A Quantitative Research on Content Sharing Practices of Turkish TikTokers

Abstract

The TikTok application, which was launched in China in 2016 as Douyin and outside of China as TikTok in August 2018, spread all over the world in a short time and turned into a social media application used by billions of users. TikTok, which is the most downloaded social media application in many countries, especially in the USA, has become the third most used social media application in Turkey in 2021. In this research, which focuses on TikTok and Turkish TikTokers; aims to reveal the content sharing practices of Turkish TikTokers. In this study, where the most followed 10 Turkish TikToker accounts were taken as a sample; in the first nine months of 2021, the most shared video contents in August (410) were coded by the quantitative content analysis method. As a result of the research; It is stated that Turkish TikTokers mostly adapt the trends in social media to their content and prepare content that puts them in front of the camera alone (40%) at home (50.24%), without clipping these content in Turkish (39.76%) or English (35.12%). It has been determined that he edited it with popular music in the language (43.66%) or with playback (20.49%). It can be said that Turkish TikTokers have experienced the platform with the perspective of the Musical.ly application, which is the starting point of TikTok. The study, by revealing the sharing practices of TikTokers in Turkish culture, fills an important gap on this subject, which has not been studied in the field.

Keywords

• TikTok
• TikTokers
• Turkey
• Social Media Influencers
• Social Media

Türk TikTokerların İçerik Paylaşım Pratikleri Üzerine Nicel Bir Araştırma

Öz

Çin’de 2016 yılında Douyin, Çin dışında ise TikTok adıyla Ağustos 2018 yılında piyasa sürülen TikTok uygulaması, kısa bir sürede tüm dünyaya yayılarak milyarlarca kullanıcı tarafından kullanılan bir sosyal medya uygulamasına dönüştü. ABD başta olmak üzere birçok ülkede en çok indirilen sosyal medya uygulaması olan TikTok, 2021 yılında Türkiye’de en çok kullanılan üçüncü sosyal medya uygulaması konumuna sahip olmuştur. TikTok ve Türk TikTokerları konu edinen bu araştırmada, Türk TikTokerların içerik paylaşım pratiklerini ortaya çıkartmayı amaçlamıştır. En çok takip edilen 10 Türk TikToker hesabının örneklem alındığı bu çalışmada; 2021 yılının ilk dokuz ayı içerisinde en çok paylaşımın yapıldığı ağustos ayındaki video içerikleri (410), nicel içerik analizi yöntemince kodlanmıştır. Araştırma sonucunda; Türk TikTokerların daha çok sosyal medyadaki akımları içeriklerine uyarlayarak (%50,24) kendilerini evde (%40) tek başına kamera önüne çıkartan içerikler hazırladığı (%46,1), bu içerikleri herhangi bir kırpma yapmadan Türkçe (%39,76) veya İngilizce (%35,12) dilinde popüler olan müziklerle (%43,66) veya pleybekle (%20,49) kurguladığı tespit edilmiştir. Türk TikTokerların TikTok’un çıkış noktası olan Musical.ly uygulaması perspektifiyle platformu deneyimlediği söylenebilir. Çalışma Türk kültürü özelinde TikTokerların paylaşım pratiklerini ortaya koyarak alanda herhangi bir çalışma bulunmayan bu konu hakkında önemli bir açığı gidermektedir.

Anahtar Kelimeler

• TikTok
• TikTokerlar
• Türkiye
• Sosyal Medya Fenomenleri
• Sosyal Medya

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