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KAMU KURUMLARININ KRİZ DÖNEMLERİNDE SOSYAL MEDYA KULLANIMI: COVID-19 SÜRECİNDE SAĞLIK BAKANLIĞI’NIN TWITTER PAYLAŞIMLARINA YÖNELİK İÇERİK ANALİZİ

Yıl 2022, Cilt: 4 Sayı: 2, 31 - 55, 30.12.2022
https://doi.org/10.53281/kritik.1197872

Öz

Kriz, ortaya çıkış anı itibariyle örgütün tüm paydaşları üzerinde bunalım ve panik yaratabilen bir olgudur. Krizle birlikte paydaşlar üzerinde gelişen panik ve bunalım, özel sektör organizasyonlarının yaşamını sonlandırabilirken kamusal sektörde oy kayıplarına yol açabilmektedir. Bu nedenle hem özel hem de kamusal sektörde kriz iletişimi uygulamaları gereklidir. Kriz iletişimi uygulamaları sayesinde mevcut kitlesel paniğe erken müdahalede gerçekleştirilebilirken kimi zaman kriz fırsata da dönüştürülebilmektedir. Kriz iletişimi kapsamında geçmişte, paydaşlara ulaşabilmek için geleneksel medya mecralarından yararlanılabilirken günümüzde, Web 2.0 teknolojisinin getirdiği yenilikler sayesinde sosyal medya mecralarından da faydalanılabilmektedir. Sosyal medya mecraları sayesinde organizasyon ile paydaşlar arasında karşılıklı etkileşime dayanan kriz iletişimi uygulamaları gerçekleştirilebilmektedir. Çalışma kapsamında, 2020 yılında tüm dünyayı etkisi altına alan Covid-19 salgını sürecinde Türkiye’de yetkili kurum olan T.C. Sağlık Bakanlığı’nın Twitter paylaşımları incelenmiştir. Paylaşımlar incelenirken, ‘Kriz ve Acil Durum Risk İletişimi Modeli’ ve ‘Durumsal Kriz İletişimi Teorisi’ çerçevesinde oluşturulan kodlama cetvelinden yararlanılarak içerik analizi yöntemi uygulanmıştır. Araştırmada, Bakanlığın Covid-19 salgın krizi sürecinde, Twitter platformunu kullanarak kitlelere, salgının etkisini ve kitlesel paniği azaltmaya yardımcı olabilecek iletiler gönderdiği, fakat sosyal medya mecralarının etkileşim olanaklarını kullanmadığı ve Covid-19 ile ilgili paylaşımların daha fazla etkileşim aldığı bulgulanmıştır.

