TİKTOK DİPLOMASİSİ: GO TÜRKİYE KAMPANYASI ÜZERİNE BİR ARAŞTIRMA

Öz

Günümüzde TikTok, kamu diplomasisi faaliyetlerinde yaygın olarak kullanılan başlıca dijital platformlardan biri hâline gelmiştir. Türkiye’de, Kültür ve Turizm Bakanlığı da ülkenin yumuşak güç unsurlarını uluslararası kamuoyuna tanıtmak amacıyla başlattığı Go Türkiye kampanyası için TikTok'ta resmi bir hesap oluşturmuştur. Bu çalışma, Bakanlığın Go Türkiye kampanyası kapsamında TikTok üzerinden yürüttüğü iletişim stratejilerini incelemeyi amaçlamıştır. Bu doğrultuda, Bakanlığın dijital kamu diplomasisi uygulamalarına ve TikTok’un kamu diplomasisi alanındaki işlevine ilişkin literatüre katkı sunulması hedeflenmiştir. Çalışma kapsamında, 16 Ağustos 2022 ile 4 Nisan 2025 tarihleri arasında paylaşılan 494 video içerik analizi ile incelenmiştir. Bulgular, içeriklerde altyazı, açıklama, müzik ve hashtag gibi unsurlarının yoğun biçimde kullanıldığını göstermiştir. Profesyonel düzeyde hazırlanmış farklı video türleri aracılığıyla Türkiye’nin kültürel mirası, doğal varlıkları, turistik bölgeleri, gastronomik öğeleri ve önemli günlerine ilişkin bilgilendirme yapıldığı görülmüştür. Bu stratejik tercihler sonucunda, içeriklerin geniş kitlelere ulaştığı ve yüksek düzeyde etkileşim aldığı tespit edilmiştir. Fakat, içeriklerde dezavantajlı grupların ihtiyaçlarının yeterince gözetilmediği, çok dillilik ilkesinin sınırlı düzeyde uygulandığı, ülkenin kapsamlı ve dengeli bir şekilde temsil edilmediği ve iletişimin büyük ölçüde tek yönlü gerçekleştiği tespit edilmiştir.

Anahtar Kelimeler

• Kamu Diplomasisi
• Dijitalleşme
• Sosyal Medya
• TikTok
• Go Türkiye

TIKTOK DIPLOMACY: A STUDY ON THE GO TÜRKİYE CAMPAIGN

Öz

In recent years, TikTok has emerged as one of the primary digital platforms extensively utilized in public diplomacy practices. In Türkiye, the Ministry of Culture and Tourism established an official TikTok account as part of its Go Türkiye campaign, initiated to promote the country’s soft power assets to the international public. This study aimed to examine the Ministry’s communication strategies conducted via TikTok within the framework of the Go Türkiye campaign. Accordingly, the research sought to contribute to the literature on the Ministry’s digital public diplomacy practices and the functional role of TikTok in the context of public diplomacy. Within the scope of the study, a total of 494 videos shared between 16 August 2022 and 4 April 2025 were analyzed through content analysis. The findings revealed the extensive use of narrative elements such as subtitles, captions, music, and hashtags. The content indicated that Türkiye’s cultural heritage, natural assets, tourist destinations, gastronomic elements, and significant commemorative days were communicated through professionally produced videos encompassing a range of audiovisual formats. As a result of these strategic choices, the content achieved broad audience reach and high levels of engagement. However, the findings also indicated that the communication strategy failed to adequately address the needs of disadvantaged groups, did not sufficiently adopt multilingualism, presented a selective and unbalanced portrayal of the country, and largely followed a one-way communication model.

Anahtar Kelimeler

• Public Diplomacy
• Digitalization
• Social Media
• TikTok
• Go Türkiye

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