A Presentation on Screen, Irony in the Comments: A Sociological Analysis of Viewer Reactions to Fast-Food Content on YouTube Türkiye

Abstract

This study examines viewer comments on fast-food-themed food content on YouTube Türkiye from the perspective of conspicuous consumption. Of the 5,008 comments collected in total from videos on three different channels (Oha Diyorum, YapYap, Tuna Tavus), 2,474 comments met the predefined criteria and were analyzed through qualitative content analysis using MAXQDA Analytics Pro (Version 24.9.0). The study used interrater agreement (93.8%) to secure reliability and the triangulation strategy to support validity. The comments have been grouped under five main themes and eight subcodes, with the findings indicating the themes of recommendations and fast-food cravings to be dominant on the Oha Diyorum and YapYap channels and the theme of mockery (39.0%) to stand out on the Tuna Tavus channel. The main justifications for not consuming fast-food are economic situation (59.1%), health (18.2%), and geographical location (13.6%). The study demonstrates viewers to not conform to the conspicuous consumption practices staged on screen but to use a strategy of economic and symbolic ironic distance to adopt a critical stance and make mocking comments.