An Analysis on Youtube Rewinds
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KADİR HAS UNIVERSITY GRADUATE SCHOOL OF SOCIAL SCIENCES NEW MEDIA DISCIPLINE AREA POPULAR CULTURE REPRESENTATION ON YOUTUBE: AN ANALYSIS ON YOUTUBE REWINDS SİDA DİLARA DENCİ SUPERVISOR: Assoc. Prof. Dr. Çiğdem BOZDAĞ MASTER’S THESIS ISTANBUL, AUGUST, 2017 i POPULAR CULTURE REPRESENTATION ON YOUTUBE: AN ANALYSIS ON YOUTUBE REWINDS SİDA DİLARA DENCİ SUPERVISOR: Assoc. Prof. Dr. Çiğdem BOZDAĞ MASTER’S THESIS Submitted to the Graduate School of Social Sciences of Kadir Has University in partial fulfillment of the requirements for the degree of Master’s in the Discipline Area of New Media under the Program of New Media. ISTANBUL, AUGUST, 2017 i ii iii TABLE OF CONTENTS Abstract Acknowledgements List of Figures List of Chapters 1. Introduction 2. Literature Review 2.1 Commercializing Culprit or Social Cement? What is Popular Culture? 2.2 Sharing is caring: user-generated content 2.3 Video sharing hype: YouTube 3. Research Design 3.1 Research Question 3.2 Research Methodology 4. Research Findings and Analysis 4.1 Technical Details 4.1.1 General Information about the Data 4.1.2 Content Analysis on Youtube Rewind Videos 5. Conclusion References iv ACKNOWLEDGEMENTS I would first and foremost like to thank my thesis advisor Assoc. Prof. Dr. Çiğdem BOZDAĞ of the Faculty of Communication at Kadir Has University. Prof. Bozdağ always believed in me even I wasn’t sure of my capabilities. She kindly guided me through the tunnel of the complexity of writing a thesis. Her guidance gave me strength to keep myself in right the direction. I would like to thank Assoc. Prof. Dr. Eylem YANARDAĞOĞLU whose guidance was also priceless to my studies. I would also like to thank my parents, Füsun and Güven Denci for their endless support and guidance in my time of need. v TABLE OF FIGURES Figure 1 ................................................................................................................................................... 9 Figure 2 ................................................................................................................................................... 9 Figure 3 ................................................................................................................................................. 17 Figure 4 ................................................................................................................................................. 18 Figure 5 ................................................................................................................................................. 18 Figure 6 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