Stratejik Kurumsal İletişimin E-Yönetişimle Kesişimi: Türkiye Cumhuriyet Merkez Bankası Analizi

Abstract

Kamu kurumlarının iletişim stratejileri, dijitalleşmenin etkisiyle yalnızca bilgi sunumu değil, aynı zamanda hesap verebilirlik, katılım ve etkileşim odaklı yönetişim pratiklerini de içeren çok katmanlı bir yapıya dönüşmüştür. Bu dönüşüm, özellikle merkez bankaları gibi teknik ve politik duyarlılığı yüksek kurumlar açısından, stratejik iletişim faaliyetlerinin kamuoyu algısı, ekonomik yönlendirme ve kurumsal meşruiyet üretimiyle doğrudan ilişkili hale gelmesine neden olmuştur. Bu bağlamda çalışma, Türkiye Cumhuriyet Merkez Bankası’nın (TCMB) dijital iletişim politikalarını, e-yönetişim bileşenleri çerçevesinde analiz etmeyi amaçlamaktadır. Araştırmada, TCMB’nin 2024 yılı boyunca gerçekleştirdiği 441 X paylaşımı ve bu paylaşımlarda yönlendirilen resmî web sitesi içerikleri, nitel içerik analizi tekniğiyle çözümlenmiştir. Kodlama süreci, iletişim ve etkileşim, bilgi ve hizmet sunumu, şeffaflık ve hesap verebilirlik, denetim ve son olarak katılım olmak üzere beş temel e-yönetişim bileşeni temelinde gerçekleştirilmiş, toplamda 2046 kodlama birimi analiz edilmiştir. Bulgular, TCMB’nin dijital iletişim stratejisinin ağırlıklı olarak iletişim ve etkileşim, bilgi ve hizmet sunumu, şeffaflık ve hesap verebilirlik ekseninde şekillendiğini ortaya koyarken, denetim ve katılım gibi yönetişim odaklı bileşenlerin oldukça sınırlı temsil edildiğini göstermektedir. Bulgular, merkez bankasının dijital kamusal iletişiminde, daha çok tek yönlü stratejik bilgilendirme ve sözlü yönlendirme odaklı bir yaklaşımın baskın olduğunu, katılımcı yönetişim öğelerinin ise ikincil düzeyde kaldığını ortaya koymaktadır. Bu çerçevede, merkez bankalarının dijital platformlardaki stratejik iletişim performansını değerlendirirken yalnızca içerik düzeyine değil, denetim ve katılım dinamiklerine dayalı çok boyutlu analiz modellerinin geliştirilmesi de önerilmektedir.

Keywords

• Stratejik Kurumsal İletişim
• E-Yönetişim
• Halkla Etkileşim
• Sosyal Medya
• Merkez Bankası İletişimi

The Intersection of Strategic Corporate Communication with E-Governance: An Analysis of the Central Bank of the Republic of Türkiye

Abstract

The communication strategies of public institutions have evolved into a multilayered structure that transcends mere information dissemination, now encompassing transparency, participation, and interaction within a governance framework. This transformation has positioned central banks organizations with both economic and political sensitivities as key actors not only in economic guidance but also in the construction of institutional legitimacy and public trust. Within this context, the present study aims to examine the digital communication strategies of the Central Bank of the Republic of Türkiye (CBRT) through the lens of e-governance components. Using qualitative content analysis, the study evaluates 441 X posts shared by the CBRT throughout 2024, as well as the associated official web content linked within these posts. The coding process was carried out on the basis of five basic e-governance components: Communication and Interaction, Information and Service Delivery, Transparency and Accountability, Auditing and finally Participation. A total of 2046 coding units were analyzed. The results show that CBRT's digital communication strategy is primarily focussed on communication and interaction, information and service delivery, transparency and accountability, while governance-oriented components such as auditing and participation are quite limited. These findings suggest that central banks' digital public communication is dominated by a one-way approach focussing on strategic information and verbal guidance, while participatory governance elements remain secondary. In this context, it is recommended to develop multidimensional models of analysis that rely not only on content but also on the dynamics of auditing and participation when assessing the performance of central banks' strategic communication on digital platforms.

