Türkiye’de Telekomünikasyon Sektöründe İnternet Üzerinden Örgütsel Kimlik İnşasında Kurumsal Sosyal Sorumluluğun Rolü

Year 2014, Issue: 38, 132 - 147, 30.06.2014

Emel Ozdora Akşak Şirin Atakan Duman

Abstract

Çalışmada sosyal kimlik teorisi çerçevesinden örgütsel kimliğin inşasına önemli katkı sağlayan halkla ilişkiler ve sosyal sorumluluk uygulamalarına odaklanılmaktadır. Halkla ilişkiler, örgütsel kimliğin inşası ve bunun ilgili paydaşlara iletilmesi için kullanılan önemli iletişim araçlarından biridir. Araştırma kapsamında Türkiye’de öne çıkan dört telekomünikasyon şirketi (Turkcell, Türk Telekom, Avea ve Vodafone) ele alınarak bu şirketlerin halkla ilişkiler ve kurumsal sosyal sorumluluk faaliyetleri değerlendirilmiş ve bunların örgütsel kimlik inşasında ne şekilde ve ne etkide rolü olduğu incelenmiştir. Çalışma kapsamında incelenen telekomünikasyon şirketlerinin kurumsal Web siteleri tema düzeyinde içerik analizi uygulanarak derinlemesine incelenmiş, öne çıkan temalar ve bu temalar içerisinde kurumsal sosyal sorumluluk faaliyetlerinin rolü ortaya konulmuştur. Çalışma sonuçları Türkiye’de telekomünikasyon şirketlerinin temel iş faaliyetlerinin yanı sıra toplum faydasını ve kendi üstünlüklerini vurgulayan temalara da önem verdiklerini ve bu sayede değer yaratma ve meşru bir kimlik oluşturma çabası içerisinde olduklarını ortaya koymuştur. Ayrıca çalışma sonuçları kurumsal sosyal sorumluluk faaliyetlerinin kimlik inşasında ve meşruiyet kazanmadaki önemli rolünü göstermiştir.

Keywords

Örgüt Kimliği, Kurumsal Sosyal Sorumluluk, Halkla İlişkiler, Telekomünikasyon Sektörü

How Corporate Social Responsibility Contributes Online Organizational Identity Construction

Abstract

Based on social identity theory, this exploratory study of the four largest Turkish Telecommunication (Turkcell, Türk Telekom, Avea and Vodafone) companies aims to understand the process of organizational identity construction by examining how public relations and corporate social responsibility practices help establish organizational identity. In order to analyze the telecommunication companies’ organizational identity, the research examines the four major companies’ corporate Websites through content analysis. The results of the study revealed that in addition to their core business functions, telecommunication companies in Turkey utilize themes that focus on community benefit and their own superiority to create value and construct a legitimate identity. Additionally, study results showed that corporate social responsibility activities have an important role in identity construction and gaining legitimacy.

Keywords

Corporate Social Responsibility, Public Relations, Organizational Identity, Telecommunication Sector., Telecommunication Sector

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