The importance of new media at uban identity building: Izmi̇rTube case

One of the areas transformed within the new media system is urban image management. At the present time urban design is carried out through national governments and local governments as well as social networks. Social networks have an important place in the global media area. Social networking sites have a significant impact on the rapid rise of individual-based virtual identities. In the face of the rapid increase in the number of virtual users, various strategies are being developed for the correct positioning of the urban identity. Opening social network accounts and with the shares made city promotion activities are carried out. These activities are important for raising awareness on citizens, providing public support and increasing the brand value of the city. Youtube is the most widely used media as video content among social networks. In recent years the role of content providers has increased with the increasing trend of video-based media monitoring. İn order to reflect the physical, sociocultural and historical identity of the city, video contents are being prepared globally and locally. In addition to the network characters such as youtuber, viner, who create existing videos in social network accounts, there is also an improvement in the content industry. Youtube contains thematic accounts that reflect the urban identity. The thesis examines the development of urban identity, the structuring of urban design and its impact on the awareness of the city through İzmirTube example, for the first time reshaping the urban identity with the name of the city channel in the virtual environment. The present study evaluates İzmirTube channel by content analysis method and examines the dimensions of social network impacts with the city and is supported by social network analysis. Keywords: New Media, Youtube, Content Analysis, Urban Image, İzmirTube.