Öz
Dialogic theory provides a significant theoritical basis for the assessment of social media. The concept of dialogic communication has been connected to relational theory and two way symmetrical model of public relations. Accordingly, the concept has been discussed within the context of the compatibility of internet practices to dialogic principles and under the dialogic tenets of communication. The article analyzes three social media interfaces presented in the website of Ankara Metropolitan Municipality; Twitter account of Mayor Melih Gökçek, Municipality’s Twitter account and Municipality’s Facebook account. Municipality’s social media interfaces have been successful with regard to the dialogic principles of internet practices. However, the communication’s diaologic level has not been sufficient. In particular, despite very high number of followers, Mayor Gökçek’s practice does not support dialogue. This practice emerges as a negative trend for local politics, participation and democracy. Municipality’s Twitter account emerges as the best practice among the three with regard to dialogic communication
Anahtar Kelimeler
Public relations dialogic theory social media twitter facebook Ankara Metropolitan Municipality
Kaynakça
- Aaron S (2010) Government Online: The Internet Gives Citizens New Paths to
- Government Services and Information, Pew Internet&American Life Project, Washington. Alikılıç Ö ve Atabek Ü (2012) Social Media
- Adoption Among Turkish Public Relations Professionals: A Survey of Practitioners, Public Relations Review, 38, 56-63. Ankara Haber (2013) Melih Gökçek Twitter Takipçileriyle haber.com/haber/Melih-Gokcek-twitter-takipci leri-ile-yemekte/128245, 02013. http://www.ankara erişim tarihi: in Network Society,
- Eren E (2006) Örgütsel Davranış ve Yönetim
- Psikolojisi, Beta Yayınları, İstanbul. Esrock S L ve Leichty G B (2000)
- Organization of Corporate Web Pages: Publics and Functions, Public Relations Review, 26 (3), 327-344. Grunig J E (2009) Paradigms of Global Public
- Relations in an Age of Digitalisation, PRism 6 (2), http://praxis.massey.ac.nz/prism_on-line_ journ.html. Grunig J E ve Grunig L A (2005) Halkla İlişki- ler ve İletişim Modelleri, James Grunig (Ed.)
- Halkla İlişkiler ve İletişim Yönetiminde Mü- kemmellik, Rota Yayınları, İstanbul, 307-348. Grunig J E ve Hunt T (1984) Managing Public
- Relations, Thomson, New York. Rheingold H (2000) The Virtual Community:
- Homesteading on the Electronic Frontier, MIT Press, Cambridge. Habertürk (2012) Melih Gökçek Twittera Giri- şinin 1. Yılını Kutladı, http://www.haberturk. com/gundem/haber/704091-melih-gokcek- twittera-girisinin-1-yilini-kutladi, erişim tarihi: 002012.
- Heath R (2005) Encyclopedia of Public
- Relations, Sage, Oakland Road. Hickerson C A ve Thompson S R (2009) Dia- logue Through Wikis: A Pilot Exploration of
- &time=4&data=0, erişim tarihi: 27.03.2013 http://twitalyzer.com/5/profile.asp?u=06melihg okcek&time=5&data=6, erişim tarihi: 27.03. 20
- Jantsch J (2009) Using Twitter for Business,
- Duct Tape Marketing, Kansas, http://www. johnjantsch.com/TwitterforBusiness.pdf. Kamu Kurumları İnternet Sitesi Kılavuzu (2006)http://www.kakis.gov.tr/files/kilavuzv1. pdf .
- Kaplan A ve Haenlein M M (2010) Users of the World, Unite The Challenges and Opportunities of Social Media, Business Horizons, 53, 59-68.
- Kent M L ve Taylor M (1998) Building
- Dialogic Relationships Through the World Wide Web, Public Relations Review, 24 (3), 321-3
- Kent M L ve Taylor M (2002) Toward a
- Dialogic Theory of Public Relations, Public Relations Review, 28(1), 21-37. Landsbergen D (2010) Government as Part of the Revolution: Using Social Media to Achieve
- Public Goals, Electronic Journal of e- Government, 8(2), 135-147. McAllister-Spooner S M (2009) Fulfilling the Dialogic Promise: A Ten-Year Reflective
- Survey on Dialogic Internet Principles, Public Relations Review, 35, 320-322. McAllister-Spooner S M ve Kent M L (2009)
- Dialogic Public Relations and Resource De- pendency: New Jersey Community Colleges as Models for Web Site Effectiveness, Atlantic Journal of Communication, 17, 220-239. Okay A (2001) Public Relations on the Web,
- Selçuk İletişim, 2 (1), 88-96. Özdemir P ve Aktaş Y M (2010) Türkiye’deki
- Sivil Toplum Kuruluşları Web Sitelerinin Di- yalojik İletişim Kapasiteleri Üzerine Bir İnce- leme, Bilimler Enstitüsü Derg, 1(2), 3-36. Pieczka M (2010) Public Relations as Dialogic
- Expertise?, Journal of Communication Man- agement, 15(2), 108-124. Phillips D ve Young P (2009) Online Public
- Relations : A Practical Guide to Developing an Online Strategy in the World of Social Media, CIPR, London. Sayımer İ (2008) Sanal Ortamda Halkla İlişki- ler, Beta Yayınları, İstanbul.
