STK ve Çevresel Farkındalık: TEMA Vakfı’nın Sosyal Medya Paylaşımları Üzerine Bir Analiz

Öz

Bu çalışma, Türkiye’nin önde gelen çevre STK’larından biri olan TEMA Vakfı’nın, sosyal medya platformu X üzerinden çevresel farkındalık oluşturmak ve kamusal algıyı etkilemek amacıyla görsel iletişimi nasıl kullandığını incelemektedir. Küresel çevre sorunlarının acil eylem gerektirdiği bir dönemde, STK’ların sosyal medyayı stratejik olarak nasıl kullandıklarını anlamak giderek daha kritik hâle gelmektedir. Amaçlı örnekleme yöntemiyle seçilen ve 1 Ocak 2025’ten itibaren TEMA tarafından paylaşılan görseller, göstergebilimsel bir çerçevede analiz edilmiştir. Bu çerçevede, görsellerdeki çok katmanlı anlamları ortaya çıkarmak amacıyla Peirce’ın ikon, indeks ve sembol kategorileri ile Barthes’ın gösterim (denotation) ve çağrışım (connotation) kavramları temel alınmıştır. Araştırma, TEMA’nın algıları nasıl şekillendirdiğini ve toplumsal katılımı nasıl teşvik ettiğini belirlemeyi amaçlamaktadır. Elde edilen bulguların, çevre iletişimini geliştirmek isteyen diğer STK’lara hem kuramsal hem de pratik düzeyde katkı sağlaması beklenmektedir.

Anahtar Kelimeler

• Çevresel farkındalık
• TEMA
• göstergebilim
• Peirce
• Barthes

NGO and Environmental Awareness: An Analysis of TEMA Foundation's Social Media Posts

Öz

This study explores how the TEMA Foundation, one of Turkey’s prominent environmental NGOs, utilizes visual communication on the social media platform X to raise environmental awareness and influence public perception. As global environmental challenges increasingly demand urgent action, understanding how NGOs strategically use social media has become critically important. Using purposive sampling, the study examines selected visuals shared by TEMA since January 1, 2025. A semiotic analytical framework is employed, incorporating Peirce’s categories of icon, index, and symbol, alongside Barthes’ notions of denotation and connotation, to uncover the multilayered meanings embedded in these visuals. The research aims to identify the semiotic strategies used by TEMA to shape perceptions and encourage public engagement. The findings are expected to provide both theoretical insights and practical guidance for enhancing environmental communication efforts, offering valuable direction to other NGOs seeking to maximize the impact of their social media presence

Anahtar Kelimeler

• Environmental awareness
• TEMA
• semiotics
• Peirce
• Barthes

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