Halkla ilişkiler perspektifinden üniversitelerin yeni medya kullanımının incelenmesi
Investigation of new media use of universities from public relations perspective
Yazar: EMİN SERHAN İNCİ
Danışman: PROF. DR. ABDULLAH ÖZKAN
İstanbul Üniversitesi / Sosyal Bilimler Enstitüsü / Halkla İlişkiler ve Tanıtım Ana Bilim Dalı / Yeni Medya ve İletişim Yönetimi Bilim Dalı
Derece: Yüksek Lisans, 2021
Konu: İletişim Bilimleri = Communication Sciences
Dizin: Halkla ilişkiler = Public relations ; Twitter = Twitter ; Yeni medya = New media ; Üniversiteler = Universities ; İnternet = Internet ; İnternet kullanımı = Internet use

Özet:
İnternet teknolojileriyle birlikte iletişim araçlarında yeni bir döneme geçilmesi, işletmelerin halkla ilişkiler faaliyetlerini etkilediği gibi üniversitelerin toplumla olan ilişkilerini de etkilemiştir. Yüksek düzeyde eğitim, öğretim, bilimsel araştırma ve yayın yapma amacı güden üniversiteler, aynı zamanda yürüttükleri çalışmaları toplumla paylaşmayı hedefler. Bu doğrultuda geleneksel mecralara başvururken, internet teknolojilerinin sağladığı imkânlar da kullanılmaktadır. Üniversiteler, toplumdaki çeşitli sorunları saptama, araştırma yapma, çağdaş yaşam standartlarını takip etme, geliştirme ve toplam yararına kullanma gibi amaçlar taşır. Bu amaçlar doğrultusunda seminer, konferans, makale, duyuru gibi faaliyetleri toplumla paylaşmaktadır. Bu paylaşımların, internet teknolojilerinin etkisiyle yeni medya üzerinden aktarılması söz konusudur. Günümüzde bireyler tüm bu paylaşımları takip edebilme, anında öğrenebilme ve hatta ilgili birimlere direkt ulaşabilme imkânına yeni medya sayesinde kavuşmuştur. Geleneksel medyanın aksine bu yeni mecra, iletişimin hızlı, iki yönlü ve etkileşimli olmasını mümkün kılar. Zaman ve mekândan bağımsızdır. Sağlanan bu imkânlar çerçevesinde, günümüz kurumların hedef kitleleriyle karşılıklı ve kesintisiz iletişim kurması beklenmektedir.

Bu araştırmada İstanbul'daki 13 Devlet Üniversitesi'nin Twitter'da en çok ve en az takipçi sayısına sahip 4 Devlet Üniversitesi'nin resmi Twitter hesapları ve paylaşımları içerik analiz yöntemiyle incelenmiştir. Bu incelemeye tabi tutulan üniversiteler; Boğaziçi Üniversitesi, İstanbul Teknik Üniversitesi, Türk-Alman Üniversitesi ve İstanbul Üniversitesi Cerrahpaşa'dır. En çok takipçi sayısına sahip Boğaziçi Üniversitesi ve İstanbul Teknik Üniversitesi'nin Twitter'daki içerik paylaşımlarının özenli, sık ve sürekli olduğu gözlemlenmiştir. Araştırmada yer alan Türk-Alman Üniversitesi ve İstanbul Üniversitesi Cerrahpaşa'nın ise ilgili mecrada etkin ve daimi bir iletişim kurmadıkları saptanmıştır. İletişim yoğunluğunun takipçi sayısıyla doğru orantılı olduğu buradaki çıkarımlar arasındadır. Bununla beraber kurumların bilgilendirme amacı güden içerikler hazırladıkları ve hafta içi, mesai saatlerinde paylaşımı tercih ettikleri söylenebilir. Halkla ilişkiler perspektifinden bakıldığında kamuoyu bilgilendirme modelini uyguladıkları net bir şekilde görülmektedir. 

Çalışma sonucunda elde edilen bu veriler ışığında; üniversitelerin Twitter kanalında nelere dikkate etmesi gerektiği, nasıl iletişim sağlayabileceği ve ne tür içerikler oluşturması gerektiği gibi detaylar saptanmıştır. Bundan sonra yapılacak çalışmalarda yol gösterme noktasında referans alınarak çalışmanın genişletilmesi de söz konusudur.

