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Sosyal Medya Ve Krizde İletişim(sizlik): GSM Operatörlerinin Yaşadığı Şebeke Krizi Üzerine Bir Araştırma

Year 2020, Issue: 34, 141 - 158, 31.12.2020
https://doi.org/10.31123/akil.694122

Abstract

Kriz sırasında bilgiyi ve iletişimi etkin bir şekilde yönetmek oldukça önemlidir. Çünkü krizler bir belirsizlik durumu yaratır. Belirsizliğin üstünden gelmek için ise kamuoyuna bilgi iletmek önemlidir. Kamuoyu kuruluşlardan yeterli bilgi almadığı veya alınan bilgiden memnun kalmadığı takdirde başka alternatif kaynaklara yönelir. Bu durum yanlış bilgilerin ve spekülasyonların yayılma olasılığını arttırır. 26 Eylül 2019 tarihinde Silivri açıklarında meydana gelen ve İstanbul’da da hissedilen 5.8’lik depremden sonra telefon operatörlerinin bir süre hizmet verememesi sosyal medyada en çok konuşulan konu olmuştur ve bu durumu doğrulamıştır. Depremden sonra telefon şebekelerinde yaşanan sorundan dolayı operatörlerden hizmet alamayan 312 kişi üzerinde yapılan bu araştırma ile kriz iletişiminin öneminin daha iyi anlaşılmasına katkı sağlamak amaçlanmıştır. Yapılan araştırmanın sonuçlarına göre telefon operatörlerinin kurumsal itibarları oldukça yüksek bulunmasına rağmen kurumsal itibar kriz ortamının yaratığı belirsizlik durumlarında kolayca aşınan kırılgan bir varlık olarak görülmüştür. Kriz esnasında herhangi bir bilgi alınmaması kullanıcıların telefon operatörlerine yönelik güvenini düşürmüş ve olumsuz söylemleri arttırmıştır. Kriz esnasında yaşanan belirsizlik durumu ve öfkeden dolayı kullanıcıların sosyal medyada olumsuz mesaj iletme ve olumsuz mesajları beğenme/paylaşma oranı oldukça yüksek bulunmuştur. Kriz durumları tahmin edilemez dahi olsa bir kriz yönetim mekanizmasının olması ve doğru, tutarlı, hızlı ve etkili cevaplar verilmesi ve belirsizliğin üstesinden gelinmesi sosyal medyada olumsuz bir domino etkisi yaratmamak için kritik önem sahiptir.