- Scott D M (2010) The New Rules of Marketing and PR, John Wiley and Sons, New Jersey.
- Searson E M ve Johnson M A (2010)
- Transparency Laws and Interactive Public Relations: An Analysis of Latin American Government Web Sites” Public Relations Review, 36, 120-126. Solis B (2011) Engage The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, John
- Wiley & Sons, New Jersey. Solis B ve Breakenridge D (2009) Putting the Public Back in Public Relations, Pearson
- Education, New Jersey. Tarhan Ahmet (2012) Büyükşehir Belediyele- rinin Sosyal Medya Uygulamalarına Halkla
- İlişkiler Modellerinden Bakmak, İletişim Ku- ram ve Araştırma Dergisi, 35, 79-101. Taylor M, Kent M L ve White W J (2001) How
- Activist Organizations Are Using the Internet to Build Relationships, Public Relations Re- view, 27, 263-284. Theunissen P, Wan N ve Wan N (2012) Revis- iting the Concept ‘Dialogue’ in Public Rela- tions, Public Relations Review, 38, 5-13. Vesnic-Alujevic
- Participation and Web 2.0 in Europe: A Case Study of Facebook, Public Relations Review, 38, 466-470. (2012) Political Woodward
- Philosaophy as a Basis for Dialogue in Public Relations, Research, 12 (3), 255-275. Transactional Journal Public Relations Zerfass A, Verčič D, Verhoeven P, Moreno A ve Tench R (2012) European Communication
- Monitor 2012. Challenges and Competencies for Strategic Communication. Results of an
- Empirical Survey in 42 Countries. Brussels: EACD/EUPRERA. Zerfass A, Moreno A, Tench R, Verčič D ve Verhoeven P (2009) European Communication
- Monitor 2009. Trends in Communication
- Management and Public Relations -Results of a Survey in 34 Countries, Brussels, EACD, Euprera. (www.communicationmonitor.eu).
Öz
Diyalojik kuram, sosyal medyanın değerlendirilmesi için önemli bir kuramsal temel oluşturmakta-dır. Halkla ilişkiler açısından ilişki yönetiminin bir öğesi olan ve iki yönlü simetrik halkla ilişkiler modeliyle ilişkilendirilen diyalojik iletişim kavramı özellikle internet uygulamaları üzerinden tartı-şılmaktadır. Makalede, Ankara Büyükşehir Belediyesi sosyal medya uygulamaları internet uygu-lamasının diyalojik ilkelere uyması ve kurulan iletişimin diyalojik olması başlıklarında tartışılmaktadır. Belediye internet sitesinde bulunan üç sosyal medya arayüzü, Belediye Başkanı İbrahim Melih Gökçek'in Twitter uygulaması, Belediyenin Twitter ve Facebook uygulaması diyalojik özel-likler başlığında değerlendirilmiştir. Belediyenin sosyal medya arayüzleri, internet uygulamaları-nın diyalojik ilkeleri yönünden başarılı bulunmuştur. Ancak, iletişimin diyalojik olma düzeyi yapı-lan incelemede yeterli bulunmamıştır. Özellikle çok yüksek takipçi oranına sahip olan Belediye Başkanı Gökçek'in kullanımının diyaloğu destekleyici olmaması yerel siyaset, katılım ve demokra-si açısından olumsuz bir eğilimi ortaya koymaktadır. Belediyenin Twitter uygulaması üç uygulama için de, diyalojik iletişim açısından en başarılı uygulama olarak tespit edilmiştir.
Anahtar Kelimeler
Halkla ilişkiler; diyalojik kuram; sosyal medya; twitter; facebook; Ankara Büyükşehir Belediyesi
Kaynakça
- Aaron S (2010) Government Online: The Internet Gives Citizens New Paths to
- Government Services and Information, Pew Internet&American Life Project, Washington. Alikılıç Ö ve Atabek Ü (2012) Social Media
- Adoption Among Turkish Public Relations Professionals: A Survey of Practitioners, Public Relations Review, 38, 56-63. Ankara Haber (2013) Melih Gökçek Twitter Takipçileriyle haber.com/haber/Melih-Gokcek-twitter-takipci leri-ile-yemekte/128245, 02013. http://www.ankara erişim tarihi: in Network Society,
- Eren E (2006) Örgütsel Davranış ve Yönetim
- Psikolojisi, Beta Yayınları, İstanbul. Esrock S L ve Leichty G B (2000)
- Organization of Corporate Web Pages: Publics and Functions, Public Relations Review, 26 (3), 327-344. Grunig J E (2009) Paradigms of Global Public
- Relations in an Age of Digitalisation, PRism 6 (2), http://praxis.massey.ac.nz/prism_on-line_ journ.html. Grunig J E ve Grunig L A (2005) Halkla İlişki- ler ve İletişim Modelleri, James Grunig (Ed.)
