Z Kuşağı’nın Sosyal Medya Haberlerini Tüketim Motivasyonları ve Tatminleri: YouTube ve Instagram Örneği

Öz

Gazetecilik ve/veya habercilik; teknolojik ve mesleki gelişmeler doğrultusunda yeni alanlar kazanmaktadır. Günümüzde, etkileşim, erişim ve ulaşılabilirlik gibi ön plana çıkan özellikleriyle gazetecilik için önemli bir alan hâline gelen sosyal medyada uygulamalar aracılığıyla da habercilik yapılabilmektedir. Sosyal medya ve habercilik arasındaki ilişkiye YouTube ve Instagram uygulamaları özelinde odaklanan bu çalışmada, Z Kuşağı’nın sosyal medya haberlerini tüketim motivasyonları ve doyumları konu edinilmektedir. Sosyal medya uygulamaları özelinde haber tüketim süreciyle ilgili güncel veriler sunması açısından önem arz eden bu nicel çalışmada, ilişkisel tarama yöntemi kullanılmıştır. Araştırmada, Z Kuşağı sınıflandırması içerisinde bulunan 406 kişinin katılımıyla bir anket çalışması gerçekleştirilmiştir. Elde edilen bulgulara göre, Z Kuşağı’nın sosyal medya haberlerini tüketim motivasyonları ve doyumları; YouTube için orta, Instagram için ise yüksek düzeydedir. Haber tüketim motivasyon ve doyumu çerçevesinde, YouTube ve Instagram haberciliği arasında anlamlı, pozitif yönlü ve orta düzeyli bir ilişki bulunmaktadır. İki habercilik alanında da güvenirlik alt boyutunda orta düzey, teknik olanaklar ve kolaylık ile zengin ve isteğe bağlı içerik alt boyutlarında ise yüksek düzeyde bir motivasyon ve doyum benzerliği tespit edilmiştir. Ayrıca, Instagram haber tüketim motivasyon ve doyumunun YouTube haber tüketim motivasyon ve doyumuna %13.5 oranındaki katkısı söz konusudur. Belirtilen bulgular doğrultusunda Z Kuşağı’nın Instagram ve YouTube aracılığıyla üretilen veya paylaşılan haberlere yabancı olmadıkları şeklinde bir sonucun görünür olduğunu söylemek mümkündür.

Anahtar Kelimeler

• Sosyal Medya Haberciliği
• Youtube Haberciliği
• Instagram Haberciliği
• Z Kuşağı
• Medya Çalışmaları

Motivation and Satisfaction of Generation Z in the Consumption of Social Media News: The Example of YouTube and Instagram

Öz

Journalism and/or reporting is gaining new fields in line with technological and professional developments. Today, reporting can also be done through applications in social media, which has become an important area for journalism with its prominent features such as interaction, access and accessibility. In this study, which focuses on the relationship between social media and journalism in terms of YouTube and Instagram applications, Generation Z’s motivations and satisfaction with consuming social media news are discussed. In this quantitative study, which is important in terms of providing up-to-date data about the news consumption process in social media applications, the relational scanning method was used. In the study, a survey was conducted with the participation of 406 people in the Generation Z classification. According to the findings, Generation Z’s motivations and satisfaction with consuming social media news are moderate for YouTube and high for Instagram. Within the framework of news consumption motivation and satisfaction, there is a meaningful, positive and moderate relationship between YouTube and Instagram journalism. In both areas of journalism, a medium level of similarity of motivation and satisfaction was found in the reliability sub-dimension, technical possibilities and convenience, and a high level of motivation and satisfaction in the rich and on-demand content sub-dimensions. In addition, Instagram news consumption motivation and satisfaction was found to contribute 13.5% to YouTube news consumption motivation and satisfaction. According to the findings, it is seen that Generation Z is a not a stranger to the news produced or shared through Instagram and YouTube.

Anahtar Kelimeler

• Social Media Journalism
• Youtube Journalism
• Instagram Journalism
• Generation Z
• Media Studies

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