References

  • Austin, L. & Jin, Y. (2015). Approaching Ethical Crisis Communication with Accuracy and Sensitivity: Exploring Common Ground and Gaps between Journalism and Public Relations, Public Relations Journal 9(1), 1-26.
  • Avery, E. (2010). Contextual and Audience Moderators of Channel Selection and Message Reception of Public Health Information in Routine and Crisis Situations, Journal of Public Relations Research 22:4, 378-403.
  • Brown, K. A. & White, C. L. (2011). Organization–Public Relationships and Crisis Response Strategies: Impact on Attribution of Responsibility, Journal of Public Relations Research, Vol. 23 (1),75-90
  • Chakravarthy, J., DeHaan, E. & Rajgopal, S. (2014). Reputation Repair After a Serious Restatement, The Accounting Review, Vol. 89, No. 4, 1329-1363.
  • Coombs, W.T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory, Corporate Reputation Review, Vol. 10, No 3, 163-176.
  • Coombs, W. T. (2014). Ongoing crisis communication: Planning, managing, and responding, (3rd ed.), California: Sage.
  • Coombs, W.T. (2015). The value of communication during a crisis: Insights from strategic communication research, Business Horizons 58, 141-148.
  • Coombs, W. T. & Holladay, S. J. (2007). The negative communication dynamic. Exploring the impact of stakeholder affect on behavioral intentions. Journal of Communication Management, 11(4), 300–312.
  • Çelebi, E. & Sezer, N. (2017a). "Kurumsal İtibarın Kriz İletişim Stratejileri Üzerine Etkisi”, Akdeniz Üniversitesi İletişim Fakültesi Dergisi 27, 116-134.
  • Çelebi, E. & Sezer, N. (2017b). "İlişkisel Memnuniyetin Kriz İletişim Stratejileri Üzerine Etkisi ", Erciyes İletişim Dergisi Akademia, Cilt 5, Sayı 2, 348-364.
  • Çınarlı, İ. (2014). Bir Kriz İletişimi Yönetimi Vaka Analizi: Kaybolan Malezya Havayolları MH370 Sefer Sayılı Uçağı, İletişim Kuram ve Araştırma Dergisi, Sayı 38, 96-115
  • Dean, D. H. (2004). Consumer reaction to negative publicity: Effects of corporate reputation, response, and responsibility for a crisis event, Journal of Business Communication 41(2), 192-211.
  • Duhe, S. (2015). An Overview Of New Media Research In Public Relations Journals From 1981 to 2014, Public Relations Review 41, 153-169.
  • Gök Demir, Z., Karakaya Şatır Ç., & Erendağ Sümer, F. (2018). Sosyal Medya Üzerinden Kriz Yönetimi: Krize Yanıt Verme Stratejileri Üzerine Bir Araştırma, Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (AKİL) Aralık (30), 410-428.
  • Göztaş, A. & Sevingül, N., T. (2018). Kriz Dönemi İletişim Stratejisi Olarak Yikici ; KFC ÖRNEĞİ. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (AKİL) Aralık (30), 75-118.
  • Hon, L.C. & Grunig, J.E. (1999). Guidelines for Measuring Relationships in Public Relations, Institute for Public Relations, 1-40.
  • Grappi, S. & Romani, S. (2015). Company Post-Crisis Communication Strategies and the Psychological Mechanism Underlying Consumer Reactions, Journal of Public Relations Research 27:1, 22-45.
  • Jin, Y. (2014). Examining Publics' Crisis Responses According to Different Shades of Anger and Sympathy, Journal of Public Relations Research 26:1, 79-101.
  • Jin, Y. & Liu, B.F. (2010). The Blog-Mediated Crisis Communication Model: Recommendations for Responding to Influential External Blogs, Journal of Public Relations Research 22:4, 429-455.
  • Kelleher, T. & Miller, B.M. (2006). Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes, Journal of Computer-Mediated Communication, Vol. 11, 395-414.
  • Kent , M. L. & Li, C. (2020). Toward a normative social media theory for public relations, Public Relations Review 46, 1-10.
  • Ki, E.J. & Hon, L.C. (2007). Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions, Journal of Public Relations Research 19:1, 1-23
  • Kim, P.H., Ferrin, D.L., Cooper, C.D. & Dirks,K.T. (2004). Removing the shadow of suspicion: The effects of apology versus denial for repairing competence-versus integrity-based trust violations, Journal of Applied Psychology, Vol. 89, No.1, 104-118.
  • Kinsky, E.S., Drumheller, K., Gerlich, R.N., BrockBaskin, M.E. & Marc Sollosy (2015). The Effect of Socially Mediated Public Relations Crises on Planned Behavior: How TPB Can Help Both Corporations and Nonprofits, Journal of Public Relations Research 27:2, 136-157.
  • Lindenmeier, J., Schleer, C. & Pricl, D. (2012). Consumer outrage: Emotional reactions to unethical corporate behavior, Journal of Business Research 65, 1364–1373.
  • Liu, B.F., Austin, L. & Jin, Y. (2011). How publics respond to crisis communication strategies: The interplay of information form and source, Public Relations Review 37, 345-353.
  • Liu, B.F., Jin, Y. & Austin, L.L. (2013). The Tendency To Tell: Understanding Publics' Communicative Responses To Crisis Information Form and Source, Journal of Public Relations Research 25:1, 51-67.
  • Mattila, A.S. (2009). How to handle PR disasters? An examination of the impact of communication response type and failure attributions on consumer perceptions, Journal of Services Marketing, Vol. 23, No. 4, 211-218.
  • McLuhan, M. (1964). “The medium is the message”, In Understanding Media: The Extensions of Man, pp. 23–35, 63–7. New York: Signet.
  • Noelle-Neumann, E. (1974). The spiral of silence a theory of public opinion, Journal of Communication, Vol. 24, Iss. 2, 43–51.
  • Öksüz, B. & Kölgelier, Y. Ö. (2018) “Nutellam Olmadan Asla‟: Kriz İletişiminde Tüketicilerin Marka Savunuculuğu, 4th International EMI Entrepreneurship & Social Sciences Congress, 29-30 November 2018, Istanbul, 1322-1330.
  • Palenchar, M. J. (2010). “Risk communication”, In R. L. Heath (Ed.) The Sage handbook of public relations (pp. 447–460), (2nd ed.), Thousand Oaks, CA: Sage Publications.
  • Park, H. (2017). Exploring effective crisis response strategies, Public Relations Review 43, 190-192.
  • Perloff, R. M. (2010). The dynamics of persuasion: Communication and attitudes in the 21st century, (4th ed.), New York: Routledge.
  • Plowman, K.D., Wakefield, R.I. & Winchel, B. (2015). Digital publics: Tracking and reaching them, Public Relations Review, Vol. 41, 272-277.
  • Schultz, F., Utz, S. & Göritz, A. (2011). Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media, Public Relations Review 37, 20-27.
  • Schwaiger, M. (2004). Components and parameters of corporate reputation: An empirical study, Business Review, Vol. 56, 46-71.
  • Stephens, K.K. & Malone, P.C. (2009). If the Organizations Won't Give Us Information…: The Use of Multiple New Media for Crisis Technical Translation and Dialogue, Journal of Public Relations Research 21:2, 229-239.
  • Xu, S. (2019). Prioritizing relationships: The investment model and relationship maintenance strategies in organizational crises, Public Relations Review 45, 1-16.
  • Yang, S., Kang, M. & Cha, H. (2015). A Study on Dialogic Communication, Trust, and Distrust: Testing a Scale for Measuring Organization–Public Dialogic Communication (OPDC), Journal of Public Relations Research 27:2, 175-192.

