Public Relations Focused on Responsibility: A Discourse Analysis of PR Based TED Talks (2012-2022)

Yıl 2023, Cilt: 6 Sayı: 1, 96 - 126, 31.03.2023

Ebru Özgen , Tuğçe Şen , Ufuk Şahin Gökçe Yılmaz

Öz

Public relations, communication, social responsibility and sustainability are fields that interact with each other. Thanks to this interaction, each of them permeates a very wide area. From the decisions we make in our daily lives to shaping the future of the world we live in, these fields, which have deep meanings, play a major role in the welfare, relationships, ethics, sensitivities and future of society. With each passing day, interest in these fields is increasing and their existence is needed.
The name TED is formed from the first letters of ‘Technology’, ‘Entertainment’, ‘Design’, the three main topics that shape our future. TED is an annual conference where the world's leading people with advanced knowledge attend to share ideas and experiences that excite them. According to participants, TED conferences are a journey into the future. TEDx was created by TED to allow individuals and organisations to host their own local events, and the “x” in TEDx stands for independently organised local TED events. TED provides general guidance for these independently organised events (tedxreset.com, 2022). This series of conferences, where experiences are shared and knowledge and information about many fields are shared, is important in today's digital culture.
Within the scope of the study, it is examined how the concepts of communication, social responsibility and sustainability, which we think form the basis of the field of public relations, are handled in our research universe, whether there has been a development in recent periods, whether this understanding exists in the discourse research we have conducted by addressing the conceptual dimensions of the field together with all developing technologies, social and economic situational processes. The necessity of acting with the awareness of sustainability and responsibility in public relations, which is an applied discipline, has been emphasised.

Anahtar Kelimeler

: communication, public relations, social responsibility, sustainability, TED talks

Kaynakça

• References Arslan, M., & Berkman, Ü. (2009). Dünyada ve Türkiye'de iş etiği ve etik yönetimi. TÜSİAD.
• Asna, A. (1998). Public relations temel bilgiler. Der Yayınları.
• Atakan, S., & Eker İşçioğlu, T. (2009). Türk tüketicilerinin bakış açısıyla işletmelerin kurumsal sosyal sorumluluk faaliyetleri. Öneri Dergisi, 8(32), 125-133.
• Aziz, A. (2008). İletişime giriş. Aksu Kitabevi. Baldini, M. (2000). İletişimin tarihi. Avcıol Basım-Yayın.
• Bekmen, A. (2014). Sermayenin etik inşası: Küresel üretim ve kurumsal sosyal sorumluluk. Boğaziçi Üniversitesi Yayınevi.
• Carroll, A. B. (1999). Corporate social responsibility: Evolution of definitional construct. Business & Society, 38(3), 268-295.
• Carter, C. R., & Rogers, D. S. (2008). A framework of sustainable supply chain management: Moving toward new theory. International Journal of Physical Distribution & Logistics Management, 38(5), 360-387. https://doi.org/10.1108/09600030810882816.
• Davis, A. (2006). Halkla ilişkilerin abc'si. Mediacat Kitapları.
• Erdoğan, İ. (2006). Teori ve pratikte halkla ilişkiler. Erk Yayınevi.
• Ersöz, H. Y. (2009). Kurumsal sosyal sorumluluk. S. Orman, & Z. Parlak içinde, İşletmelerde iş etiği. İTO Yayınları.
• Fiske, J. (2014). İletişim çalışmalarına giriş. Pharmakon Kitap. G8 University Summit. (2008). Sapporo sustainability declaration. Hokkaido.
• Gifford, J. (2010). Digital public relations: E-marketing's big secret. Continuing Higher Education Review, 74, 62-72.
• Grunig, J. E. (2005). Halkla ilişkiler ve iletişim yönetiminde mükemmellik. Rota Yayınları. Ebru ÖZGEN, Tuğçe ŞEN, Ufuk ŞAHİN, Gökçe YILMAZ 118 Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi
• Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism Online PR Journal, 6(2), 1-19.
