Güzelliğin Yankıları: YouTube Makyaj İçeriklerine Yapılan Yorumların Beden İmajı ve Görünüş İdealleri Bağlamında Analizi

Öz

Amaç: Bu çalışma, YouTube’daki makyaj eğitimi videolarına yapılan kullanıcı yorumlarını beden imajı ve görünüş idealleri açısından inceleyerek bu içeriklerin psikolojik etkilerini araştırmayı amaçlamaktadır. Özellikle beden dismorfik bozukluk (BDB) ile ilişkili temalar ön planda tutulmuştur. Yöntem: Araştırmada karma yöntemli bir tasarım kullanılmıştır. En çok izlenen 10 İngilizce makyaj videosundan toplam 2.000 yorum toplanarak nitel içerik analizi ve duygu analizi yapılmıştır. Tematik analizde altı ana tema belirlenmiştir: güzelliğe hayranlık, olumsuz öz karşılaştırma, kozmetik/davranışsal niyet, duygusal tepkiler, içeriğe dair görüşler ve diğer. Her yorum ayrıca olumlu, olumsuz ya da nötr olarak duygu analizine tabi tutulmuştur. Bulgular: En yaygın temalar “güzelliğe hayranlık” ve “içeriğe dair görüş” olarak öne çıkmıştır. Dış görünüşe ve makyaj becerilerine yönelik övgüler en yüksek olumlu duygu puanlarına ulaşmıştır. Alt temalar arasında yer alan övgü ve kıskançlık gibi ifadelerin birlikte görülmesi, izleyici etkileşimlerinde çelişkili duygusal tepkilerin olduğunu ortaya koymuştur. Sonuç: Makyaj içerikleri kullanıcılar arasında pozitif etkileşim ve ilham sağlayabilirken, aynı zamanda beden memnuniyetsizliği, olumsuz karşılaştırmalar ve dış görünüşe dayalı onay ihtiyacını da artırabilmektedir. Bu bulgular, güzellik temalı içeriklerde sosyal sorumluluk ve dijital platformlarda ruh sağlığını destekleyici stratejilerin önemini vurgulamaktadır.

Anahtar Kelimeler

• youtube
• sosyal medya
• beden dismorfik bozukluk
• beden imajı
• makyaj videoları

Echoes of Beauty: A Comment Analysis of YouTube Makeup Content Through the Lens of Body Image and Appearance Ideals

Öz

Aim: This study aims to explore the psychological effects of YouTube makeup tutorial videos by analyzing user comments through the lens of body image and appearance ideals, with a particular focus on themes related to body dysmorphic disorder (BDD). Method: A mixed-methods research design was used. A total of 2,000 comments were collected from the 10 most-viewed English-language makeup videos. The data were analyzed through thematic content analysis and sentiment analysis. Six major themes were identified: beauty admiration, negative self-comparison, cosmetic/behavioral intent, emotional reactions, opinion on content, and other. Each comment was also categorized as positive, neutral, or negative in sentiment. Results: The most frequent themes were “beauty admiration” and “opinion on content.” Comments praising appearance and makeup skills had the highest positive sentiment scores. Co-occurrence of subcodes, such as praise and envy, revealed emotionally complex reactions among viewers, suggesting an interplay between admiration and self-critical comparisons. Conclusion: While beauty content can foster inspiration and engagement, it also has the potential to heighten body dissatisfaction, promote harmful comparisons, and reinforce appearance-based validation. These findings highlight the importance of socially responsible beauty content and the need for mental health–supportive strategies on digital platforms.

Anahtar Kelimeler

• body dysmorphic disorder
• body image
• makeup videos
• social media
• youtube

Kaynakça

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