Aktivist Halkla İlişkiler Aracı Olarak Hikâye Anlatımı: Kadınlar Üzerine Nitel Bir Çalışma

Year 2024, Issue: 53, 352 - 366, 30.04.2024

Beris Artan Özoran , Aytuğ Mermer Üzümlü

https://doi.org/10.52642/susbed.1410662

Abstract

Bu çalışma aktivist halkla ilişkilerde hikâye anlatıcılığına odaklanmaktadır. Hikayeler sivil toplum kuruluşlarının toplumsal değişim ve farkındalık oluşturma çalışmalarında önemli bir “aktivist halkla ilişkiler” aracı olarak ortaya çıkmaktadır. Araştırmanın amacı hikâye anlatıcılığının farklı yaş gruplarında duygu, farkındalık düzeyi ve davranış değişikliği üzerindeki kısa ve uzun vadeli etkilerini incelemektir. Bu bağlamda, Humane Society International tarafından 2021 yılında gerçekleştirilen ve hayvan deneylerinin kozmetik endüstrisinde kullanımına ilişkin farkındalık yaratmayı amaçlayan "Ralph'i Kurtarın" adlı kısa film, hikaye anlatımının aktivist halkla ilişkiler için kozmetik sektöründe kullanımına örnek olarak seçilmiştir. Kısa film bir deney tavşanının ağzından deney sürecinde başına gelenleri duygusal bir tonda anlatmaktadır. Nitel araştırma tarasarımıyla gerçekleştirilen araştırma üç aşamadan oluşmuştur. Öncelikle farklı yaş grubundan 30 kadına kısa film izletilmeden önce kozmetik ürünler, bu ürünleri kullanma sıklıkları ve tercihleri sorulmuştur. İkinci aşamada film izletildikten sonra derinlemesine görüşme yapılmış ve filmle ilgili görüşleri alınmışır. Son olarak aynı kadınlarla 3 ay sonra yeniden derinlemesine görüşmeler gerçekleştirilmiştir. Sonuç olarak hikâye anlatımının duygulara, farkındalık düzeyine ve davranış değişikliğine etkisi en yüksek olan grubun 18-23 yaş arası kadınlar olduğu görülmüştür.

Keywords

Aktivist Halkla İlişkiler, Hikaye Anlatımı, Nitel Araştırma, Hayvan Deneyleri, Kozmetik Sektörü

Storytelling as a Tool for Activist Public Relations: A Qualitative Study in Case of Women

Abstract

This study focuses on storytelling in activist public relations. Stories emerge as an important "activist public relations" tool in non-governmental organizations' social change and awareness-raising efforts. The research aims to investigate both short and long-term effects of storytelling on emotions, awareness levels, and behavioral changes across different age groups. To illustrate the use of storytelling in activist public relations within the cosmetics industry, the researchers selected the short film "Save Ralph," produced by Humane Society International in 2021. The short film tells in an emotional tone, from the mouth of a rabbit, what happened to him during cosmetic experiments. The research, employing a qualitative research design, comprises three stages. Firstly, a survey was conducted among 30 women from various age groups to gather insights into their definitions of cosmetic products, usage frequency, and factors influencing their preferences. In the second stage, participants were shown the selected short film, followed by in-depth interviews. Lastly, follow-up interviews were conducted with the same group of women three months later. The findings revealed that storytelling had the most significant impact on emotions, awareness levels, and behavioral changes among women aged 18-23. This underscores the effectiveness of storytelling as a strategy for driving social change and raising awareness within activist public relations initiatives.

Keywords

Activist Public Relations, Storytelling, Qualitative Research, Animal Testing, Cosmetic Sector

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