• Güngör, N. (2018). İletişim, kuramlar ve yaklaşımlar. Siyasal Kitabevi.
• Herbert, E. G. (2005). Digital public relations: A new strategy in corporate management. Nsukka Journal of the Humanities(15), 135-143.
• Jacobs, M. (1995). Sustainable development, capital substitution and economic humility: A response to Beckerman. Environmental Values, 4(1), 57-68.
• Kadıbeşegil, S. (2012). Oyun bitti. Optimist Yayınları.
• Kharisma, T., & Kurniawan, F. (2018). Public relations in the digital era: Case study of the use of social media by government public relations in anri. Jurnal InterAct, 7(1), 13-19.
• Kotler, P., & Lee, N. (2006). Kurumsal sosyal sorumluluk. Mediacat Yayınları.
• Laughey, D. (2010). Medya çalışmaları-teoriler ve yaklaşımlar. Kalkedon Yayınları.
• Mardin, B. (1994). Değerli dostum-konuşmalar. Sanimat Ltd.
• Milutinovic, S., & Nikolic, V. (2014). Rethinking higher education for sustainable development in Serbia: an assessment of Copernicus charter principles in current higher education practices. Journal of Cleaner Production, 62, 107-113. https://doi.org/10.1016/j.jclepro.2013.05.028.
• Nemli, E. (2004). Sürdürülebilir kalkınma: Şirketlerin çevresel ve sosyal yaklaşımları. Filiz Kitabevi.
• Okay, A., & Okay, A. (2014). Halkla ilişkiler kavram, strateji ve uygulamaları. Der Yayınları.
• Oskay, Ü. (2007). İletişimin abc'si. Der Yayınları.
• Özgen, E. (2022). Sürdürülebilirlik iletişimi ve halkla ilişkiler. Türkiye İletişim Araştırmaları Dergisi, 1-4.
• Özgen, E., Palacı, H., Kurtuldu, Ö. R., & Oğuzcan, A. U. (2019). Halkla ilişkiler ideali-Alanın keşfi. Pozitif Yayınları.
• Özmehmet, E. (2008). Dünyada ve Türkiye sürdürülebilir kalkınma yaklaşımları. Yaşar Üniversitesi E-Dergisi, 3(12), Retrieved from https://dergipark.org.tr/tr/pub/jyasar/issue/19124/202943.
• Parlak, Z. (2009). Çok uluslu şirket davranış kodları: Analiz ve değerlendirme. S. Orman, & Z. Parlak içinde, İşletmelerde iş etiği. İTO Yayınları. Petrovici, M. A. (2014). E-public relations: Impact and efficiency. A case study. Procedia - Social and Behavioral Sciences(141), 79-84.
• Pezzoli, K. (1997). Sustainable development: A transdisciplinary overview of the literature. Journal of Environmental Planning and Management, 40(5), 549-574. https://doi. org/10.1080/09640569711949.
• Poe, M. (2015). İletişimin tarihi. Islık Yayınları.
• Pohl, G. M., & Vandeventer, D. (2000). The workplace, undergraduate education, and career preparation. The public relations academic and pratitioner views. R. Heath, & G. Vasquez içinde, Handbook of public relations (s. 357-368). Sage Publications.
• Saydam, A. (2016). Sürdürülebilirlik - İletişimin derin mavisi. Boyut Yayınları.
