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Evaluation of Adolescents’ Ethical Perceptions on Native Advertising in Turkey

Yıl 2021, Cilt , Sayı 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 179 - 206, 29.12.2021
https://doi.org/10.24955/ilef.1038659

Öz

Various types of advertisements are emerging with the widespread use of digital media in which rapid developments are witnessed. Therefore, required regulations that need to be made cannot keep up with the speed of the sector. Native advertisements prepared in accordance with the natural content and design of the medium in which they are published constitute an example of the mentioned situation. Since the regulations regarding native advertising have not reached a sufficient level yet, ethical discussions about this type of advertising draw attention. Ethical perceptions in adulthood are formed in adolescence. The aim of this exploratory study is to analyze adolescents’ ethical perceptions on native advertising in Turkey (n = 200) according to gender. Survey method is applied by utilising Reidenbach and Robin’s Multidimensional Ethics Scale with a fictional native advertising. Research results reveal that adolescents do not accept non-labeled native advertising as an ethical problem. Moreover, girls are found to be more sensitive than boys in the moral equity dimension of ethical perception.

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Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi

Yıl 2021, Cilt , Sayı 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 179 - 206, 29.12.2021
https://doi.org/10.24955/ilef.1038659

Öz

Dijital medyanın yaygınlaşmasıyla birlikte farklı reklam türleri ortaya çıkmaktadır. Dijital medyadaki gelişmeler o kadar hızlı yaşanmaktadır ki, bazı durumlarda yapılması gereken düzenlemelerin sektörün hızına uyamadığı görülmektedir. Yayınlandığı mecranın doğal içeriğine ve tasarımına uygun şekilde hazırlanan doğal reklamlar bahsedilen duruma örnek teşkil etmektedir. Doğal reklamlara ilişkin düzenlemeler henüz yeterli seviyeye ulaşmadığından, bu reklam türüyle ilgili etik tartışmalar dikkat çekmektedir. Bireylerin yetişkinlikteki etik algı ve değerlerinin temelleri adölesanlık döneminde atılmaktadır. Bu keşfedici çalışmanın amacı, Türkiye kapsamında adölesanların (n=200) doğal reklamla ilgili etik algılarını cinsiyet bağlamında analiz etmektir. Anket yöntemi kullanılan araştırmada kurgusal bir doğal reklam örneği üzerinden Reidenbach ve Robin’in Çok Boyutlu Etik Ölçeği uygulanmıştır. Araştırma sonuçları, adölesanların “reklam” etiketlemesinin yapılmadığı doğal reklam örneğini etik açıdan sorunlu görmediklerini göstermektedir. Etik algının ahlâki eşitlik boyutunda, kızların erkeklere göre daha duyarlı olduğu ortaya konulmaktadır.

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Ayrıntılar

Birincil Dil Türkçe
Konular Sosyal
Bölüm Makaleler
Yazarlar

Sema MİSÇİ KİP Bu kişi benim (Sorumlu Yazar)
İZMİR EKONOMİ ÜNİVERSİTESİ
0000-0002-0285-4777
Türkiye


Zeynep AKSOY Bu kişi benim
İZMİR EKONOMİ ÜNİVERSİTESİ
0000-0002-0297-0372
Türkiye

Destekleyen Kurum Bu çalışma, Journal of Business Research 116 (2020) dergisinde yayımlanan Native advertising credibility perceptions and ethical attitudes: An exploratory study among adolescents in the United States, Turkey and Israel başlıklı uluslararası araştırma kapsamında toplanan Türkiye verilerinin detaylı analiz edilmesiyle hazırlanmıştır. Türkiye’deki veriler, ABD’deki Winona Devlet Üniversitesi Sosyal Bilimler Okulu tarafından sağlanan fonla toplanmıştır.
Yayımlanma Tarihi 29 Aralık 2021
Yayınlandığı Sayı Yıl 2021, Cilt , Sayı 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset

Kaynak Göster

Bibtex @araştırma makalesi { ilef1038659, journal = {Ankara Üniversitesi İlef Dergisi}, issn = {2148-7219}, eissn = {2458-9209}, address = {}, publisher = {Ankara Üniversitesi}, year = {2021}, volume = {}, pages = {179 - 206}, doi = {10.24955/ilef.1038659}, title = {Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi}, key = {cite}, author = {Misçi Kip, Sema and Aksoy, Zeynep} }
APA Misçi Kip, S. & Aksoy, Z. (2021). Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi . Ankara Üniversitesi İlef Dergisi , 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset , 179-206 . DOI: 10.24955/ilef.1038659
MLA Misçi Kip, S. , Aksoy, Z. "Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi" . Ankara Üniversitesi İlef Dergisi (2021 ): 179-206 <https://dergipark.org.tr/tr/pub/ilef/issue/67404/1038659>
Chicago Misçi Kip, S. , Aksoy, Z. "Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi". Ankara Üniversitesi İlef Dergisi (2021 ): 179-206
RIS TY - JOUR T1 - Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi AU - Sema Misçi Kip , Zeynep Aksoy Y1 - 2021 PY - 2021 N1 - doi: 10.24955/ilef.1038659 DO - 10.24955/ilef.1038659 T2 - Ankara Üniversitesi İlef Dergisi JF - Journal JO - JOR SP - 179 EP - 206 VL - IS - 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset SN - 2148-7219-2458-9209 M3 - doi: 10.24955/ilef.1038659 UR - https://doi.org/10.24955/ilef.1038659 Y2 - 2021 ER -
EndNote %0 Ankara Üniversitesi İlef Dergisi Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi %A Sema Misçi Kip , Zeynep Aksoy %T Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi %D 2021 %J Ankara Üniversitesi İlef Dergisi %P 2148-7219-2458-9209 %V %N 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset %R doi: 10.24955/ilef.1038659 %U 10.24955/ilef.1038659
ISNAD Misçi Kip, Sema , Aksoy, Zeynep . "Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi". Ankara Üniversitesi İlef Dergisi / 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset (Aralık 2021): 179-206 . https://doi.org/10.24955/ilef.1038659
AMA Misçi Kip S. , Aksoy Z. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. 2021; (2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset): 179-206.
Vancouver Misçi Kip S. , Aksoy Z. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. 2021; (2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset): 179-206.
IEEE S. Misçi Kip ve Z. Aksoy , "Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi", Ankara Üniversitesi İlef Dergisi, sayı. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, ss. 179-206, Ara. 2021, doi:10.24955/ilef.1038659