Keywords

• Strategic Corporate Communications
• E-Governance
• Public Interaction
• Social Media
• Central Bank Communications

References

1. Abreu, A., & Lopes, D. S. (2022). Forward guidance and the semiotic turn of the European Central Bank. Journal of Cultural Economy, 15(1), 14-29. https://doi.org/10.1080/17530350.2021.1921829
2. Agangiba, W. A., & Agangiba, M. A. (2013). E-governance justified. International Journal of Advanced Computer Science and Applications, 4(2), 223-225.
3. Ahmad, P. (2019). Citizen participation as a tool for creating an effective e-governance system in Iraq. In Central and Eastern European eDem and eGov Days, 227-240. https://doi.org/10.24989/ocg.v335.18
4. Barthwal, C. P. (2003). E-governance for good governance. The Indian Journal of Political Science, 64(3/4), 285-308.
5. Beger, R. (2018). Present-day corporate communication: A practice-oriented, state-of-the-art guide. Springer.
6. Bhagat, S., & Joshi, P. (2019). Evaluation of accessibility and accessibility audit methods for e-governance portals. In Proceedings of the 12th International Conference on Theory and Practice of Electronic Governance (ICEGOV’19), 220-226. DOI: 10.1145/3326365.3326394
7. Binder, C. C. (2021). Political pressure on central banks. Journal of Money, Credit and Banking, 53(4), 715-744. https://doi.org/10.1111/jmcb.12772
8. Blinder, A. S., Ehrmann, M., De Haan, J., & Jansen, D. J. (2024). Central bank communication with the general public: Promise or false hope? Journal of Economic Literature, 62(2), 425-457. https://doi.org/10.1257/jel.20231683

