Mukbang Videolarının Oluşturduğu Motivasyonlar Üzerine Bir Araştırma (A Research on Motivations Generated by Mukbang Videos)

Elif ŞENEL

doi:10.21325/jotags.2023.1240

Yazarlar

Elif ŞENEL

DOI:

https://doi.org/10.21325/jotags.2023.1240

Anahtar Kelimeler:

Mukbang- Motivasyon- ASMR

Öz

Bu çalışmada günümüzde son derece popüler olan mukbang videolarının bireyler üzerinde oluşturduğu motivasyonların belirlenmesi amaçlanmıştır. Araştırmanın örneklemini Eskişehir’ de yaşayan ve mukbang videoları izleyen bireyler oluşturmaktadır. Katılımcıların belirlenmesi aşamasında her görüşme başlangıcında bireylere sosyal medyada bu videoları izleyip izlemedikleri sorulmuş olup izlemeyenler araştırmaya dahil edilmemiştir. Katılımcıların belirlenmesi için basit rastgele örneklem yöntemi kullanılmıştır. Mukbang videoları izleyen 20 kişiye ulaşılmıştır. Araştırmada veri toplama aracı olarak yarı yapılandırılmış 9 sorudan oluşan görüşme formu kullanılmıştır. Görüşmeler 10 - 25 Nisan 2023 tarihleri arasında gerçekleştirilmiş olup, 15-28 dakika arasında sürmüştür. Verilerin çözümünde nitel veri analizi yöntemlerinden betimsel analiz yöntemi kullanılmıştır. Yapılan analizler sonucunda mukbang videolarının oldukça ilgi gördüğü, birçok katılımcının bu videoları rutin bir şekilde izlediği ve hayatına adapte ettiği tespit edilmiştir. Dahası yayın esnasında tüketilen yiyecek miktarının fazlalığı, fenomenin karşısında yer alan yemeği bitirme hızı ya da kendi yemek kültürümüzde yer almayan yiyeceklerin tüketilmesi katılımcılarda şaşkınlık, hayret ve şoka girme gibi duygular uyandırmaktadır. Bulgular doğrultusunda ayrıca mukbang videolarının rutin yemek yeme alışkanlıkları üzerinde bir etkisi olduğu belirlenmiştir. Katılımcıların mukbang videolarını izledikleri esnada kendilerini tok hissetmelerine rağmen iştahlarının arttığı ve fast-food yeme veya restorana gitme eğilimlerinin oluştuğu sonucuna varılmıştır.

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