‘El Âlem Ne Der?’ Kaygısının Diplomatik Dönüşümü: ‘Reaksiyon Videolarında’ Kültür Markalamanın Netnografisi
The Diplomatic Transformation of 'What does the World Say' Anxiety: A Netnography of Cultural Branding in 'Reaction Videos'

Author(s): Rümeysa Güçlü, Sedef İlik, Savaş Keskin, Osman Canan
Subject(s): Media studies, Social Informatics, ICT Information and Communications Technologies
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Reaction videos; media; reaction culture;
Summary/Abstract: This research that focusing on the media, one of the most problematic areas of representation in cultural diplomacy, is designed to culturally model and explain the diplomatic qualities of 'reaction' videos, which are likely to be a fixer for the growing representation inequality in favor of Western major cultures. Reaction videos are basically a branding area that can be used for representation by cultures that care about the point of view of others with the question of "What Does World Say?". This type of video culture is based on the fact that a content producer with an international identity reacts, produces comments and criticizes the content inherent in any culture. Reaction Videos, which are an important stage of the influencer quality, are also important in how to read cultures and how to shape prejudiced attitudes about cultures. It has been observed that a positive image has become widespread in the international reaction video culture, where content specific to Turkey has been frequently the subject of lately. Defining such a culture scientifically and discussing Turkey's qualitative suitability for cultural branding activities will serve to use social media as a compensation for conventional representation inequality. The main purpose of this research is to describe the founding dynamics and codes of this culture through the construction of culture in a popular Reaction Video channel called AV REACT SHOW; to anticipate the potential benefits of a defined and mapped culture for Turkish cultural branding activities. For this reason, the main question of the research is about what the reaction culture is and what can be done with it within the scope of culture branding activities. The importance of this research is that it provides theoretical introductory knowledge in an area that has not yet been fully interested in national and international literature, defines a popular culture style with an academic method, and seeks a solution to the inequalities of representation that dominate the field of cultural diplomacy.

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