Sosyal Etki Kuramı Bağlamında YouTube Gezi Vlogger’ları Üzerine Nitel Bir İnceleme (A Qualitative Study of Travel Vloggers on YouTube in the Context of Social Impact Theory)

Fulya AKBUĞA

doi:10.63556/jotags.2026.1932

Authors

Fulya AKBUĞA

DOI:

https://doi.org/10.63556/jotags.2026.1932

Keywords:

Sosyal etki, Sosyal medya, YouTube, Dijital kültür, Gezi vloggerları

Abstract

Bu çalışma, dijital medya ortamlarında sosyal etki süreçlerinin YouTube platformunda nasıl şekillendiğini incelemeyi amaçlamaktadır. Araştırmada, geniş takipçi kitlesine sahip, seyahat videoları çeken üç içerik üreticisinin videolarına yapılan kullanıcı yorumları, nitel bir yaklaşımla incelenmiştir. Çalışmanın veri seti, her bir içerik üreticisinin beş videosundan seçilen 300 kullanıcı yorumundan oluşmaktadır. Veriler, tematik analiz yöntemi doğrultusunda değerlendirilmiş; yorumlarda ortaya çıkan anlam örüntüleri, Kelman’ın sosyal etki kuramı çerçevesinde uyma, özdeşleşme ve içselleştirme kategorileri ile ilişkilendirilmiştir. Araştırma bulguları, sosyal etkinin dijital ortamlarda tek boyutlu bir süreç olmadığını; içerik üreticisinin iletişim tarzı, izleyiciyle kurduğu ilişki biçimi ve içerik yapısına bağlı olarak farklı biçimlerde ortaya çıktığını göstermektedir. Bulgular ayrıca, YouTube yorum alanlarının yalnızca bireysel görüşlerin ifade edildiği alanlar olmadığını; duygusal bağların kurulduğu ve kolektif anlam üretiminin gerçekleştiği dijital topluluk alanları olarak işlev gördüğünü ortaya koymaktadır.

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