Can Some Words in News Content Create Negative Perception in terms of Sectoral Image? Aquaculture or Fish Farms

Yıl 2020, Milli Mücadele'nin 100. Yılı Özel Sayısı, 639 - 661, 18.12.2020

Görkem Dalkıran

https://doi.org/10.21733/ibad.800240

Cited By: 2

Öz

News and columns in print media are one of the most efficient forms of mass media in terms of transferring its ideas to society. In this study, the aim was to examine news content mentioning the Turkish aquaculture sector, which has recently gained acceleration in production and export, in national newspapers based on some keywords depicting the sector, and to research whether or not the tendency of news content has changed depending on the keywords. The study has been performed with content analysis. For this purpose, the content of news and columns published between 2010 and 2019 in the highest circulation national newspapers were searched with two groups. The first group involved news and column rankings resulting from “aquaculture and/or culture fisheries” keywords, while the second group involved rankings based on “fish farm and/or fish farms” keywords. 575 of 896 news and columns were included as samples. News related to Turkey’s aquaculture sector was researched based on five different categories: publishing date, category, approach, the tendency of news content and subject. According to the results of this study, it is found that the aquaculture sector has been averagely portrayed with more positive information (53,74%) than negative (46,26%) in Turkish newspapers. But it has also been demonstrated that a clear majority (91%) of the first group has a positive content tendency, having subjects such as production quantity, employment, support and exports. Conversely, the second group generally has a negative content tendency (68%) having subjects such as environmental pollution and environmental protection, taste-price-naturality-quality and sector-tourism conflict. According to statistical analysis, it has been determined that there is a statistically significant relationship between keywords and the tendency of news content (p<0,05). It can be said thanks to the findings that “aquaculture” and “culture fisheries” keywords can create a positive symbolic perception in public opinion for the sector, while “fish farm” and “fish farms” can create negative perceptions. Thus, this study has drawn attention to the fact that perceptions of society created by the news and columns in media are another factor that needs to be considered and managed by both businesses and government in terms of the sectoral image perspective.

Anahtar Kelimeler

Aquaculture, Fish farm, Content analysis, News, Columns

Haber İçeriğinde Yer Alan Bazı Sözcükler Sektörel İmaj Açısından Olumsuz Algı Yaratabilir mi? Kültür Balıkçılığı ya da Balık Çiftlikleri

Öz

Yazılı basında yer alan haber ve köşe yazıları, konu edindiği imgenin topluma aktarılması bakımından şüphesiz en etkili kitle iletişim araçlarından birisidir. Bu çalışmada son yıllarda gerek üretimde gerekse ihracatta önemli bir ivme kazanmış olan ülkemiz su ürünleri yetiştiriciliği sektörünü konu edinen ulusal gazete haberi içeriklerinin sektörü betimleyen bazı anahtar sözcüklere göre incelenmesi ve haber içeriği eğiliminin anahtar kelimelere göre değişip değişmediğinin irdelenmesi amaçlanmıştır. Çalışma içerik analizi yöntemi ile yürütülmüştür. Bu kapsamda ulusal ölçekte yayınlanan en yüksek tiraja sahip ilk 6 gazetede 2010-2019 yılları arasında çıkan haber ve köşe yazılarının içerikleri “akuakültür ve/veya kültür balıkçılığı” anahtar kelimelerini içeren haberler olacak şekilde birinci grup, “balık çiftliği ve/veya balık çiftlikleri” anahtar kelimeleri içeren haberler olacak şekilde ikinci grup olarak incelenmiştir. Araştırma kapsamında taranan 896 adet haberden ilgili olan 575 adet haber ve köşe yazısı çalışma kapsamına dahil edilmiş ve haberler; yayımlanma tarihi, kategori, konuyu ele alış biçimi, haber içeriğinin eğilimi ve konu olmak üzere beş kategoride incelenmiştir. Araştırma sonuçlarına göre, su ürünleri yetiştiriciliği sektörü ile ilgili ulusal gazetelerimizde yapılan haberler içeriklerinin ortalama olarak negatiflere kıyasla (%46,26) daha çok pozitif eğilimli (%53,74) olduğu tespit edilmiştir. Ancak birinci grup haber ve köşe yazılarının çok büyük bir çoğunluğunun (%91) üretim miktarı ve istihdam, destekleme, ihracat gibi konuların yer aldığı olumlu içerik eğilimine sahip haberler olduğu tespit edilmiş iken, ikinci gruptakilerin büyük bir çoğunluğunun ise (%68) yaratılan çevre kirliliği ve çevre korunması, lezzet-fiyat-doğallık-kalite, üretim olumsuzlukları, sektör-turizm çatışması gibi konuların yer aldığı olumsuz içerik eğilimine sahip haberler olduğu anlaşılmıştır. Yapılan analize göre çalışma kapsamında belirlenen anahtar kelimeler ile haber içeriğinin eğilimi arasında istatistiksel açıdan anlamlı bir ilişki tespit edilmiştir (p<0,05). Çalışma sonucuna göre, “kültür balıkçılığı” ve “akuakültür” sözcüklerinin su ürünleri yetiştiriciliği yapan işletmeler açısından kamuoyunda olumlu bir simgesel algı yaratabileceği, “balık çiftliği” ve “balık çiftlikleri” sözcüklerinin ise olumsuz bir simgesel algı yaratabileceği değerlendirilmektedir. Bu nedenle gazetede yayımlanan haber ve köşe yazıları vasıtasıyla toplumda oluşturulan algıların gerek sektördeki işletmeler ve gerekse devlet tarafından sektörel imaj perspektifinde ele alınması gerektiği ve bu hususun yönetilmesi gereken bir başka unsur olduğu göze çarpmaktadır.