Abstract:
Public relations are a discipline that goes back as much as human history. This discipline, also called the communication method, can be explained as the bridge between the institution and the target audience. It is a mass-oriented communication method that enables effective communication and is beneficial for organizations to achieve their goals. This discipline, which is carried out in the light of the principles it has determined, can cause a crisis with any application error and result in damage to the institution or brand. It is important that goal-oriented, controlled, clean communication is carried out uninterruptedly. For this, public relations professionals are used. Public relations, which has been exposed to many changes in the process, also includes traditional and new media tools. Here, it is essential that the relevant discipline continues to exist in the focus of communication without losing its essence.

In mass communication, it is necessary to proceed from the perspective of public relations. For this, today, new media tools are also used along with traditional methods. The infrastructure of these new tools, which make it possible to communicate independently of time and space, is the internet. The Internet allows devices with a certain system to communicate by connecting to each other. This use of networks, which is common in today's world, can be associated with the formation of new media tools and the subsequent introduction of public relations. The internet, which provides opportunities such as communicating with individuals, receiving feedback, determining corporate identity, and sharing information easily and quickly, has become an indispensable part of public relations at the point of mass communication.

As a result of the opportunities it has provided, the Internet has brought the so-called new media tools to the society. It can also be defined as a brand new world where distances disappear, communication speed increases, and mutual interaction is possible. New media compared to traditional media; It is a measurable area with less cost, immediate feedback can be obtained. Apart from being industrial, there are communications for all kinds of audiences. Content is more free. Today, there are many applications in new media. These mobile-based applications that are popular with the society are Facebook, Twitter, Instagram, Youtube, LinkedIn. These applications, which were adopted in a short time, also have the highest number of users. They are preferred by institutions as well as for individual uses. Institutions that want to reach the target audience share their content through the relevant applications, thus providing an effective communication. Universities are among these institutions. Universities; In the light of public relations, they maintain their communication through these applications while preserving their image and corporate identity.

It is an expected behavior in today's conditions that universities providing high-level education are in contact with the relevant audience. For this reason, it is seen that they often resort to new media tools. Many information flows such as getting to know the relevant audience well, following the requests and comments, learning about the problems experienced are possible with these tools. Not only does it belong to them, but there is also a flow of information about other institutions or events. Thus, it can be said that the agenda in today's world is followed through new media. Universities aim to announce the activities taking place within their own bodies as well as following the agenda. Content sharing such as news, promotions, events, celebrations and commemorations belonging to the institution is frequently seen through the relevant tools. Thus, it is ensured that the transparent, accurate content from the primary source, suitable for the corporate image, is fully accessible to the relevant audience.

It is ideal for universities to use new media tools at the point of mass communication. When the contents of the Twitter accounts of the universities within the scope of the research are examined, it is seen that a one-way communication is dominant. It can be said that it is important to convey the right information rather than persuading the audience. In this direction, it is observed that the public information model is applied among the public relations models.

As a conclusion of the detailed evaluation, it can be said that Boğaziçi University and Istanbul Technical University use Twitter effectively. Here, the density of communication is the most basic element. It is seen that relevant institutions give importance to content richness and communication continuity. The fact that the profile accounts are approved, the hosting of the website and the corporate logo also shows the importance given to the corporate image. It can be said that Turkish-German University and Istanbul University Cerrahpaşa do not give priority to Twitter in terms of reaching the target audience. The low density of communication, low number of followers and unapproved accounts prove this situation. It has been observed that all universities participating in the research share regardless of time or place. It can be said that content sharing is mostly preferred during weekdays and working hours. While mostly informative posts are made, topics such as scientific activities, announcements and events also come to the fore. As in the public opinion model, it is among the implications that one-way communication is more dominant at the point of public relations.

Within the framework of all examining the 511 content shared in the 3-month period, data on Twitter usage behaviors of universities were obtained. As a result of these data obtained; Details such as where universities should pay attention, how they can interact, what kind of content they should create were determined. In future studies, it is possible to develop and analyze the sample by taking it as a reference.