Understanding the media audience of subscriptionvideo on demand (svod) platforms in Turkey:constructing cosmopolitan taste and cultural capital
Başlık çevirisi mevcut değil.
- Tez No: 771018
- Danışmanlar: DR. WİNG FAİ LEUNG
- Tez Türü: Yüksek Lisans
- Konular: İletişim Bilimleri, Reklamcılık, Radyo-Televizyon, Communication Sciences, Advertising, Radio and Television
- Anahtar Kelimeler: SVoD, Turkey, media audiences, digital platforms
- Yıl: 2020
- Dil: İngilizce
- Üniversite: Kıng's College London
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
Subscription video on demand (SVoD) platforms have become widespread on a global level as well as in Turkey. Thus, their impact on media distribution, access, and consumption has become a significant topic of study in related research. However, little research has focused on the audience's motivation to consume media through digital platforms in the context of Turkey. Therefore, this study aims to investigate the reasons for intensive use of SVoD for media consumption and how this consumption is related to cultural capital and cosmopolitan taste formation in Turkey, particularly for the audience aged between 25 and 34 years old, which constitutes a major proportion of the total audience. To address the research questions, this research adopts a conceptual framework to analyse data collected through survey and interview methods. The findings reveal that convenience and perceptions regarding television content have a strong influence on platform selection. In addition, the availability of a large amount of content on the platform encourages use. The audience perceives SVoD platforms as a status marker of their social environment values which shape their decisions. The cultural capital of the audience also does not have an impact on their consumption decisions. The findings show that the audience particularly consumes foreign content to form a cosmopolitan taste that enables them to obtain status and cosmopolitan cultural capital.
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