Açlığa Son: Dünya Gıda Programı’nın (WFP) TikTok’taki İletişim Stratejileri Üzerine Bir Araştırma

Öz

Amaç: Bu çalışma, Dünya Gıda Programı’nın (WFP) TikTok’taki iletişim stratejilerini inceleyerek, kuruluşun dijital iletişim stratejilerine ve TikTok’un sürdürülebilir kalkınma ile küresel gıda güvenliği alanında faaliyet gösteren uluslararası kuruluşların iletişim stratejilerindeki rolüne ilişkin literatüre katkı sağlamayı amaçlamıştır. Yöntem: Araştırmada, kuruluşun TikTok hesabında 20 Kasım 2020 ile 25 Nisan 2025 tarihleri arasında yayımlanan 534 video, içerik analizi tekniği ile incelenmiştir. Bu analiz ile videoların temaları, dili, türleri, amaçları, duygusal tonları, formatları, etkileşim düzeleri, sözcüleri ve sözcülere ilişkin demografik veriler ortaya konulmuştur. Bulgular: Bulgular, kuruluşun paylaşımlarında altyazı, açıklama, müzik ve hashtag gibi öğeleri yoğun biçimde kullandığını göstermiştir. Ayrıca, kuruluşun hesabında farklı video türlerine ve çeşitli duygusal tonlara yer verdiği tespit edilmiştir. Bu strateji sayesinde içeriklerin yüksek düzeyde etkileşim sağladığı görülmüştür. Bununla birlikte, kuruluşun içeriklerinde farklı dillere yer verdiği, farklı etnik kimlikleri görünür kıldığı ve insani hikâyelere dayalı bir anlatı biçimini tercih ettiği; bu yönleriyle kapsayıcı bir dijital iletişim stratejisi benimsediği saptanmıştır. Ancak, kuruluşun TikTok içeriklerinde dezavantajlı bireylerin ihtiyaçlarını yeterince dikkate almadığı ve çocukları duygusal manipülasyon amacıyla kullandığı tespit edilmiştir. Sonuç: Çalışma, WFP’nin TikTok’ta hem teknik hem de tematik unsurları etkili biçimde kullanarak geniş kitlelere ulaştığını göstermiştir. Ancak, WFP’nin içeriklerinde dezavantajlı bireylerin ihtiyaçlarının yeterince gözetilmediği ve çocukların duygusal etki yaratmak amacıyla kullanıldığı görülmüştür. Çalışma, TikTok’un sürdürülebilir kalkınma ile küresel gıda güvenliği alanında faaliyet yürüten uluslararası kuruluşların iletişim süreçlerindeki rolüne dair literatüre katkı sunmuştur.

Anahtar Kelimeler

• Sürdürülebilir Kalkınma
• Küresel Gıda Güvenliği
• Dijital İletişim
• TikTok
• Dünya Gıda Programı (WFP)

Zero Hunger: A Study on the World Food Programme’s (WFP) Communication Strategies on TikTok

Öz

Aim: This study analyzed the communication strategies employed by the World Food Programme (WFP) on the TikTok, with the aim of advancing scholarly understanding of the organization's digital communication frameworks and elucidating TikTok's function within the communicative practices of international entities engaged in sustainable development and global food security domains. Method: The study conducted a content analysis of 534 videos shared on the organization’s TikTok account between November 20, 2020, and April 25, 2025. This analysis identified and categorized the videos’ thematic content, language, genres, objectives, emotional tones, formats, engagement metrics, spokespersons, and associated demographic characteristics of the spokespersons. Results: The findings revealed that the organization extensively utilized elements such as subtitles, captions, music, and hashtags in its posts. Furthermore, it was observed that the account featured a variety of video genres and diverse emotional tones. This strategic combination was associated with a high level of user engagement. Additionally, the content demonstrated the inclusion of multiple languages, visibility of diverse ethnic identities, and a narrative style grounded in humanitarian storytelling, indicating the adoption of an inclusive digital communication strategy. However, it was also identified that the organization’s TikTok content insufficiently addressed the needs of marginalized individuals and employed children in a manner that could be construed as emotional manipulation. Conclusion: The study demonstrated that WFP effectively employed both technical and thematic elements on TikTok to reach a broad audience. However, it was observed that the content insufficiently addressed the needs of disadvantaged individuals and utilized children in a manner aimed at eliciting emotional responses. This research contributed to the literature by elucidating the role of TikTok in the communication strategies of international organizations operating in the fields of sustainable development and global food security.

Anahtar Kelimeler

• Sustainable Development
• Global Food Security
• Digital Communication
• TikTok
• World Food Programme (WFP)

Kaynakça

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