Kişilerin kendileştirme sürecinde endüstrileşmiş Lol Bebeğin tüketim nesnesine dönüşü

Lol Surprise! Dolls were created by Isaac Larian, the founder and CEO of MGA Entertainment, and sold in specific target stores for the first time in 2016. In 2017, it was selected as the toy of the year by the Toy Association, entering the top ten toys sold in the USA. The founder and CEO of MGA, Isaac Larian created Lol Surprise! dolls based on unboxing videos, and shortly, the product has received a demand from various parts of the world in a short time. Its popularity shows how products spread all of a sudden with globalization. Considering the source of advertisement and marketing of Lol Surprise! Dolls in Turkey, there is not tangible resource. It is observed that the resources related to Lol Surprise! Dolls include YouTube videos and advertisements. The spread and popularity of this toy among children through the YouTube channels in Turkey are based on the content produced by the users through the toys. Every piece of content produced by users shows that the toy has also become a part of the marketing campaign. Societies become witnesses of a fast transformation and alteration period nowadays, where social, political, cultural, economic, etc. changes take place. The most affected age group by these transformations and alterations is between 6-11. Nowadays, we tend to see children between 6-11 share common styles, objects, hobbies with the same excitement and interests. As the global world we are in creates an environment where they can express their cultures, it also binds them to live with others' by losing their traditions, personalities, and habits and adapt to those changes to live among them. Consequently, many factors play a role in popular culture becoming a rising value among children in Turkey. The study analyses the underlying factors that children quickly consume popular culture elements and quickly internalize them. The study also focuses on how the Lol Surprise! Dolls, which became popular among children, became a consumption object. The research method adopted for the subject was more about objective, measurable behaviors, and attitudes. For this reason, an unstructured in-depth interview and focus group study was conducted. In-depth interviews were conducted with 20 people, including ten children from different age groups with ten parents. Children and parents were reached through snowball sampling and purposive sampling. When children's responses analyzed, it was concluded that they were affected by advertisements, thought the toy was flamboyant, that they want to own the toy for their features, that they want it as one of their friends already have it, that they personalized it and compared it to a real being, human or friends. When the answers of the parents analyzed, although the toy is expensive and has no function for the development of children, it is emphasized that the product is so demanded by children because it is in everyone, that it is so effective in getting it to be ostentatious, and that advertisements make the toy interesting. In this context, the reasons for using the product are explained by associating them with the bandwagon effect, self, mirror, mass society, and culture industry, cognitive contradiction, habitus, false needs, fear of social loneliness, media addiction, postmodernism, post-Fordism, panopticon system, cognitive-developmental theories that frame the self-appropriation theory.