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Bir sosyal paylaşım ağı olan YouTube, kullanıcılarına kişisel yayıncılık yapabilme imkanı vermektedir. Ancak, bu yayıncılık üzerinden geleneksel televizyonun yayın modeline benzer şekilde bir sermaye birikimi gerçekleştirir. YouTube amatör veya profesyonel video içerik üreten YouTuberlar üzerinden gelir elde ederken, YouTuberlar takipçi ve izlenme oranları üzerinden kazanç sağlar. Ticarileşen sosyal medyanın bu işleyişi Dallas Walker Smythe’nin 1970’lerde literatüre kazandırdığı “izleyici metası” tartışmalarını yeniden hatırlatmıştır. Smythe, reklamla desteklenmiş kitle medyasında üretilen asli metanın izleyici olduğunu savunur. Kitle iletişim araçlarıyla izleyici bir meta olarak örgütlenir ve bu meta reklam verenlere satılır. Bu çalışmada, Smtyhe’nin “izleyici metası” yaklaşımı YouTube’un işleyişine uyarlanmış ve kullanıcıların reklam verenlere pazarlandığı süreç anlaşılmaya çalışılmıştır. Çalışma için YouTube platformunun genel betimlenmesi yapılmış ve ardından farklı konularda içerik üretimiyle popüler sekiz Türk YouTuber seçilerek çevrimiçi etnografik yöntem ile içerik analizi yöntemi beraber kullanılmıştır. Seçilen YouTuberların videolarında ürün yerleştirme, sponsor ve banner reklamların miktarı kaydedilerek ve hikaye aktarımında reklam unsurlarının konumlandırılması betimlenerek kullanıcıların metalaşması anlaşılmaya çalışılmıştır. Çalışmada, YouTube’un ve YouTuberların kullanıcı ve takipçileri ürettiği içerik dolayımıyla metalaştırdığı sonucuna varılmıştır.
YouTube, a social sharing network, allows its users to make personal publishing. However, through this broadcasting it achieves a capital accumulation in a way similar to the broadcast model of traditional television. While YouTube earns income through YouTubers that produce amateur or professional video content, YouTubers make profits through followers and viewing rates. This process of commercial social media reminiscent the discussions of Dallas Walker Smythe’s “visitor text” to literature in the 1970s. Smythe claims that the original text produced in the advertising-supported mass media is the audience. It is organized as a viewing meta by means of mass communication, and this meta is sold to advertisers. In this study, Smtyhe’s “visitor text” approach was adapted to the functioning of YouTube and tried to understand the process in which users are marketed to advertisers. For the study, a general description of the YouTube platform was made and then a number of popular Turkish YouTuber with content production on different topics were selected and the online ethnographic method and the content analysis method were used together. In the videos of selected YouTubers, the product placement, the amount of sponsors and banner ads were recorded and the location of the advertising elements in the story transmission was imagined to understand the metalization of users. The study found that YouTube and YouTuber metalized the content produced by users and followers.
YouTube which is a social sharing network allows its users to make personal broadcasting. However, through this broadcasting YouTube makes a capital accumulation in a way that is similar to the broadcasting model of the traditional television. While YouTube generates revenue from YouTubers who produce amateur or professional video content, YouTubers earn from followers and viewership rates. This functioning of commercialized social media has reminded “ the audience commodity” discussions brought to the literature in the 1970s by Dallas Walker Smythe. Smythe argues that the original commodity produced in mass media supported by advertising is the audience. The audience is organized as a commodity by mass media and this commodity is sold to the advertisers. In this study, Smtyhe’s approach “the audience commodity” was adapted to the working of YouTube for the purpose of understanding the process in which users were marketed to advertisers. For the study, a general description of the YouTube platform was made, then eight Turkish YouTubers popular with content production in different kinds were selected, and online ethnographic method and content analysis method were used together. In the videos of the selected YouTubers, product placement, sponsorship and banner ads were recorded and the positioning of the advertising elements in storytelling was described with the intention of understanding the commodification of the users. In the study, it was concluded that YouTube and YouTubers commodify the users and followers through the content they produce.
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