TÜRKİYE'DEKİ BÜYÜK ŞİRKETLER, KRİZ YÖNETİMİ SIRASINDA NASIL ÖZÜR DİLEME STRATEJİLERİ KULLANIYOR? BİR TÜR ANALİZİ ÇALIŞMASI

Abstract

Bu makale, şirketlerin iddia edilen hata veya suistimal iddiaları sonrasında yaptıkları kurumsal özürleri, kriz yönetiminin önemli bir parçası ve kendine özgü bir tür olarak ele almaktadır. Tür analizi yöntemiyle, Türkiye’deki büyük şirketlerin özür dileme süreçleri, bu özürlerin amaçları ve kullanılan iletişim stratejileri incelenmektedir. Çalışma, büyük şirketlerin kamuoyuna yönelik yayınladığı 14 özür metnine odaklanmaktadır. Araştırma, bu özürlerin sadece itibar ve güveni yeniden kazanmayı hedeflemediğini, aynı zamanda iletişimde bir pazarlık süreci ve stratejik bir konumlandırma aracı olarak kullanıldığını ortaya koymaktadır. Elde edilen bulgular, tür analizinin önemini vurgularken, kriz yönetimi uzmanlarına etkili özür stratejileri konusunda değerli içgörüler sunmaktadır.

Keywords

• kurumsal özürler
• kriz yönetimi
• tür analizi
• itibar onarımı
• iletişim stratejileri

HOW APOLOGY STRATEGIES ARE EMPLOYED BY LARGE CORPORATIONS IN TURKEY DURING CRISIS MANAGEMENT: A GENRE ANALYSIS STUDY

Abstract

Bu makale, şirketlerin iddia edilen hata veya suistimal iddiaları sonrasında yaptıkları kurumsal özürleri, kriz yönetiminin önemli bir parçası ve kendine özgü bir tür olarak ele almaktadır. Tür analizi yöntemiyle, Türkiye’deki büyük şirketlerin özür dileme süreçleri, bu özürlerin amaçları ve kullanılan iletişim stratejileri incelenmektedir. Çalışma, büyük şirketlerin kamuoyuna yönelik yayınladığı 14 özür metnine odaklanmaktadır. Araştırma, bu özürlerin sadece itibar ve güveni yeniden kazanmayı hedeflemediğini, aynı zamanda iletişimde bir pazarlık süreci ve stratejik bir konumlandırma aracı olarak kullanıldığını ortaya koymaktadır. Elde edilen bulgular, tür analizinin önemini vurgularken, kriz yönetimi uzmanlarına etkili özür stratejileri konusunda değerli içgörüler sunmaktadır.

Keywords

• kurumsal özürler
• kriz yönetimi
• tür analizi
• itibar onarımı
• iletişim stratejileri

References

1. Arendt, C., LaFleche, M., & Limperopulos, M. A. (2017). A qualitative meta-analysis of apologia, image repair, and crisis communication: Implications for theory and practice. Public Relations Review, 43(3), 517-526. https://doi.org/10.1016/j.pubrev.2017.03.005
2. Askehave, I., & Swales, J. M. (2001). Genre identification and communicative purpose: A problem and a possible solution. Applied linguistics, 22(2), 195-212. https://doi.org/10.1093/applin/22.2.195
3. Belcher, D. D. (2023). Digital genres: What they are, what they do, and why we need to better understand them. English for Specific Purposes, 70, 33-43. https://doi.org/10.1016/j.esp.2022.11.003
4. Benoit, W. L. (1995). Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies. Albany, NY: State University of New York Press.
5. Bhatia, V. K. (1993). Analyzing genre: Language use in professional settings. Longman
6. Bhatia, V. K. (1995). Genre-mixing in professional communication: The case of ‘private intentions’v.‘socially recognized purposes’. Explorations in English for professional communication, 1-19.
7. Bhatia. V. K. (2004). Worlds of Written Discourse: A Genre-Based View. London: Continuum International.
8. Bhatia, V. K. (2008). Genre analysis, ESP and professional practice. English for specific purposes, 27(2), 161-174. https://doi.org/10.1016/j.esp.2007.07.005