- Halkla İlişkiler ve İletişim Yönetiminde Mü- kemmellik, Rota Yayınları, İstanbul, 307-348. Grunig J E ve Hunt T (1984) Managing Public
- Relations, Thomson, New York. Rheingold H (2000) The Virtual Community:
- Homesteading on the Electronic Frontier, MIT Press, Cambridge. Habertürk (2012) Melih Gökçek Twittera Giri- şinin 1. Yılını Kutladı, http://www.haberturk. com/gundem/haber/704091-melih-gokcek- twittera-girisinin-1-yilini-kutladi, erişim tarihi: 002012.
- Heath R (2005) Encyclopedia of Public
- Relations, Sage, Oakland Road. Hickerson C A ve Thompson S R (2009) Dia- logue Through Wikis: A Pilot Exploration of
- &time=4&data=0, erişim tarihi: 27.03.2013 http://twitalyzer.com/5/profile.asp?u=06melihg okcek&time=5&data=6, erişim tarihi: 27.03. 20
- Jantsch J (2009) Using Twitter for Business,
- Duct Tape Marketing, Kansas, http://www. johnjantsch.com/TwitterforBusiness.pdf. Kamu Kurumları İnternet Sitesi Kılavuzu (2006)http://www.kakis.gov.tr/files/kilavuzv1. pdf .
- Kaplan A ve Haenlein M M (2010) Users of the World, Unite The Challenges and Opportunities of Social Media, Business Horizons, 53, 59-68.
- Kent M L ve Taylor M (1998) Building
- Dialogic Relationships Through the World Wide Web, Public Relations Review, 24 (3), 321-3
- Kent M L ve Taylor M (2002) Toward a
- Dialogic Theory of Public Relations, Public Relations Review, 28(1), 21-37. Landsbergen D (2010) Government as Part of the Revolution: Using Social Media to Achieve
- Public Goals, Electronic Journal of e- Government, 8(2), 135-147. McAllister-Spooner S M (2009) Fulfilling the Dialogic Promise: A Ten-Year Reflective
- Survey on Dialogic Internet Principles, Public Relations Review, 35, 320-322. McAllister-Spooner S M ve Kent M L (2009)
- Dialogic Public Relations and Resource De- pendency: New Jersey Community Colleges as Models for Web Site Effectiveness, Atlantic Journal of Communication, 17, 220-239. Okay A (2001) Public Relations on the Web,
- Selçuk İletişim, 2 (1), 88-96. Özdemir P ve Aktaş Y M (2010) Türkiye’deki
- Sivil Toplum Kuruluşları Web Sitelerinin Di- yalojik İletişim Kapasiteleri Üzerine Bir İnce- leme, Bilimler Enstitüsü Derg, 1(2), 3-36. Pieczka M (2010) Public Relations as Dialogic
- Expertise?, Journal of Communication Man- agement, 15(2), 108-124. Phillips D ve Young P (2009) Online Public
- Relations : A Practical Guide to Developing an Online Strategy in the World of Social Media, CIPR, London. Sayımer İ (2008) Sanal Ortamda Halkla İlişki- ler, Beta Yayınları, İstanbul.
- Scott D M (2010) The New Rules of Marketing and PR, John Wiley and Sons, New Jersey.
- Searson E M ve Johnson M A (2010)
- Transparency Laws and Interactive Public Relations: An Analysis of Latin American Government Web Sites” Public Relations Review, 36, 120-126. Solis B (2011) Engage The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, John
- Wiley & Sons, New Jersey. Solis B ve Breakenridge D (2009) Putting the Public Back in Public Relations, Pearson
- Education, New Jersey. Tarhan Ahmet (2012) Büyükşehir Belediyele- rinin Sosyal Medya Uygulamalarına Halkla
- İlişkiler Modellerinden Bakmak, İletişim Ku- ram ve Araştırma Dergisi, 35, 79-101. Taylor M, Kent M L ve White W J (2001) How
- Activist Organizations Are Using the Internet to Build Relationships, Public Relations Re- view, 27, 263-284. Theunissen P, Wan N ve Wan N (2012) Revis- iting the Concept ‘Dialogue’ in Public Rela- tions, Public Relations Review, 38, 5-13. Vesnic-Alujevic
- Participation and Web 2.0 in Europe: A Case Study of Facebook, Public Relations Review, 38, 466-470. (2012) Political Woodward
- Philosaophy as a Basis for Dialogue in Public Relations, Research, 12 (3), 255-275. Transactional Journal Public Relations Zerfass A, Verčič D, Verhoeven P, Moreno A ve Tench R (2012) European Communication
- Monitor 2012. Challenges and Competencies for Strategic Communication. Results of an
- Empirical Survey in 42 Countries. Brussels: EACD/EUPRERA. Zerfass A, Moreno A, Tench R, Verčič D ve Verhoeven P (2009) European Communication
- Monitor 2009. Trends in Communication
- Management and Public Relations -Results of a Survey in 34 Countries, Brussels, EACD, Euprera. (www.communicationmonitor.eu).
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Derleme Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Mart 2013 |
| Gönderilme Tarihi | 3 Aralık 2013 |
| Yayımlandığı Sayı | Yıl 2013 Cilt: 8 Sayı: 1 |
