Sosyal Medyanın Kamu Diplomasisindeki Rolü: Türkiye, ABD ve Almanya’nın Karşılaştırmalı Stratejik İletişim Analizi

Year 2025, Issue: 14, 93 - 116, 28.07.2025

Kübra Erden

https://doi.org/10.54722/iletisimvediplomasi.1686434

Abstract

Bu çalışma, sosyal medyanın kamu diplomasisindeki dönüştürücü rolünü, Türkiye, Amerika Birleşik Devletleri (ABD) ve Almanya’nın X platformundaki stratejik iletişim pratikleri üzerinden karşılaştırmalı olarak analiz etmektedir. Araştırma kapsamında, X platformunun kısa ve anlık iletişim yapısının, devletlerin kamu diplomasisi stratejilerini nasıl etkilediğini incelemek amacıyla; X platformundaki iletişim stratejileri ve bu stratejilerin hedef kitlelere ulaşmadaki etkinliği ölçülmüştür. Bu çalışmada, nitel ve nicel yöntemlerin bir arada kullanıldığı karma yöntem (mixed method) benimsenmiştir. X platformunda, üç ülkenin resmi hesaplarından yapılan 100’er paylaşım örneklem olarak alınarak, kamu diplomasisi ve stratejik iletişim yöntemleri değerlendirilmiştir. Ardından bu paylaşımların içerik analiziyle tematik kodları çıkartılarak bu kodlar ile dokuz adet özgün metrik oluşturulmuştur. Bulgular, sosyal medyanın jeopolitik ve kültürel bağlamlara özgü stratejilerle kamu diplomasisini yeniden tanımladığını ortaya koymaktadır. ABD’nin küresel erişimde, Türkiye’nin duygusal temalarda, Almanya’nın normatif içeriklerde yüksek etkileşim elde ettiği tespit edilmiştir. Türkiye, duygusal mobilizasyon ve bölgesel liderlik temalarıyla diaspora kitlelerini harekete geçirirken; ABD, küresel liderlik ve kriz yönetimi odaklı stratejilerle uluslararası güven oluşturmakta; Almanya ise insan hakları ve çok taraflı diplomasi vurgusuyla normatif otoriteyi pekiştirmektedir. Kriz yönetimi temalı paylaşımlar yüksek etkileşim oranları gösterirken, ton analizi (pozitif, negatif, nötr) her ülkenin diplomatik kimliğini yansıtmaktadır. Çalışma, devletlerin X platformunda bağlama özgü kamu diplomasisi stratejilerini optimize etmeleri için pratik öneriler sunarken, etkileşim metriklerine dayalı özgün ölçütlerle disiplinler arası kamu diplomasisi araştırmalarına analitik bir çerçeve önermektedir.

Keywords

Kamu Diplomasisi , Sosyal Medya , Stratejik İletişim , X Platformu , Karşılaştırmalı Analiz

The Role of Social Media in Public Diplomacy: A Comparative Strategic Communication Analysis of Türkiye, USA and Germany

Abstract

This study comparatively analyses the transformative role of social media in public diplomacy through the strategic communication practices of Türkiye, the United States and Germany on the X platform. The research examines how the platform’s concise and instantaneous communication structure influences states’ public diplomacy strategies, identifying the communication strategies adopted on the X platform and evaluating their effectiveness in reaching target audiences. In this study, a mixed method approach combining qualitative and quantitative methods was adopted. Public diplomacy and strategic communication methods were evaluated by taking 100 posts from the official accounts of three countries on the X platform as a sample. Then, thematic codes were employed from these posts through content analysis and nine unique metrics were created with these codes. The findings reveal that social media redefines public diplomacy through strategies tailored to geopolitical and cultural contexts. The United States achieves high engagement through global outreach, Türkiye excels in emotional themes and Germany garners significant interaction with normative content. Türkiye mobilises diaspora communities through emotional mobilisation and regional leadership themes, while the United States fosters international trust through strategies focused on global leadership and crisis management. Germany reinforces normative authority by emphasising human rights and multilateral diplomacy. The study offers practical recommendations for states to optimise context-specific public diplomacy strategies and proposes an analytical framework for interdisciplinary public diplomacy research based on original interaction metrics.

Keywords

Public Diplomacy , Social Media , Strategic Communication , X Platform , Comparative Analysis

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