ÜLKE MARKA İMAJINI YÖNETMEK: TÜRKİYE İMAJI ÜZERİNE BİRLEŞİK KRALLIK GAZETELERİNİN İÇERİK ANALİZİ

Yıl 2016, Cilt: 9 Sayı: 17, 65 - 86, 01.06.2016

İpek Altınbaşak Farina Barış Arslan

Öz

Ülkeler daha fazla turist, yatırımcı ve öğrenci çekebilmek için şirketler gibi birbiriyle yarışmak zorundadırlar ve bunu başarmak için de pazarlama araçlarını kullanırlar. Farklı araştırmalar güçlü ülke imajının rekabet avantajı sağladığını ortaya koymaktadır. Bu nedenle ülke imajının bir strateji çerçevesinde yönetilmesi gerekmektedir. Ülke imajının oluşmasında çeşitli kaynaklar etkili olmaktadır, bunların başında da medya gelmektedir. Medyanın insanların kafasında bir ülke hakkında algı oluşturmasına etki eden önemli bir kaynak olduğu çeşitli çalışmalarda ortaya konmaktadır. Yazılı basında yer alan haberlerin Türkiye’nin imajını hangi yönde etkileyebileceğini araştırmak amacıyla, 2014 yılında, dört ulusal Birleşik Krallık gazetesinin Internet sitelerinde yayınlanan haberler incelenmiştir. Toplam 1081 haber tespit edilmiş ve analiz edilmiştir. Yapılan içerik analizi sonucunda belirlenen her 6 boyutta da Birleşik Krallık medyasında yer alan haberlerin çoğunun negatif olduğu gözlemlenmektedir. Bulgular Birleşik Krallık’taki Türkiye imajının olumsuz yönde değişime uğramış olabileceğini ve bu sebeple bu ülkede olumlu algı yaratacak şekilde Türkiye imajının yönetilmesi gerektiğini ortaya koymaktadır

Anahtar Kelimeler

Ülke Markası, Ülke İmajı, Ulus Markası, İmaj Yönetimi, Türkiye

MANAGING COUNTRY BRAND IMAGE: A CONTENT ANALYSIS OF THE UK NEWSPAPERS ON THE IMAGE OF TURKEY

Öz

Countries, like companies, are competing with each other and using marketing tools so as to promote their country to increase their share of tourists, investors, students. Studies highlighted that a strong country brand image creates competitive advantage, thus it needs to be managed strategically. It is also argued that people form an image about a country by gathering information from different sources. Among those, media is proven to be an effective source which helps people to create a perception about a country, its products, its people, its potential etc. With the objective of exploring how the image of Turkey may be affected by the news appearing in the newspapers, a content analysis has been done on four of the UK national newspapers’ online sites in 2014. In total, 1081 news were detected and analyzed. Six main dimensions, namely economy, political, sociocultural, geographical aspects, sports and tourism have been identified. The content analysis indicates that most of the news that have taken place in the UK media are negative. Thus it can be argued that brand image of Turkey may have deteriorated in 2014 in the UK. Therefore, a proactive country image management strategy may be suggested to prevent negative consequences

Anahtar Kelimeler

Nation brand, Country image, Country brand, Media, Turkey, The United

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