Anahtar Kelimeler

Kültür balıkçılığı,, Balık çiftliği, İçerik analizi, Haber, Köşe Yazısı

Kaynakça

• Akyol, A. (2009). Qualitive and Quantitive Features of Newspaper Advertising: A Content Analiysis on Automotive Advertisements. Seljuk University Journal of Faculty of Letters(21), 1-27.
• Alniacik, E., Alniacik, U., & Genc, N. (2010). Are Percieved Importance Levels of Corporate Reputation Components Affected by Demograpich Factors? Balikesir University The Journal of Social Sciences Institute, 13(23), 93-114.
• Amberg, S., & Hall, T. (2008). Communicating Risks and Benefits of Aquaculture: A Content Analysis of US Newsprint Representations of Farmed Salmon. Journal of the World Aquaculture Society, 39(2), 143-157.
• Arslan, B., & Koca, C. (2006). An Examination of Representation of Women Athlets-Related Articles in Dailiy Newspapers. Hacettepe Journal of Sport Sciences, 17(1), 1-10.
• Bakan, I., & Kefe, I. (2012). The Organizational Perspective of Perception and Perception Management. Kahramanmaras Sutcu İmam University Faculty of Economics and Administrative Sciences Journal, 2(1), 19-34.
• Beyoglu, A. (2015). Perception, Visual Perception and Illusion in Art Education: An Examination in the Works of Victoria Vasarely. Trakya University Journal of Social Sciences, 17(1), 333-348.
• Bilbil, E., Sütcü, C., & Kiyat, B. (2013). Research on Corporate Reputation Quotient And Brand Loyality in Telecommunications Sector in Turkey. Öneri Journal Contemporary Studies in Social Sciences, 10(39), 163-175.
• Bowen, G. (2009). Document Analysis as a Qualitative Research Method. Qualitative Research Journal, 9(2), 27-40.
• Caki, S. (2007). The Place and Situation of Poultry Industry in Turkish Economy. Ege Academic Review, 7(1), 153-189.
• Calik, M., & Sozbilir, M. (2014). Parameters of Content Analysis. Education and Science, 39(174), 33-38.
• Cek, K. (2016). The Effects of Corporate Images on Customers' Behavior. The Journal of Public Finance and Finance Articles/Writings(106), 101-128.
• Ceng, E. (2018). A Politic Analysis on the Use of Twitter As a Perception Management Vehicle. Journal of Erciyes Communication, 5(4), 663-689.
• Cita, K., & Kececioglu, T. (2015). A Research By Performance Management Systems Perception of Employees. EUL Journal of Social Sciences, VI(II), 19-36.
• Dalkiran, G. (2019). A Study on International Competitiveness Position of Aquaculture Businesses in Turkey. Non-published Doctorate Thesis. Karabük: Karabük University Institute of Graduate Programs.
• Dogan, Z., Arslan, S., & Berkman, A. (2015). Development and Problems of Agricultural Sector in Turkey: A Historical Outlook. Niğde Univeristy Academic Review of Economics and Administrative Sciences, 8(1), 29-41.
• Doganci, M. (2017, Temmuz). A Research On The Institutional Perspectives of The University. Non-puplished Doctorate Thesis. İstanbul: T.C. Maltepe University Institute of Social Sciences.
• Duffy, K., Rickard, L., & Grosswiler, P. (2019). Routine Influences on Aquaculture News Selection: A Q Method Study With New England Journalists. Science Communication, 1-31. doi:10.1177/1075547019862554
• Elsbach, K. (2003). Organizational Perception Management. Research in Organizational Behavior, 25, 297-332.
• Erbay, M., & Aslan, M. (2019). The Effects of Social Values on Perception Management. Ulakbilge Journal of Social Sciences, 38, 497-504.
