Research Article
BibTex RIS Cite

Netflix and Chill: Yeni Hedonistik Ürün'ü kullanan Türk Z kuşağı izleyicilerinin bir Analizi

Year 2022, Issue: 58, 170 - 184, 25.06.2022
https://doi.org/10.47998/ikad.1004162

Abstract

Dijital dikkat ekonomisi çerçevesinde, yaşam tarzı teknolojileri yoğun katılımı düzenli olarak teşvik etmekte ve düzenlemektedir. Netflix, dijitalleşmenin McDonald & Smith-Rowsey'in (2016) "Netflix etkisi" terimiyle tanımladığı bir yaratımı olarak, platformun tavsiye, anında teslimat ve özel kişiselleştirilmiş prodüksiyon akış kültüründe sahip olduğu öncü rolünü gösteriyor. Netflix’in izleyicinin aktivitelerinden faydalanmak ve platformda harcanan zamanı en üst düzeye çıkarmak için tasarlanan algoritmaları ve mekanizmaları son derece etkilidirler. Bu platform, beraberinde yeni bir tanınmış marka getirdi ve bu yeni hedonist tüketicilerle birlikte “Netflix and Chill” mottosu, tüketimin duygusal yönünün gittikçe daha ağır bastığı bir toplumda yeni bir tür kültürel zevk yaratarak markayı yasallaştırıp öne çıkarmakta. Bu bağlamda, bu makale Türk öğrencilerin Netflix aşırı izlemede faaliyetlerindeki hedonistik davranışlarını gözlemlemeyi amaçlamaktadır. Odak grupları kullanılarak bir alımlama çalışması yapılacak, dört farklı odak grubu izlenecektir. Bu grupların her biri Z kuşağına ait beş Netflix izleyicisinden oluşmaktadır. Çalışma, izleyicilerin hedonizm derecesini ve bununla ilgili öz algılarını gösterecektir.

References

  • Acocella Ivana , & Cataldi, S. (2020). Colombo, 1997). SAGE.
  • Addis, M. (2007). Ad uso e consumo. Il marketing esperienziale per il manager. Pearson.
  • Albrecht, T. L., Johnson, G. M., & Walther, J. B. (1993). Understanding Communication Processes in Focus Groups. In D. L. Morgan, Successful Focus Groups: Advancing the State of the Art. SAGE.
  • Bauman, Z. (2001). Dentro la globalizzazione. Le conseguenze sulle persone. La Terza.
  • Beck, L., Trombetta, W., & Share, S. (1986). Using focus group sessions before decisions are made. North Carolina Medical Journal, 73-74.
  • Berelson, B. (1949). Events as an Influence upon Public Opinion. Journalism Quarterly, Volume: 26 issue: 2, 145-148.
  • Bers, T. H. (1987). Exploring institutional images through focus group interviews. New directions for institutional research, 19–29.
  • Blumler, J. G. (1970). The social origins of the gratifications associated with television viewin. The University of Leeds, dupli- cated paper.
  • Blumler, J. G., Brown, J. R., & McQuail, D. (1970). The social origins of the gratifications associated with television viewin. The University of Leeds, duplicated paper.
  • Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. Cambridge: Harvard University Press.
  • Britannica. (2021, May 13). Retrieved from www.britannica.com: https://www.britannica.com/topic/hedonism
