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- Title
TÜRK ÜNİVERSİTELERİ TWITTER'I DİYALOGSAL İLETİŞİM AÇISINDAN NASIL KULLANIYOR: BEŞ TÜRK ÜNİVERSİTESİ ÜZERİNE BİR İÇERİK ANALİZİ.
- Authors
KÖSEOĞLU, Özgür; KÖKER, Nahit Erdem
- Abstract
Today, there is little doubt that social media have an impact on public relations. Some practitioners and scholars say that social media reflect a shift from monologue to dialogue in organizational relationships and hence have the potential to make public relations more interactive, symmetrical and dialogical. If properly utilized, social media such as Facebook or Twitter can provide a space for publics to express themselves and for organizations to listen to their publics and engage with conversations among them. However, despite appreciable excitement surrounding the potential of social media and dialogic communication, some research show that these new communication channels are used under the interruptive, traditional one-way, asymmetrical paradigm of practice and therefore public relations cannot take full advantage of their dialogic features. For that reason, the question, today, is not 'if' but 'how' to use social media in public relations effectively. In light of Kent and Taylor (1988)'s five dialogic principles for mediated public relations, this study examines which dialogic features are presented in Twitter profiles and tweets of top five Turkish universities in URAP 2012 and 2013 lists. The results from the content analysis show that the principle indices for usefulness of information scored the highest while the principle indices for generation of return visits and dialogic loop scored the lowest. These findings suggest that in general; the top five Turkish universities in URAP 2012 and 2013 lists don't utilize Twitter as a dialogic communication tool.
- Subjects
PUBLIC relations research; SOCIAL media research; FACEBOOK (Web resource); TWITTER (Web resource); COMMUNICATION methodology
- Publication
Global Media Journal: Turkish Edition, 2014, Vol 4, Issue 8, p213
- ISSN
1309-7601
- Publication type
Article