• TEDx Talks. (2012, December 10). Authentic vulnerable corporate social responsibility: Monica Parker at TEDxSquareMile [Video]. YouTube. https://www.youtube.com/watch?v=bfG8A1l6Q5I
• TEDx Talks. (2012, October 26). Collective social responsibility: Tyson Gersh at TEDxMuskegon [Video]. YouTube. https://www.youtube.com/watch?v=AFeENVHkHPM
• TEDx Talks. (2012, July 30). PR like a boss: Jessica Erickson at TEDxAthensSalon [Video]. YouTube. https://www.youtube.com/watch?v=PlgIlQawdKU
• TEDx Talks. (2012, December 6). Scaling reciprocal communication - the search for meaning: John Burger at TEDxUtrecht [Video]. YouTube. https://www.youtube.com/watch?v=KV-ajiOsEm8
• TEDx Talks. (2012, April 18). TEDxNJIT- Florence Hudson-Sustainability on a smarter planet [Video]. YouTube. https://www.youtube.com/watch?v=P44VaTEYBF0
• TEDx Talks. (2012, April 6). TEDxVillanovaU - Alyssa Fischer - A framework for change: Scope of corporate sustainability [Video]. YouTube. https://www.youtube.com/watch?v=kEy92J3Y_So
• TEDx Talks. (2013, July 17). Design and social responsibility: Sigga Heimis at TEDxReykjavík [Video]. YouTube. https://www.youtube.com/watch?v=_pzKMNaJnt0
• TEDx Talks. (2013, October 31). New life for old towns through sustainable tourism: Alex Kerr at
• TEDxKyoto 2013 [Video]. YouTube. https://www.youtube.com/watch?v=kLRanIhp2jg
• TEDx Talks. (2013, May 8). Put some magic in your communication : Carlos Vaquera at TEDxIHECS [Video]. YouTube. https://www.youtube.com/watch?v=YnIl5ws7dvw
• TEDx Talks. (2013, June 19). Sustainability and the innovation ecosystem: Bruce Walker Ferguson at TEDxWWF [Video]. YouTube. https://www.youtube.com/watch?v=NcvW1Zmj6Lw
• TEDx Talks. (2013, June 24). Why we need to think differently about sustainability: Leyla Acaroglu at
• TEDxMelbourne [Video]. YouTube. https://www.youtube.com/watch?v=5lOSIHWOp2I
• TEDx Talks. (2014, December 19). Adapting to the digital age of communication | Michael Gualdoni |
• TEDxCentralWyomingCollege [Video]. YouTube. https://www.youtube.com/watch?v=MpOBhHtDVlk
• TEDx Talks. (2014, November 17). Business social responsibility | Tony Prophet | TEDxSantaCatalinaSchool [Video]. YouTube. https://www.youtube.com/watch?v=jeTyey8siH4
• TEDx Talks. (2014, December 15). İletişiminiz kadarsınız | Haluk Gürgen | TEDxIstanbul [Video]. YouTube. https://www.youtube.com/watch?v=34RsefZzs_Y
• TEDx Talks. (2014, May 22). Re-thinking corporate social responsibility: Andy Le Seelluer at
• TEDxStHelier [Video]. YouTube. https://www.youtube.com/watch?v=jga4s0Ei7Zs
• TEDx Talks. (2014, September 24). These heels were made for walking: from PA to PR | Giovanna Forte | TEDxSWPS [Video]. YouTube. https://www.youtube.com/watch?v=gvSCmd2OJmk
• TEDx Talks. (2015, May 7). Interpersonal communication in the future world | Celine Fitzgerald
• | TEDxCarletonUniversity [Video]. YouTube. https://www.youtube.com/watch?v=KlI2qDO0J6s Public Relations Focused On Responsibility: A Discourse Analysis Of PR Based Ted Talks (2012-2022) Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi 121
• TEDx Talks. (2015, October 15). Social responsibility campaigns | Daniel Talpa | TEDxIasi [Video]. YouTube. https://www.youtube.com/watch?v=4Hbncg6uA2I
• TEDx Talks. (2015, May 1). Sustainable is profitable | Björn Söderberg | TEDxNorrköping [Video]. YouTube. https://www.youtube.com/watch?v=2JhoZ55lfQo
