Comparative Study on Transmedia Awareness of Traditional Media Audiences and Social Media Users in Turkey and Ukraine

The theory of mediatization focuses on discussions on the intertwining of the media with social institutions such as politics, family and religion, influencing and being affected by these structures. In general, mediatization refers to the social and cultural process in which a field or institution becomes to some extent dependent on the logic of the media (Hjarvard, 2011). Hjarvard draws attention to the processes of mediatization as a concept by cultural and social phenomena through the media, and their symbolic content is more or less under the influence of the media. The media is determinative on the fictional world with it produces and, on its audience (consumers). It influences, directs and shapes them through the discourse it produces. Mediatization is an important issue in the context of media literacy and especially transmedia methods. Because transmedia content practices and methods increase the mediatization effect and affect the orientations of the individual and society, especially when it comes to inadequacy in the context of media literacy. Therefore, this study focused on the awareness of the audience (consumers) about transmedia applications. It is seen that the studies conducted in the field of transmedia have developed in terms of content production methods, strategies and audience engagement. It is understood that there are not enough studies on subjects such as audience impacts or audience awareness. In this context and in this study, the competence of multimedia viewers who use social media and follow a traditional media tool to understand and be aware of the content transitions between different media tools has been examined. The television channel was chosen as the traditional media medium for the research study due to its widespread viewing.