• Erdem, B., & Gezen, T. (2014). The Examination of Job Advertisements for Tourism Establishments by Content Analysis Method. International Journal of Economics and Business, 10(21), 19-42.
• Erer, S. (2013). Mass Media and Medicial Ethics. Journal of Duzce University Health Sciences Institute, 3(3), 24-28.
• FAO. (2020). Food and Agriculture Organization of the United Nations. Retrieved Agust 10, 2020
• Fernández-Polanco, J., & Luna, L. (2012). Factors Affecting Consumers' Beliefs About Aquaculture. Aquaculture Economics & Management, 16(1), 22-39.
• Feucht, Y., & Zander, K. (2016). Aquaculture in German print media. Aquaculture International, 25, 177-195.
• Fidan, M., & Yetis, A. (2018). Perception in Health Communication: A Research on Public Service Announcements (PSA). Journal of Selcuk Communication, 11(2), 159-178.
• Forechlich, H., Gentry, R., Rust, M., Grimm, D., & Halpern, B. (2017). Public Perceptions of Aquaculture: Evaluating Spatiotemporal Patterns of Sentiment around the World. Plos One, 12(1), 1-18. doi:10.1371/journal.pone.0169281
• Gokce, O. (1996). Public Opinion and Mass Media. Journal of Social Sciences of the Turkic World, 1(Spring), 163-171.
• Halderen, M. (2007). Organizational Identity Expressiveness and Perception Management. Rotterdam: Erasmus Research Institute of Management RSM Erasmus University.
• Hamzacebi, A., & Yozgat, U. (2019). Role of Perception Management of Tourism Sector. International Journal of Management and Administration, 3(5), 51-65.
• Harari, Y. (2018). From Animals into Gods: A Brief History of Humankind. (E. Genç, Trans.) İstanbul: Kolektif (Turkish Print).
• Katranidis, S., Nitsi, E., & Vakrou, A. (2003). Social Acceptability of Aquaculture Development in Coastal Areas: The Case of Two Greek Islands. Coastal Management, 31(1), 37-53.
• Kayaoglu, A. (2013). Perception. In M. Goregenli, A. Kayaoglu, A. Bilgin, & F. Curun, Behaviroal Science II (p. 27). Eskişehir: T.C. Anadolu University.
• Kaymaz, K., & Sungur, M. (2015). The Effects of Knowledge Acquisition Levels on Perception in Art Education. Anadolu Journal of Educational Sciences International(Art Educational Special Issue), 266-281.
• Kocak, A., & Arun, O. (2006). The Sampling Problem in Conten Analysis Studies. Journal of Selcuk Communication, 4(3), 21-28.
• Lange, D., Lee, P., & Dai, Y. (2011). Organizational Reputation: A Review. Journal of Management, 37(1), 153-184.
• MAF. (2020). Ministry of Agriculture and Forestry General Directorate of Fisheries and Aquaculture Fisheries Statistics. Ankara.
• Olsen, M., & Osmundsen, T. (2017). Media framing of aquaculture. Marine Policy, 76, 19-27.
• Otara, A. (2011). Perception: A Guide for Managers and Leaders. Journal of Management and Strategy, 2(3), 21-24.
• Ozsalmanli, A., & Pank, C. (2013). Perception Management and Its Importance for Ethics in Public Administration. Journal of Law and Economic Researches, 5(2), 47-61.
• Pandir, M., Efe, İ., & Paksoy, A. (2015). A Content Analysis on the Representation of Syrian Asylum Seekers in the Turkis Press. Marmara Journal of Communication(24), 1-26.
• Parlakay, O., Çelik, A., & Kiziltug, T. (2015). Environmental Issues Caused by Agricultural Production and Solution Proposals in Hatay Province. Journal of Agricultural Faculty of Mustafa Kemal University, 20(2), 17-26.
