Research Article


DOI :10.26650/CONNECTIST2021-0742   IUP :10.26650/CONNECTIST2021-0742    Full Text (PDF)

Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic

Özgü Yolcu

This study looked into how movie theaters used social media during the pandemic, through the example of Cinemaximum movie theaters and Twitter. The reason for selecting Cinemaximum is that it is Turkey’s largest cinema chain and its movie theaters have the largest number of followers on social media. The study used the descriptive analysis and the content analysis method to examine 1006 tweets shared by Cinemaximum on Twitter between January 1 and December 15, 2020. At the end of the study it was seen that the Cinemaximum Twitter account was used actively in line with the company’s needs during the global pandemic. Differences were seen between shares posted prior to 16 March and those posted after this date. The topic codes identified in the Tweets were classified under 16 different categories. It was seen that the topics covered most in Tweets posted when movie theaters were open were “Films” (movie showtimes and information about the movie to be shown); when movie theaters were closed, “Entertainment” (competitions, games, questions, riddles, messages promoting participation (tagging your friend, etc.), humor, interesting information); and in July, when preparations were being made to reopen movie theaters, “Preparations for reopening the theaters.” When viewed in general, it can be said that the Tweets shared when movie theaters were open and in July when preparations to reopen them were underway were written primarily for marketing purposes, with a focus on advertising and promotion, and that those written when movie theaters were closed were focused on public relations. 

DOI :10.26650/CONNECTIST2021-0742   IUP :10.26650/CONNECTIST2021-0742    Full Text (PDF)

Covid-19 Küresel Salgın Döneminde Cinemaximum Sinema Salonlarının Twitter Kullanımı Üzerine Betimsel Bir Analiz

Özgü Yolcu

Araştırmada küresel salgın döneminde sinema salonlarının sosyal medyayı nasıl kullandığı, Cinemaximum sinema salonları ve Twitter örneği üzerinden incelenmiştir. Cinemaximum’un ele alınmasının nedeni Türkiye’deki en büyük sinema zinciri olması ve sosyal medyada en fazla takipçiye sahip sinema salonu olmasıdır. Araştırmada Cinemaximum’un Twitter hesabında 1 Ocak-15 Aralık 2020 tarihleri arasında paylaştığı 1006 tweet, betimsel analiz yöntemi ve içerik analizi tekniğinden faydalanılarak incelenmiştir. Çalışma sonucunda Cinemaximum Twitter hesabının, küresel salgın döneminde ihtiyaçlar doğrultusunda aktif bir şekilde kullanıldığı görülmüştür. 16 Mart tarihinden önce yapılan paylaşımlarla, sonra yapılan paylaşımlar arasında farklılıklar tespit edilmiştir. Tweet’lerde tespit edilen konu kodları, araştırmada 16 farklı kategori altında sınıflandırılmıştır. Sinemaların açık olduğu dönemlerde ‘Filmler’ (Film gösterim programı ve gösterimi yapılacak filmler hakkında bilgi), kapalı olduğu dönemlerde ‘Eğlence’ (Yarışmalar, oyunlar, sorular, bilmeceler, katılım sağlama amaçlı mesajlar, mizah, ilginç bilgiler), sinema salonlarını yeniden açılma hazırlıklarının yapıldığı Temmuz ayında ise ‘Sinemaları yeniden açma hazırlıkları’ kategorisinde sınıflandırılan konuların, tweet’lerde en sık kullanılan konular olduğu görülmüştür. Genel olarak değerlendirildiğinde paylaşılan tweet’lerin, sinemaların açık olduğu dönemde ve sinemaların yeniden açılma hazırlıklarının yapıldığı Temmuz ayında öncelikle pazarlama çalışmaları kapsamında ‘reklam ve tanıtım’ amaçlı; sinemaların kapalı olduğu dönemde ‘Halkla İlişkiler’ amaçlı olarak hazırlandığı söylenebilir.


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APA

Yolcu, Ö. (2021). Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic. Connectist: Istanbul University Journal of Communication Sciences, 0(60), 241-280. https://doi.org/10.26650/CONNECTIST2021-0742


AMA

Yolcu Ö. Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic. Connectist: Istanbul University Journal of Communication Sciences. 2021;0(60):241-280. https://doi.org/10.26650/CONNECTIST2021-0742


ABNT

Yolcu, Ö. Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic. Connectist: Istanbul University Journal of Communication Sciences, [Publisher Location], v. 0, n. 60, p. 241-280, 2021.


Chicago: Author-Date Style

Yolcu, Özgü,. 2021. “Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic.” Connectist: Istanbul University Journal of Communication Sciences 0, no. 60: 241-280. https://doi.org/10.26650/CONNECTIST2021-0742


Chicago: Humanities Style

Yolcu, Özgü,. Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic.” Connectist: Istanbul University Journal of Communication Sciences 0, no. 60 (Aug. 2021): 241-280. https://doi.org/10.26650/CONNECTIST2021-0742


Harvard: Australian Style

Yolcu, Ö 2021, 'Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic', Connectist: Istanbul University Journal of Communication Sciences, vol. 0, no. 60, pp. 241-280, viewed 2 Aug. 2021, https://doi.org/10.26650/CONNECTIST2021-0742


Harvard: Author-Date Style

Yolcu, Ö. (2021) ‘Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic’, Connectist: Istanbul University Journal of Communication Sciences, 0(60), pp. 241-280. https://doi.org/10.26650/CONNECTIST2021-0742 (2 Aug. 2021).


MLA

Yolcu, Özgü,. Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic.” Connectist: Istanbul University Journal of Communication Sciences, vol. 0, no. 60, 2021, pp. 241-280. [Database Container], https://doi.org/10.26650/CONNECTIST2021-0742


Vancouver

Yolcu Ö. Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic. Connectist: Istanbul University Journal of Communication Sciences [Internet]. 2 Aug. 2021 [cited 2 Aug. 2021];0(60):241-280. Available from: https://doi.org/10.26650/CONNECTIST2021-0742 doi: 10.26650/CONNECTIST2021-0742


ISNAD

Yolcu, Özgü. Descriptive Analysis of the Use of Twitter by Cinemaximum Movie Theaters During the Covid-19 Global Pandemic”. Connectist: Istanbul University Journal of Communication Sciences 0/60 (Aug. 2021): 241-280. https://doi.org/10.26650/CONNECTIST2021-0742



TIMELINE


Submitted16.01.2021
Accepted16.05.2021
Published Online17.07.2021

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