Trend Analysis of Strategic Communication from The Perspective of Nation Branding: The Journal of Communication and Diplomacy Case

Year 2024, Issue: 13, 49 - 64, 23.12.2024

Atalay Bahar , Ebru Caymaz

https://doi.org/10.54722/iletisimvediplomasi.1545399

Abstract

Strategic communication encompasses planned, long-term, and goal-oriented communication strategies used to influence and direct public opinion in a country’s domestic and foreign policies and has gained great significance over time. In this regard, the establishment of the Presidency of the Republic of Türkiye Directorate of Communications (the Directorate of Communications in short) in 2018 to empower the Türkiye brand stands out as one of the most concrete steps in the institutionalization process of strategic communication. The Journal of Communication and Diplomacy, published by the Directorate of Communications, is important in that it serves as a platform that guides scientific research on strategic communication policies. This study aims to reveal the strategic communication perspective prioritized by the Directorate of Communications by examining the 12 issues of the Journal of Communication and Diplomacy published between 2013 and 2024 using the trend analysis method. In this study, in addition to the content, the most and least mentioned strategic communication subjects were determined; the most frequently mentioned subjects were "local election", "social media", and "new media", and the least mentioned topics were "political advertising", “post-truth”, and “digital diplomacy”. While the journal's frequent coverage of important issues of strategic communication such as disinformation and social media reflects its sensitivity to current issues and its effort to raise awareness on these issues, it has been concluded that there is a need for more comprehensive interdisciplinary studies on matters that are covered relatively less frequently, especially science diplomacy, perception management, and post-truth.

Keywords

strategic communication, trend analysis, new media, nation branding, Türkiye brand

Ülke Markalama Perspektifinden Stratejik İletişime Yönelik Bir Trend Analizi: İletişim ve Diplomasi Dergisi Örneği

Abstract

Stratejik iletişim, bir ülkenin iç ve dış politikasını, kamuoyunu etkilemek ve yönlendirmek amacıyla kullanılan planlı, uzun vadeli ve hedefe yönelik iletişim stratejilerini kapsayan ve son yıllarda büyük önem kazanan bir kavramdır. Bu minvalde, Türkiye markasını güçlendirmek amacıyla 2018 yılında Türkiye Cumhuriyeti Cumhurbaşkanlığı İletişim Başkanlığı’nın (kısaca İletişim Başkanlığı) kurulması, stratejik iletişimin kurumsallaşma sürecinde atılan en önemli adımlardan biri olarak öne çıkmaktadır. İletişim Başkanlığı tarafından yayımlanan İletişim ve Diplomasi Dergisi ise stratejik iletişim politikalarına ilişkin bilimsel araştırmalara yön veren bir platform işlevi görmesi bakımından önemlidir. Bu çalışmanın amacı; 2013 ve 2024 yılları arasında İletişim ve Diplomasi Dergisi’nin yayımlanan 12 sayısını trend analizi yöntemiyle inceleyerek İletişim Başkanlığı tarafından öncelik verilen stratejik iletişim perspektifini ortaya koymaktır. Dergide yer verilen içerik odakları ile en sık ve en az değinilen stratejik iletişim konularının da belirlendiği bu çalışmada en sık değinilen konu başlıklarının “yerel seçim”, “sosyal medya” ve “yeni medya” olduğu, en az değinilen konu başlıklarının ise “siyasal reklam”, “hakikat sonrası” ve “dijital diplomasi” olduğu tespit edilmiştir. Derginin dezenformasyon ve sosyal medya gibi stratejik iletişimin önemli konularını sıklıkla işlemesi, güncel konulara duyarlılığını ve bu konulardaki farkındalığı artırma çabasını yansıtırken, nispeten daha az sıklıklarda işlenen bilhassa bilim diplomasisi, algı yönetimi ve hakikat sonrası konularına yönelik daha kapsamlı disiplinlerarası çalışmalara ihtiyaç olduğu sonucuna ulaşılmıştır.

Keywords

stratejik iletişim, trend analizi, ülke markalama, yeni medya, Türkiye markası

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