Social Media And (Non)Communication In Crisis: A Research On The Network Crisis Of GSM Operators

Year 2020, Issue: 34, 141 - 158, 31.12.2020
https://doi.org/10.31123/akil.694122

Abstract

It is very important to manage information and communication effectively during the crisis. Because crises create a state of uncertainty. In order to overcome uncertainty, it is important to communicate information to the public. If the public does not receive sufficient information from the organizations or dissatisfied with the information received, it turns to other alternative sources. This increases the likelihood that false information and speculation will spread. The fact that telephone operators could not serve for a while after the 5.8 earthquake that occurred in Silivri on 26 September 2019 and felt in Istanbul was the most talked about issue on social media and confirmed this situation. This study was conducted on 312 people who could not get service from the operators due to the problem in telephone networks after the earthquake and it was aimed to contribute to a better understanding of the importance of crisis communication. According to the results of the research, although the corporate reputation of telephone operators is quite high, corporate reputation is seen as a fragile asset in the uncertainty situations created by the crisis environment. The lack of any information during the crisis has reduced the trust of the telephone operators and increased the negative discourse. Due to the uncertainty and anger experienced during the crisis, it was found that users were able to convey negative messages and like / share negative messages on social media. Having a crisis management mechanism and providing accurate, consistent, rapid and effective answers and overcoming uncertainty, even if crisis situations are unpredictable, are critical to avoiding a negative domino effect on social media.

