TÜRK YAZILI BASININDA KURUMSAL SOSYAL SORUMLULUĞUN TEMSİLİ

Yıl 2018, Cilt: 6 Sayı: 2, 899 - 928, 29.09.2018

Huriye Toker Merba Tat

https://doi.org/10.19145/e-gifder.332359

Öz

Günümüz işletmeleri varlıklarını yeni bir dünya düzeninde
sürdürmektedir. Bu düzen, bir işletmenin paydaşlarını faaliyetleri hakkında
etkili bir şekilde bilgilendirmesini, kurumsal sosyal sorumluluk (KSS) proje ve
programlarının yaşama geçirilmesini ve medyanın da KSS üzerine haber içeriği
üreterek sağlıklı bir kamusal alanın oluşumuna aracılık etmesini gerekli
kılmaktadır. İstatiksel verilere göre, KSS son yirmi yıldır medya
kuruluşlarının dikkatini çeken konular arasındadır. Medyanın konuya olan ilgisi
açık bir gerçek olmakla birlikte, gazetecilerin ürettiği özgün içerikle duyurum
ya da kurumsal reklam amaçlı içeriği ve oranlarını belirlemek güçtür. Bu
çalışmada, Türk medyasının KSS odaklı haber içeriğini analiz etme amacıyla
haber metinleri incelenmekte, birbiriyle karşılaştırılmakta ve elde edilen verilerden
hareketle KSS’nin medyadaki temsiliyle ilgili genellemelere gidilmektedir.
Araştırmada, Türkiye’nin önde gelen ana akım gazetelerinden Hürriyet, referans
gazetesi olarak seçilmiş, gazetenin 2015 yılına ait KSS haberleri niceliksel ve
niteliksel olarak analiz edilmiştir.

Anahtar Kelimeler

Sosyal sorumluluk, kurumsal sosyal sorumluluk, medyada kurumsal sosyal sorumluluğun temsili

REPRESENTATION OF CORPORATE SOCIAL RESPONSIBILITY IN TURKISH NEWSPAPERS

Öz

The
new world order which companies and any kind of organizations face today need
both well informed audience, initiative taker companies through corporate
social responsibility projects and programmes, and ambitious media who create a
healthy public sphere with their news content on corporate social
responsibility (CSR). Corporate social responsibility is among the topics which
receive media attention in the last two decades. However the raising media
interest is the statistical finding, it is quite difficult to differentiate the
percentage of qenuine news coverage by the journalists or the news or
advertorials which refer to the brand PR or corporate advertising. The aim of
this study is to monitor the Turkish media and its CSR coverage. The intention
is to analyse the CSR related news content of Turkish press and make some
comparisons and generalizations about representation of the CSR in the news
articles. We conducted qualitative and quantitative content analysis of the
2015 news coverage of leading mainstream Turkish newspaper, namely Hürriyet.

Anahtar Kelimeler

Corporate social responsibility, social responsibility, corporate social responsibility on media

Kaynakça

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