Bir Dijital Pazarlama Segmenti Olarak Çocuklar: YouTube

Öz

Son yıllarda çocukları hedefleyen pazarlama anlayışı oldukça gelişmiştir. Akıllı cihazlar çok sayıda uygulama ve içerik içermekte, dolayısıyla çocuklar sayısız içeriği küçük yaştan itibaren tüketmektedir. Bu uygulamaların içerisinde yer alan reklamlar ve içeriklerde yer alan anlatım şekilleri kimi zaman yeni duygu ve davranışlar inşa etmekte, kimi zaman ise belli klişeleri tekrar dolaşıma sokmaktadır. İnternette yer alan sosyal medya fenomenlerini yakından takip eden küçük çocuklar, reklam ile içerik arasındaki farkı kavrayamamaktadır. Bu çalışmada dünya çapında en popüler olan ve çocuklara yönelik fenomenlik yapan içerik sağlayıcının içerik analizi pazarlama ve tüketici perspektifinden yapılmıştır. Çalışmanın bulgularında en temelde, keyifli ve mutlu yaşamanın tüketim ile gerçekleştirilebileceğine yönlendirme olduğu görülmektedir. Tüketilecek emtialar ile ilgili olarak ise inşa edilen anlamlar kimi zaman açık, kimi zaman ise örtülü olarak sunulmaktadır. Ayrıca ürün tasarım, ambalaj, sunum ve pazarlama yoluyla toplumsal cinsiyet kimliklerinin yeniden üretilmesi, erkek ve kız çocuklar arasındaki farklılıkların vurgulandığı görülmektedir. Ürünlerin bozulup kırıldığı durumlarda tamir yerine hızlı bir biçimde yenisinin satın alınması fikri işlenmekte ve ürünlerin ebat olarak daha büyük olanın makbul olduğu vurgulanmaktadır. Küçük dimağlara oldukça manipülatif ve yönlendirici içerik yayını yapan bu tip videolara karşı gerek YouTube gibi platform sahiplerinin yapay zekâ ile içerik analizi yapması, gerekse düzenleyici kurumların bu içerikleri daha yakından takip etmesi, ebeveynlerin dijital medya okuryazarlıklarını artırmaları ve en nihayetinde ürün tanıtımı yapan firmaların daha duyarlı olmaları ve pazarlama etik ilkelerine uymaları politika tavsiyesi olarak yer almaktadır.

Anahtar Kelimeler

• Çocuklara yönelik pazarlama
• Fenomen pazarlaması
• Dijital pazarlama.

Children As a Digital Marketing Segment: YouTube

Öz

In recent years, marketing to children has developed considerably. Smart devices contain many applications, so children consume countless content from their younger age era. The advertisements in these applications and the forms of expression in the content sometimes build new emotions and behaviors, and sometimes re-circulate certain cliches. Young children, who closely follow the social media influencers on the Internet, do not understand the difference between advertising and content. In this study, the content analysis of the most popular worldwide and child-oriented content provider was performed from a marketing and consumer perspective. In the findings of the study, contents of videos imply that the condition of a pleasant and happy life could be achieved only through consumption. Concerning the commodities to be consumed, the constructed meanings are sometimes presented explicitly and sometimes implicitly. Moreover, reproduction of gender identities through product design, packaging, presentation and marketing, and the differences between boys and girls are emphasized. In cases where the toys are broken or broken, the idea of buying a new one instead of repair is promoted and large-size toys are also encouraged. Against this type of videos that broadcast highly manipulative and guiding content to small minds; several policy recommendations should be developed such as YouTube should make content analysis with artificial intelligence, regulatory agencies should follow this content more closely, parents should increase their digital media literacy and companies that promote products should be more sensitive and comply with ethical principles.

Anahtar Kelimeler

• Marketing to kids
• Influencer marketing
• Digital marketing.

Kaynakça

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