Stratejik Kurumsal İletişimin E-Yönetişimle Kesişimi: Türkiye Cumhuriyet Merkez Bankası Analizi

Öz

Kamu kurumlarının iletişim stratejileri, dijitalleşmenin etkisiyle yalnızca bilgi sunumu değil, aynı zamanda hesap verebilirlik, katılım ve etkileşim odaklı yönetişim pratiklerini de içeren çok katmanlı bir yapıya dönüşmüştür. Bu dönüşüm, özellikle merkez bankaları gibi teknik ve politik duyarlılığı yüksek kurumlar açısından, stratejik iletişim faaliyetlerinin kamuoyu algısı, ekonomik yönlendirme ve kurumsal meşruiyet üretimiyle doğrudan ilişkili hale gelmesine neden olmuştur. Bu bağlamda çalışma, Türkiye Cumhuriyet Merkez Bankası’nın (TCMB) dijital iletişim politikalarını, e-yönetişim bileşenleri çerçevesinde analiz etmeyi amaçlamaktadır. Araştırmada, TCMB’nin 2024 yılı boyunca gerçekleştirdiği 441 X paylaşımı ve bu paylaşımlarda yönlendirilen resmî web sitesi içerikleri, nitel içerik analizi tekniğiyle çözümlenmiştir. Kodlama süreci, iletişim ve etkileşim, bilgi ve hizmet sunumu, şeffaflık ve hesap verebilirlik, denetim ve son olarak katılım olmak üzere beş temel e-yönetişim bileşeni temelinde gerçekleştirilmiş, toplamda 2046 kodlama birimi analiz edilmiştir. Bulgular, TCMB’nin dijital iletişim stratejisinin ağırlıklı olarak iletişim ve etkileşim, bilgi ve hizmet sunumu, şeffaflık ve hesap verebilirlik ekseninde şekillendiğini ortaya koyarken, denetim ve katılım gibi yönetişim odaklı bileşenlerin oldukça sınırlı temsil edildiğini göstermektedir. Bulgular, merkez bankasının dijital kamusal iletişiminde, daha çok tek yönlü stratejik bilgilendirme ve sözlü yönlendirme odaklı bir yaklaşımın baskın olduğunu, katılımcı yönetişim öğelerinin ise ikincil düzeyde kaldığını ortaya koymaktadır. Bu çerçevede, merkez bankalarının dijital platformlardaki stratejik iletişim performansını değerlendirirken yalnızca içerik düzeyine değil, denetim ve katılım dinamiklerine dayalı çok boyutlu analiz modellerinin geliştirilmesi de önerilmektedir.

Anahtar Kelimeler

• Stratejik Kurumsal İletişim
• E-Yönetişim
• Halkla Etkileşim
• Sosyal Medya
• Merkez Bankası İletişimi

The Intersection of Strategic Corporate Communication with E-Governance: An Analysis of the Central Bank of the Republic of Türkiye

Öz

The communication strategies of public institutions have evolved into a multilayered structure that transcends mere information dissemination, now encompassing transparency, participation, and interaction within a governance framework. This transformation has positioned central banks organizations with both economic and political sensitivities as key actors not only in economic guidance but also in the construction of institutional legitimacy and public trust. Within this context, the present study aims to examine the digital communication strategies of the Central Bank of the Republic of Türkiye (CBRT) through the lens of e-governance components. Using qualitative content analysis, the study evaluates 441 X posts shared by the CBRT throughout 2024, as well as the associated official web content linked within these posts. The coding process was carried out on the basis of five basic e-governance components: Communication and Interaction, Information and Service Delivery, Transparency and Accountability, Auditing and finally Participation. A total of 2046 coding units were analyzed. The results show that CBRT's digital communication strategy is primarily focussed on communication and interaction, information and service delivery, transparency and accountability, while governance-oriented components such as auditing and participation are quite limited. These findings suggest that central banks' digital public communication is dominated by a one-way approach focussing on strategic information and verbal guidance, while participatory governance elements remain secondary. In this context, it is recommended to develop multidimensional models of analysis that rely not only on content but also on the dynamics of auditing and participation when assessing the performance of central banks' strategic communication on digital platforms.

Anahtar Kelimeler

• Strategic Corporate Communications
• E-Governance
• Public Interaction
• Social Media
• Central Bank Communications

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