Uzunoğlu, Sarphan

Profile Picture
Profile URL
https://hdl.handle.net/20.500.14365/7732
Name Variants
Uzunoglu, Sarphan
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
0000-0002-9736-1763
Scopus Author ID
56403002600
Turkish CoHE Profile ID
B7FB03E3CE7366B1
Google Scholar ID
R3kLPLIAAAAJ
WoS Researcher ID
E-7492-2017
Files
images (3).jfif (5.06 KB)

Sustainable Development Goals

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Documents

7

Citations

9

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2

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Documents

5

Citations

5

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Scholarly Output

3

Articles

3

Views / Downloads

86/15

Supervised MSc Theses

0

Supervised PhD Theses

0

WoS Citation Count

1

Scopus Citation Count

1

WoS h-index

1

Scopus h-index

1

Patents

0

Projects

0

WoS Citations per Publication

0.33

Scopus Citations per Publication

0.33

Open Access Source

1

Supervised Theses

0

JournalCount
Electronic News1
Media War and Conflict1
Obra Digital-Revista de Comunicacion1
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Now showing 1 - 3 of 3
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    Article
    Citation - WoS: 1
    Citation - Scopus: 1
    Digital Voices, Discursive Power: the Siege of Turkey's Digital News Media by Interpretive Journalism
    (Sage Publications Inc, 2025) Uzunoglu, Sarphan
    This 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.
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    Article
    Weaponizing Soft Power: The Israeli Army's Use of TikTok
    (Sage Publications Ltd, 2025) Uzunoglu, Sarphan; Cakici, Zindan
    This 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.
  • Thumbnail Image
    Article
    Sponsorship and Brand Identity in Youtube Sports Content: Understanding Perceptions and Representations
    (University of Vic, 2025) Uzunoglu, Sarphan
    This 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.