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Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi

Year 2021, Issue: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 179 - 206, 29.12.2021

Sema Misçi Kip Zeynep Aksoy

https://doi.org/10.24955/ilef.1038659

Abstract

Dijital medyanın yaygınlaşmasıyla birlikte farklı reklam türleri ortaya çıkmaktadır. Dijital medyadaki gelişmeler o kadar hızlı yaşanmaktadır ki, bazı durumlarda yapılması gereken düzenlemelerin sektörün hızına uyamadığı görülmektedir. Yayınlandığı mecranın doğal içeriğine ve tasarımına uygun şekilde hazırlanan doğal reklamlar bahsedilen duruma örnek teşkil etmektedir. Doğal reklamlara ilişkin düzenlemeler henüz yeterli seviyeye ulaşmadığından, bu reklam türüyle ilgili etik tartışmalar dikkat çekmektedir. Bireylerin yetişkinlikteki etik algı ve değerlerinin temelleri adölesanlık döneminde atılmaktadır. Bu keşfedici çalışmanın amacı, Türkiye kapsamında adölesanların (n=200) doğal reklamla ilgili etik algılarını cinsiyet bağlamında analiz etmektir. Anket yöntemi kullanılan araştırmada kurgusal bir doğal reklam örneği üzerinden Reidenbach ve Robin’in Çok Boyutlu Etik Ölçeği uygulanmıştır. Araştırma sonuçları, adölesanların “reklam” etiketlemesinin yapılmadığı doğal reklam örneğini etik açıdan sorunlu görmediklerini göstermektedir. Etik algının ahlâki eşitlik boyutunda, kızların erkeklere göre daha duyarlı olduğu ortaya konulmaktadır.

Keywords

doğal reklam etik algı adölesan ahlâki eşitlik cinsiyet

Supporting Institution

Bu çalışma, Journal of Business Research 116 (2020) dergisinde yayımlanan Native advertising credibility perceptions and ethical attitudes: An exploratory study among adolescents in the United States, Turkey and Israel başlıklı uluslararası araştırma kapsamında toplanan Türkiye verilerinin detaylı analiz edilmesiyle hazırlanmıştır. Türkiye’deki veriler, ABD’deki Winona Devlet Üniversitesi Sosyal Bilimler Okulu tarafından sağlanan fonla toplanmıştır.

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Evaluation of Adolescents’ Ethical Perceptions on Native Advertising in Turkey

Year 2021, Issue: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 179 - 206, 29.12.2021

Sema Misçi Kip Zeynep Aksoy

https://doi.org/10.24955/ilef.1038659

Abstract

Various types of advertisements are emerging with the widespread use of digital media in which rapid developments are witnessed. Therefore, required regulations that need to be made cannot keep up with the speed of the sector. Native advertisements prepared in accordance with the natural content and design of the medium in which they are published constitute an example of the mentioned situation. Since the regulations regarding native advertising have not reached a sufficient level yet, ethical discussions about this type of advertising draw attention. Ethical perceptions in adulthood are formed in adolescence. The aim of this exploratory study is to analyze adolescents’ ethical perceptions on native advertising in Turkey (n = 200) according to gender. Survey method is applied by utilising Reidenbach and Robin’s Multidimensional Ethics Scale with a fictional native advertising. Research results reveal that adolescents do not accept non-labeled native advertising as an ethical problem. Moreover, girls are found to be more sensitive than boys in the moral equity dimension of ethical perception.

Keywords

native advertising ethical perception adolescent moral equity gender

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There are 95 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Sema Misçi Kip 0000-0002-0285-4777

Zeynep Aksoy 0000-0002-0297-0372

Publication Date December 29, 2021
Published in Issue Year 2021Issue: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset

Cite

APA Misçi Kip, S., & Aksoy, Z. (2021). Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset), 179-206. https://doi.org/10.24955/ilef.1038659
AMA Misçi Kip S, Aksoy Z. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. December 2021;(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset):179-206. doi:10.24955/ilef.1038659
Chicago Misçi Kip, Sema, and Zeynep Aksoy. “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”. Ankara Üniversitesi İlef Dergisi, no. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset (December 2021): 179-206. https://doi.org/10.24955/ilef.1038659.
EndNote Misçi Kip S, Aksoy Z (December 1, 2021) Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset 179–206.
IEEE S. Misçi Kip and Z. Aksoy, “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”, Ankara Üniversitesi İlef Dergisi, no. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, pp. 179–206, December 2021, doi: 10.24955/ilef.1038659.
ISNAD Misçi Kip, Sema - Aksoy, Zeynep. “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”. Ankara Üniversitesi İlef Dergisi 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset (December 2021), 179-206. https://doi.org/10.24955/ilef.1038659.
JAMA Misçi Kip S, Aksoy Z. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. 2021;:179–206.
MLA Misçi Kip, Sema and Zeynep Aksoy. “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”. Ankara Üniversitesi İlef Dergisi, no. 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, 2021, pp. 179-06, doi:10.24955/ilef.1038659.
Vancouver Misçi Kip S, Aksoy Z. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. 2021(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset):179-206.
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