My First Step to Know My Child “Pregnant School”: A Netnographic Analysis

Authors

DOI:

https://doi.org/10.47750/pegegog.15.01.09

Keywords:

digital parent, netnography, pregnancy, pregnant education, pregnant school

Abstract

The concept of netnography, which was first used by Kozinets in the literature, is explained as examining the interactions of virtual communities, which are not in contact with each other in the physical world, but come together via the internet, about their habits and expectations. In other words, it is a research method used to interpret virtual cultures, which have their own characteristics, formed by virtual communities formed by the presence of computer-mediated communication technologies. This study aims to thematically analyse the user comments on the most viewed YouTube video of an expert who provides information about pregnancy and postpartum processes. The netnographic method was used in the study to analyse the participant comments in the channel community of the expert who produced content on the subject. In accordance with the prescribed methodology, a total of 566 user comments were incorporated into the analysis. These comments were sourced from the most widely viewed video featuring the content producer, an acknowledged expert within their respective domain. User comments were analysed using MAXQDA software. The analysed YouTube channel provides information about pregnancy and postpartum processes. The research was discussed within the framework of the three codes determined. The analytical framework encompasses three primary facets: information evaluation, product evaluation, and experience sharing. As a result of the research, it was determined that expectant mothers needed guidance before birth.

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Author Biographies

Büşra Ergin, SELÇUK ÜNİVERSİTESİ

Associate Professor, Selcuk University, Faculty of Education, Department of Elementary Education, Konya, Türkiye

Esra Ergin, SELÇUK ÜNİVERSİTESİ

Assistant Professor Doctor, Selcuk University, Faculty of Education, Department of Educational Sciences, Konya, Türkiye

Oğuzhan Günenc, University of Health Sciences

Assistant Professor Doctor, University of Health Sciences, Hamidiye Faculty of Medicine, Department of Obstetrics and Gynecology, University of Health Sciences Konya City Hospital Chief Physician, Konya, Türkiye

Mehmat Ali Eryılmaz, University of Health Sciences

Professor Doctor, University of Health Sciences, Hamidiye Faculty of Medicine, Department of General Surgery, Konya, Türkiye

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Published

2024-10-02

How to Cite

Ergin, B., Ergin, E., Günenc, O., & Eryılmaz, M. A. (2024). My First Step to Know My Child “Pregnant School”: A Netnographic Analysis. Pegem Journal of Education and Instruction, 15(1), 93–103. https://doi.org/10.47750/pegegog.15.01.09