• TEDx Talks. (2015, July 9). The social responsibility of business | Alex Edmans | TEDxLondonBusinessSchool [Video]. YouTube. https://www.youtube.com/watch?v=Z5KZhm19EO0
• TEDx Talks. (2015, September 2). Walking off the communication map | Nick Looby | TEDxChelmsford [Video]. YouTube. https://www.youtube.com/watch?v=HVTbv1L6n3g
• TEDx Talks. (2016, October 6). A recipe for PR success | Jerry Silfwer | TEDxÖstersund [Video]. YouTube. https://www.youtube.com/watch?v=KAAALpyg2r4
• TEDx Talks. (2016, April 29). Build don't break relationships with communication - connect the dots | Amy Scott | TEDxQueenstown [Video]. YouTube. https://www.youtube.com/watch?v=Jp9b2Hf7QWg
• TEDx Talks. (2016, May 19). Communicate for success | Michael C. Webb | TEDxUCDavis [Video]. YouTube. https://www.youtube.com/watch?v=0jmodLM31TQ
• TEDx Talks. (2016, June 21). Communication in the 21st century: Is it what you say, not how you say it? | Vivian Ta | TEDxUTA [Video]. YouTube. https://www.youtube.com/watch?v=laDnZ_FWyhM
• TEDx Talks. (2016, March 1). The arts & social responsibility | Mark DeLancey | TEDxSalisbury [Video]. YouTube. https://www.youtube.com/watch?v=pNvKVhSyQp4
• TEDx Talks. (2016, October 27). The era of corporate social responsibility is ending | Rachel Hutchisson | TEDxWilmington [Video]. YouTube https://www.youtube.com/watch?v=N8dXNzCIVxg
• TEDx Talks. (2016, February 1). The psychology of communicating effectively in a digital world | Helen Morris-Brown | TEDxSquareMile [Video]. YouTube. https://www.youtube.com/watch?v=3aPaRWUqO-w
• TEDx Talks. (2016, June 13). Who’s in charge of the communication gap? | Kelly Janssen | TEDxNorthCentralCollege [Video]. YouTube. https://www.youtube.com/watch?v=q8clerKUUzA
• TEDx Talks. (2016, December 24). Why crisis management is important | Amanda Flowers Peterson |
• TEDxRedding [Video]. YouTube. https://www.youtube.com/watch?v=OEkDhAFPyOU
• TEDx Talks. (2017, April 5). 0:00 / 14:43 Communication is ruining your relationships | Beth Luwandi Lofstrom | TEDxGustavusAdolphusCollege [Video]. YouTube. https://www.youtube. com/watch?v=lT1o2esE_88
• TEDx Talks. (2017, December 14). 6 communication truths that everyone should know | Antoni Lacinai | TEDxVasa [Video]. YouTube. https://www.youtube.com/watch?v=zvcbn6WtJvQ
• TEDx Talks. (2017, July 11). Do you really know what sustainability is? | Cyrill Burch | TEDxHochschuleLuzern [Video]. YouTube. https://www.youtube.com/watch?v=ggLJPhZXoFo
• TEDx Talks. (2017, April 3). The dark magic of communication - How we manipulate others | Christopher Cummings | TEDxNTU [Video]. YouTube. https://www.youtube.com/watch?v=cfNJmmabimU
• TEDx Talks. (2017, June 18). The social responsibility of education | Lisa Hehenberger | TEDxESADE [Video]. YouTube. https://www.youtube.com/watch?v=f1AtsMd8itQ
• TEDx Talks. (2017, June 23). Why do ethics matter? | Shefali Roy | TEDxOxbridge [Video]. YouTube. https://www.youtube.com/watch?v=yesE4mcv4CM
• TEDx Talks. (2018, July 6). Building sustainability relationships that bring brands and people closer | Mark Morin | TEDxLaval [Video]. YouTube. https://www.youtube.com/watch?v=Hp0Q8Z5Isz4
