Yapay Zekâ Çağında Halkla İlişkilerde Kamu Kavramını Yeniden Düşünmek

Öz

Halkla ilişkiler, literatürde genel olarak “kamu” kavramı etrafında örgütlenmektedir. Bununla birlikte, halkla ilişkiler kuramları kamuları insanlara özgü algısal durumlar üzerinden tanımlamakta ve onları iletişimsel davranışlar aracılığıyla belirlemektedir. Bu kavramsal sistematik derleme, yapay zekânın bu iki boyut arasında varsayılan ilişkiyi dönüştürdüğünü ileri sürmektedir. Sosyal botlar, üretken yapay zekâ sistemleri ve otonom ajanlar; kamuların varlığını belirlemede kullanılan paylaşım, yorum ve içerik yayılımı gibi davranışları giderek daha fazla üretmekte ve böylece kamu kavramının referansını belirsizleştirmektedir. Bu çalışma, yapay zekâ ajanları, otomatik hesaplar, sentetik kimlikler, yapay olarak üretilen içerikler ve insan katılımının etkileşimiyle şekillenen iletişimsel oluşumları açıklamak üzere “sentetik kamu” kavramını önermektedir. Bu yaklaşım, makineleri doğrudan kamu olarak değerlendirmemekte; yapay zekânın kamuların oluşumuna, görünürlüğüne, ölçeğine, söylemine ve davranışsal göstergelerine katkıda bulunduğunu savunmaktadır. Çalışmada otantik, güçlendirilmiş, simüle edilmiş ve hibrit kamulardan oluşan bir tipoloji önerilmekte; üyelik, tanımlama, temsil, ilişki ve oluşum olmak üzere beş temel analitik sorun ortaya konulmaktadır. Bu gelişmeler, durumsal kamu kuramının temel varsayımlarının yeniden değerlendirilmesini gerekli kılmaktadır.

Anahtar Kelimeler

• Halkla ilişkiler
• durumsal kamu kuramı
• yapay zekâ
• hibrit kamular

Rethinking the Concept of Publics in Public Relations in the Age of Artificial Intelligence

Öz

publics through human perceptual states and identify them through communicative behaviour. This conceptual theory-building argues that artificial intelligence disrupts the assumed link between these two dimensions. Social bots, generative systems, and autonomous agents produce posts, comments, and amplification patterns from which publics are inferred, thereby rendering the referent of the concept less certain. The article introduces the synthetic public as a communicative formation shaped by the interaction of AI agents, automated accounts, synthetic identities, generated content, and human participation. It does not treat machines as publics; rather, it argues that AI contributes to the formation, visibility, scale, discourse, and behavioural indicators of publics. A typology of authentic, amplified, simulated, and hybrid publics is proposed, alongside as a membership, identification, representation, relationship, and formation five analytical problems. These developments challenge core assumptions of the situational theory of publics.

Anahtar Kelimeler

• Public relations
• situational theory of publics
• artificial intelligence
• hybrid publics

Kaynakça

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