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Covid-19 Salgını Sürecinde Diyalojik İletişim: Türkiye’deki Teknoparkların Sosyal Medya Kullanımı Üzerine Bir Analiz

Year 2021, Issue: 60, 1 - 26, 16.07.2021

Hediye Aydoğan

Abstract

Covid-19 salgınının patlak vermesi ile birlikte, kurum ve organizasyonların bilgi üretip yaymaları ve kamularıyla iletişim kurmaları açısından sosyal medya hızlı bir şekilde elzem bir iletişim aracı olmuştur. Bu bağlamda, diğer pek çok organizasyon gibi teknoparkların da paydaşlarını bilgilendirmek ve onlarla iletişim kurmak amacıyla sosyal medya hesaplarını etkili bir şekilde kullanması önem kazanmıştır. Buradan hareketle, bu araştırma, Covid-19 salgınının ilk üç aylık (çeyrek) dönemde Türkiye’de faaliyet gösteren teknoparkların hedef kitleleriyle sosyal medya hesaplarında nasıl bir iletişim biçimi sergilediğini ve diyalojik iletişim odaklı sosyal medya yönetimi açısından teknoparkların sosyal medya hesaplarının kalite endeksini ortaya koymayı amaç edinmiştir. Bu amaç doğrultusunda, Türkiye’de faaliyet gösteren aktif 70 teknoparkın sosyal medya hesabı (Facebook, Twitter ve Instagram), esasen Diyalojik İletişim Kuramı’na dayanan diyalojik unsurlar dikkate alınarak içerik çözümlemesi yoluyla incelenmiştir. Analiz sonucunda elde edilen veriler göstermiştir ki, teknoparklar diyalojik unsurlardan yeterince başarılı olacak şekilde faydalanmamış ve sosyal medya hesaplarını bu salgın döneminde sadece bilgi yaymak amacıyla, hedef kitleleri ile diyalog kurmaktan uzak bir şekilde yönetmiştir. Araştırmadan elde edilen bulgular göz önüne alınarak gelecek çalışmalar ve uygulayıcılar için diyalojik iletişim odaklı sosyal medya yönetimi konusunda önerilerde bulunulmuştur.

Keywords

Teknopark diyalojik iletişim sosyal medya Covid-19 içerik çözümlemesi

References

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Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey

Year 2021, Issue: 60, 1 - 26, 16.07.2021

Hediye Aydoğan

Abstract

With the outbreak of the Covid-19 pandemic, social media has promptly become an essential communication tool for institutions and organizations to generate and disseminate information as well as building effective dialogue with the public. In this regard, it was vital for technoparks like many other organizations to effectively manage their social media accounts in order to inform and communicate with their stakeholders. Therefore, the current study aims to investigate how technoparks in Turkey used their social media platforms (Facebook, Twitter, and Instagram) during the first three months of the Covid-19 pandemic to facilitate dialogic communication with stakeholders, and to present the quality index of technoparks in terms of dialogic communication in social media management. In line with this aim, a content analysis of social media profiles maintained by 70 active technoparks examines the use of dialogic features originally developed in Dialogic Communication Theory. Results indicate that technoparks could not fully utilize the dialogic features of the social media platforms and that they mostly preferred to manage their social media platforms to disseminate information, which means they were away from dialogue. Recommendations are made for future studies and practitioners in terms of dialogic communication in social media management.

