caku jiss Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 1309-3738 2791-9374 Cankiri Karatekin University 10.54558/jiss.1847635 Communications and Media Policy Social Responsibility Projects Marketing Communications Advertisement İletişim ve Medya Politikası Sosyal Sorumluluk Projeleri Pazarlama İletişimi Reklam Sharenting, Digital Privacy, and Child Rights: Research on Deutsche Telekom’s “A Message from Ella” Campaign Paylaşanababalık, Dijital Gizlilik ve Çocuk Hakları: Deutsche Telekom’un “Ella’nın Mesajı” Kampanyası Özelinde Bir Araştırma https://orcid.org/0000-0001-9696-8742 Aydoğan Hediye Akdeniz Üniversitesi İletişim Fakültesi 04 29 2026 17 1 344 361 12 23 2025 02 12 2026 Copyright © 2010, Journal of Institute of Social Sciences 2010 Journal of Institute of Social Sciences

Aim: This study aims to examine Deutsche Telekom’s “A Message from Ella” campaign by exploring how sharenting, child privacy, and artificial intelligence ethics are framed and how audiences respond to these framings.Method: A qualitative mixed-method design was employed. First, the campaign video was analyzed using Entman’s four-stage framing model. Second, a thematic analysis was conducted on 1,413 YouTube comments posted under the German and English versions of the video using MAXQDA 2024 software.Results: The framing analysis indicates that sharenting is constructed as a form of non-consensual digital exposure shaped by parental responsibility and AI-related risks. The thematic analysis reveals five main themes: (1) digital privacy and AI anxiety, (2) empathy and emotional identification with the child, (3) parental responsibility, resistance, and justification, (4) praise for the campaign’s aesthetic and ethical message, and (5) the absence of explicit discourse on child agency. While the campaign effectively raises ethical awareness, children’s rights and consent remain marginal in public discourse. Conclusion: The findings demonstrate that emotionally charged narratives can mobilize ethical reflection while simultaneously reinforcing adult-centric perspectives. The positioning of children as active digital subjects remains limited.Originality: By integrating framing analysis with audience reception and focusing on the intersection of sharenting and AI-driven risks, this study provides an original contribution to research on digital childhoods and ethical communication.

Amaç: Bu çalışmanın amacı, Deutsche Telekom’un “Ella’nın Mesajı” kampanyasını paylaşanababalık (sharenting), çocuk mahremiyeti ve yapay zekâ etiği bağlamında inceleyerek, kampanyanın bu meseleleri nasıl çerçevelendirdiğini ve izleyicilerin bu çerçeveye nasıl tepki verdiğini ortaya koymaktır.Yöntem: Araştırma, karma nitel bir tasarımla yürütülmüştür. İlk aşamada kampanya videosu, Entman’ın dört aşamalı çerçeveleme modeli doğrultusunda analiz edilmiştir. İkinci aşamada ise, videonun Almanca ve İngilizce versiyonlarına yapılan toplam 1.413 YouTube yorumu MAXQDA 2024 yazılımı kullanılarak tematik analize tabi tutulmuştur.Bulgular: İngilizce ve Almanca dilindeki iki videoya yapılan toplamda 1413 YouTube yorumunun MAXQDA 2024 nitel veri analizi programı kullanılarak gerçekleştirilen tematik analizi, beş ana temayı ortaya koymuştur: dijital gizlilik ve YZ endişesi; çocukla empati ve duygusal özdeşleşme; ebeveyn sorumluluğu, direnç ve meşrulaştırma; kampanyanın estetik ve etik mesajına övgü; çocuk öznesine ilişkin açık bir söylemin bulunmaması. Bulgular, duygusal anlatıların yetişkin merkezli çerçeveleri güçlendirirken etik yansımayı nasıl harekete geçirebileceğinin altını çizmiştir. Bulgular, kampanyanın güçlü bir etik farkındalık yarattığını ancak çocuk hakları ve rıza meselesinin kamusal söylemde sınırlı kaldığını göstermektedir.Sonuç: Çalışma, duygusal anlatıların yetişkin merkezli çerçeveleri güçlendirirken etik sorgulamayı tetikleyebildiğini ortaya koymaktadır. Bununla birlikte, çocukların dijital özne olarak konumlandırılmasına yönelik söylemsel bir boşluk dikkat çekmektedir.Özgünlük: Bu çalışma, paylaşanababalık olgusunu yapay zekâ, derin sahtecilik ve izlerkitle alımlaması ekseninde birlikte ele alarak; kampanya metni ile kullanıcı tepkilerini bütüncül biçimde analiz etmesi bakımından özgün bir katkı sunmaktadır.

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