DİYALOGSAL HALKLA İLİŞKİLER BAĞLAMINDA SOSYAL MEDYA KULLANIMI: TÜRKİYE’DE İLK 100’DE YER ALAN ŞİRKETLER ÜZERİNE BİR İNCELEME

Yıl 2017, Cilt: 5 Sayı: 2, 591 - 618, 29.09.2017

İhsan Türkal , Hasan Güllüpunar

https://doi.org/10.19145/e-gifder.330682

Cited By: 12

Öz

Halkla ilişkiler teori ve uygulamasının
geldiği son nokta bakımından ortaya çıkan yeni anlayış, örgütlerle paydaşları
arasında diyaloğa dayalı iletişimi merkeze alan karşılıklı anlayış, güven ve
desteğin geliştirilip sürdürülmesidir. Küresel düzeyde kitleler tarafından
yaygın bir şekilde kullanılan sosyal medya araçları, diyaloğa ve etkileşime
dayalı bir iletişim ortamını halkla ilişkilerin hizmetine sunmaktadır.
Örgütlerin stratejik bir iletişim anlayışı olarak benimseyip kullanması
durumunda sosyal medya araçları diyalogsal halkla ilişkilere önemli katkılar
sağlayacak bir ortam oluşturmaktadır.  Çalışmada,
örgütlerin iletişim kurmak ve ilişki inşa etmek doğrultusunda sosyal medya
ortamında diyalogsal halkla ilişkiler anlayışından yararlanıp yararlanmadığı,
yararlanılmaktaysa bunu ne ölçüde gerçekleştirdikleri sorularına cevap
aranmaktadır. Bu sorulara açıklık kazandırmak amacıyla araştırmada Türkiye’de
büyüklük bakımından ilk 100’de yar alan kuruluşların, sosyal medya araçlarını
ne ölçüde diyalogsal halkla ilişkiler anlayışına uygun kullandığı
incelenmektedir. Kent ve Taylor tarafından ortaya konan ilkeler üzerinden
gerçekleştirilen içerik analizi sonucunda elde edilen bulgular bu kuruluşların
sosyal medya araçlarının diyalogsal potansiyelinden yeterince yararlanamadıklarını
göstermektedir. Bu durumun nedenleri çeşitli yazarlar tarafından ileri sürülen
görüşler etrafında tartışılmaktadır.

Anahtar Kelimeler

Diyalog, diyalogsal halkla ilişkiler, halkla ilişkiler, halkla ilişkiler 2.0, sosyal medya, Facebook, Twitter

SOCIAL MEDIA USAGE IN THE CONTEXT OF DIALOGICAL PUBLIC RELATIONS: A RESEARCH ON THE TOP 100 COMPANIES IN TURKEY

Öz

New paradigm, emerging in the last phase
of the public relations theory and practice is to develop and sustain mutual
understanding, trust and support based on dialogical communication between
organizations and their stakeholders. Social media tools which globally used by
the masses present a dialogic and interactive medium to public relations.
Social media tools constitute a platform which enable dialogic public relations
to contribute considerably provided that organizations should adopt and use it
as a strategic communication approach. This work seeks answers for the
questions if organisations take advantage of dialogic public relations concept
so as to communicate and build relationships with publics in social media tools
and if so, to what extent they are able to achive it. In order to answer and
explicate the questions, raised this work analysed social media tools, used by
top 100 corporations, ranked by total sales in Turkey in terms of dialogic
public relations concept. The findings, obtained through content analysis based
upon dialogic public relations principles, introduced by Kent and Taylor
(1998), suggest that the corporations do not utilize sufficiently the dialogic
potential of social media tools. The causes of the case are discussed based on
the ideas argued by various scholars. 

Anahtar Kelimeler

Dialogue, diyalogical public relations, public relations, public relations 2.0, social media, Facebook, Twitter

Kaynakça

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