In a world that has transformed into a network society with the development of communication technologies, it becomes very important to understand children's interaction with social media better and to determine the role of YouTube in children's value orientations. The main purpose of this study is to reveal the role of social media in children's value orientations through the video sharing platform YouTube.

In this study, the cultivation analysis method within the framework of cultivation theory was adapted to social media. In this respect, it differs from other studies. The Schwartz PVQ-RR value questionnaire was applied to participants consisting of children attending the eighth grade of secondary school with the correlational survey model within the quantitative research systematic. Significant differences in value orientations between those who watch YouTube less and those who watch YouTube more were analyzed, as well as value orientations changing according to screen time.

Research findings reveal that there are significant differences in the universal value orientations of children who watch YouTube more than those who watch less, and that their value orientations are generally negative. One of the most important results is that as YouTube viewing time increases, the importance given by children to the Conservation values (Security, Conformity, and Tradition values) decreases. Similarly, the tendency towards the values of Benevolence, Face, and Humility decreases in those who watch more. These results imply that children who watch YouTube a lot decrease their voluntary interest, willingness to help, and love for their family and close friends; their orientation towards making independent choices, curiosity, and developing their own ideas; their view of social order, national security, and stability of the country; the idea of obeying rules, laws, and interpersonal courtesy in society; and the idea of obeying and approving cultural, familial and religious traditions. On the other hand, the importance given to the value of universalism increases as YouTube viewing time increases. It can be predicted that long-term and intensive exposure to social media since childhood may lead to changes in universal value orientations and perceptions of social reality.

Some thematic suggestions have been made for practitioners and researchers, such as promoting critical analytical thinking approach, a value/sports/nature-friendly simple lifestyle starting from childhood, and making it a part of life. In order to protect children and preserve values, in a manner of understanding of cultural defence industry to be established at the state level, it is recommended that communicators, educators, media companies and "good content" producers (goodness ambassadors) be supported in many ways.