Content production: Transformation of generation Z from short videos to long videos "YouTube rewind example"

The beginning of the internet age has led to radical and revolutionary changes in communication. Features such as the instantaneous and multi-directional nature of communication, the elimination of time and space constraints, and the ability to use different media types such as text, audio, image, and video together have transformed mass communication. This new communication language that emerged has enabled individuals and societies to communicate for different purposes. While search engines provide access to all kinds of information, social media platforms have strengthened social ties between individuals. Conventional media such as newspapers, television, and radio have also adapted to the internet environment and taken their place on online platforms. In this context, videos have become one of the tools that contribute to the new language of communication and change the form of communication through video sharing sites. Videos; establish effective communication with the audience by using impressive visual and audio elements to convey information about real events, products or services. Generation Z, which has a significant population size worldwide, is leading changes in many areas from communication to consumption, from politics to education, and plays an important role in shaping the future. Their technological aptitude has enabled them to dominate the internet environment and increased their use of digital media compared to other generations. In this context, the criteria by which videos, which have an important place in digital media, are selected and watched by internet users will be examined through Generation Z. YouTube is the platform with the most video content in the world. Generation Z is the only group that has a numerical advantage among YouTube users. In 2019, the video narrative language and production process were examined through the document analysis method on "Rewind", which compiled the most liked and most watched videos of that year on YouTube. With the help of the results of this analysis, a model proposal was presented from the common elements used in the production process of the videos. In this study, which aims to determine the video watching habits of Generation Z, which constitutes the largest audience of YouTube, a survey was conducted by having 300 university students in Generation Z watch these Rewind videos and the results were compared with the model proposal. Answers to questions such as what the viewers pay attention to while watching videos on YouTube and why they watch that video were obtained.