Kaynakça

  • Acar, A., & Muraki, Y. (2011). Twitter for crisis communication: lessons learned from Japan’s tsunami disaster. Int. J. Web Based Communities, 7(3), s. 392-402.
  • Bag, M., & Sade, G. (2020, 05 04). Dünyada Covid-19: İlk 4 ayında neler yaşandı? Salgının seyri ne durumda? : https://tr.euronews.com/2020/05/04/dunyada-covid-19-salg-n-n-ilk-100-gununde-yasananlar-ilk-nerede-ortaya-c-kt-nas-l-yay-ld adresinden alındı
  • Bryman, A. (2012). Social research methods. New York: Oxford University Press.
  • CDC. (2014). Crisis emergency risk communication 2014 edition. Atalanta: Centers for Disease Control.
  • Coombs, T. W. (2004). Impact of past crises on current crisis communication : Insights from situational crisis communication theory. Journal of Business Communication, 41(3), 265-289.
  • Coombs, T. W. (2008). The protective powers of crisis response strategies. Journal of Promotion Management, 12(3), 241-260.
  • Coombs, T. W. (2015). Ongoing crisis communication planning, managing, and responding. Florida: SAGE Publications.
  • Coombs, T. W., & Holladay, S. J. (2002). Helping crisis managers protect reputational assets: Initial tests of the situational crisis communication theory. Management Communication Quarterly, 165-186.
  • Covello, V. T. (2003). Best practices in public health risk and crisis communication. Journal of Health Communication, 8, s. 5-8.
  • Coyne, J. C. (2013, 01 24). The role of social media in disaster psychiatry (or how I became a fan of Facebook). https://www.coyneoftherealm.com/2013/01/24/the-role-of-social-media-in-disaster-psychiatry-or-how-i-became-a-fan-of-facebook/ adresinden alındı
  • Eriksson, M. (2018). Lessons for crisis communication on social media: A systematic review of what research tells the practice. International Journal of Strategic Communication, 12(5), 526-551.
  • Fearn-Banks, K. (2011). Crisis Communications A CaseBook Approach. New York: Routledge.
  • Fearn-Banks, K. (2016). Crisis Communications A Casebook Approach. London: Routledge.
  • Gonza lez-Herrero, A., & Smith, S. (2008). Crisis communications management on the web: How internet-based technologies are changing the way public relations professionals handle business. Journal of Contingencies and Crisis Management, 16(3), s. 143-153.
  • Holladay, S. J. (2010). Are they practicing what we are preaching? An investigation of crisis communication strategies in the media coverage of chemical accidents. W. T. Coombs, & S. J. Holladay içinde, The Handbook of Crisis Communication (s. 159-180). Hoboken: Blackwell Publishing.
  • Holmes, W. (2011). Crisis communications and social media: Advantages, disadvantages and best. Knoxville: University of Tennessee.
  • Houston, B. J., Hawthrone, J., Perreault, M. F., Park, E. H., Hode, M. G., Hallwell, M., & Griffth, S. A. (2014). Social media and disasters: a functional framework for social media use in disaster planning, response, and research. Disaster, 39(1), 1-22.
  • Hyer, R. N., & Covello, V. T. (2005). Effective media communication during public health emergencies. Geneva: World Health Organizations.
  • König, K. (1991). Comments on "The Chernobyl disaster and nuclear fallout". U. Rosenthal, & B. Pijnenburg içinde, Crisis management and decision making (s. 37-43). Springer.
  • Reich, Z., Bentman, M., & Jackman, O. (2011). A crisis communication guide for public. M. Vos, R. Lund, H. Loit-Harro, & Z. Reich içinde, Developing a crisis communication scorecard (s. 265-324). Jyväskylä: Studies in Humanities University of Jyväskylä.
  • Reynolds, B., & Seeger, M. W. (2005). Crisis and emergency risk communication as an integrative model. Journal of Health Communication: International Perspectives, 10(1), 43-55.
  • Sağlık Bakanlığı. (2020, 03 11). Covid-19 bilgilendirme sayfası. https://covid19.saglik.gov.tr/TR-66935/genel-koronavirus-tablosu.html?gclid=CjwKCAiAxeX_BRASEiwAc1QdkWAI98xX0WPkQLUP1NLxQwG7BFJj-1FqsuzljMGTUOcKEYYq_4sS_hoC0ysQAvD_Bw adresinden alındı
  • Spialek, M. L., Czlapinski, H. M., & Houston, J. B. (2016). Disaster communication ecology and community resilience perceptions following the 2013 central Illinois tornadoes. International Journal of Disaster Risk Reduction, 17, s. 154-160.
  • Ulmer, R. R., & Sellnow, T. (2000). Consistent questions of ambiguity in organizational crisis communication: Jack in the box as a case study. Journal of Business Ethics, 143-155.
  • Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). Work-in-process literature review: Incorporating social media in risk and crisis communication. Journal of contingencies and crisis management, 19(2), 110-122.
  • Wendling, C., Radisch, J., & Jacobzone, S. (2013). The use of social media in risk and crisis communication. OECD Working Papers on Public Governance(24), 1-41.
  • Wood, J. M. (2007, 10 3). Understanding and Computing Cohen’s Kappa: A Tutorial. 04 12, 2021 tarihinde
  • WebPsychEmpiricist: http://mywpe.info/vault/wood07/Wood07.pdf adresinden alındı

