THE CONCEPT OF NUDGE AND BOOSTING IN INFLUENCING MEDIA EMPLOYEES’ SUSTAINABILITY BEHAVIOR

Öz

This study aims to establish a foundation for measuring the nudging and boosting strategies to popularize sustainable behaviors with a specific focus on press employees. The struggle against climate crisis is one of the biggest global challenges of the 21st century, and this struggle requires comprehensive innovations, changes and adaptation processes in every segment of society. Press employees, who have a significant impact on society, play a critical role in both mediating the environmental impacts of the institutions they are affiliated with and influencing the sustainability behaviors of society. This situation is of great importance in terms of environmental sustainability in developing the attitudes and behaviors of press employees towards protecting the environment and in raising awareness in society. Behavioral economics examines the situations in which individuals do not behave rationally regarding the sustainable environment and the deviations that lead to these irrational behaviors, and suggests various strategies to correct these deviations. However, recent studies have shown that the effect of nudges on directing individual behaviors has decreased. Therefore, the concept of boosting has been developed to make individuals' behaviors more sustainable and to increase the effectiveness of nudges. While nudges are based on manipulating the choice architecture to direct individuals to better options, boosting focuses on improving people's ability to make healthier decisions. The aim of this study is to examine, within a conceptual and normative framework, how the behavioral economics concepts of nudging and boosting can be used to make the environmental behaviors of press employees sustainable, and to determine which one is more effective. In this context, if the nudging method is not sufficient, it is aimed to make recommendations to ensure the continuity of press employees' behaviors through boosting strategies.

Anahtar Kelimeler

• Nudge
• Boosting
• Sustainability
• Press Personnel
• Behavioral Economics.

BASIN ÇALIŞANLARININ SÜRDÜRÜLEBİLİRLİK DAVRANIŞLARINI ETKİLEMEDE DÜRTME VE GÜÇLENDİRME KAVRAMI

Öz

Bu çalışma kapsamında basın çalışanları özelinde sürdürülebilirlik davranışlarını yaygınlaştırmak amacıyla dürtme ve güçlendirme stratejilerinin ölçülebilmesi adına bir temel oluşturulması hedeflenmektedir. İklim krizi ile mücadele, 21. yüzyılın en büyük küresel zorluklarından bir tanesidir ve bu mücadele toplumun her kesiminde kapsamlı yenilikler, değişimler ve uyum süreçlerini gerektirmektedir. Toplumda önemli bir etkiye sahip olan basın çalışanları hem mensubu oldukları kurumların çevreye etkilerine aracılık etmekte hem de toplumun sürdürülebilirlik davranışlarını etkilemekte kritik bir rol üstlenmektedir. Bu durum basın kuruluşlarındaki çalışanların çevreyi korumaya yönelik tutum ve davranışlarının geliştirilmesi ve toplumun bilinçlendirilmesinde çevresel sürdürülebilirlik açısından büyük önem taşımaktadır. Davranışsal iktisat, sürdürülebilir çevre konusunda, bireylerin rasyonel davranmadıkları durumları ve bu irrasyonel davranışlara yol açan sapmaları incelemekte ve bu sapmaların düzeltilmesine yönelik çeşitli stratejiler önermektedir. Ancak son dönemde yapılan araştırmalar, dürtmenin birey davranışlarını yönlendirme üzerindeki etkisinin azaldığını ortaya koymuştur. Bu nedenle bireylerin davranışlarını daha sürdürülebilir hale getirmek ve dürtmenin etkinliğini artırmak için güçlendirme (boosting) kavramı geliştirilmiştir. Dürtmeler, bireyleri daha iyi seçeneklere yönlendirmek için seçim mimarisini manipüle etmeye dayanırken, güçlendirmeler insanların daha sağlıklı kararlar verebilme becerilerini geliştirmeye odaklanmaktadır. Bu çalışmanın amacı, basın çalışanlarının çevresel davranışlarını sürdürülebilir kılmak için davranışsal iktisat kavramlarından olan dürtme ve güçlendirmenin nasıl kullanılabileceğini kavramsal ve normatif bir çerçevede incelemek ve hangisinin daha etkili olduğunu belirlemektir. Bu bağlamda eğer dürtme yöntemi yeterli olmuyorsa güçlendirme stratejileri ile basın çalışan davranışlarının sürekliliğini sağlamak adına önerilerde bulunmak hedeflenmiştir.

Anahtar Kelimeler

• Dürtme
• Güçlendirme
• Sürdürülebilirlik
• Basın Çalışanları
• Davranışsal İktisat.

Kaynakça

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