9. Bourne, L. (2016). Targeted communication: The key to effective stakeholder engagement. Procedia-Social and Behavioral Sciences, 226, 431-438.
10. Camilleri, M. A. (2021). Strategic dialogic communication through digital media during Covid-19 crisis, İçinde M. A. Camilleri (Ed.), Strategic corporate communication in the digital age (ss. 1-18). Emerald.
11. Campbell, J. R., Ferroni, F., Fisher, J. D., & Melosi, L. (2019). The limits of forward guidance. Journal of Monetary Economics, 108, 118-134. https://doi.org/10.1016/j.jmoneco.2019.08.009
12. Christensen, L. T. (2002). Corporate communication: The challenge of transparency. Corporate Communications: An International Journal, 7(3), 162-168. https://doi.org/10.1108/13563280210436772
13. Christensen, L. T., & Cornelissen, J. (2011). Bridging corporate and organizational communication: Review, development and a look to the future. Management Communication Quarterly, 25(3), 383-414. DOI: 10.1177/0893318910390194
14. Christensen, L. T., Morsing, M., & Cheney, G. (2008). Corporate communications: Convention, complexity and critique. Sage.
15. Coffman, J. (2004). Strategic communications audits. Communications Consortium Media Center.
16. Creswell, J. W. (2007). Qualitative inquiry & research design: Choosing among five approaches. Sage.
17. Dawes, S. S. (2008). The evolution and continuing challenges of e-governance. Public Administration Review, Special Issue, 86-102. https://doi.org/10.1111/j.1540-6210.2008.00981.x
18. Djatmiko, G. H., Sinaga, O., & Pawirosumarto, S. (2025). Digital transformation and social inclusion in public services: A qualitative analysis of e-government adoption for marginalized communities in sustainable governance. Sustainability, 17(7), 2908. https://doi.org/10.3390/su17072908
19. Downs, C. W., & Adrian, A. D. (2004). Assessing organizational communication: Strategic communication audits. The Guilford.
20. Falkheimer, J., & Heide, M. (2018). Strategic communication: An introduction. Routledge.
21. Falkheimer, J., & Heide, M. (2022). Strategic communication: An introduction to theory and global practice. Routledge.
22. Finger, M., & Pecoud, G. (2003). From e government to e governance? Towards a model of e governance. Electronic Journal of E-government, 1(1), 52-62.
23. Franklin, B., Hogan, M., Langley, Q., Mosdell, N., & Pill, E. (2009). Key concepts in public relations. Sage.
24. Gheyle, N., & Jacobs, T. (2017). Content analysis: A short overview. Internal Research Note.
25. Hakala, N. (2016). Transparency ideal in strategic communication: A discussion between theory and practice [Master’s Thesis]. Copenhagen Business School.
26. Hallahan, K. (2005). Accountability. İçinde R. L. Heath (Ed.), Encyclopedia of public relations (ss. 164-164). Sage.
27. Harmono, F. (2024). The role of social media in realizing accountability for the implementation of e-governance. Gema Wiralodra, 15(1), 627-633. https://doi.org/10.31943/gw.v15i1.392
28. Holtzhausen, D., & Zerfass, A. (2015). Strategic communication: Opportunities and challenges of the research area. İçinde D. Holtzhausen & A. Zerfass (Eds.), The routledge handbook of strategic communication (ss. 3-17). Routledge.
29. The Institute of Internal Auditors [IIA]. (2006). The role of auditing in public sector governance. The Institute of Internal Auditors [IIA]. http://www.ca-ilg.org/sites/main/files/file-attachments/auditing_in_public_sector.pdf
30. Isakov, A., Grishin, P., & Gorlinsky, O. (2018). Fear of forward guidance. Russian Journal of Money and Finance, 77(4), 84-106. https://doi.org/10.31477/rjmf.201804.84
31. Janssen, M., Charalabidis, Y., & Zuiderwijk, A. (2012). Benefits, adoption barriers and myths of open data and open government. Information Systems Management, 29(4), 258-268. https://doi.org/10.1080/10580530.2012.716740
32. Kalender, A. (2008). Halkla ilişkiler: Kavramlar, tanımlar ve uygulama alanları. İçinde A. Kalender & M. Fidan (Ed.), Halkla ilişkiler (ss. 11-47). Tablet.
33. Kleinheksel, A. J., Rockich-Winston, N., Tawfik, H., & Wyatt, T. R. (2020). Demystifying content analysis. American Journal of Pharmaceutical Education, 84(1), 127-137. https://doi.org/10.5688/ajpe7113
34. Koçyiğit, M. (2017). Dijital halkla ilişkiler ve online kurumsal itibar yönetimi. Eğitim.