References

  • Austin, L. & Jin, Y. (2015). Approaching Ethical Crisis Communication with Accuracy and Sensitivity: Exploring Common Ground and Gaps between Journalism and Public Relations, Public Relations Journal 9(1), 1-26.
  • Avery, E. (2010). Contextual and Audience Moderators of Channel Selection and Message Reception of Public Health Information in Routine and Crisis Situations, Journal of Public Relations Research 22:4, 378-403.
  • Brown, K. A. & White, C. L. (2011). Organization–Public Relationships and Crisis Response Strategies: Impact on Attribution of Responsibility, Journal of Public Relations Research, Vol. 23 (1),75-90
  • Chakravarthy, J., DeHaan, E. & Rajgopal, S. (2014). Reputation Repair After a Serious Restatement, The Accounting Review, Vol. 89, No. 4, 1329-1363.
  • Coombs, W.T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory, Corporate Reputation Review, Vol. 10, No 3, 163-176.
  • Coombs, W. T. (2014). Ongoing crisis communication: Planning, managing, and responding, (3rd ed.), California: Sage.
  • Coombs, W.T. (2015). The value of communication during a crisis: Insights from strategic communication research, Business Horizons 58, 141-148.
  • Coombs, W. T. & Holladay, S. J. (2007). The negative communication dynamic. Exploring the impact of stakeholder affect on behavioral intentions. Journal of Communication Management, 11(4), 300–312.
  • Çelebi, E. & Sezer, N. (2017a). "Kurumsal İtibarın Kriz İletişim Stratejileri Üzerine Etkisi”, Akdeniz Üniversitesi İletişim Fakültesi Dergisi 27, 116-134.
  • Çelebi, E. & Sezer, N. (2017b). "İlişkisel Memnuniyetin Kriz İletişim Stratejileri Üzerine Etkisi ", Erciyes İletişim Dergisi Akademia, Cilt 5, Sayı 2, 348-364.
  • Çınarlı, İ. (2014). Bir Kriz İletişimi Yönetimi Vaka Analizi: Kaybolan Malezya Havayolları MH370 Sefer Sayılı Uçağı, İletişim Kuram ve Araştırma Dergisi, Sayı 38, 96-115
  • Dean, D. H. (2004). Consumer reaction to negative publicity: Effects of corporate reputation, response, and responsibility for a crisis event, Journal of Business Communication 41(2), 192-211.
  • Duhe, S. (2015). An Overview Of New Media Research In Public Relations Journals From 1981 to 2014, Public Relations Review 41, 153-169.
  • Gök Demir, Z., Karakaya Şatır Ç., & Erendağ Sümer, F. (2018). Sosyal Medya Üzerinden Kriz Yönetimi: Krize Yanıt Verme Stratejileri Üzerine Bir Araştırma, Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (AKİL) Aralık (30), 410-428.
  • Göztaş, A. & Sevingül, N., T. (2018). Kriz Dönemi İletişim Stratejisi Olarak Yikici ; KFC ÖRNEĞİ. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (AKİL) Aralık (30), 75-118.
  • Hon, L.C. & Grunig, J.E. (1999). Guidelines for Measuring Relationships in Public Relations, Institute for Public Relations, 1-40.
  • Grappi, S. & Romani, S. (2015). Company Post-Crisis Communication Strategies and the Psychological Mechanism Underlying Consumer Reactions, Journal of Public Relations Research 27:1, 22-45.
  • Jin, Y. (2014). Examining Publics' Crisis Responses According to Different Shades of Anger and Sympathy, Journal of Public Relations Research 26:1, 79-101.
  • Jin, Y. & Liu, B.F. (2010). The Blog-Mediated Crisis Communication Model: Recommendations for Responding to Influential External Blogs, Journal of Public Relations Research 22:4, 429-455.
  • Kelleher, T. & Miller, B.M. (2006). Organizational Blogs and the Human Voice: Relational Strategies and Relational Outcomes, Journal of Computer-Mediated Communication, Vol. 11, 395-414.
  • Kent , M. L. & Li, C. (2020). Toward a normative social media theory for public relations, Public Relations Review 46, 1-10.
  • Ki, E.J. & Hon, L.C. (2007). Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions, Journal of Public Relations Research 19:1, 1-23
