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

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

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

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

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