Halkla İlişkiler ve Reklam Perspektifinden Yaratıcılığın Geleceği

Öz

Geçmişten bugüne iletişim çalışmalarında yaratıcılık kavramı değer görmüştür. Yaratıcılık kapsadığı özgünlük, biriciklik, eşsiz olma özelliklerinin yanısıra hedef kitleye uygun bir mecra seçimiyle markanın fark edilmesinde önemli bir güce sahiptir. Ancak yaratıcılık kavramının daha çok reklam çalışmaları ile özdeşleşmesi literatürde önemli bir boşluğun oluşmasına neden olmaktadır. Sistematik inceleme ve içerik analizi yöntemlerinden yararlanılan bu çalışmamızın amacı; halkla ilişkiler ve reklamda yaratıcılık alanındaki akademik çalışmaların arşivlenmeye başladığı dönemden günümüze kadar hangi çerçevelerde ele alındığını, günümüzde iletişim alanında tartışılan yeni kavramların bu çerçevelere dahil olup olmadığını ortaya koymak ve bu alandaki gelecek çalışmalar için öngörüde bulunmaktır. Bu çalışma reklamın yanısıra özellikle halkla ilişkiler alanındaki yaratıcılık çalışmalarını da kapsamlı olarak ele alan ilk çalışma olma niteliği ile literatüre katkı sağlayacaktır. Bu amaçla yaptığımız sistematik inceleme ve içerik analizinden elde ettiğimiz bulgular halkla ilişkiler ve reklamda yaratıcılık alanındaki akademik çalışmaların 2000’li yıllar sonrasında artış gösterdiği; konuyla ilgili ilk çalışmaların tarihsel olarak reklam alanında gerçekleştiği; bilimsel çalışmalarda iki alanda da “yaratıcılık” ve “sosyal medya” kavramlarının ilgi odağı olduğu; araştırma konusu açısından ise Türkiye’deki yeni yönelimlerle ilgili bilimsel çalışmaların yabancı yayınlara göre daha az olduğu saptanmıştır. Buna göre dijitalleşme, değişen tüketici yapısı, çoklu ve etkileşimsel mecra kullanımının artması nedeniyle yaratıcılıkla ilgili kuramların güncellenmesi önemlidir.

Anahtar Kelimeler

• : Hallkla İlişkiler
• Reklam
• Yaratıcılık
• Öngörü
• Kampanyalar

The Future of Creativity From the Perspective of Public Relations and Advertising

Öz

The concept of creativity has been valued in communication studies from the past to the present. In addition to the originality, uniqueness, and uniqueness features that creativity encompasses, it has an important power in recognizing the brand with the selection of a medium suitable for the target audience. However, identifying the concept of creativity mostly just with advertising communication studies creates a significant gap. The aim of this study, which utilizes systematic review and content analysis methods, is to reveal the frameworks in which academic studies in the field of creativity in public relations and advertising have been handled from the period when they started to be recorded until today, to reveal whether the new concepts discussed in the field of communication today are included in these frameworks and to make predictions for future studies in this field. This study will contribute to the literature as it will be the first study to comprehensively address creativity studies in the field of public relations as well as advertising. Our study, conducted with a systematic review and content analysis methods, put forward that academic studies in the field of creativity in public relations and advertising have increased after the 2000s; the first studies on the subject were historically carried out in the field of advertising; the concepts of “creativity” and “social media” are the focus of attention in both fields in scientific studies; and in terms of research topic, scientific studies on new trends in Turkey are less than foreign publications. Accordingly, it is important to update theories on creativity due to digitalization, changing consumer structure, and increased use of multiple and interactive media.

Anahtar Kelimeler

• Public Relations
• Advertisement
• Creativity
• Foreseights
• Campaigns

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