Türkiye’deki dergilerde QR kod kullanım pratiklerini belirlemeye yönelik bir alan araştırması
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XXI. yüzyılın ilk çeyreğinde medya tüketim eğilimleri, mobil iletişim araçlarının toplumsallaşması ile geleneksel medyadan dijital medyaya doğru gözle görülür bir değişim göstermektedir. Bu dönüşümün bir sonucu olarak içerik üreticileri, gelirlerini korumak ve müşteri kayıplarını en düşük seviyelere çekebilmek için yenilikçi iletişim stratejileri geliştirmektedir. Bu yeni iletişim stratejilerinden bir tanesi, QR kodların basılı medyada kullanılmasıdır. QR kodlar, Türkiye’de gazeteler ve dergilerde son yıllarda kullanılmaya başlamıştır ve toplum içerisindeki bilinirliği de her geçen gün artmaktadır. Bu bağlamda gazete ve dergilerde QR kod kullanım oranının her geçen gün artması, Türkiye ölçeğinde QR kod kullanım pratiklerinin belirlenmesini bir gereklilik haline getirmektedir. Hali hazırda bu amaca yönelik çalışmaların yetersizliği, araştırmanın önemini ortaya koymaktadır. Bu alan araştırması ile QR kod teknolojisinin, Türkiye’deki basılı dergilerde kullanım pratiklerinin belirlenmesi amaçlanmaktadır. Nicel içerik analizi yöntemi kullanılarak gerçekleştirilen araştırma kapsamında, dergiler öncelikle içeriklerine göre kategorize edilmiştir. Sonrasında satış rakamları temel alınarak her kategoriden en yüksek satış rakamına sahip dergi araştırma örneklemine dâhil edilmiştir.In this era of digital communications, the print media industry is challenging demographic shifts, new communication technologies and the shift of media consumption trends from one environment to another. Transferring media contents to digital media, the accessibility to the internet from anywhere, the emergence of new communication channels for content distribution and the use of these channels by more people every day lead to the emergence of alternative means of communication against traditional means of communication. In this process, the use of conventional means of communication such as radio and print media is steadily decreasing its popularity. The visible results of the decreasing interest in traditional media can be seen in the sales figures of newspapers and magazine sor reduced number of listeners. These developments urge newspaper and magazine managers to re-examine their existing publishing formats and business models. Newspaper and magazine publishing industry is striving to adapt new business models and contents sharing to digital media. The most innovative of these models is hybrid communication publishing, in which two-dimensional matrix bar codes are placed in the printed communication medium and the contents are presented to readers in different environments. The use of hybrid communication technologies makes it possible to switch from printed communication platforms to digital communication platforms. In this context, QR codes can serve as a bridge between printed and digital communication environments. Such model can help the magazines overcome their limitations by adding the content that cannot be found in printed magazines but are found on mobile web pages. QR codes allow publishers to develop cross-publishing strategies between traditional communication tools and digital media. These hybrid tools can help advertisers to create new advertising and marketing strategies. QR code technology integrates the static structures of printed versions of magazines with the Internet's interaction feature, content richness and instant updates. For example, from an editorial point of view, QR codes are used to enrich published texts with digital data (photos, video, audio), to strengthen explanation, and to provide additional information. Based on the technological capabilities of QR codes, publishers can develop strategies that will protect the demand for the printed copies of the magazines they enrich with new media content. In addition to their variety of usages in editorial processes, QR codes are also available for commercial use. QR codes can also be used for attracting more customers, keeping existing customers (e.g. coupons or campaigns), promotion, purchase or ordering options. In this context, QR codes can be seen as an interactive mobile advertising medium. They enable customers to establish a quicker and more direct communication with the brand and thus they can strengthen the relationship between the customer and the brand. For example, through the QR code, customers can quickly and directly communicate with the brand at every phase of the buying process, or find themselves in a buyer position during any reading activity. In recent years, QR code are widely used in the press industry in Turkey. In this way, readers encounter with QR codes consciously or unconsciously in newspapers and especially in magazines. Sometimes this encounter does not even reach the level of awareness. This is primarily due to the fact that readers cannot internalize the usage of the QR code. Another reason is the low number of QR codes used in editorial activities. Problems arising from readers and producers prevent the spread of QR codes in Turkey. In this context, the study aims to determine the usage of QR code technology in the magazines in Turkey. In this regard, the current situation as of 2017 of the QR code usage in magazines in Turkey will be discussed. According to the data and the information to be obtained from the interpretation of these data, it is foreseen that the printed magazines should develop QR code usage practices (editorial and advertising). The current inadequacy of studies for this dimension reveals the importance and necessity of this research. The research is conducted using quantitative analysis method, the magazines were first categorized according to their contents. Subsequently, based on sales figures, the magazine with the highest sales in each category was included in the research sample. All the issues of the magazines in the sample between December 2016 and November 2017 were included in the research. Within the scope of the sample, all the issues of a total of twelve magazines were analyzed. After the analysis data were interpreted in tabular form, the data obtained was evaluated in the conclusion part.