DIGITAL OUTREACH: INFORMAL STRATEGIES FOR PUBLICIZATION OF ARCHITECTURE-RELATED CONTENT ON SOCIAL MEDIA

This study explores the role of informal digital platforms in the public dissemination of architecture-related content, focusing on a 200-week-long YouTube live broadcast series hosted by a Turkish social media platform. Through a mixed-methods approach combining content analysis, relational mapping and centrality metrics (notably PageRank), we examine the relationships between conceptual categories and user engagement data. Main and sub-topic coding were used to evaluate content diversity and trend formation. YouTube metrics such as total views and average watch duration helped assess e-learning and informal learning potential. Additionally, the presenters' academic backgrounds and current professions were analyzed to assess accessibility and networking dynamics. The findings suggest a strong preference for e-learning content and emphasize the representational power of student contributions. Notably, no consistent correlation was found between sub-topic popularity and view counts.