Uzunoğlu, Sarphan
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Uzunoglu, Sarphan
Uzunoglu, S
Uzunoğlu, S.
Uzunoglu, S
Uzunoğlu, S.
Job Title
Email Address
sarphan.uzunoglu@ieu.edu.tr
Main Affiliation
04.02. New Media and Communication
Status
Current Staff
Website
ORCID ID
Scopus Author ID
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
Sustainable Development Goals
1NO POVERTY
0
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2ZERO HUNGER
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3GOOD HEALTH AND WELL-BEING
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4QUALITY EDUCATION
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5GENDER EQUALITY
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6CLEAN WATER AND SANITATION
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7AFFORDABLE AND CLEAN ENERGY
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8DECENT WORK AND ECONOMIC GROWTH
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9INDUSTRY, INNOVATION AND INFRASTRUCTURE
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10REDUCED INEQUALITIES
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11SUSTAINABLE CITIES AND COMMUNITIES
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12RESPONSIBLE CONSUMPTION AND PRODUCTION
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13CLIMATE ACTION
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14LIFE BELOW WATER
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15LIFE ON LAND
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16PEACE, JUSTICE AND STRONG INSTITUTIONS
2
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17PARTNERSHIPS FOR THE GOALS
1
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Documents
7
Citations
9
h-index
2
Documents
5
Citations
5
Scholarly Output
4
Articles
4
Views / Downloads
13/1
Supervised MSc Theses
0
Supervised PhD Theses
0
WoS Citation Count
1
Scopus Citation Count
1
Patents
0
Projects
0
WoS Citations per Publication
0.25
Scopus Citations per Publication
0.25
Open Access Source
1
Supervised Theses
0
| Journal | Count |
|---|---|
| Electronic News | 1 |
| Journalism Studies | 1 |
| Media War and Conflict | 1 |
| Obra Digital-Revista de Comunicacion | 1 |
Current Page: 1 / 1
Scopus Quartile Distribution
Competency Cloud
4 results
Scholarly Output Search Results
Now showing 1 - 4 of 4
Article Weaponizing Soft Power: The Israeli Army's Use of TikTok(Sage Publications Ltd, 2025-12-07) Uzunoglu, Sarphan; Cakici, ZindanThis article analyzes how the Israel Defense Forces (IDF) use TikTok's platform-specific aesthetics, affective dynamics, and algorithmic visibility to construct state legitimacy in the context of ongoing geopolitical conflict. Through content analysis of all 750 videos published between September 2020 and March 2025, the research reveals how the military integrates short-form visual styles with emotionally charged messaging centered on themes such as hope, threat, and national mourning to produce curated narratives. Platform-native elements like music, hashtags, and meme-driven trends function not only to enhance engagement but also as tools of symbolic warfare and selective representation. The videos, categorized by format, emotional tone, spokesperson identity, and demographic portrayal, revealed a strategically consistent narrative that emphasized Israeli heroism, resilience, and collective mourning, while omitting representations of Palestinian civilian suffering in a manner aligned with the communicative logic of military public diplomacy. This study contributes to digital militarism and soft power literature by illustrating how military institutions adapt to media ecosystems where visibility and emotion are strategic resources. In particular, it demonstrates how the IDF deploys personalization, storytelling, and cultural commemorations as platform-native soft power strategies, reconfiguring military communication into forms of emotional diplomacy tailored to TikTok's algorithmic logics.Article Trolling or Astroturfing? Tracing Terminological Drift and Its Democratic Costs in Turkish Political Journalism(Routledge Journals, Taylor & Francis Ltd, 2026-03-02) Uzunoglu, SarphanThe terms trolling and astroturfing are widely used in Turkish political journalism but are often conflated, producing significant conceptual ambiguity and normative confusion. This article offers a theoretical and empirical intervention to clarify these forms of digital manipulation and to examine how they are framed in media discourse. Drawing on a stratified-random sample of 200 news and opinion articles published between January 2023 and April 2025, the study applies media content analysis across seven ideologically diverse Turkish outlets. Articles were coded using a six-dimension schema addressing conceptual framing, actor and sponsorship cues, functional intent, astroturf linkages, normative stance, and solution discourse. Findings reveal a pervasive pattern of label inflation, with trolling used as a catch-all term encompassing both decentralized harassment and coordinated, sponsor-driven propaganda. Explicit references to sponsorship were rare, and discussions of platform governance or policy solutions were largely absent. The article proposes a revised conceptual framework to distinguish trolling from astroturfing more precisely. It contributes to broader discussions about hybrid influence campaigns, media framing strategies, and the role of journalism in sustaining democratic accountability in digitally polarized environments.Article Citation - WoS: 1Citation - Scopus: 1Digital Voices, Discursive Power: the Siege of Turkey's Digital News Media by Interpretive Journalism(Sage Publications Inc, 2025-05-27) Uzunoglu, SarphanThis study applies interpretative journalism, framing theory, and hybrid media theory to examine how independent Turkish journalists strategically use YouTube commentary to navigate restrictive political environments. Utilizing a mixed-methods approach-combining quantitative content analysis of 810 YouTube video titles and qualitative critical discourse analysis of 30 video transcripts from Turkish Journalists Fatih Altayl & imath;, Ru & scedil;en & Ccedil;ak & imath;r, and Murat Yetkin's YouTube channels-the research identifies distinct stylistic strategies including provocative populism, deliberative analysis, and contextual critique. Findings reveal that negative sentiment and crisis framing dominate headlines, serving both algorithmic visibility and public engagement, yet raising ethical concerns regarding sensationalism and polarization. Ultimately, the study underscores digital commentary journalism's complex role in sustaining democratic discourse under authoritarian pressures, highlighting both adaptive innovation and potential compromises in journalistic integrity.Article Sponsorship and Brand Identity in Youtube Sports Content: Understanding Perceptions and Representations(University of Vic, 2025-12-17) Uzunoglu, SarphanThis study examines how sponsorships in You-Tube sports content influence brand identity and viewer perceptions, focusing on Londra Merkez, a Turkish program under Socrates Dergi. Analyzing 160 episodes and 53,459 comments across Seasons 4-7, it employs qualitative content analysis and NLP-based sentiment analysis to assess sponsorship integration and audience reactions. Grounded in Social Ex change Theory (SET), findings reveal a cost-benefit tension: 56% of sponsorship-related comments criticize ad frequency and intrusiveness (e.g., TikTak) while 26% praise incentives like giveaways (e.g., Y & uuml;zdeY & uuml;z, Socrates App). Authenticity Theory, Uses and Gratifications Theory (UGT), and Kapferer's Brand Identity Prism illuminate trust, viewer needs, and brand positioning dynamics. Highlighting digital sports marketing innovations, social media's role, and brand-sport synergies, this research offers a longitudinal perspective from Turkey's vibrant media landscape. It provides actionable strategies for optimizing sponsorships, contributing to current trends in sports communication and effectiveness.
