HALKLA İLİŞKİLERDE DUYGUSAL YÜK YÖNETİMİ VE SORUMLULUĞUN BİREYSELLEŞTİRİLMESİ: ELEŞTİREL BİR DEĞERLENDİRME

Öz

Bu çalışma, markaların toplumsal ve çevresel sorunları kamuoyuna iletirken çözüm sorumluluğunu büyük ölçüde bireye, özellikle de tüketiciye aktardığı bir iletişim örüntüsünü incelemektedir. Eleştirel yönetimsellik yazınında "sorumluluğun bireyselleştirilmesi" (responsibilization) olarak kavramsallaştırılan bu örüntü, çalışmada, bu araştırmanın önerdiği duygusal yük yönetimi kavramı aracılığıyla çözümlenmektedir. Araştırma, Hsieh ve Shannon'ın yönlendirilmiş içerik analizi (directed content analysis) protokolünü benimsemekte; kodlama kategorilerini Entman'ın çerçeveleme kuramının dört işlevinden (sorun tanımı, nedensel yorum, ahlaki değerlendirme, çözüm önerisi) ve responsibilization yazınından türetilen iki göstergeden (kurumsal eylem tutarlılığı, itibar çerçeveleme) oluşturmaktadır. Bu altı kategoriden oluşan çerçeve, 2011–2024 yılları arasında uygulanan beş uluslararası kampanyaya uygulanmış; her kampanya, kategorilerin söylemdeki belirginliğine göre üç düzeyli yoğunluk derecelendirmesiyle çözümlenmiştir. Bulgular, sorumluluğun bireyselleştirilmesinin, duygusal temsil yoluyla etik duyarlılığa ulaşmak, çözüm sorumluluğunu bireye aktarmak ve süreci kurumsal itibarı güçlendirecek biçimde çerçeveleme şeklinde üç çerçeveleme işlevi aracılığıyla işlediğini ortaya koymaktadır. Çözümleme ayrıca, stratejinin etik meşruiyetinin kurumsal eylem tutarlılığı ve şeffaflıkla doğrudan ilişkili olduğunu; bu koşullar sağlanmadığında duygusal manipülasyon ve şefkat yorgunluğu riskinin arttığını göstermektedir.

Anahtar Kelimeler

• Halkla ilişkiler
• sorumluluğun bireyselleştirilmesi
• duygusal yük yönetimi
• çerçeveleme kuramı
• kurumsal sosyal sorumluluk.

EMOTIONAL LOAD MANAGEMENT AND THE INDIVIDUALIZATION OF RESPONSIBILITY IN PUBLIC RELATIONS: A CRITICAL ASSESSMENT

Öz

This study examines a communicative pattern in which brands, while conveying social and environmental problems to the public, largely transfer the responsibility for solutions onto the individual, and particularly onto the consumer. Conceptualized in the critical governmentality literature as "responsibilization," this pattern is analysed here through the concept of emotional load management, which the study proposes. The research adopts Hsieh and Shannon's directed content analysis protocol; its coding categories are derived from the four functions of Entman's framing theory (problem definition, causal interpretation, moral evaluation, and treatment recommendation) and from two indicators drawn from the responsibilization literature (corporate action consistency and reputation framing). This six-category scheme was applied to five international campaigns implemented between 2011 and 2024, with each campaign analyzed through a three-level intensity rating reflecting the salience of the categories within the campaign discourse. The findings reveal that responsibilization operates through three framing functions: reaching ethical sensitivity through emotional representation, transferring the responsibility for solutions onto the individual, and framing the process in a manner that strengthens corporate reputation. The analysis further shows that the ethical legitimacy of the strategy is directly related to corporate action consistency and transparency; in the absence of these conditions, the risks of emotional manipulation and compassion fatigue increase.

Anahtar Kelimeler

• Public relations
• responsibilization
• emotional load management
• framing theory
• corporate social responsibility.

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