Fast food style meals and viewer reactions on Youtube Turkey

This thesis aims to analyze the social dimensions of food content on YouTube Turkey from the perspective of conspicuous consumption. This purpose expresses the question and subject of the research. Content analysis technique within the scope of qualitative methodology was used in the research. Three videos belonging to Oha Diyorum, YapYap and Tuna Tavus channels and a total of 2,474 viewer comments were analyzed. A Coding Guide was created to ensure the reliability of the research. The data were analyzed with MAXQDA Analytics Pro (24.9.0) program. Coding System and Code Statistics were used to analyze the data. Inter-rater Agreement Percentage was preferred for reliability. Validity was ensured by Triangulation Strategy. As a result of the analysis, it was determined that the reliability was quite high. The findings were interpreted through evaluations on the thematization of categories and social media interactions. As a result, it was seen that food content on social media reproduces ostentatious consumption and reflects social lifestyles. Keywords: Conspicuous Consumption, Social Media, Foof, Fast Food, YouTube