Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi

Sema Misçi Kip; Zeynep Aksoy

doi:10.24955/ilef.1038659

EN TR

Evaluation of Adolescents’ Ethical Perceptions on Native Advertising in Turkey

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

Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi

Öz

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.

Anahtar Kelimeler

Destekleyen Kurum

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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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Sema Misçi Kip ^*
0000-0002-0285-4777
Türkiye

Zeynep Aksoy
0000-0002-0297-0372
Türkiye

Yayımlanma Tarihi

29 Aralık 2021

Gönderilme Tarihi

7 Aralık 2020

Kabul Tarihi

15 Kasım 2021

Yayımlandığı Sayı

Yıl 2021 Sayı: 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset

DOI

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

IZ

https://izlik.org/JA64FY33NP

Kaynak Göster

RIS / Bibtex

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

1.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. doi:10.24955/ilef.1038659

Chicago

Misçi Kip, Sema, ve Zeynep Aksoy. 2021. “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”. Ankara Üniversitesi İlef Dergisi, sy 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.

EndNote

Misçi Kip S, Aksoy Z (01 Aralık 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

[1]S. Misçi Kip ve Z. Aksoy, “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”, Ankara Üniversitesi İlef Dergisi, sy 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, ss. 179–206, Ara. 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 (01 Aralık 2021): 179-206. https://doi.org/10.24955/ilef.1038659.

JAMA

1.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, ve Zeynep Aksoy. “Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi”. Ankara Üniversitesi İlef Dergisi, sy 2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset, Aralık 2021, ss. 179-06, doi:10.24955/ilef.1038659.

Vancouver

1.Sema Misçi Kip, Zeynep Aksoy. Türki̇ye’deki Adölesanların Doğal Reklama Yönelik Eti̇k Algılarının Değerlendirilmesi. Ankara Üniversitesi İlef Dergisi. 01 Aralık 2021;(2021 Özel Sayı: 2. Uluslararası Dijital Çağda İletişim Sempozyumu, Süreklilikler ve Kesintiler: Kültürler, Pazarlar ve Siyaset):179-206. doi:10.24955/ilef.1038659