“Dijital Halkla İlişkiler” ve “Çevrimiçi Halkla İlişkiler” Kavramları Üzerine Bibliyometrik Bir Analiz

Öz

İnternetin sunduğu geniş iletişim imkânları sayesinde halkla ilişkilerin yeniden şekillendiği bir yaklaşım olan dijital halkla ilişkiler veya çevrimiçi halkla ilişkiler, geleneksel halkla ilişkiler prensiplerini dijital medya ve teknolojiyle birleştirerek iletişim anlayışını genişletmektedir. Dijital halkla ilişkiler, dijital platformlar, sosyal medya, web siteleri, bloglar, e-posta gibi çevrimiçi iletişim araçlarını kullanarak hedef kitlelerle etkileşime geçmeyi ve iletişim sağlamayı amaçlayan bir iletişim stratejisini ifade etmektedir. Çalışmanın ana hedefi, dijital halkla ilişkiler ve çevrimiçi halkla ilişkiler kavramları üzerine yapılan araştırmaları incelemek ve bu kavramların zaman içindeki evrimini ve çalışmalarının özetini sunmaktır. Bu amaç doğrultusunda, iletişim alanında oldukça önemli ve nispeten yeni olan dijital halkla ilişkiler ve çevrimiçi halkla ilişkiler kavramlarına dair yapılan araştırmaların bibliyometrik analizi yapılmıştır. Bu analiz, dijital halkla ilişkiler ve çevrimiçi halkla ilişkiler alanındaki çalışmaların eğilimlerini, ilgi alanlarını ve araştırma eksikliklerini anlamaya yönelik bir çaba içermektedir. Bu kapsamda, Web of Science veri tabanında yapılan “dijital halkla ilişkiler ve “çevrimiçi halkla ilişkiler” anahtar kelimelerin taramasıyla ortaya çıkan 28 araştırma makalesi bibliyometrik yöntemle değerlendirilmiştir. Araştırmanın önemli sonuçlarından bazıları, dijital halkla ilişkiler ve çevrimiçi halkla ilişkiler konularında sınırlı sayıda çalışma olduğu ve çalışmaların iletişim (n=21) alanında yoğunlaştığıdır.

Anahtar Kelimeler

• Halkla İlişkiler
• Dijital Halkla İlişkiler
• Çevrimiçi Halkla İlişkiler
• Dijitalleşme.

A Bibliometric Analysis of the Concepts of “Digital Public Relations” and “Online Public Relations”

Öz

Digital public relations or online public relations, which is an approach that reshapes public relations thanks to the wide communication opportunities offered by the internet, expands the understanding of communication by combining traditional public relations principles with digital media and technology. Digital public relations refers to a communication strategy that aims to interact and communicate with target audiences using online communication tools such as digital platforms, social media, websites, blogs, and e-mail. The main goal of the study is to examine the research on the concepts of digital public relations and online public relations and to present the evolution of these concepts over time and a summary of their studies. For this purpose, a bibliometric analysis of research on the concepts of digital public relations and online public relations, which are very important and relatively new in the field of communication, was conducted. This analysis includes an effort to understand the trends, interests, and research gaps of studies in the field of digital public relations and online public relations. In this context, 28 research articles that emerged by scanning the keywords "digital public relations and "online public relations" in the Web of Science database were evaluated with the bibliometric method. Some of the important results of the research are that there are a limited number of studies on digital public relations and online public relations and that the studies are concentrated in the field of communication (n = 21).

Anahtar Kelimeler

• Public Relations
• Digital Public Relations
• Online Public Relations
• Digitalization

Kaynakça

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