Storytelling and Football: An Investigation On The Stories of ‘ Four Great Team’s Web Sites

Yıl 2020, Cilt: 15 Sayı: 22, 1200 - 1233, 29.02.2020

Özge Uğurlu Akbaş Sadık Çalışkan

https://doi.org/10.26466/opus.592530

Öz

Studies in the field of psychology and neuroscience show that the stories affect consumers' perception of the brand and its commitment to the brand. Brands are considered as a sum of the anticipations, memories, and stories about a certain company, product or service in the minds of consumers. In this sense, stories are considered as one of the most important means of establishing an emotional connection between brands and consumers. Sports clubs also use story and storytelling elements when communicating with their supporters. In this study, Turkey’s four major sports clubs, Beşiktaş JK, Fenerbahçe SK, Galatasaray SK and Trabzonspor's official web pages were viewed by using the core story model of Fog et al. Accordingly, there are four basic elements that form the basis of the story. These four elements are defined as "messages, conflicts, characters and event patterns". The questions we tried to answer are; how storytelling is used in these pages, what kinds of stories are used and how storytelling is used while communicating with supporters.

Anahtar Kelimeler

Sports Communication, Storytelling, Story, Four Great Teams

Öykü Anlatıcılığı ve Futbol: ‘Dört Büyükler’in İnternet Sitelerinde Aktarılan Öyküler Üzerine Bir İnceleme

Öz

Psikoloji ve sinirbilim alanında yapılan çalışmalar öykülerin tüketicilerin marka algısını ve markaya olan bağlılığını etkilediğini göstermektedir. Markalar tüketicilerin zihninde belli bir kurum, ürün ya da hizmet ile ilgili beklentilerin, hatıraların, öykülerin bir toplamı olarak kabul edilmektedir. Bu anlamda öyküler, markalar ve tüketiciler arasında duygusal bir bağ kurmanın en önemli araçlarından biri olarak görülür. Spor kulüpleri de marka değeri yaratan stratejiler kurgularken, taraftarları ile iletişim süreçlerinde öykü ve öykü anlatıcılığı unsurlarından yararlanmaktadır. Bu çalışmada Türkiye’nin dört büyük spor kulübü olarak kabul edilen Beşiktaş JK, Fenerbahçe SK, Galatasaray SK ve Trabzonspor’un resmi web sayfaları analiz edilmiş, incelemede Fog ve arkadaşlarının çekirdek öykü modeli kullanılmıştır. Buna göre öykünün temelini oluşturan dört temel unsur bulunmaktadır. Bu dört unsur “mesaj, çatışma, karakterler ve olay örgüsü” olarak tanımlanmaktadır. Çalışmada bahsi geçen takımların web sayfalarında taraftarları ile iletişim kurarken hangi tür öykülere yer verdiği ve öykü anlatıcılığı unsurlarını ne ölçüde kullandığı gibi soruların yanıtları aranmıştır.

Anahtar Kelimeler

“Spor İletişimi”, “Öykü Anlatıcılığı”, Öykü, Dört Büyükler

Kaynakça

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