Uluslararası Yayıncılık ve Dijital Kamu Diplomasisi Bağlamında Türkiye İmajının İletişimsel İnşası: TRT World İçerikleri Üzerine Nitel Bir Analiz

Öz

Bu çalışma, TRT World’ün dijital haber içeriklerinde Türkiye imajının uluslararası yayıncılık ve dijital kamu diplomasisi bağlamında nasıl inşa edildiğini incelemektedir. Araştırmanın kapsamını, TRT World’ün resmî web sitesinde 1 Haziran 2025 ile 31 Mayıs 2026 tarihleri arasında yayımlanan ve Türkiye’nin uluslararası görünürlüğüyle ilişkili yazılı haber metinleri oluşturmaktadır. Çalışmanın amacı, bu içeriklerde Türkiye’nin uluslararası kamuoyuna hangi diplomatik roller, temsil biçimleri ve anlatı eksenleri üzerinden sunulduğunu ortaya koymaktır. Araştırma, uluslararası kamuoyunun Türkiye’ye ilişkin algısını ölçmemekte; TRT World haberlerinde iletişimsel olarak kurulan temsil biçimlerini incelemektedir. Araştırmada nitel içerik analizi yöntemi kullanılmıştır. Ölçüt örnekleme yoluyla belirlenen 120 haber metni MAXQDA programı desteğiyle kodlanmış; analiz sonucunda 6 ana tema ve 36 kod oluşturulmuştur. Bulgular, TRT World içeriklerinde Türkiye imajının doğrudan tanıtıcı bir söylemle değil, haber metinlerinde süreklilik kazanan diplomatik aktörlük biçimleriyle kurulduğunu göstermektedir. Türkiye; barış arayan, diyalog ve müzakereyi öne çıkaran, ara buluculuk rolü üstlenen, bölgesel krizlerde istikrar arayan, lider ve kurumsal diplomasi yoluyla görünürlük kazanan, insani sorumluluk vurgusu yapan ve küresel meselelerde pozisyon alan bir aktör olarak temsil edilmektedir.

Anahtar Kelimeler

• TRT World
• Dijital Kamu Diplomasisi
• Türkiye İmajı
• Uluslararası Yayıncılık
• Uluslararası İletişim

Etik Beyan

Çalışma kapsamında herhangi bir insan katılımcıdan veri toplanmamış, anket, görüşme, odak grup görüşmesi, deney, gözlem veya kişisel veri toplamaya yönelik herhangi bir araştırma tekniği kullanılmamıştır. Araştırmada yalnızca kamuya açık biçimde yayımlanmış haber metinleri incelenmiş; kişisel veri, özel nitelikli kişisel veri ya da bireylerin mahremiyetini ihlal edebilecek herhangi bir içerik kullanılmamıştır. Bu nedenle söz konusu çalışma, etik kurul onayı gerektiren araştırmalar kapsamında değerlendirilmemektedir. Çalışmanın tüm aşamalarında bilimsel araştırma ve yayın etiği ilkelerine uygun hareket edilmiş; kullanılan kaynaklara gerekli atıflar yapılmış ve akademik dürüstlük ilkelerine bağlı kalınmıştır.

The Communicative Construction of Türkiye's Image in the Context of International Broadcasting and Digital Public Diplomacy: A Qualitative Analysis of TRT World Content

Öz

This study examines how the image of Turkey is constructed within TRT World’s digital news content, specifically within the context of international broadcasting and digital public diplomacy. The scope of the research comprises written news texts published on TRT World’s official website between June 1, 2025, and May 31, 2026, that relate to Turkey’s international visibility. The study aims to reveal the diplomatic roles, modes of representation, and narrative frameworks through which Turkey is presented to the international public in this content. The research does not measure international public perception of Turkey; rather, it analyzes the communicatively constructed modes of representation found in TRT World news reports. A qualitative content analysis method was employed. A total of 120 news texts, selected via criterion sampling, were coded using the MAXQDA software; the analysis resulted in the identification of six main themes and 36 codes. The findings indicate that the image of Turkey in TRT World’s content is constructed not through explicitly promotional discourse, but through forms of diplomatic agency that are consistently portrayed across the news texts. Turkey is represented as an actor that seeks peace; prioritizes dialogue and negotiation; assumes a mediating role; pursues stability in regional crises; gains visibility through leadership and institutional diplomacy; emphasizes humanitarian responsibility; and takes a stance on global issues.

Anahtar Kelimeler

• TRT World
• Türkiye
• Digital Public Diplomacy
• Communication
• Country Image
• International Broadcosting

Etik Beyan

No data was collected from any human participants in this study; no surveys, interviews, focus groups, experiments, observations, or any research techniques aimed at collecting personal data were used. The study only examined publicly available news articles; no personal data, sensitive personal data, or any content that could violate the privacy of individuals was used. Therefore, this study is not considered to be among the studies requiring ethical committee approval. Throughout all stages of the study, adherence to scientific research and publication ethics principles was ensured; necessary citations were made to the sources used, and the principles of academic integrity were maintained.

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