9. Bhatia, V. K. (2008). Towards critical genre analysis. In Advances in discourse studies (pp. 176-187). Routledge.
10. Coe, N. M., & Yeung, H. W. C. (2015). Global production networks: Theorizing economic development in an interconnected world. Oxford University Press.
11. Coombs, W. T. (1995). Choosing the right words: The development of guidelines for the selection of the “appropriate” crisis-response strategies. Management communication quarterly, 8(4), 447-476. https://doi.org/10.1177/0893318995008004003
12. Coombs, W. T., & Holladay, S. J. (2008). Comparing apology to equivalent crisis response strategies: Clarifying apology's role and value in crisis communication. Public relations review, 34(3), 252-257. https://doi.org/10.1016/j.pubrev.2008.04.001
13. Fairclough, N. (1992). Discourse and social change. Polity Press.
14. Fatima Oliveira, M. D. (2013). Multicultural environments and their challenges to crisis communication. The Journal of Business Communication (1973), 50(3), 253-277. https://doi.org/10.1177/0021943613487070
15. Frandsen, F., & Johansen, W. (2010). Apologizing in a globalizing world: Crisis communication and apologetic ethics. Corporate Communications: An International Journal, 15(4), 350-364. https://doi.org/10.1108/13563281011085475
16. Fuoli, M., & Paradis, C. (2014). A model of trust-repair discourse. Journal of Pragmatics, 74, 52-69. https://doi.org/10.1016/j.pragma.2014.09.001
17. Fuoli, M., van de Weijer, J., & Paradis, C. (2017). Denial outperforms apology in repairing organizational trust despite strong evidence of guilt. Public Relations Review, 43(4), 645-660 https://doi.org/10.1016/j.pubrev.2017.07.007
18. Goffman, E. (2017). Relations in public: Microstudies of the public order. Routledge.
19. Goss, D. R. (2003). A critical exploration of the rhetoric of apologia as applied to the discourse of corporate social legitimacy. Howard University.
20. Hearit, K. M. (1995). “Mistakes were made”: Organizations, apologia, and crises of social legitimacy. Communication Studies, 46(1-2), 1-17. https://doi.org/10.1080/10510979509368435
21. Hearit, K. M. (2006). Crisis management by apology: Corporate response to allegations of wrongdoing. Routledge.
22. Holmes, J. (1990). Apologies in New Zealand English1. Language in society, 19(2), 155-199. https://doi.org/10.1017/S0047404500014366
23. Hornsey, M. J., Chapman, C. M., La Macchia, S., & Loakes, J. (2024). Corporate apologies are effective because reform signals are weighted more heavily than culpability signals. Journal of Business Research, 177, 114620. https://doi.org/10.1016/j.jbusres.2024.114620
24. Hyland, K. (2002). Genre: Language, context, and literacy. Annual review of applied linguistics, 22(1), 113-135. https://doi.org/10.1017/S0267190502000065
25. Kádár, D. Z. (2007). On historical Chinese apology and its strategic application. Journal of Politeness Research Language Behaviour Culture 3(1):125-150. https://doi.org/10.1515/PR.2007.006
26. Koehn, D. (2013). Why saying “I’m sorry” isn’t good enough: The ethics of corporate apologies. Business Ethics Quarterly, 23(2), 239-268. https://doi.org/10.5840/beq201323216
27. Lewicki, R. J., & Brinsfield, C. (2017). Trust repair. Annual review of organizational psychology and organizational behavior, 4(1), 287-313. https://doi.org/10.1146/annurev-orgpsych-032516-113147
28. Lim, J. R. (2020). How organizations in different cultures respond to crises: Content analysis of crisis responses between the United States and South Korea. International Journal of Strategic Communication, 14(4), 294-316. https://doi.org/10.1080/1553118X.2020.1812613
29. Marsen, S. (2020). Navigating crisis: The role of communication in organizational crisis. International Journal of Business Communication, 57(2), 163-175. https://doi.org/10.1177/2329488419882981
30. Miller, C. R. (1984). Genre as social action. Quarterly journal of speech, 70(2), 151-167. https://doi.org/10.1080/00335638409383686
31. Miller, C. R., & Shepherd, D. (2009). Questions for genre theory from the blogosphere. Genres in the Internet: Issues in the theory of genre, 263-290. https://doi.org/10.1075/pbns.188.11mil
32. Owen, M. (2019). Apologies and remedial interchanges: A study of language use in social interaction. Walter de Gruyter GmbH & Co KG. Mouton Publishers.
33. Page, R. (2014). Saying ‘sorry’: Corporate apologies posted on Twitter. Journal of pragmatics, 62, 30-45. https://doi.org/10.1016/j.pragma.2013.12.003
34. Paltridge, B. (1994). Genre analysis and the identification of textual boundaries. Applied linguistics, 15(3), 288-299. https://doi.org/10.1093/applin/15.3.288
35. Patel, A., & Reinsch, L. (2003). Companies can apologize: Corporate apologies and legal liability. Business Communication Quarterly, 66(1), 9-25. https://doi.org/10.1177/108056990306600103
36. Richardson, K., Parry, K., & Corner, J. (2012). Political culture and media genre: Beyond the news. Springer.
37. Ruhi, Ş. (2006). Politeness in compliment responses: A perspective from naturally occurring exchanges in Turkish. Pragmatics. Quarterly Publication of the International Pragmatics Association (IPrA), 16(1), 43-101. https://doi.org/10.1075/prag.16.1.03ruh
38. Sandlin, J. K., & Gracyalny, M. L. (2018). Seeking sincerity, finding forgiveness: YouTube apologies as image repair. Public Relations Review, 44(3), 393-406. https://doi.org/10.1016/j.pubrev.2018.04.007
39. Swales, J. M. (1990). Genre analysis: English in academic and research settings. Cambridge University Press.
40. Swales, J. M. (2004). Research genres: Explorations and applications. Cambridge University Press.
41. Swales, J. M. (2013). Other floors, other voices: A textography of a small university building. Routledge.
42. Timothy Coombs, W., Frandsen, F., Holladay, S. J., & Johansen, W. (2010). Why a concern for apologia and crisis communication? Corporate Communications: An International Journal, 15(4), 337-349. https://doi.org/10.1108/13563281011085466
43. Wallin, M. R. (2008). An Eurhythmatic Response to Adaptive Accrual: A Rhetoric of Adaptation. (Doctoral dissertation). Thompson Rivers University. http://hdl.handle.net/10012/3502
44. Wynes, M. J. (2022). “Just Say You’re Sorry”: Avoidance and revenge behavior in response to organizations apologizing for fraud. Journal of Business Ethics, 178(1), 129-151. https://doi.org/10.1007/s10551-021-04781-9
45. Xia, S. A. (2020). Genre analysis in the digital era: Developments and challenges. ESP Today, 8(1), 141-159. https://doi.org/10.18485/esptoday.2020.8.1.7
46. Yeung, L. (2007). In search of commonalities: Some linguistic and rhetorical features of business reports as a genre. English for specific purposes, 26(2), 156-179 https://doi.org/10.1016/j.esp.2006.06.004
47. Yin, B. (2016). An exploratory genre analysis of three graduate degree research proposals in applied linguistics. Functional Linguistics, 3(1), 7. https://doi.org/10.1186/s40554-016-0032-2