TY - JOUR T1 - Y VE Z KUŞAĞI’NIN YOUTUBE KULLANIM ALIŞKANLIKLARI TT - YOUTUBE USAGE HABITS OF Y AND Z GENERATION AU - Gök, Benan AU - Kırık, Ali Murat AU - Akşit, Murat PY - 2019 DA - December DO - 10.31455/asya.632613 JF - Asya Studies JO - Asya Studies PB - Mehmet Akif KARA WT - DergiPark SN - 2602-2877 SP - 77 EP - 89 VL - 4 IS - 10 LA - tr AB - Günümüzdesosyal medya hayatımızın merkezinde yer almaya başlamış, her yaştan ve herkesimden bireyi kapsamına almıştır. Etkileşimli web adı verilen Web 2.0teknolojisi sanal ortamda daha katılımcı yapının oluşmasını sağlamıştır. Bukatılımcı yapı farklı sosyal paylaşım ağlarında farklı içeriklerinoluşturulmasını ortaya koymuştur. Özellikle dünyada YouTube, bu noktadagittikçe popüler hale gelen video paylaşım sitesi haline gelmiştir. Hattapopüler bir hâle gelen YouTube’da kuşakların video izleme alışkanlıklarıgiderek değişmeye başlamış böylece içeriklerde bir dönüşüm yaşanmıştır. ÇünküYouTube içeriklerinin kullanım düzeyi kuşaktan kuşağa farklılık gösterir hâlegelmiştir. Bu çalışmada Y ve Z kuşaklarının YouTube’da video izleme alışkanlarıtespit edilmeye çalışılmış ve bu alışkanların değişiklik gösteripgöstermediğinin saptanması hedeflenmiştir. Araştırmaya katılan 308 bireyin konuhakkındaki düşünceleri nicel araştırma yöntemlerinden anket tekniği ilesaptanmaya çalışılmıştır. Özellikle “play” tuşunun bireylerde hissettirdiğianlam kuşaklara göre farklılık göstermekle birlikte, sosyal medyaplatformlarında yapılan yorumlardan etkilenme düzeylerinde anlamlı farklılıksaptanmamıştır. Bu kapsamda, Y ve Z kuşağının takip ettiği kanallarda önemlifarklılık söz konusudur. Y kuşağı dizi, film ve program kanallarını tercihederken, Z kuşağı Influencer kanallarına daha yoğun ilgi göstermektedir.Kuşakların YouTube kullanım alışkanlıkları göz önünde bulundurulduğundaiçeriklerin bu alışkanlara göre oluşturulması özellikle firmalara ışık tutarak,firmaların verecekleri kararların uygulamalarında hedef kitleye daha hızlı veetkili bir şekilde ulaşılması öngörülmektedir. KW - Y Kuşağı KW - Youtube KW - Z Kuşağı KW - Kullanım Alışkanları KW - Sosyal Medya N2 - Today, social media is at thecenter of our lives, covering someone of all ages and all walks of life. Web2.0 technology called interactive web has enabled more participatory structurein the virtual environment. This participatory structure revealed the creationof 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 becomepopular, the video viewing habits of generations have started to change and thusthe content has transformed. Thisis because the level of use of YouTube content varies from generation togeneration. This study aims areto determine the habit of watching videos on YouTube of Y and Z generations todetermine whether these habits have changed. The thoughts of 308 individualsinvolved in the study were determined by a quantitative survey technique.In particular, the meaning felt bythe “play” button in individuals was different over generations, but nomeaningful difference was found in the levels of influence in comments. There are significant differences in thechannels that are followed by the Y and Z generations. 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UR - https://doi.org/10.31455/asya.632613 L1 - https://dergipark.org.tr/tr/download/article-file/913622 ER -