35. Koçyiğit, M. (2020). Kurumsal iletişim ve halkla ilişkiler. İçinde Z. T. Gencer (Ed.), Kurumsal iletişimin el kitabı (ss. 165-195). Eğitim.
36. Kodua, L. T., & Ofosu, B. O. (2020). Exploring low e-participation in policy making in Ghana: A case study of kumasi metropolitan assembly. Research on Humanities and Social Sciences, 10(2), 1-10. https://doi.org/10.7176/RHSS/10-2-01
37. Kutlu, Ö., Örselli, E., & Kahraman, S. (2019). Kamu yönetiminde denetim, ombudsmanlık ve e-yönetişim. İçinde B. Parlak & K. C. Doğan (Ed.), E-yönetişim; kavramsal/kuramsal çerçeve, ülke incelemeleri ve Türkiye’ye yansımaları (ss. 115-148). Beta.
38. Küçükcivil, B. (2024). Halkla ilişkilerde farkındalık aracı olarak sosyal medya: Kadın sivil toplum derneği üzerine bir araştırma. Medeniyet ve Toplum Dergisi, 8(2), 425-446. http://dx.doi.org/10.51117/metder.2024.8
39. Küçükcivil, B. (2025a). Diyalojik halkla ilişkiler ve e-yönetişim. Eğitim.
40. Küçükcivil, B. (2025b). Kurumsal iletişimin gündemini okumak: Kurumsal İletişimciler Derneği yazılarının analizi. Akademik İletişim Araştırmaları Dergisi, 3, 54-76.
41. Lacy, S., Watson, B. R., Riffe, D., & Lovejoy, J. (2015). Issues and best practices in content analysis. Journalism & Mass Communication Quarterly, 92(4), 791-811. https://doi.org/10.1177/1077699015607338
42. Lo, O., Buchanan, W. J., Sayeed, S., Papadopoulos, P., Pitropakis, N., & Chrysoulas, C. (2022). GLASS: A citizen-centric distributed data-sharing model within an e-governance architecture. Sensors, 22(6), 2291. https://doi.org/10.3390/s22062291
43. Lubis, S., Purnomo, E. P., Lado, J. A., & Hung, C. F. (2024). Electronic governance in advancing sustainable development goals through systematic literature review. Discover Global Society, 2(1), 77. https://doi.org/10.1007/s44282-024-00102-3
44. Markoff, J., Shapiro, G., & Weitman, S. R. (1975). Toward the integration of content analysis and general methodology. İçinde Sociological Methodology (ss. 1-58).
45. Mason, J. (2002). Qualitative researching. Sage.
46. Mazzei, A. (2014). A multidisciplinary approach for a new understanding of corporate communication. Corporate Communications: An international Journal, 19(2), 216-230. https://doi.org/10.1108/CCIJ-12-2011-0073
47. Meijer, A. (2015). E-governance innovation: Barriers and strategies. Government Information Quarterly, 32(2), 198-206. https://doi.org/10.1016/j.giq.2015.01.001
48. Meintjes, C., & Grobler, A. F. (2014). Do public relations professionals understand corporate governance issues well enough to advise companies on stakeholder relationship management? Public Relations Review, 40(2), 161-170. https://doi.org/10.1016/j.pubrev.2013.10.003
49. Mochhoury, S. (2023). Central bank communication and trust: An experimental study on the European Central Bank and the general public (No. 2824). ECB Working Paper.
50. Mohamad, B., & Bakar, H. A. (2018). Corporate communication and strategic management: History, operational concept and integration. Advances in Social Science, Education and Humanities Research (ASSEHR), 186, 240-244.
51. Mohamed, R. A. (2024). Corporate communication, strategic planning and competitive advantage in telecommunication industry in Kenya. Journal of African Interdisciplinary Studies, 8(9), 130-145.
52. Moloney, K. (2004). Corporate and government communication: Relationships, opportunities and tensions. İçinde S. M. Oliver (Ed.), Handbook of corporate communication and public relations: Pure and applied (ss. 53-69). Routledge.
53. Ninyuk, I. (2025). Development of e-governance as a tool for increasing transparency and accountability of government in Ukraine. Knowledge, Education, Law, Management, 2(70), 84-90. https://doi.org/10.51647/kelm.2025.2.11
54. Oliver, S. (2007). Public relations strategy. Kogan.
55. Osimo, D. (2008). Web 2.0 in government: Why and how? JRC scientific and technical reports Institute for Prospectice Technological Studies (IPTS). JRC, European Commission.
56. Öktem, M. K., Demirhan, K., & Demirhan, H. (2014). The usage of e-governance applications by higher education students. Educational Sciences: Theory & Practice, 14(5), 1925-1943. https://doi.org/10.12738/estp.2014.5.2051
57. Palvia, S. C. J., & Sharma, S. S. (2007). E-government and e-governance: Definitions/domain framework and status around the world. In International Conference on E-Governance, 5(1), 1-12.