• TEDx Talks. (2018, July 16). How to approach CSR in a sustainable manner | Caroline Dale Ditlev-Simonsen | TEDxOsloSalon [Video]. YouTube. https://www.youtube.com/watch?v=mTAa2Bm0EZM
• TEDx Talks. (2018, July 16). How to approach CSR in a sustainable manner | Caroline Dale Ditlev-Simonsen | TEDxOsloSalon [Video]. YouTube. https://www.youtube.com/watch?v=mTAa2Bm0EZM Public Relations Focused On Responsibility: A Discourse Analysis Of PR Based Ted Talks (2012-2022) Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi 123
• TEDx Talks. (2018, August 17). Innovation in communication | Nalin Chandna | TEDxMuscatSalon [Video]. YouTube. https://www.youtube.com/watch?v=WIINElmBr4s
• TEDx Talks. (2018, June 18). Innovative success through innovative communication | Arman Sadighian |
• TEDxYouth@ASD [Video]. YouTube. https://www.youtube.com/watch?v=wujvq-SOe9k
• TEDx Talks. (2018, March 2). Social responsibility | Akeem Lloyd | TEDxURI [Video]. YouTube. https://www.youtube.com/watch?v=jayZhRUX2fg
• TEDx Talks. (2018, April 10). Sustainable education | Meenakshi Umesh | TEDxBITSathy [Video]. YouTube. https://www.youtube.com/watch?v=AT9Lmw1HsOM
• TEDx Talks. (2018, November 26). The impact of technology on communication | Grant Dillard | TEDxBrentwoodCollegeSchool [Video]. YouTube. https://www.youtube.com/watch?v=D3mNn0btW6s
• TEDx Talks. (2019, July 9). Corporate social responsibility: A strategy for peace and hope. | Mayuri Misra |
• TEDxMITID [Video]. YouTube. https://www.youtube.com/watch?v=BkqCHlC6He4
• TEDx Talks. (2019, June 21). Creating sustainable organizational culture change in 80 days | Arthur Carmazzi | TEDxMaitighar [Video]. YouTube. https://www.youtube.com/watch?v=r2XE87EoI7M
• TEDx Talks. (2019, October 22). How to scale up sustainability by considering it as an investment! | Elisa Naranjo | TEDxHeidelberg [Video]. YouTube. https://www.youtube.com/watch?v=2omTcrn72Y4
• TEDx Talks. (2019, October 7). Individual social responsibility | Vimal Cherangattu | TEDxJuhu [Video]. YouTube. https://www.youtube.com/watch?v=mzgxE9GIiPk
• TEDx Talks. (2019, June 20). Never tell the truth | Evan Nierman | TEDxDesignTechHighSchool [Video]. YouTube. https://www.youtube.com/watch?v=-9UfATfkYbc
• TEDx Talks. (2019, May 31). Personal social responsibility for a better world | Joyeeta Das |
• TEDxLavelleRoad [Video]. YouTube. https://www.youtube.com/watch?v=2VDsMVOxW3Q
• TEDx Talks. (2019, January 4). Strategic Sustainable Development | Karl-Henrik Robèrt | TEDxKarlskrona [Video]. YouTube. https://www.youtube.com/watch?v=_x4e3tnuCgc
• TEDx Talks. (2019, April 30). The power of communication | Nina Legath | TEDxYouth@ISF [Video]. YouTube. https://www.youtube.com/watch?v=g-9OL4UtqDs
• TEDx Talks. (2020, October 14). 3 step guide to your public relations (PR) | Maiko Barcomb | TEDxSaikaiSalon [Video] . YouTube. https://www.youtube.com/watch?v=6bIqMGpyP9g
• TEDx Talks. (2020, January 31). How volunteering helps you fulfill your social responsibility | shogofa Sarabi | TEDxDarulaman [Video]. YouTube. https://www.youtube.com/watch?v=XPEEFG3RhDA
• TEDx Talks. (2020, March 16). İletişim: Anlamak ve anlaşılmak | Melih Görgün | TEDxAtakum [Video]. YouTube. https://www.youtube.com/watch?v=Cx9WG84LJ6k
• TEDx Talks. (2020, January 9). It's not manipulation, it's strategic communication | Keisha Brewer | TEDxGeorgetown [Video]. YouTube. https://www.youtube.com/watch?v=QGeHS4jO0X0
