GOOGLE EARTH AS AN ALTERNATIVE PLATFORM TO INTRICATE ADVERTISING IN SOCIAL MEDIA: THE CASE OF ISTANBUL HISTORIC PENINSULA

Zeynep Özcan

Makale detayları

GOOGLE EARTH AS AN ALTERNATIVE PLATFORM TO INTRICATE ADVERTISING IN SOCIAL MEDIA: THE CASE OF ISTANBUL HISTORIC PENINSULA

Yazarlar:

Zeynep Özcan

Yayıncı:

Kocaeli University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi Issue 21, pp.1-26

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287403

pISSN:

1303-2771

Anahtar kelimeler:

Özet:

 The concept of advertising, which has various definitions from the past to the present; in todays world, with the developments in communication technologies, there is a definitional complexity especially on social media. Geographical mapping applications as a social media platform where the intricate structure of advertisement can be observed but ignored is also an important issue to be evaluated in this context. In this study; in a way that also reveals the intricate structure of advertising, it is aimed to demonstrate that the images shared by social media users in Google Earth, one of the main geographical mapping applications, are a new alternative that will serve advertising activities. In this direction, purposive sampling was used for the visuals in the historical peninsula, one of the busiest and most historical regions of Istanbul; content analysis was carried out for the content that is an alternative to advertising in the images in the sample. According to the findings, it has been determined that there are various content alternatives to advertising in the images shared by social media users in the historical peninsula of Istanbul; it has been observed that these contents mainly belong to the food and management sectors, and the use of communication tools such as tarpaulins and banners, although signs are intense. In addition, approximate rates of shares were made by domestic and foreign users, and the highest number of shares was made especially in 2018; it is also observed that the content that is a new alternative to advertising is usually included in the images of busy streets and squares.

 The concept of advertising, which has various definitions from the past to the present; in todays world, with the developments in communication technologies, there is a definitional complexity especially on social media. Geographical mapping applications as a social media platform where the intricate structure of advertisement can be observed but ignored is also an important issue to be evaluated in this context. In this study; in a way that also reveals the intricate structure of advertising, it is aimed to demonstrate that the images shared by social media users in Google Earth, one of the main geographical mapping applications, are a new alternative that will serve advertising activities. In this direction, purposive sampling was used for the visuals in the historical peninsula, one of the busiest and most historical regions of Istanbul; content analysis was carried out for the content that is an alternative to advertising in the images in the sample. According to the findings, it has been determined that there are various content alternatives to advertising in the images shared by social media users in the historical peninsula of Istanbul; it has been observed that these contents mainly belong to the food and management sectors, and the use of communication tools such as tarpaulins and banners, although signs are intense. In addition, approximate rates of shares were made by domestic and foreign users, and the highest number of shares was made especially in 2018; it is also observed that the content that is a new alternative to advertising is usually included in the images of busy streets and squares.

 The concept of advertising, which has various definitions from the past to the present; in todays world, with the developments in communication technologies, there is a definitional complexity especially on social media. Geographical mapping applications as a social media platform where the intricate structure of advertisement can be observed but ignored is also an important issue to be evaluated in this context. In this study; in a way that also reveals the intricate structure of advertising, it is aimed to demonstrate that the images shared by social media users in Google Earth, one of the main geographical mapping applications, are a new alternative that will serve advertising activities. In this direction, purposive sampling was used for the visuals in the historical peninsula, one of the busiest and most historical regions of Istanbul; content analysis was carried out for the content that is an alternative to advertising in the images in the sample. According to the findings, it has been determined that there are various content alternatives to advertising in the images shared by social media users in the historical peninsula of Istanbul; it has been observed that these contents mainly belong to the food and management sectors, and the use of communication tools such as tarpaulins and banners, although signs are intense. In addition, approximate rates of shares were made by domestic and foreign users, and the highest number of shares was made especially in 2018; it is also observed that the content that is a new alternative to advertising is usually included in the images of busy streets and squares.

 Geçmişten bugüne çeşitli tanımlamada bulunulan reklam kavramı; bugünün dünyasında iletişim teknolojilerinde yaşanan gelişmelerle birlikte, özellikle de sosyal medya üzerinde tanımsal bir giriftlik yaşamaktadır. Reklamın girift yapısının gözlemlenebildiği, ancak göz ardı edilen bir sosyal medya platformu olarak coğrafi haritalandırma uygulamaları da bu bağlamda değerlendirilmesi gereken önemli bir konudur. Bu araştırmada; reklamcılığın giriftleşen yapısını da ortaya koyan bir biçimde, coğrafi haritalandırma uygulamalarının başlıcalarından olan Google Earthte, sosyal medya kullanıcılarının paylaşmış oldukları görsellerin reklamcılık faaliyetlerine hizmet edecek yeni bir alternatif niteliğinde olduğunun ortaya konması amaçlanmıştır. Bu doğrultuda İstanbul ilinin en yoğun ve tarihi bölgelerinden biri olarak tarihi yarımadada yer alan görsellere ilişkin amaçlı örnekleme kullanılmış; örneklemdeki görseller içerisinde yer alan reklamcılığa alternatif niteliğindeki içeriklere yönelik içerik analizi gerçekleştirilmiştir. Elde edilen bulgulara göre, İstanbul tarihi yarımadasında sosyal medya kullanıcıları tarafından paylaşılan görsellerde reklamcılığa alternatif niteliğinde çeşitli içeriklerin yer aldığı tespit edilmiş olup; bu içeriklerin ağırlıklı olarak gıda ve yönetim sektörlerine ait olduğu, tabelalar yoğunluklu olmakla birlikte branda, afiş gibi iletişim araçlarının da kullanıldığı gözlemlenmiştir. Ayrıca yerli ve yabancı kullanıcılar tarafından yaklaşık oranlarda paylaşımların yapıldığı ve özellikle 2018 yılında en yüksek paylaşım sayısında bulunulduğu; reklamcılığa yeni bir alternatif niteliğindeki içeriklerin genellikle işlek cadde ve meydan görsellerinde yer aldığı da gözlemlenen diğer bulgulardandır.

Makale detayları

Yazarlar: Zeynep Özcan

Yayıncı: Kocaeli University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi Issue 21, pp.1-26

Belge Tipi: Makale

Yayın Tarihi: 5/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001287403

pISSN: 1303-2771

Sayı

Yazarlar:

Zeynep Özcan

Yayıncı:

Kocaeli University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi Issue 21, pp.1-26

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287403

pISSN:

1303-2771