 |
| Youngsters try to get mature, in other words, independent / wireless. Wireless is a plausible description where detaching from family, gaining independence and interest in technology are the components. |
- It is expected from the youth to bring fresh ideas and to use their imagination. They are in a process whereby they search the negative sides of the disposition. Although the physical changes give annoyance to them, those changes also give the youth power and confidence. They can think abstractly and they can make plans for future. In the pre, middle, and late adolescence; the youth is expected to be wireless about intellectual pursuits, in other words they are expected to come out of their cocoon and become butterflies, they are expected to be free.
- According to researches conducted about values in 1989, individual freedom was rated amongst crucial values, however 1995 study showed that individual freedom was considered as an unimportant value. On the other hand while compliance was categorized as an unimportant value in 1989, it moved to to the important values in 1995 (Cileli, 2000).
- Success was described by adults as future security and career before but they have started to criticize that. Youth started challenging these norms and compliance. To make investments to future now means to lose today and themselves for youth. They started exploring alternative routes to “only way is success’ and as a consequence the borders of creativity are being forced.
- With the increasing questioning of the imposed values and greater awareness of different options, alternative quests and if only’s emerge:
- They are now more aware of alternative platforms where they can express themselves and also of alternative occupations, life styles and even historical consciousness.
- They started to question and even to refuse whatever is imposed upon them: Any impositions are replaced with the below values:
- Not getting lost in the routine
- Being productive, creative
- And these values are associated with these feelings
- Not becoming alienated to one’s self
- Personal satisfaction
- Reassurance
- With the expansion of these values, Turkey can shift its axis from traditionalism toward creativeness: Turkey is generally considered as a traditional and an altruistic culture. On the other hand, it is less likely to be associated with attributes like creative, fun, confident and ambitious.
- Considering these values from a different perspective, finding them strange at first but then including them within the ecological system, will enable one to interpret these values more creatively.
- The works of the Euro Turks, blending the Turkish and Western cultures, attract attention both in Turkey and also on a global platform. Kubat, being a third or fourth generation of Euro Turks, is very much favored in Turkey with the folk songs he interprets without changing their main structure and thanks to him people started to enjoy folk songs even if they did not before. Some oriental scenes in Fatih Akın’s films target the western people. With his confident style İsmail YK is admired in Turkey even by Orhan Baba (Orhan Gencebay); his comment about İsmail YK was “you hit like a cannon ball”.
- As a result of embracing our past and with the impact of European Turks, the box of Anatolia, ethnicities and Ottoman Enpire was opened. And from this box emerged the works of European Turks, modernized folk songs, Elif Şafak, first place in the Eurovision song contest, designers, Orhan Pamuk, Baba Zula, Gevende and etc.
- In the late Ottoman and early Republic era, we have turned our backs to Anatolia and history for the sake of modernism. We have created works by using Western tools and stories. However, the pop music accompanied with foreign lyrics in the 1950s and Ajda Pekkan’s songs with a broken Turkish didn’t attract the westerners. Anatolia, folk songs and anything reminding of the Ottoman era were rejected by the urban elites.
- Designs fulfill the needs of daily life by utilizing arts, culture and technology.
- If culture is fed by your own story, then it becomes authentic and gripping.
- When a local product is authentic; reflecting the identity of the culture where it belongs to, it gives more pleasure. Design started reflecting the historic angle in Turkey instead of western identity. People in Turkey are finally remembering their history; the past is used to express identities. There is commodification through the heritage and nostalgia industries since the 1990s.
Turkish Youth Segments
Caterpillar – green; They are 9%. They are open to new experiences and to the world outside. Their worlds and imaginations are extensive. They like fantastic, creative stuff. Being extremely open and touching too many things may hurt them so, they need a Julia Roberts smile, the sincerity of Hababam Sınıfı and the respectability of Şener Şen. They like Johnny Depp’s fantastic style and his ability to act various characters. They can dare to be the outsiders of the society and the family. They are technology savvy. They have a great impact on the other segments since they are more knowledgeable and activist.
