Gençlerin Kısa Formlu Video Reklamları İzleme Alışkanlıkları: Beyin Çürümesi Çerçevesinde Bilişsel, Davranışsal ve Duygusal Etkiler

Öz

Kısa formlu video reklamlar, kısa ve öz içerikleri sayesinde çevrim içi reklamcılığın en hızlı büyüyen alanlarından biri haline gelmiştir. Küresel ölçekte bu tür reklamlara olan ilginin artmasıyla birlikte bazı sorunlar ortaya çıkmaktadır. Bu sorunlardan biri de beyin çürümesidir. Bu çalışma, gençlerin kısa formlu video reklamları izleme alışkanlıklarını beyin çürümesi çerçevesinde inceleyerek, bu alışkanlıkların gençler üzerindeki “bilişsel”, “davranışsal” ve “duygusal” etkilerini ortaya koymayı amaçlamaktadır. Araştırma kapsamında, kartopu örnekleme ve amaçlı örnekleme teknikleri kullanılarak 18–30 yaş aralığında ve farklı demografik özelliklere sahip 18 katılımcıya ulaşılmıştır. Araştırmada karma yöntem tercih edilmiştir. Deneysel aşamada, önceden belirlenen kısa formlu video reklamlar, katılımcıların kişisel izleme alışkanlıklarına uygun şekilde kendi telefonlarından izletilmiş ve katılımcılardan reklamlara ilişkin duygu, düşünce ve tepkilerini sesli olarak ifade etmeleri istenmiştir. İkinci aşamada, bulguları pekiştirmek ve katılımcıların gündelik yaşamlarındaki kısa formlu video izleme deneyimlerini kapsamlı bir şekilde ortaya koymak amacıyla yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Katılımcıların izleme esnasında; dikkat dağılması, başka bir videoya geçme, art arda video izleme, zaman algısını kaybetme ve sık tekrar hissi gibi durumları yaşadıkları görülmüştür. Kısa formlu video reklamların katılımcıların günlük yaşamlarında da odak kaybı, bağımlılık, sabırsızlık ve zihinsel yorgunluk gibi beyin çürümesi ile ilişkilendirilen olumsuz etkiler yarattığı anlaşılmıştır. Katılımcıların, kısa video reklamları uzun süre izlediklerinde yaşadıkları durumu “transa geçme”, “düşünmeyi bırakma”, “brain rot” ve “robotlaşma” şeklinde tanımladıkları tespit edilmiştir.

Anahtar Kelimeler

• Dijital Reklamcılık
• Kısa Formlu Video Reklam
• Sosyal Medya
• Beyin Çürümesi
• Gençlik

Short–Form Video Ads Viewing Habits Among Youth: Cognitive, Behavioral, and Emotional Effects in the Context of Brain Rot

Öz

Short–form video advertisements have become one of the fastest–growing areas in online advertising due to their concise and engaging content. With the increasing global interest in such advertisements, several concerns have emerged. One of these concerns is brain rot. This study aims to examine the short–form video advertisement viewing habits of young people within the framework of brain rot and to reveal the “cognitive”, “behavioral”, and “emotional” impacts of habits on youth. In the study, 18 participants aged between 18 and 30 with diverse demographic characteristics were reached using snowball and purposive sampling techniques. The mixed–method approach was adopted in the study. During the experimental phase, the researchers asked participants to watch preselected short–form video advertisements on their smartphones, tailored to their viewing habits, and to verbally express their emotions, thoughts, and reactions to the ads. In the second phase, semi–structured interviews were conducted to reinforce the findings and to gain deeper insights into participants’ short–form video viewing experiences in their daily lives. During viewing, participants reported experiencing distractions, switching to another video, binge–watching, losing track of time, and a sense of repetitive content. It found that short–form video advertisements also caused effects in participants’ daily lives, such as attention deficit, dependency, impatience, and mental fatigue, symptoms commonly associated with brain rot. Furthermore, participants described their prolonged exposure to short video ads with expressions such as “entering a trance,” “ceasing to think,” “brain rot,” and “becoming robotic.”

Anahtar Kelimeler

• Digital Advertising
• Short–Form Video Advertisement
• Social Media
• Brain Rot
• Youth

Kaynakça

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