Volkswagen Emisyon Krizinin Kriz Tepki Stratejileri ve Çerçeveleme Bağlamında İncelenmesi

Year 2017, Issue: 45, 45 - 66, 14.12.2017

Sevil Bayçu Özgür Kılınç

https://izlik.org/JA48CZ97FF

Abstract

Sıklıkla yaşanan krizlerin ortaya çıkış nedenleri ve özellikleri farklı olsa da kurumlar üzerinde olumsuz etkileri bulunmaktadır. Kurumlar, kendileri ile birlikte paydaşlarını da etkileyen krizlere yönelik belirli tepki stratejileri geliştirirken diğer yandan medya da kriz ile ilgili haberleri kamuoyuna sunmaktadır. Kriz, kurum ve medyanın kesiştiği noktadan hareketle yapılan bu araştırmanın amacı egzoz emisyon krizi kapsamında Volkswagen’in basın bültenlerini kriz tepki stratejilerinden yola çıkarak inceleyip, krizin çerçeveleme ve tonlama bağlamında medyada nasıl sunulduğunu ortaya koymaktır. Bu doğrultuda Türkiye’de tirajı en yüksek beş gazetede yer alan kriz ile ilgili 116 haber ile kurumun hem uluslararası hem de Türkiye web sitesinde yer alan 29 basın bülteni incelenmiştir. Araştırma sonuçlarına göre kuruma yönelik haberler daha çok, “sorumluluk” çerçevesi kapsamında yer alan “soruna yönelik çözümler” alt çerçevesinden hareketle ve negatif olarak sunulmuştur. Kriz tepki stratejilerinde ise krizin ve sorumluluğun kurum tarafından kabul edildiği ve en fazla “bilgi sunma” stratejisine dahil olan “içselleştirme” alt stratejisinin kullanıldığı görülmüştür. Haber temalarında krizin “küresel boyut”u öne çıkmışken; basın bültenlerinde ise “kurumun yeniden yapılanması”na yönelik tema öne çıkmıştır.

Keywords

Kriz , Kriz Tepki Stratejileri , Çerçeveleme , Ton , Kurumsal Krizler ve Medya , Volkswagen.

Analysis of Volkswagen Emission Crisis in the Context of Crisis Response Strategies and Newspapers Framing

https://izlik.org/JA48CZ97FF

Abstract

Frequently experienced crises have adverse effects on the corporations although the reasons for their occurrence and their characteristics are variable. As the corporations develop certain response strategies in connection with such crises, these incidents also affect their stakeholders in addition to them, media publicly carries the news about crises. The purpose of this research which has been carried out by taking as a starting element the point where crisis, corporations and media intersect, is to analyse the press releases of Volkswagen as part of the crisis over exhaust emission on the basis of the strategies of responses to crisis and demonstrate how the crisis is publicly covered by media in the context of crisis framing and tone. To this end, 116 crisis related news stories in five largest circulating newspapers in Turkey as well as 29 press releases as posted on both international and Turkey websites of the company were analysed. According to the results of the research, the news on the corporation was mostly presented negatively on the basis of the sub-framework of “solutions to the problem” contained in the framework of “responsibility.” In the crisis response strategies, the crisis and responsibility admitted by the corporation and that the sub-framework of “internalizing” contained in the strategy of “providing information” was used. As the “global dimensions” of the crisis was highlighted in the themes of the news; the press releases focused on the “restructuring of the company.”

Keywords

Crisis , Crisis Response Strategies , Framing , Tone , Corporate Crises and Media , Volkswagen.

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