The Commodification of Nostalgia: Tracing the Past in Streaming Services

Türker Söğütlüler

doi:10.46442/intjcss.1639141

Research Article

Nostaljinin Metalaşması: Dijital Platformlarda Geçmişin İzini Sürmek

Year 2025, Volume: 11 Issue: 1, 40 - 61, 30.06.2025

Türker Söğütlüler

Abstract

Kökenleri 17. yüzyıla dayanan nostalji kavramı, geçmişe duyulan baskın bir özlem duygusunu ifade etmek amacıyla psikiyatri disiplini öncülüğünde tanımlanmıştır. Nostalji kavramı bilimsel alanda kimi zaman eleştirilmiş, kimi zaman da ilgi odağı olmuştur. Dijital çağda ekranlar, nostalji duygusunu topluma yansıtmada en önemli aktörlerden biri haline gelmiştir. Türkiye’de izleyicilerin televizyon ve sinema eserleri ile kurduğu yakın bağ 21. yüzyılda dijital platformlarla bütünleşmiş, geçmişte üretilen eserlere yönelik ilginin de sürdüğü gözlemlenmiştir. Araştırmada YouTube platformunu aktif bir gösterim mecrası olarak kullanan Yeşilçam yapım şirketlerine odaklanılmış, izleyicilerin nostaljik eğilimlerini incelemek amaçlanmıştır. İncelemelerde öncelikle yapımların nicel parametreleri göz önüne alınmış, her kanalın en popüler yirmi filmi olmak üzere toplamda altmış film türlerine göre kategorilendirilmiştir. Bu filmlerden en popüler olan üçü içerik analizi yöntemiyle incelenmiştir. Karma yöntem benimsenen araştırmanın istatistiki verilerinin sunumunda IBM SPSS Statistics 26.0 programı kullanılmıştır. İzlenme oranı en yüksek yapımların %70 oranla komedi türüne ait olduğu tespit edilmiş, bunu %13,3 ile dram, %11,7 ile macera ve %5 ile aksiyon türleri izlemiştir. Geçmişi yansıtan eserlerin izleyiciler tarafından pozitif, reflektif bir nostaljik duygulanımla karşılandığı görülmüş; oyuncu kadrosu ve içerik türünün izlenme oranlarına önemli etkisi olduğu saptanmıştır. Dönemin önde gelen yapım şirketlerinin dijital olanakları kullanarak kolektif belleğe ilişkin unsurları nostaljik metalara dönüştürdüğü sonucuna ulaşılmıştır.

Keywords

Nostalji, Dijital Kültür, Yeni İletişim Teknolojileri, Yeşilçam, YouTube, İzleyici

Ethical Statement

Çalışma bilimsel etik kurallar gözetilerek hazırlanmıştır.

References

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The Commodification of Nostalgia: Tracing the Past in Streaming Services

Year 2025, Volume: 11 Issue: 1, 40 - 61, 30.06.2025

Türker Söğütlüler

Abstract

The concept of nostalgia, whose origins date back to the 17th century, was initially defined within the discipline of psychiatry to describe an intense longing for the past. Over time, nostalgia has alternately been the subject of criticism and interest within the scientific community. In the digital age, screens have emerged as one of the most prominent agents in reflecting feelings of nostalgia to society. In Türkiye, the strong emotional bond that audiences have formed with television and cinema productions has, in the 21st century, merged with digital platforms, and interest in works produced in the past has continued. This study focuses on Yeşilçam production companies that actively use YouTube as a screening medium, aiming to examine viewers’ nostalgic tendencies. In the first phase of the analysis, the quantitative parameters of the productions were taken into account: a total of sixty films—comprising the twenty most popular films from each channel—were categorized by genre. Among these, the three most popular were analysed using content analysis. The study adopted a mixed-method approach, and statistical data were processed using IBM SPSS Statistics 26.0. It was found that 70% of the most-viewed productions belonged to the comedy genre, followed by drama (13.3%), adventure (11.7%), and action (5%). It was observed that productions reflecting the past elicited a positive and reflective sense of nostalgia among viewers; the cast and content genre were identified as significant factors influencing viewership. Ultimately, the study concludes that prominent production companies of the period have transformed elements of collective memory into nostalgic commodities by utilising digital means.

Keywords

Nostalgia, Digital Culture, New Communication Technologies, Yeşilçam, YouTube, Audience

References

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Acar, N. (2023). Srebrenitsa Soykırımının Bosna Sinemasında Temsili: “Nereye Gidiyorsun Aida?” Filminin Sosyolojik Analizi. İçtimaiyat 128-151. https://doi.org/10.33709/ictimaiyat.1270823
Aker, H. (2021). Yoksulluk Kahkaha ve Sinema. Bağlam Yayıncılık.
Akgöl, O., & Aydın, O. Ş. (2023). Değişen İzleme Pratikleri Ve Sosyal Medya: Twitch Platformu Üzerine Bir İnceleme. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(1), 79-94.
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Boğa, E., & Sağlam, M. (2021). Dijital ortamda çocuk: Bir çocuk Youtuber kanalının içeriksel analizi. Erciyes İletişim Dergisi, 8(2), 643-664. doi:https://doi.org/10.17680/erciyesiletisim.889793
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Castells, M. (2009). The Rise of the Network Society. Wiley. doi:https://doi.org/10.1002/9781444319514
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Castillo-Abdul, B., Romero-Rodríguez, L. M., & Balseca, J. (2021). Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador. Sage Open, 11(4). doi:https://doi.org/10.1177/21582440211056609
Cook, P. (2004). Screening the past: Memory and nostalgia in cinema. Routledge. doi:https://doi.org/10.4324/9780203337820
Çağlar, B. (2018). Kültürel çalışmalar perspektifinden Seksenler dizisinin alımlanması: Sosyal medyadaki izleyici yorumları. AJIT-e: Academic Journal of Information Technology, 9(33), s. 159-192. https://doi.org/10.5824/1309-1581.2018.3.010.x
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Primary Language	English
Subjects	Communication Studies, Communication Technology and Digital Media Studies
Journal Section	Research
Authors	Türker Söğütlüler 0000-0003-1154-1112
Publication Date	June 30, 2025
Submission Date	February 13, 2025
Acceptance Date	June 27, 2025
Published in Issue	Year 2025 Volume: 11 Issue: 1

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APA	Söğütlüler, T. (2025). The Commodification of Nostalgia: Tracing the Past in Streaming Services. Uluslararası Kültürel Ve Sosyal Araştırmalar Dergisi, 11(1), 40-61. https://doi.org/10.46442/intjcss.1639141

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Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi