH, et al. Young male drivers’ perceptions of and experiences with YouTube videos of risky driving behaviours. Accident Analysis & Prevention.2018;120:46-54.
• Karaman, H. Türkiyede bağımlılık alanında bir rehabilitasyon modeli olarak Yeşilay Danışmanlık Merkezinin (YEDAM) incelenmesi. Yayınlanmamış Yüksek Lisans Tezi. İstanbul Üniversitesi Sağlık Bilimleri Enstitüsü. 2017.
• Montgomery L, Yockey A. Rolling and scrolling: The portrayal of marijuana cigars (blunts) on YouTube. Journal of Substance Use. 2018;23(4):436-40.
• Coates AE, Hardman CA, Halford JC, Christiansen P, Boyland EJ. Social media influencer marketing and children’s food intake: a randomized trial. Pediatrics.2019;143(4):e20182554. https://doi.org/10.1542/peds.2018-2554
• Castelló-Martínez A, Tur-Viñes V. Una combinación de alto riesgo: obesidad, marcas de alimentación, menores y retos en YouTube [A high-risk combination: obesity, food brands, minors and challenges on YouTube]. Gac Sanit. 2021;35(4):352-4. https://doi.org/10.1016/j.gaceta.2020.06.018
• Edwards CG, Pollack CC, Pritschet SJ, Haushalter K., Long JW, Masterson TD. Prevalence and comparisons of alcohol, candy, energy drink, snack, soda, and restaurant brand and product marketing on Twitch, Facebook gaming and YouTube gaming. Public Health Nutrition. 2022;25(1):1-12.
• UNICEF. Siber Zorbalık.2021. Available from: https://www.unicef.org/turkiye/siber-zorbal%C4%B1k-nedir-ve-nas%C4%B1l-%C3%B6nlenir
• Hinduja S, Patchin JW. Cyberbullying research summary: Cyberbullying and suicide. Online: http://www. cyberbullying. us/myspace_youth_research. Pdf. 2020.
• Harris J, Atkinson A, Mink M, Porcellato L. Young People’s Experiences and Perceptions of YouTuber-Produced Health Content: Implications for Health Promotion. Health Education & Behavior. 2020; 48(2):199-207 https://doi.org/1090198120974964.
• Laurent G, Guinhouya B, Whatelet M, Lamer A. Automatic exploitation of YouTube data: A study of videos published by a French YouTuber during COVID-19 quarantine in France. Studies in Health Technology and Informatics. 2020;275:112-6.
• Donzelli G, Palomba G, Federigi I, Aquino F, Cioni L, Verani M, et al. Misinformation on vaccination: A quantitative analysis of YouTube videos. Human Vaccines & Immunotherapeutics. 2018;14(7):1654-9.