  • Broom, G. M., & Dozier, D. M. (1990). Using Research in Public Relations: Applications to Program Management. Prentice-Hall.
  • Carey, A. (1994). The group effect in focus groups: Planning, implementing and interpreting focus group research. Critical Issues in Qualitative Research Methods, 225-241.
  • Colombo, M. (1997). Il gruppo come strumento di ricerca sociale: dalla comunità al focus group. Studi di Sociologia, 205-218.
  • Fowder, L., Kadiyali, V., & Narayan , V. (2009). The Impact of Emotional Product Attributes on Consumer Demand: An Application to the U.S. Motion Picture Industry. Johnson School Research Paper Series.
  • Freimuth, V. S., & Greenberg, R. (1986). Pretesting television advertisements for family planning products in developing countries: A case study. Health Education Research, 37-45.
  • Harvey, D. (2007). Breve Storia del Neoliberalismo. Milano: Il Saggiatore.
  • Hasting, R., & Meyer , E. (2020). L'unica regola è che non ci sono regole. Netflix e la cultura della reinvenzione. Garzanti.
  • Henn, M., Weinstein, M., & Foard, N. (2006). A Short Introduction to Social Research. SAGE.
  • Lunt, P., & Livingstone, S. (1996). Rethinking the focua group in media and communications research. Journal of Communication, 79-98.
  • Marrazzo, F. (2016). Effetto Netflix: Il nuovo paradigma televisivo. EGEA spa.
  • McDonald, K., & Smith-Rowsey, D. (2016). The Netflix effect: Technology and entertainment in the 21st century. Bloomsbury .
  • Morgan, D. L. (1997). Focus Groups as Qualitative Research. SAGE.
  • Morgan, D. L., & Spanish, M. T. (1984). Focus groups: A new tool for qualitative research. Qualitative sociology, 253-270.
  • Morgan, D. L. (1998). Practical Strategies for Combining Qualitative and Quantitative Methods: Applications to Health Research. Sage Journals, 362-376.
  • Katzman, A. (1972). The Threat of Exclusion. Sage Journals, 219-223.
  • Reifova, I. (2015). A study in the history of meaning-making: Watching socialist television serials in the former Czechoslovakia. European Journal of Communication, 79-94.
  • Ritzer, G. (2013). The McDonaldization of Society. Sage.
  • Scardovelli, M. (1997). Dalla mente individuale alla mente di gruppo: riflessioni sulla funzione del facilitatore in un’ottica di pnl. Rivista del dipartimento di scienze dei processi conoscitivi, 97-120.
  • Stewart, D. W., & Shamdasani, P. M. (1990). Focus Group: Theory and practice. Newbury: SAGE
  • Waples, D., Berelson, D., & Bradshaw, F. R. (1940). What Reading Does to People: A Summary of Evidence on the Social Effects of Reading and a Statement of Problems for Research. Chicago: University of Chicago Press.
  • Wikilson , S., & Kitzinger, C. (1996). Representing the Other: A Feminism & Psychology Reader. SAGE.