• TEDx Talks. (2020, March 23). Sümerlerden geleceğe kuşaklarası iletişim | Şehnaz Dereli | TEDxAtakum [Video]. YouTube. https://www.youtube.com/watch?v=XFXJ5B72BN0
• TEDx Talks. (2020, November 18). Sustainability in the digital age | Dirk Messner | TEDxBonn [Video]. YouTube. https://www.youtube.com/watch?v=VpFgNZSwm-A
• TEDx Talks. (2020, January 2). The art of effective communication | Marcus Alexander Velazquez | TEDxWolcottSchool [Video]. YouTube. https://www.youtube.com/watch?v=2Yw6dFQBklA
• TEDx Talks. (2020, March 31). The power of nonverbal communication | Joe Navarro | TEDxManchester [Video]. YouTube. https://www.youtube.com/watch?v=fLaslONQAKM
• TEDx Talks. (2021, November 18). Corporate sustainability - The recipe to get our act right today | Anveshi Gutta | TEDxSusMafia [Video]. YouTube. https://www.youtube.com/watch?v=PVEA74F4xIQ
• TEDx Talks. (2021, September 2). How data & AI can help our sustainable future | Dr. Georgios Leontidis | TEDxAberdeen [Video]. YouTube. https://www.youtube.com/watch?v=CBwUphHn1Ew
• Public Relations Focused On Responsibility: A Discourse Analysis Of PR Based Ted Talks (2012-2022) Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi 125
• TEDx Talks. (2021, May 24). How to communicate in the new normal | Diana Zalaquett | TEDxBabsonCollege [Video]. YouTube. https://www.youtube.com/watch?v=e6LzBY8D1Bg
• TEDx Talks. (2021, October 11). Sustainable tourism, authenticity and identity | Nélida Marques | TEDxPraia [Video]. YouTube. https://www.youtube.com/watch?v=Vj5fII92vdg
• TEDx Talks. (2021, August 30). The infinite era of social responsibility. | Dr.Mohamed Ahmed Fouad | TEDxMuscatSalon [Video]. YouTube. https://www.youtube.com/watch?v=UefyCAn319Q
• TEDx Talks. (2021, December 15). The power of communication in affecting environmental impact | Jeannine Bartz | TEDxKerrisdaleLive [Video]. YouTube. https://www.youtube.com/watch?v=HSeblD00Jnc
• TEDx Talks. (2022, February 16). Corporate science responsibility | Davit Baghdasaryan | TEDxYerevan [Video]. YouTube. https://www.youtube.com/watch?v=gjHRRV2p0o0
• TEDx Talks. (2022, March 16). Neuromarketing: Buying into sustainability | Kristina Centnere | TEDxYoungCirclePark [Video]. YouTube. https://www.youtube.com/watch?v=HQyD0o54_Gg TEDxReset. (2022). TED Hakkında. TedXReset: http://tedxreset.com/ted-hakkinda/
• Türkoğlu, N. (2009). İletişim bilimlerinden kültürel çalışmalara-Toplumsal iletişim. Urban. UN (United Nations). (1987). Report of the world commission on environment and development: Our common future. UN (United Nations).
• UNEP (United Nations Environment Programme). (2014). Transforming universities into green and sustainable campuses: A toolkit for implementers. Greening Universities Toolkit V2.0.
• Yaxley, H. (2012). Digital public relations - revolution or evolution? A. Theaker içinde, The public relations handbook (pp. 411-432). Rotledge.
• Yıldırım, B. (2015). İçerik Çözümlemesi Yönteminin Tarihsel Gelişimi Uygulama Alanları ve Aşamaları. B. Yıldırım (Ed.), İletişim Araştırmalarında Yöntemler Uygulama ve Örneklerle Konya: LiteraTürk Academia.
• Zimmer, M. R., & Golden, L. L. (1988). Impressions of retail stores: A content analysis of consumer images. Journal of Retailing, 64(3), 265–293