Y VE Z KUŞAĞI’NIN YOUTUBE KULLANIM ALIŞKANLIKLARI

Yıl 2019, , 77 - 89, 31.12.2019

Benan Gök , Ali Murat Kırık , Murat Akşit

https://doi.org/10.31455/asya.632613

Cited By: 2

Öz

Günümüzde
sosyal medya hayatımızın merkezinde yer almaya başlamış, her yaştan ve her
kesimden bireyi kapsamına almıştır. Etkileşimli web adı verilen Web 2.0
teknolojisi sanal ortamda daha katılımcı yapının oluşmasını sağlamıştır. Bu
katılımcı yapı farklı sosyal paylaşım ağlarında farklı içeriklerin
oluşturulmasını ortaya koymuştur. Özellikle dünyada YouTube, bu noktada
gittikçe popüler hale gelen video paylaşım sitesi haline gelmiştir. Hatta
popüler bir hâle gelen YouTube’da kuşakların video izleme alışkanlıkları
giderek değişmeye başlamış böylece içeriklerde bir dönüşüm yaşanmıştır. Çünkü
YouTube içeriklerinin kullanım düzeyi kuşaktan kuşağa farklılık gösterir hâle
gelmiştir. Bu çalışmada Y ve Z kuşaklarının YouTube’da video izleme alışkanları
tespit edilmeye çalışılmış ve bu alışkanların değişiklik gösterip
göstermediğinin saptanması hedeflenmiştir. Araştırmaya katılan 308 bireyin konu
hakkındaki düşünceleri nicel araştırma yöntemlerinden anket tekniği ile
saptanmaya çalışılmıştır. Özellikle “play” tuşunun bireylerde hissettirdiği
anlam kuşaklara göre farklılık göstermekle birlikte, sosyal medya
platformlarında yapılan yorumlardan etkilenme düzeylerinde anlamlı farklılık
saptanmamıştır. Bu kapsamda, Y ve Z kuşağının takip ettiği kanallarda önemli
farklılık söz konusudur. Y kuşağı dizi, film ve program kanallarını tercih
ederken, Z kuşağı Influencer kanallarına daha yoğun ilgi göstermektedir.
Kuşakların YouTube kullanım alışkanlıkları göz önünde bulundurulduğunda
içeriklerin bu alışkanlara göre oluşturulması özellikle firmalara ışık tutarak,
firmaların verecekleri kararların uygulamalarında hedef kitleye daha hızlı ve
etkili bir şekilde ulaşılması öngörülmektedir.

Anahtar Kelimeler

Y Kuşağı, Youtube, Z Kuşağı, Kullanım Alışkanları, Sosyal Medya

YOUTUBE USAGE HABITS OF Y AND Z GENERATION

Öz

Today, social media is at the
center of our lives, covering someone of all ages and all walks of life. Web
2.0 technology called interactive web has enabled more participatory structure
in the virtual environment. This participatory structure revealed the creation
of different content in different social networks. Especially around the world,
YouTube has become an increasingly popular video sharing site at this point. Even on YouTube, which has become
popular, the video viewing habits of generations have started to change and thus
the content has transformed. This
is because the level of use of YouTube content varies from generation to
generation. This study aims are
to determine the habit of watching videos on YouTube of Y and Z generations to
determine whether these habits have changed. The thoughts of 308 individuals
involved in the study were determined by a quantitative survey technique.
In particular, the meaning felt by
the “play” button in individuals was different over generations, but no
meaningful difference was found in the levels of influence in comments. There are significant differences in the
channels that are followed by the Y and Z generations. While the Y generation prefers series,
film and program channels, the Z generation is more interested in influencer
channels.
Taking
into account the YouTube usage habits of generations, it is envisaged that the
creation of content according to these habits will be achieved more quickly and
effectively in the implementation of the decisions that companies will make,
especially by shining a light on companies.

Anahtar Kelimeler

Youtube, Y Generation, Z Generation, Usage Habits, Social Media

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