Keywords

Technopark dialogic communication social media Covid-19 content analysis

References

  • Açıkgöz, Ö., & Günay, A. (2020). The early impact of the covid-19 pandemic on the global and Turkish economy. Turkish Journal of Medical Sciences, 50, 520-526. DOI: 10.3906/sag-2004-6
  • Arslan, C. (2019). An analysis of Instagram’s dialogical communication building potential in Turkish Theater Institutions. Sanat & Tasarım Dergisi, 84-98.
  • Aslan, A. (2017). Web sitelerinin birer diyalojik iletişim aracı olarak kullanımı üzerine bir değerlendirme: Türkiye’deki büyükşehir belediyeleri örneği. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22, 2425-2436.
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  • Berelson, B. (1952). Content analysis in communication research. New York, USA: Free Press.
  • Beverly, J. A. (2013). Public relations models and dialogic communication in the Twitterverse: An analysis of how colleges and universities are engaging their publics through Twitter (Doctoral Dissertation). Retrieved from https://aquila.usm.edu/cgi/viewcontent.cgi?article=1180&context=dissertations.
  • Breakenridge, D. (2008). PR 2.0: New media, new tools, new audiences. Upper Saddle River, NJ: FT Press, Pearson Education.
  • Bulut, F. (2020, June 5). Turkey cancels initially planned weekend curfew [Web log post]. Retrieved from https://www.aa.com.tr/en/turkey/turkey-cancels-initially-planned-weekend-curfew/1866301
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  • Capriotti, P., & Losada-Díaz, J.-C. (2018). Facebook as a dialogic communication tool at the most visited museums of the world. El profesional de la información, 27(3), 642-650. DOI: 10.3145/epi.2018.may.17
  • Chen, Z. F., Ji, Y. G., & Men, L. R. (2017). Strategic use of social media for stakeholder engagement in startup companies in China. International Journal of Strategic Communication, 11(3), 244-267. DOI: 10.1080/1553118X.2017.1298114
  • Cukurova Expres. (2020, July 07). Yeni Normalimiz “Sanal Dünya” [Web log post]. Retrieved from http://www.cukurovaexpres.com/ozel-haber/yeni-normalimiz-sanal-dunya-h255492.html.
  • del Mar Gálvez-Rodríguez, M., Caba-Pérez, C., & López-Godoy, M. (2016). Drivers of Twitter as a strategic communication tool for non-profit organizations. Internet Research, 26(5), 1052-1071. DOI: 10.1108/IntR-07-2014-0188
  • Durmuş, Y. Z. (2020, June 1). ‘New normal’ begins in Turkey as most pandemic-related restrictions lifted [Web log post]. Received from https://www.dailysabah.com/turkey/new-normal-begins-in-turkey-as-most-pandemic-related-restrictions-lifted/news?gallery_image=undefined#big
  • Erbay, E. R., & Arkan, D. (2019). Teknoparkların mevcut durumu. In: D. K. Dimitrov, D. Nikoloski & R. Yılmaz (Eds.), Prooceedings of XI. International Balkan and Near Eastern Social Sciences Congress Series (pp. 703-705), 9-10 March 2019, Tekirdağ, Turkey.
  • González-Padilla, D. A., & Tortolero-Blanco, L. (2020). Social media influence in the covid-19 pandemic. International Brazilian Journal of Urology, 46(1), 120-124. DOI: 10.1590/S1677-5538.IBJU.2020.S121
  • Grunig, J. E., & Hunt, T. (1984). Managing public relations. New York: Holt, Rinehart & Winston.
  • Hahn, S. M., & McMeekin, J. A. (2020, February 24). Coronavirus Update: FDA steps to ensure quality of foreign products [Web log post]. Retrieved from https://www.fda.gov/news-events/press-announcements/coronavirus-update-fda-steps-ensure-quality-foreign-products
  • Haro-de-Rosario, A., Sáez-Martín, A., & del Mar Gálvez-Rodríguez, M. (2017). Facebook as a dialogic strategic tool for European local governments. Transylvanian Review of Administrative Sciences, 50, 73-89. DOI: 10.24193/tras.2017.0005
  • Heath, R. L., & Bowen, S. A. (2002). The public relations philosophy of John W. Hill: Bricks in the foundation of issues management. Journal of Public Affairs, 2(4), 230-246. DOI: 10.1002/pa.116
  • Hussein, A. T., & Aljamili, L. N. (2020). Covid-19 humor in Jordanian social media: A socio-semiotic approach. Heliyon, 6, 1-12, DOI: 10.1016/j.heliyon.2020.e05696
  • Kandemir, T., & İlter, B. (2019). Girişimcilik faaliyetlerinde Teknoparkların önemi: Afyon-Uşak Zafer Teknoloji Geliştirme Bölgesi örneği. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 21(4), 1216-1229. DOI: 10.32709/akusosbil.515847
  • Katz, R., Callorda, F., & Jung, J. (2020). Can digitization mitigate covid-19 damages? Evidence from developing countries [Web log post]. DOI: 10.2139/ssrn.3600829. Retrieved from http://www.teleadvs.com/wp-content/uploads/SSRN-id3600829.pdf
  • Kemna, T. (2013). Dialogue, Twitter and new technology-based firms: The communication practice on a social medium (Master’s Thesis, Stockholm University, Finland). Retrieved from http://www.diva-portal.org/smash/get/diva2:629600/FULLTEXT01.pdf
  • Kent, M. L. (2017). Principles of dialogue and the history of dialogic theory in public relations. In: X. Chen (Ed.), Prospect of Public Relations Science (pp.105-129). Beijing, China: Peking University Press.
  • Kent, M. L., & Taylor, M. (1998). Building dialogic relationships through the World Wide Web. Public Relations Review, 24(3), 321-334.
  • Kent, M. L., & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37.
  • Kim, D., Chun, H., Kwak, Y., & Nam, Y. (2014a). The employment of dialogic principles in website, Facebook, and Twitter platforms of environmental nonprofit organizations. Social Science Computer Review, 32(5), 590-605. DOI: 10.1177/0894439314525752
  • Kim, D., Kim, J.-H., & Nam, Y. (2014b). How does industry use social networking sites? An analysis of corporate dialogic uses of Facebook, Twitter, Youtube, and Linkedin by industry type. Quality & Quantity: International Journal of Methodology, 48(5), 2605-2614. DOI: 10.1007/s11135-013-9910-9
  • Krippendorf, K. (2004). Content analysis: An introduction to its methodology (2nd Edition). Thousand Oaks, California, USA: SAGE Publications.
  • Linvill, D. L., McGee, S. E., & Hicks, L. K. (2012). Colleges’ and universities’ use of Twitter: A content analysis. Public Relations Review, 38, 636-638. DOI: 10.1016/j.pubrev.2012.05.010
  • McAllister-Spooner, S.M. (2009). Fulfilling the dialogic promise: a ten-year reflective survey on dialogic internet principles. Public Relations Review, 35(3), 320-322.
  • Men, L. R., Ji, Y. G., & Chen, Z. F. (2017). Dialogues with entrepreneurs in China: How start-up companies cultivate relationships with strategic publics. Journal of Public Relations Research, 29(2-3), 90-113. DOI: 10.1080/1062726X.2017.1329736
  • Men, L.R., Tsai, W.H.S., Chen, Z.F., & Ji, Y.G. (2018). Social presence and digital dialogic communication: engagement lessons from top social CEOs. Journal of Public Relations Research, 30(3), 83-99.
  • Navarro-Ruiz, C., & Humanes Humanes, M. L. (2012). Corporate blogging in Spanish companies. Design and application of a quality index (ICB). Comunicacion Y Sociedad, 27(2), 117-144.
  • Nielsen, R. K., Fletcher, R., Kalogeropoulos, A., & Simon, F. (2020, October 27). Communications in the coronavirus crisis: Lessons for the second wave [Web log post]. Retrieved from https://reutersinstitute.politics.ox.ac.uk/communications-coronavirus-crisis-lessons-second-wave
  • Oltarzhevskyi, D., Kliuchnykova, O., Sokolova, K., & Tsymbalenko, Y. (2018). Communication pecularities of international and Ukrainian brands in social networks (facebook, twitter, instagram). Science and Education a New Dimension: Humanities and Social Sciences, 6(31), 69-73.
  • Pang, A., Shin, W., Lew, Z., & Walther, J. B. (2018). Building relationships through dialogic communication: organizations, stakeholders, and computer-mediated communication. Journal of Marketing Communications, 24(1), 68-82. DOI: 10.1080/13527266.2016.1269019
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There are 62 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Hediye Aydoğan 0000-0001-9696-8742