SOCIAL MEDIA USE OF PUBLIC INSTITUTIONS IN PERIOD OF CRISIS: CONTENT ANALYSIS INTENDED FOR TWITTER SHARES OF MINISTRY OF HEALTH IN TIME OF COVID-19

Yıl 2022, Cilt: 4 Sayı: 2, 31 - 55, 30.12.2022
https://doi.org/10.53281/kritik.1197872

Öz

Crisis is a phenomenon that can cause depression and panic in all stakeholders of the organization when it appears. Therefore, crisis communication practices are required for both private and public sector organizations. In the past, traditional media channels were used to reach stakeholders within crisis communication, but today, thanks to the innovations brought by Web 2.0 technology, social media channels can also be used. Crisis communication applications that based on mutual interaction between the organization and stakeholders can be realized through social media channels. In this study, in 2020 affected the entire world, during the Covid-19 outbreak that authorities in Turkey The Ministry of Health's Twitter posts were examined. For this purpose, the Twitter posts of the Ministry of Health were subjected to content analysis with the coding chart created within the framework of the "Crisis and Emergency Risk Communication Model". In the study, it was found that the Ministry of Health used the Twitter platform to send messages to the masses that could help reduce the impact of the epidemic and mass panic during the Covid-19 epidemic crisis, but did not use the interaction opportunities of social media channels. The main recommendation of the study is that, in crisis situations that may ocur in the future, public institutions should take into account the feedbacks of the masses by using the means of interaction in their crisis communication activities on social media channels.