  • Kim, P.H., Ferrin, D.L., Cooper, C.D. & Dirks,K.T. (2004). Removing the shadow of suspicion: The effects of apology versus denial for repairing competence-versus integrity-based trust violations, Journal of Applied Psychology, Vol. 89, No.1, 104-118.
  • Kinsky, E.S., Drumheller, K., Gerlich, R.N., BrockBaskin, M.E. & Marc Sollosy (2015). The Effect of Socially Mediated Public Relations Crises on Planned Behavior: How TPB Can Help Both Corporations and Nonprofits, Journal of Public Relations Research 27:2, 136-157.
  • Lindenmeier, J., Schleer, C. & Pricl, D. (2012). Consumer outrage: Emotional reactions to unethical corporate behavior, Journal of Business Research 65, 1364–1373.
  • Liu, B.F., Austin, L. & Jin, Y. (2011). How publics respond to crisis communication strategies: The interplay of information form and source, Public Relations Review 37, 345-353.
  • Liu, B.F., Jin, Y. & Austin, L.L. (2013). The Tendency To Tell: Understanding Publics' Communicative Responses To Crisis Information Form and Source, Journal of Public Relations Research 25:1, 51-67.
  • Mattila, A.S. (2009). How to handle PR disasters? An examination of the impact of communication response type and failure attributions on consumer perceptions, Journal of Services Marketing, Vol. 23, No. 4, 211-218.
  • McLuhan, M. (1964). “The medium is the message”, In Understanding Media: The Extensions of Man, pp. 23–35, 63–7. New York: Signet.
  • Noelle-Neumann, E. (1974). The spiral of silence a theory of public opinion, Journal of Communication, Vol. 24, Iss. 2, 43–51.
  • Öksüz, B. & Kölgelier, Y. Ö. (2018) “Nutellam Olmadan Asla‟: Kriz İletişiminde Tüketicilerin Marka Savunuculuğu, 4th International EMI Entrepreneurship & Social Sciences Congress, 29-30 November 2018, Istanbul, 1322-1330.
  • Palenchar, M. J. (2010). “Risk communication”, In R. L. Heath (Ed.) The Sage handbook of public relations (pp. 447–460), (2nd ed.), Thousand Oaks, CA: Sage Publications.
  • Park, H. (2017). Exploring effective crisis response strategies, Public Relations Review 43, 190-192.
  • Perloff, R. M. (2010). The dynamics of persuasion: Communication and attitudes in the 21st century, (4th ed.), New York: Routledge.
  • Plowman, K.D., Wakefield, R.I. & Winchel, B. (2015). Digital publics: Tracking and reaching them, Public Relations Review, Vol. 41, 272-277.
  • Schultz, F., Utz, S. & Göritz, A. (2011). Is the medium the message? Perceptions of and reactions to crisis communication via twitter, blogs and traditional media, Public Relations Review 37, 20-27.
  • Schwaiger, M. (2004). Components and parameters of corporate reputation: An empirical study, Business Review, Vol. 56, 46-71.
  • Stephens, K.K. & Malone, P.C. (2009). If the Organizations Won't Give Us Information…: The Use of Multiple New Media for Crisis Technical Translation and Dialogue, Journal of Public Relations Research 21:2, 229-239.
  • Xu, S. (2019). Prioritizing relationships: The investment model and relationship maintenance strategies in organizational crises, Public Relations Review 45, 1-16.
  • Yang, S., Kang, M. & Cha, H. (2015). A Study on Dialogic Communication, Trust, and Distrust: Testing a Scale for Measuring Organization–Public Dialogic Communication (OPDC), Journal of Public Relations Research 27:2, 175-192.
There are 40 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Engin Çelebi 0000-0001-5791-8080

Publication Date December 31, 2020
Submission Date February 25, 2020
Published in Issue Year 2020 Issue: 34

Cite

APA Çelebi, E. (2020). Sosyal Medya Ve Krizde İletişim(sizlik): GSM Operatörlerinin Yaşadığı Şebeke Krizi Üzerine Bir Araştırma. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(34), 141-158. https://doi.org/10.31123/akil.694122