Dolphins –yellow (12%): They are favored by many people just like the dolphins are. They radiate like the sun. They were raised by their families in a sheltered environment, but they are also open to the world outside. They can easily spend time on their own. They have many hobbies. They balance the coldness of technology with old, wooden objects and water. They are affectionate people. They find peace in their own beds. They like old things and the nature..
Functional (31%): From friendships to shopping they approach almost everything from a functional perspective. They follow technology closely and want to have the best and the cheapest of everything. They enjoy “hands up in the air” type of music and entertainment. They consume a lot of cola and instant coffee. They like to use grooming products. They cannot exist neither without brands nor without their mobile phones and computers.
Eclectics – orange (33%): They are a segment separated from the Functional. As different to the Functional, they are interested in art. Rather than exactly following fashion trends, they tend to express their creativity. They are not obsessed with brands; their basic criterion for purchase is “to like the thing”. They are open to their environments and they are fast consumers. They don’t gain weight even though they eat a lot of junk food.
Cocoon – blue (15%): They don’t include any values other than family values in their value systems. They tend to be conservatives. They don’t embrace the notion of being different and those who are different. Fruit juice could be something to describe them.
The girls may be dreaming of getting married whereas the boys dream of becoming football players. They have accepted their social roles. They cannot be outsiders of the society or the family.They cannot do without a computer or a mobile phone
Interaction between segments
- The Functionals and the Cocoons mostly live in their own habitat and together with their likes. They tend to communicate only with people similar to themselves; therefore they are not really open to new experiences and differences. They are obedient to the system they live in and their power to change themselves or the people around them is insufficient.
- The Functionals and the Cocoons are largely influenced by the media and without questionning they can accept anything imposed by the media.
- Different to the Cocoons’, the purchasing power of the Functionals enable them to travel abroad.
- Compared to the Functionals and the Cocoons, the Eclectics are more in between. They are more open to innovations and therefore they can feed from other segments such as the Functionals, the Caterpillars and the Dolphins.
- The Caterpillars and the Dolphins are the two youth groups who are most open to new experiences. That’s why innovations and inventions generally emerge from these groups and especially from the Caterpillars. With their knowledge and experiences they feed all other segments.
1) Quantitative Research: We have obtained numeric results via a statistically meaningful sampling in our quantitative researches conducted every year in 12 cities with 600 young people of 12-25 age group. 654 interviews were conducted at 2012. We were able to make a segmentation, understand their changing relations with technology, track their changing music tastes, determine their changing values, track the objects they own and like.
2) One-to-one interviews and collages: The length of time spent with young people is directly proportinate to the depth of understanding them. We invited 150 young people from the 12-25 age group to our office. We asked them to cut out pictures, photos and articles from the magazines, which they think reflects their future, values, brands and habitat. They pasted these clippings on paper or cardboards. We listened to the story of each collage via the laddering method: why they picked that photo, article or picture and what these mean to them, we questioned the values underlying emotional and functional meanings. Following the collage analyses, we talked with them about brand loyalty, the type of bond between themselves and the brands, their book, magazine and newspaper reading habits, TV viewer ship and radio listening habits, internet and computer usage, interest in technology, opinions about internal and external politics, brands they use from various categories, their opinions about education, future plans, relations with family and friends, music tastes, everyday lives and mottos for two hours; we also photographed them and their collages.
3) Opinion Leaders: We talked with artists, DJ’s, caricaturists, musicians about what is going on today and their projections about tomorrow. We filmed our discussions.
4) Archive Searching: We tracked the developing trends from newspapers and magazines from 1975 to our time and we photographed our findings in our report.
5) Life in the Street: We photographed the young people at places they often hang around; asked them about their mottos, their music tastes, stars they like and the brands of their clothes.
6) Idefil: Every three months, we chat with dj’s, musicians, artists, marketers, writers and caricaturists about youth and trends. The main subjects are rising stars, trends and the reasons behind these trends.
7) Specialist Comments: We often refer to specialists’ opinions about brand loyalty and adolescent psychology.
Hiç yorum yok:
Yorum Gönder