HALKA DOĞRU MU YOKSA ŞİRKET-DEVLETLEŞMEYE DOĞRU MU

Yıl 2015, Cilt: 8 Sayı: 4, 154 - 186, 01.01.2015

Tolga Kılıç

Öz

Halkla İlişkiler (Hİ) disiplininin tanım ve rolünün ne olduğu konusu üzerinde tartışmalar sürmektedir. Fakat Hİ'in teorileştirilmesinde Grunig'in geliştirdiği Excellence Teorisi'nin önemli etkileri olduğu kabul edilir. Teori, halkla ilişkileri; organizasyon ile hedef kitleleri arasında; karşılıklı yarara dayalı ilişkiler kurmak ve idame ettirmek amacıyla çift-yönlü simetrik iletişim modelinin uygulanması gerektiği bir süreç olarak teorileştirir. Yani teori, halkla ilişkilerin faaliyet alanını; organizasyonlar ve onların hedef kitleleri olarak sınırlandırmaktadır. Öte yandan Kurumsal Sosyal Sorumluluk (KSS) yaklaşımının, bu sınırları aşmaya çalıştığı ve toplumların çıkarlarını; kar-amaçlı kuruluşlar ve onların hedef kitlelerinin çıkarları üzerine öncelikli kılmaya çalıştığı savunulur. Fakat acaba bu gerçekten böyle midir? KSS ve üzerine dayandırılmaya çalışıldığı Stakeholder Teorisi (Paydaş Teorisi) gerçekten özgeci ve halkçı mıdırlar? Yoksa Stakeholder Teorisi de Excellence Teorisi kadar kapitalist bir teori midir? Literatür incelemesi neticesinde varılan netice ilginçtir. KSS'nin toplumlara doğru mu yoksa şirket-devletleştirmeye doğru mu giden bir şey olup olmadığı net değildir. Özetle halkla ilişkilerde Grunigci yaklaşımın takip edilmesinin kapitalist ekonomi-politiğinin sürdüğü bu mevcut ahval içinde daha uygun olacağına kanaat getirildi. 

 

Anahtar Kelimeler

Kapitalist; Excellence teorisi; kurumsal sosyal sorumluluk; şirket-devletleştirme

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