Netflix and Chill: An analysis of Turkish Generation Z viewers on The New Hedonistic Product

Year 2022, Issue: 58, 170 - 184, 25.06.2022
https://doi.org/10.47998/ikad.1004162

Abstract

In the framework of the digital attention economy, lifestyle technologies stimulate and modulate intensive participation regularly. Netflix, as a creation of the digitalization McDonald,&Smith-Rowsey (2016) with the term "the Netflix effect,” introduces a pioneering role of the platform in the streaming culture of recommendation, immediate delivery, and custom-personalized production. The algorithms and the Netflix mechanisms are designed to capitalize on the viewer's activities and to maximize the time spent on the platform; they are highly effective. With this platform, a new well-known brand was born, and with those new hedonistic consumers, the “Netflix and Chill” motto legalizes and emphasizes the brand by creating a new sort of cultural taste in a society where the emotional side of consumption is becoming more and more prominent. In this context, this paper aims to observe Turkish students' hedonistic behavior in Netflix binge-watching. A reception study will be done using focus groups; four different focus groups will be monitored. Each of these groups consisted of five Netflix viewers belonging to generation Z. The study will show the degree of viewers' hedonism and on the self-perception about it.

References

  • Acocella Ivana , & Cataldi, S. (2020). Colombo, 1997). SAGE.
  • Addis, M. (2007). Ad uso e consumo. Il marketing esperienziale per il manager. Pearson.
  • Albrecht, T. L., Johnson, G. M., & Walther, J. B. (1993). Understanding Communication Processes in Focus Groups. In D. L. Morgan, Successful Focus Groups: Advancing the State of the Art. SAGE.
  • Bauman, Z. (2001). Dentro la globalizzazione. Le conseguenze sulle persone. La Terza.
  • Beck, L., Trombetta, W., & Share, S. (1986). Using focus group sessions before decisions are made. North Carolina Medical Journal, 73-74.
  • Berelson, B. (1949). Events as an Influence upon Public Opinion. Journalism Quarterly, Volume: 26 issue: 2, 145-148.
  • Bers, T. H. (1987). Exploring institutional images through focus group interviews. New directions for institutional research, 19–29.
  • Blumler, J. G. (1970). The social origins of the gratifications associated with television viewin. The University of Leeds, dupli- cated paper.
  • Blumler, J. G., Brown, J. R., & McQuail, D. (1970). The social origins of the gratifications associated with television viewin. The University of Leeds, duplicated paper.
  • Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. Cambridge: Harvard University Press.
  • Britannica. (2021, May 13). Retrieved from www.britannica.com: https://www.britannica.com/topic/hedonism
  • Broom, G. M., & Dozier, D. M. (1990). Using Research in Public Relations: Applications to Program Management. Prentice-Hall.
  • Carey, A. (1994). The group effect in focus groups: Planning, implementing and interpreting focus group research. Critical Issues in Qualitative Research Methods, 225-241.
  • Colombo, M. (1997). Il gruppo come strumento di ricerca sociale: dalla comunità al focus group. Studi di Sociologia, 205-218.
  • Fowder, L., Kadiyali, V., & Narayan , V. (2009). The Impact of Emotional Product Attributes on Consumer Demand: An Application to the U.S. Motion Picture Industry. Johnson School Research Paper Series.
  • Freimuth, V. S., & Greenberg, R. (1986). Pretesting television advertisements for family planning products in developing countries: A case study. Health Education Research, 37-45.
  • Harvey, D. (2007). Breve Storia del Neoliberalismo. Milano: Il Saggiatore.
  • Hasting, R., & Meyer , E. (2020). L'unica regola è che non ci sono regole. Netflix e la cultura della reinvenzione. Garzanti.
  • Henn, M., Weinstein, M., & Foard, N. (2006). A Short Introduction to Social Research. SAGE.
  • Lunt, P., & Livingstone, S. (1996). Rethinking the focua group in media and communications research. Journal of Communication, 79-98.
  • Marrazzo, F. (2016). Effetto Netflix: Il nuovo paradigma televisivo. EGEA spa.
  • McDonald, K., & Smith-Rowsey, D. (2016). The Netflix effect: Technology and entertainment in the 21st century. Bloomsbury .
  • Morgan, D. L. (1997). Focus Groups as Qualitative Research. SAGE.
  • Morgan, D. L., & Spanish, M. T. (1984). Focus groups: A new tool for qualitative research. Qualitative sociology, 253-270.
  • Morgan, D. L. (1998). Practical Strategies for Combining Qualitative and Quantitative Methods: Applications to Health Research. Sage Journals, 362-376.
  • Katzman, A. (1972). The Threat of Exclusion. Sage Journals, 219-223.
  • Reifova, I. (2015). A study in the history of meaning-making: Watching socialist television serials in the former Czechoslovakia. European Journal of Communication, 79-94.
  • Ritzer, G. (2013). The McDonaldization of Society. Sage.
  • Scardovelli, M. (1997). Dalla mente individuale alla mente di gruppo: riflessioni sulla funzione del facilitatore in un’ottica di pnl. Rivista del dipartimento di scienze dei processi conoscitivi, 97-120.
  • Stewart, D. W., & Shamdasani, P. M. (1990). Focus Group: Theory and practice. Newbury: SAGE
  • Waples, D., Berelson, D., & Bradshaw, F. R. (1940). What Reading Does to People: A Summary of Evidence on the Social Effects of Reading and a Statement of Problems for Research. Chicago: University of Chicago Press.
  • Wikilson , S., & Kitzinger, C. (1996). Representing the Other: A Feminism & Psychology Reader. SAGE.
There are 32 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Xheni Simaku 0000-0003-2212-8315

Publication Date June 25, 2022
Submission Date October 3, 2021
Published in Issue Year 2022 Issue: 58

Cite

APA Simaku, X. (2022). Netflix and Chill: An analysis of Turkish Generation Z viewers on The New Hedonistic Product. İletişim Kuram Ve Araştırma Dergisi, 2022(58), 170-184. https://doi.org/10.47998/ikad.1004162