58. Parlak, B., & Doğan, K. C. (2019). E-yönetişim: Kuramsal bir analiz. İçinde B. Parlak & K. C. Doğan (Ed.), E-yönetişim: Kavramsal/kuramsal çerçeve, ülke incelemeleri ve Türkiye’ye yansımaları (ss. 7-18). Beta.
59. Pina, V., Torres, L., & Acerete, B. (2007). Are ICTs promoting government accountability? A comparative analysis of e-governance developments in 19 OECD countries. Critical Perspectives on Accounting, 18(5), 583-602. https://doi.org/10.1016/j.cpa.2006.01.012
60. Profiroiu, M. C., Burlacu, S., Alpopi, C., & Ciobanu, G. (2019). E-governance can promote transparency in public administration. In BASIQ International Conference on New Trends in Sustainable Business and Consumption, 275-282.
61. Ramaswamy, M. (2014). Improving transparency through e-governance. Issues in Information Systems, 15(1), 123-131. DOI:10.48009/1_iis_2014_123-131
62. Reddick, C. G., & Turner, M. (2012). Channel choice and public service delivery in Canada: Comparing e-government to traditional service delivery. Government Information Quarterly, 29(1), 1-11. https://doi.org/10.1016/j.giq.2011.03.005
63. Roberts, S. A. (2004). Knowledge management for best practice. İçinde S. M. Oliver (Ed.), Handbook of corporate communication and public relations: Pure and applied (ss. 33-52). Routledge.
64. Sandoval-Almazan, R., & Gil-Garcia, J. R. (2012). Are government internet portals evolving towards more interaction, participation, and collaboration? Revisiting the rhetoric of e-government among municipalities. Government Information Quarterly, 29, 72-81. https://doi.org/10.1016/j.giq.2011.09.004
65. Sharma, G., Bao, X., & Peng, L. (2014). Public participation and ethical issues on e governance: A study perspective in Nepal. Electronic Journal of E-Government, 12(1), 82-96.
66. Sims, M. (2004). New technology and the changing face of corporate communication. İçinde S. M. Oliver (Ed.), Handbook of corporate communication and public relations (ss. 243-252). Routledge.
67. Snijkers, K. (2005). E-government, intergovernmental relations and the citizen. European Group of Public Administration.
68. Stanton, R. (2017). Corporate strategic communication. Bloomsbury.
69. Steyn, B. (2000). Model for developing corporate communication strategy. Communicare: Journal for Communication Sciences in Southern Africa, 19(2), 1-33. DOI: 10.36615/jcsa.v19i2.1871
70. Sushil, P. K. S. (2017). Strategic planning and implementation of e-governance. Springer.
71. Teicher, J., Hughes, O., & Dow, N. (2002). E-government: A new route to public sector quality. Managing Service Quality: An International Journal, 12(6), 384-393. https://doi.org/10.1108/09604520210451867
72. Temba, R. S. (2025). Exploring the impact of e-governance on public sector efficiency and accountability in local governments: A case of Kinondoni and Ubungo Municipalities in Tanzania. African Journal of Empirical Research, 6(1), 158-170. https://doi.org/10.51867/ajernet.6.1.16
73. Troitiño, D. R., Mazur, V., & Kerikmäe, T. (2024). E-governance and integration in the European Union. Internet of Things, 27(101321). https://doi.org/10.1016/j.iot.2024.101321
74. Udalla, E. A. (2022). E-governance and accountability in public affairs. İçinde C. A. Obiora, P. C. Chiamogu & K. Anierobi (Eds.), E-governance and new public management in Nigeria: Themes and perspectives (ss. 194-204). Timex.
75. Van Riel, C. B. M., & Fombrun, C. J. (2007). Essentials of corporate communication: Implementing practices for effective reputation management. Taylor & Francis.
76. Yar, F. M. (2024). Digital transformation in rural communities: Enhancing village governance and citizen participation. Journal of Village Development Innovation, 1(1), 39-50. https://doi.org/10.59261/jvdi.v1i1.4
77. Yegon, G. K., & Kipkorir, C. S. S. (2023). Performance measurement and effective communication: Strategic to service delivery. British Journal of Multidisciplinary and Advanced Studies, 4(4), 73-90. https://doi.org/10.37745/bjmas.2022.0282
78. Zerfass, A. (2008). Corporate communication revisited: Integrating business strategy and strategic communication. İçinde A. Zerfass, B. Ruler & K. Sriramesh (Eds.), Public Relations Research: European and international perspectives and innovations (ss. 65-96). VS Verlag für Sozialwissenschaften.