Publication Date July 16, 2021
Submission Date December 16, 2020
Published in Issue Year 2021 Issue: 60

Cite

APA Aydoğan, H. (2021). Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey. Connectist: Istanbul University Journal of Communication Sciences(60), 1-26.
AMA Aydoğan H. Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey. Connectist: Istanbul University Journal of Communication Sciences. July 2021;(60):1-26.
Chicago Aydoğan, Hediye. “Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey”. Connectist: Istanbul University Journal of Communication Sciences, no. 60 (July 2021): 1-26.
EndNote Aydoğan H (July 1, 2021) Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey. Connectist: Istanbul University Journal of Communication Sciences 60 1–26.
IEEE H. Aydoğan, “Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey”, Connectist: Istanbul University Journal of Communication Sciences, no. 60, pp. 1–26, July 2021.
ISNAD Aydoğan, Hediye. “Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey”. Connectist: Istanbul University Journal of Communication Sciences 60 (July 2021), 1-26.
JAMA Aydoğan H. Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey. Connectist: Istanbul University Journal of Communication Sciences. 2021;:1–26.
MLA Aydoğan, Hediye. “Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey”. Connectist: Istanbul University Journal of Communication Sciences, no. 60, 2021, pp. 1-26.
Vancouver Aydoğan H. Dialogic Communication During Covid-19 Pandemic: An Analysis on Technoparks’ Social Media Usage in Turkey. Connectist: Istanbul University Journal of Communication Sciences. 2021(60):1-26.
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