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İNTERNET REKLAMLARININ ENGELLENMESİNDE KULLANICI, REKLAMCI VE ONLINE İÇERİK ÜRETİCİLERİN ALGISI ÜZERİNE İNCELEME

Blocking Internet Advertisements: An Analysis on Perceptions of Users, Advertisers and Online Content Producers

Journal Name:

  • İstanbul Üniversitesi İletişim Fakültesi Dergisi

Publication Year:

  • 2012

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Advertisements are considered as an important income source especially in terms of internet publishing. But the scientific studies on online advertisements have revealed that online advertisements distract users' attention, and consume bandwidth. Users, who are uncomfortable with internet advertisements, prevent them through primarily a set of software based technical solutions and popularize them by recommending these solutions to other users. The primary purpose of this article is to put forth the user side of the perception of blocking internet ads, and to discuss the impact of it on the advertiser, advertising and broadcast professionals. For this, opinions and reasons of internet users who are blocking ads are explained and frequently preferred ad-blocking methods are also described. To achieve the purpose of article, primarily an exploratory study is conducted through large scale literature review. Then, articles being related to the subject in some online open access web sites and comments of Internet users are investigated and analyzed. After that, Internet advertising professionals who have experience on the subject are directly contacted. Finally, dimensions of the main pages of some news sites are measured on content and ads sizes in terms of bandwidth consumption and distracting users' attention.
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Abstract (Original Language): 
Reklam özellikle internet yayıncılığı açısından önde gelen gelir kaynaklarından sayılmaktadır. Ancak, yapılan bilimsel çalışmalarda çevrimiçi reklamların, internet kullanıcılarının dikkatini dağıtıp, bant genişliğini tükettikleri yönünde bilimsel bulgulara ulaşılmıştır. Internet reklamlarından rahatsız olan kullanıcılar, öncelikle yazılım temelli bir takım teknik çözümlerle bunları engellemekte ve bu çözümleri çevrelerindeki diğer internet kullanıcılarına tavsiye ederek internet reklamlarının engellenmesini yaygınlaştırmaktadırlar. Bu makalenin öncelikli amacı, internet reklamlarını engellemenin, kullanıcı tarafındaki algısını ortaya koymak ve bunun reklamveren, reklam ve yayın profesyonellerine etkisini tartışmaktır. Bunun için reklam engelleyen internet kullanıcılarının görüş ve nedenleri ile internet reklamlarını engellemede kullanıcılar tarafından sıklıkla tercih edilen başlıca yöntemler de açıklanmıştır. Makale amacına ulaşmak için araştırmada kullanılan yöntemler ve bunların adımları şöyledir: Öncelikle basılı ve çevrimiçi kaynakları esas alan geniş çaplı literatür taraması ile keşifsel bir araştırma yapılmıştır. Ardından, konuyla ilişkisi bağlamında, çevrimiçi erişime açık web sitelerinde özellikle kullanıcı ve yayıncı taraflarını yansıtacak biçimde yayınlanan konuyla ilgili makalelere ve internet kullanıcılarının yorumlarına erişilerek analiz edilmiştir. Aktif olarak makale konusuyla ilgili deneyimler edinmekte olan Internet reklamcılığı profesyonellerine doğrudan ulaşılmıştır. Son olarak da bazı haber sitelerinin ana sayfalarının boyutları bant genişliği tüketimi ve dikkat dağıtma özellikleri açısından, içerik ve reklam boyutu noktalarında ölçülmüştür.
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  • 1
75-90
  • Turkish

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