I Click, But I Don't Listen: Suggestions about University Radio Broadcast Streaming Model for Generation Z Via TURF Analysis

Burçin Yersel Özkarayanık; Basak Kalkan; Arzu Çelen Özer; Aysel Ulukan Korul

Makale detayları

I Click, But I Don't Listen: Suggestions about University Radio Broadcast Streaming Model for Generation Z Via TURF Analysis

Yazarlar:

Burçin Yersel Özkarayanık | Basak Kalkan | Arzu Çelen Özer | Aysel Ulukan Korul

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

İletişim Çalışmaları | Kitle İletişimi | Radyo Yayıncılığı

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 1, pp.133-151

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001339273

pISSN:

2148-4287

Anahtar kelimeler:

Özet:

 This study aims to present an original university radio broadcasting model, structured within the framework of social responsibility theory, for Generation Z university students who have turned away from traditional media. To determine and model the broadcasting flow strategy to be developed for an institutional university radio station, a web-based questionnaire was administered to the students of Eskişehir Technical University via institutional email. Approximately 4 of these interactive digital surveys were completed, and responses from 415 students were analyzed. In the study, TURF Analysisdefined as an optimization modelwas employed to evaluate the students total daily radio listening hours, their focus duration on programs, and their preferences for music-oriented programming. This analysis enabled strategic planning aimed at increasing the listenership of the least preferred program type. Based on the research findings, two primary broadcasting strategies were proposed: 1 planning the broadcasting flow according to music genre preferences to optimize the less preferred broadcast segment, and 2 arranging the broadcasting flow based on the broadcast segment to optimize the less preferred music genre. By ensuring genre diversity within the developed broadcasting flow, the originality of the available options was preserved, thereby allowing listeners to maintain their freedom of choice. Consequently, this model, created through the integration of social responsibility theory and TURF Analysis, offers an effective response to Generation Zs criticisms regarding a lack of diversity and originality. The model ultimately aims to enhance listener satisfaction and freedom of choice in university radio stations through innovative broadcasting strategies.

 This study aims to present an original university radio broadcasting model, structured within the framework of social responsibility theory, for Generation Z university students who have turned away from traditional media. To determine and model the broadcasting flow strategy to be developed for an institutional university radio station, a web-based questionnaire was administered to the students of Eskişehir Technical University via institutional email. Approximately 4 of these interactive digital surveys were completed, and responses from 415 students were analyzed. In the study, TURF Analysisdefined as an optimization modelwas employed to evaluate the students total daily radio listening hours, their focus duration on programs, and their preferences for music-oriented programming. This analysis enabled strategic planning aimed at increasing the listenership of the least preferred program type. Based on the research findings, two primary broadcasting strategies were proposed: 1 planning the broadcasting flow according to music genre preferences to optimize the less preferred broadcast segment, and 2 arranging the broadcasting flow based on the broadcast segment to optimize the less preferred music genre. By ensuring genre diversity within the developed broadcasting flow, the originality of the available options was preserved, thereby allowing listeners to maintain their freedom of choice. Consequently, this model, created through the integration of social responsibility theory and TURF Analysis, offers an effective response to Generation Zs criticisms regarding a lack of diversity and originality. The model ultimately aims to enhance listener satisfaction and freedom of choice in university radio stations through innovative broadcasting strategies.

 This study aims to present an original university radio broadcasting model, structured within the framework of social responsibility theory, for Generation Z university students who have turned away from traditional media. To determine and model the broadcasting flow strategy to be developed for an institutional university radio station, a web-based questionnaire was administered to the students of Eskişehir Technical University via institutional email. Approximately 4 of these interactive digital surveys were completed, and responses from 415 students were analyzed. In the study, TURF Analysisdefined as an optimization modelwas employed to evaluate the students total daily radio listening hours, their focus duration on programs, and their preferences for music-oriented programming. This analysis enabled strategic planning aimed at increasing the listenership of the least preferred program type. Based on the research findings, two primary broadcasting strategies were proposed: 1 planning the broadcasting flow according to music genre preferences to optimize the less preferred broadcast segment, and 2 arranging the broadcasting flow based on the broadcast segment to optimize the less preferred music genre. By ensuring genre diversity within the developed broadcasting flow, the originality of the available options was preserved, thereby allowing listeners to maintain their freedom of choice. Consequently, this model, created through the integration of social responsibility theory and TURF Analysis, offers an effective response to Generation Zs criticisms regarding a lack of diversity and originality. The model ultimately aims to enhance listener satisfaction and freedom of choice in university radio stations through innovative broadcasting strategies.