• Pathak, A., & Calvert, G. (2020). Sounds sweet, sounds bitter: How the presence of certain sounds in a brand name can alter expectations about product's taste. Food Quality and Preference, 83, 1-10.
• Qiong, O. (2017). A Brief Introduction to Perception. Studies in Literature and Language, 15(4), 18-28.
• Rahayu, F., & Zanky, M. (2018). The Effects of Corporate Image, Users Image, and Product Image Towards Purchasing Interest of Suzuki Motorcycle. The First International Research Conferance on Economics and Business (pp. 104-113). KnE Social Sciences. doi:10.18502/kss.v3i3.1877
• Sara, O., & Kirikci, S. (2018). Literature Review: Planned Behavior Theory and Behavoral Economics. Social Sciences Studies Journal, 4(23), 4534-4548.
• Saygı, H., Saka, S., Firat, K., & Katagan, T. (2006). The Consumption of Fish and Approach to Fish Culture of Public Opinion in İzmir Central Districts. Ege University Journal of Fisheries & Aquatic Sciences, 23(1-2), 133-138.
• Schlag, A. (2010). Aquaculture: an emerging issue for public concern. Journal of Risk Researc, 13(7), 829-844.
• Schlag, A. (2011). Aquaculture in Europe: Media representations as a proxy for public opinion. International Journal of Fisheries and Aquaculture, 3(7), 158-165.
• Tabachnick, B., & Fidell, L. (2013). Using multivariate statistics. Boston: Pearson.
• Tasdemir, A., & Kus, Z. (2011). The Content Analysis of the News in the National Papers Concerning the Renewed Primary Curriculum. Educational Sciences: Theory & Practice, 11(1), 16-23.
• Tokgoz, O. (1984). The Role and Importance of Mass Media in Unaware Learning. Education and Science, 23-28.
• TSI. (2020). Turkis Statistical Institute Fisheries Statistics. Ankara, Turkiye.
• Tugcu, E. (2006). The Village Imagery Created in Commercials and the "Integrated" Chickens Produced by Avian Flu. International and Quarterly Journal of Cultural Studies, 9(71), 71-74.
• Tunc, A., & Atilgan, A. (2017). An Administrative Understanding on Perception: Perception Administration. International Journal of Disciplines Economics & Administrative Sciences Studies, 3(3), 228-238.
• Türk Çulha, S., & Karaduman, F. (2020). The influence of marine fish farming on water and sediment quality: Ildır Bay (Aegean Sea). Environ Monit Assess, 192(8), 528, 1-10.
• Unaldi, N. (2015). The Importance of Reputation in Health-Care Institutions. Journal of Health and Nursing Management, 2(2), 100-111.
• Ural, E. (2002). Reputation Management as a Public Relations Study Creating Value. The Journal of Istanbul Commerce University, 83-93.
• Yasar, M. (2018, Kasım). Qualitative Problem in Qualitative Research. MSKU Journal of Education, 5(2), 55-73.
• Yegen, C. (2014). The Presentation of Woman Murder News in the Internat Journalism: Sample of Daily "Posta". The Turkish Online Journal of Design, Art and Communication, 4(3), 15-28.
• Yibar, A., & Soyutemiz, E. (2013). Antibiotic Use in Food-Producing Animals and Possible Residual Risks. Journal of Veterinery Sciences of Ataturk University, 8(1), 97-104.
• Yilmaz, R. (2007). Gender Roles in Advertisements: A Content Analysis of The Advertisements Published in Milliyet Newspaper Between The Years, 1960 and 1990. Journal of Selcuk Communication, 4(4), 143-155.