Abstract:

There are approximately 5.2 million autonomous sensory meridian response (ASMR) videos on YouTube which the world's most popular video sharing platform. Users watch ASMR videos for long hours and in series, and there are even individual ASMR YouTube channels consisting of such videos. When the question is coming up of why these contents are so popular on YouTube, scientific researches revealing that ASMR videos have psychological outputs in most cases to reduce the anxiety levels of the users and to relieve the audience. The inclusion of ASMR content in the professional media content production ecosystem by opting out of the YouTube communication channel created the need to discuss the context of media and communication studies as well as the psychological dimensions and outcomes of the issue. In this context, selected content consisting of popular ASMR videos on YouTube and produced advertisements with ASMR technique was presented to the participants (n=10). Electrodermal (GSR) and heart-volume (PPG) data were quantitatively collected from the participants. At the same time, quantitative outputs were supported with observation and in-depth interview methods. In the context of the results obtained from the study, as well as those who are relieved in terms of motivation from those who experience the contents, the presence of those who are disturbed in the direction of various variables have been observed. It has also been determined how these motivational changes provide communication and interaction output related to brand, product or service through the content shown. The fact that the results regarding the effects of ASMR contents in the media and communication studies literature have not been examined with such a mixed methodology is noteworthy as the original aspect of the research. It is thought that the results obtained from this research can be the basis of theoretical and practical studies which can be realized in the context of media and communication literature via ASMR contents. 

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