 Bu çalışma, geleneksel medyadan uzaklaşan Z Kuşağı üniversite öğrencilerine yönelik, sosyal sorumluluk kuramı çerçevesinde yapılandırılmış, özgün bir üniversite radyo yayın modeli sunmayı amaçlamaktadır. Kurumsal bir üniversite radyosu için geliştirilecek yayın akışı stratejisini belirlemek ve modellemek amacıyla yürütülen bu çalışma kapsamında, Eskişehir Teknik Üniversitesi öğrencilerine kurumsal e-posta yoluyla web tabanlı bir anket uygulanmıştır. Etkileşimli dijital formatta gönderilen anketlere yaklaşık 4 oranında geri dönüş sağlanmış olup, 415 öğrencinin yanıtları analiz edilmiştir. Çalışmada, optimizasyon modeli olarak tanımlanan TURF Analizi kullanılarak, öğrencilerin günlük toplam radyo dinleme saatleri, programlara odaklanma süreleri ve müzik odaklı program tercihleri değerlendirilmiştir. Bu analiz, yayındaki en az tercih edilen program türünün dinlenme oranını artırmaya yönelik stratejik yayın planlamasını mümkün kılmıştır. Araştırma bulguları doğrultusunda iki ana yayın stratejisi ortaya konmuştur: Müzik türü tercihlerine dayalı yayın akışının, daha az tercih edilen yayın segmentini optimize edecek şekilde planlanması ve yayın segmentine dayalı yayın akışının, daha az tercih edilen müzik türünü optimize edecek şekilde düzenlenmesidir. Geliştirilen model yayın akışıyla, tür çeşitliliği de sağlanarak seçeneklerin özgünlüğünü kaybetmesi engellenmiş ve dinleyicinin seçme şansını elinde tutması sağlanmıştır. Böylelikle sosyal sorumluluk kuramı ve TURF Analizinin entegrasyonu ile oluşturulan bu model, Z Kuşağının eleştirilerine çeşitlilik eksikliği, özgün olmama etkili bir yanıt sunmaktadır. Model, yenilikçi yayın stratejileriyle üniversite radyolarında dinleyici memnuniyetini ve seçim özgürlüğünü artırmayı hedeflemektedir.

Makale detayları

I Click, But I Don't Listen: Suggestions about University Radio Broadcast Streaming Model for Generation Z Via TURF Analysis

Yazarlar:

Burçin Yersel Özkarayanık | Basak Kalkan | Arzu Çelen Özer | Aysel Ulukan Korul

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

İletişim Çalışmaları | Kitle İletişimi | Radyo Yayıncılığı

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 1, pp.133-151

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001339273

pISSN:

2148-4287

University Radios

Z Generation

TURF Analysis

Broadcast Streaming Model

Listening HabitsÜniversite Radyoları

Z Kuşağı

TURF Analizi

Radyo Yayın Akışı Modeli

Dinleme Alışkanlıkları

Sayı

Makale detayları

Yazarlar: Burçin Yersel Özkarayanık | Basak Kalkan | Arzu Çelen Özer | Aysel Ulukan Korul

Yayıncı: İstanbul Gelisim University

Ana Başlıklar: İletişim Çalışmaları | Kitle İletişimi | Radyo Yayıncılığı

Dergi: İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 1, pp.133-151

Belge Tipi: Makale

Yayın Tarihi: 4/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001339273

pISSN: 2148-4287

Sayı

Yazarlar:

Burçin Yersel Özkarayanık | Basak Kalkan | Arzu Çelen Özer | Aysel Ulukan Korul

Yayıncı:

İstanbul Gelisim University

Ana Başlıklar:

İletişim Çalışmaları | Kitle İletişimi | Radyo Yayıncılığı

Dergi:

İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi Vol.12 Issue 1, pp.133-151

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001339273

pISSN:

2148-4287