Kaynakça

  • Acar, A., & Muraki, Y. (2011). Twitter for crisis communication: lessons learned from Japan’s tsunami disaster. Int. J. Web Based Communities, 7(3), s. 392-402.
  • Bag, M., & Sade, G. (2020, 05 04). Dünyada Covid-19: İlk 4 ayında neler yaşandı? Salgının seyri ne durumda? : https://tr.euronews.com/2020/05/04/dunyada-covid-19-salg-n-n-ilk-100-gununde-yasananlar-ilk-nerede-ortaya-c-kt-nas-l-yay-ld adresinden alındı
  • Bryman, A. (2012). Social research methods. New York: Oxford University Press.
  • CDC. (2014). Crisis emergency risk communication 2014 edition. Atalanta: Centers for Disease Control.
  • Coombs, T. W. (2004). Impact of past crises on current crisis communication : Insights from situational crisis communication theory. Journal of Business Communication, 41(3), 265-289.
  • Coombs, T. W. (2008). The protective powers of crisis response strategies. Journal of Promotion Management, 12(3), 241-260.
  • Coombs, T. W. (2015). Ongoing crisis communication planning, managing, and responding. Florida: SAGE Publications.
  • Coombs, T. W., & Holladay, S. J. (2002). Helping crisis managers protect reputational assets: Initial tests of the situational crisis communication theory. Management Communication Quarterly, 165-186.
  • Covello, V. T. (2003). Best practices in public health risk and crisis communication. Journal of Health Communication, 8, s. 5-8.
  • Coyne, J. C. (2013, 01 24). The role of social media in disaster psychiatry (or how I became a fan of Facebook). https://www.coyneoftherealm.com/2013/01/24/the-role-of-social-media-in-disaster-psychiatry-or-how-i-became-a-fan-of-facebook/ adresinden alındı
  • Eriksson, M. (2018). Lessons for crisis communication on social media: A systematic review of what research tells the practice. International Journal of Strategic Communication, 12(5), 526-551.
  • Fearn-Banks, K. (2011). Crisis Communications A CaseBook Approach. New York: Routledge.
  • Fearn-Banks, K. (2016). Crisis Communications A Casebook Approach. London: Routledge.
  • Gonza lez-Herrero, A., & Smith, S. (2008). Crisis communications management on the web: How internet-based technologies are changing the way public relations professionals handle business. Journal of Contingencies and Crisis Management, 16(3), s. 143-153.
  • Holladay, S. J. (2010). Are they practicing what we are preaching? An investigation of crisis communication strategies in the media coverage of chemical accidents. W. T. Coombs, & S. J. Holladay içinde, The Handbook of Crisis Communication (s. 159-180). Hoboken: Blackwell Publishing.
  • Holmes, W. (2011). Crisis communications and social media: Advantages, disadvantages and best. Knoxville: University of Tennessee.
  • Houston, B. J., Hawthrone, J., Perreault, M. F., Park, E. H., Hode, M. G., Hallwell, M., & Griffth, S. A. (2014). Social media and disasters: a functional framework for social media use in disaster planning, response, and research. Disaster, 39(1), 1-22.
  • Hyer, R. N., & Covello, V. T. (2005). Effective media communication during public health emergencies. Geneva: World Health Organizations.
  • König, K. (1991). Comments on "The Chernobyl disaster and nuclear fallout". U. Rosenthal, & B. Pijnenburg içinde, Crisis management and decision making (s. 37-43). Springer.
  • Reich, Z., Bentman, M., & Jackman, O. (2011). A crisis communication guide for public. M. Vos, R. Lund, H. Loit-Harro, & Z. Reich içinde, Developing a crisis communication scorecard (s. 265-324). Jyväskylä: Studies in Humanities University of Jyväskylä.
  • Reynolds, B., & Seeger, M. W. (2005). Crisis and emergency risk communication as an integrative model. Journal of Health Communication: International Perspectives, 10(1), 43-55.
  • Sağlık Bakanlığı. (2020, 03 11). Covid-19 bilgilendirme sayfası. https://covid19.saglik.gov.tr/TR-66935/genel-koronavirus-tablosu.html?gclid=CjwKCAiAxeX_BRASEiwAc1QdkWAI98xX0WPkQLUP1NLxQwG7BFJj-1FqsuzljMGTUOcKEYYq_4sS_hoC0ysQAvD_Bw adresinden alındı
  • Spialek, M. L., Czlapinski, H. M., & Houston, J. B. (2016). Disaster communication ecology and community resilience perceptions following the 2013 central Illinois tornadoes. International Journal of Disaster Risk Reduction, 17, s. 154-160.
  • Ulmer, R. R., & Sellnow, T. (2000). Consistent questions of ambiguity in organizational crisis communication: Jack in the box as a case study. Journal of Business Ethics, 143-155.
  • Veil, S. R., Buehner, T., & Palenchar, M. J. (2011). Work-in-process literature review: Incorporating social media in risk and crisis communication. Journal of contingencies and crisis management, 19(2), 110-122.
  • Wendling, C., Radisch, J., & Jacobzone, S. (2013). The use of social media in risk and crisis communication. OECD Working Papers on Public Governance(24), 1-41.
  • Wood, J. M. (2007, 10 3). Understanding and Computing Cohen’s Kappa: A Tutorial. 04 12, 2021 tarihinde
  • WebPsychEmpiricist: http://mywpe.info/vault/wood07/Wood07.pdf adresinden alındı
Toplam 28 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Halkla İlişkiler
Bölüm Makaleler
Yazarlar

Doğan Can Gazaz 0000-0002-8133-690X

Yayımlanma Tarihi 30 Aralık 2022
Gönderilme Tarihi 1 Kasım 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 4 Sayı: 2

Kaynak Göster

APA Gazaz, D. C. (2022). KAMU KURUMLARININ KRİZ DÖNEMLERİNDE SOSYAL MEDYA KULLANIMI: COVID-19 SÜRECİNDE SAĞLIK BAKANLIĞI’NIN TWITTER PAYLAŞIMLARINA YÖNELİK İÇERİK ANALİZİ. Kritik İletişim Çalışmaları Dergisi, 4(2), 31-55. https://doi.org/10.53281/kritik.1197872

Kritik İletişim Çalışmaları Dergisi © 2018 by Nuri Paşa Özer is licensed under Creative Commons Attribution-NonCommercial 4.0 International. 

Journal of Critical Communication © 2018 by Nuri Paşa Özer is licensed under Creative Commons Attribution-NonCommercial 4.0 International.