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Halkla İlişkiler ve Sosyal Sermayenin Ortak Bağlamları

Year 2023, Volume: 10 Issue: 1, 505 - 524, 30.01.2023
https://doi.org/10.17680/erciyesiletisim.1189842

Abstract

Halkla ilişkiler tarihsel süreç içerisinde geçirdiği değişim sonucunda hedef kitleyle kurduğu iletişimde güven ve insan ilişkileri bağlamında ağlar (network) önemli kavramlar haline gelmiştir. Bu bağlamda sosyal sermayeyi en genel anlamda en az iki kişisi arasında güvene dayalı kurulan ilişki biçimi olarak tanımlandığında sosyal sermaye hedef kitleyle kurulan iletişimde önemli bir aracı olabilir. Yine benzer bir biçimde halkla ilişkiler ve sosyal sermaye benzer retorikleri kullanmaktadır. Örneğin halkla ilişkilerde köprü kuruculuk ve anlam inşası kavramı sosyal sermayenin köprü kurucu ve birleştirici olmasıyla benzer işlevleri taşımaktadır. Herhangi bir örgütte örgütün kendisine ve ortamlarına (paydaş/ hedef kitle) açık veya örtük bir biçimde birtakım önyargılar mevcuttur. Bu önyargılar kültürel bağlamdadır. Tam bu noktada sosyal sermayeden bahsederken önyargılardan arınma ve yaşanılan çevre içerisinde ortak değerleri oluşturmadan söz edilebilir. Örgütlerinde toplumsal yapı içerisinde yaşayan canlı birer varlıkları olduğu kabulüyle sosyal sermaye kavramı örgütlerde halkla ilişkiler uygulayıcıları için önemli bir kavram olabilir. Araştırma konusu ile ilgili Türkçe alanyazın tarandığında benzer bir çalışmaya rastlanmamıştır. Bu bağlamda Halkla ilişkiler alanında sosyal sermaye konusunu irdelemek çalışmanın özgün tarafıdır. Bu nedenle çalışmada halkla ilişkiler açısından sosyal sermayenin alanyazında yeri ve önemi irdelenmektedir.

References

  • Adler, P. S., & Kwon, S.-W. (2022). Social Capital: Prospects for a New Concept. 25.
  • Ata, B., & Urman, B. (2008). Sistematik Derlemelerin Kritik Analizi. Türk Jinekoloji ve Obstetrik Derneği Dergisi, 5(4), 233-240.
  • Barber, B. (1983). The Logic and Limits of Trust,. Rutgers University Press,.
  • Bennett, W. (2003). Communicating Global Activism. Information, Communication & Society, 6(2), 143-168. https://doi.org/10.1080/1369118032000093860a
  • Berger, B. K. (2005). Power Over, Power With, and Power to Relations: Critical Reflections on Public Relations, the Dominant Coalition, and Activism. Journal of Public Relations Research, 17(1), 5-28. https://doi.org/10.1207/s1532754xjprr1701_3
  • Bourdieu, P. (1980). Le Capital Social: Notes Provisoires. Actes de la Recherche en Sciences Sociales, 31, 2-3.
  • Bourdieu, P. (1985). The Social Space and the Genesis of Groups. 23.
  • Bourdieu, P. (2000). Making the Economic Habitus: Algerian Workers Revisited. Ethnography, 1(1), 17-41. https://doi.org/10.1177/14661380022230624
  • Broom, G. M., Casey, S., & Ritchey, J. (1997). Toward a Concept and Theory of Organization- Public Relationships. Journal of Public Relations Research, 9(2), 83-98. https://doi.org/10.1207/s1532754xjprr0902_01
  • Burt, M. K. R. S. (1992). Trust And Third-Party Gossip. İçinde Trust İn Organizations:Frontiers Of Theory And Research (ss. 68-89). Sage Publications.
  • Chen, Y.-N. K. (2011). Social capital, human capital, and career success in public relations in Taiwan. Chinese Journal of Communication, 4(4), 430-449. https://doi.org/10.1080/17544750.2011.616290
  • Chung, L. H, G., P. T. (1997). Corporate Entrepreneurship: The Roles Of İdeology And Social Capital. Group & Organization Management, 22(1), 10-30.
  • Coleman, J. S. (1988). Social Capital in the Creation of Human Capital. The American Journal of Sociology, 94, S95-S120.
  • Daft, R. L. (2010). Organization theory and design (10th ed). South-Western Cengage Learning.
  • Dodd, M. D. (2016). Intangible resource management: Social capital theory development for public relations. Journal of Communication Management, 20(4), 289-311. https://doi.org/10.1108/JCOM-12-2015-0095
  • Esser, H. (2008). The two meanings of social capital. In D. Castiglione,. İçinde The handbook of social capital (ss. 22-49). Oxford University Press.
  • Field, J. (2008). Sosyal Sermaye. İstanbul Bilgi Üniversitesi Yayınları.
  • Fukuyama, F. (1995). Social Capital and the Global Economy. Social Capital and the Global Economy, 89-103.
  • Fukuyama, F. (2000a). Güven ( Sosyal Erdemler ve Refahın Yaratılması). Türkiye İş Bankası Yayınları.
  • Fukuyama, F. (2000b). Social Capital and Civil Society. IMF Working Papers, 00(74), 1. https://doi.org/10.5089/9781451849585.001
  • Geçikli, F. (2016). Halkla İlişkiler ve İletişim. Beta Yayınları.
  • Giddens, A. (2016). Modernliğin Sonuçları. Ayrıntı Yayınları.
  • Gruning, J. E. (2005). Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik. Rota Yayıncılık.
  • Gruning, J. E., & Hunt, T. (1984). Managing Public Relations. Cbs College Publishing.
  • Hallahan, K. (2001). Strategic Media Planning: Toward An İntegrated Public Relations Media Model. İçinde Handbook Of Public Relations (ss. 461-470). Sage.
  • Hou, J. Z., & Zhu, Y. (2020). Social capital, guanxi and political influence in Chinese government relations. Public Relations Review, 46(1), 101885. https://doi.org/10.1016/j.pubrev.2020.101885
  • Https://sozluk.gov.tr/. (2022, Eylül 1). [Kişisel iletişim].
  • Ice, R. (1991). Corporate Publics and Rhetorical Strategies: The Case of Union Carbide’s Bhopal Crisis. 4(3), 341-362.
  • Ihlen, Ø. (2002). Rhetoric and resources: Notes for a new approach to public relations and issues management. Journal of Public Affairs, 2(4), 259-269. https://doi.org/10.1002/pa.118
  • Ihlen, Ø. (2005). The power of social capital: Adapting Bourdieu to the study of public relations. Public Relations Review, 31(4), 492-496. https://doi.org/10.1016/j.pubrev.2005.08.007
  • Ihlen, Ø. (2018). The Handbook of Organizational Rhetoric and Communication. 536.
  • Kaid, L. L. (Ed.). (2004). Handbook of political communication research. Lawrence Erlbaum Associates.
  • Karaçam, Z. (2013). Sistematik Derleme Metodolojisi: Sistematik Derleme Hazırlamak İçin Bir Rehber. 8.
  • Kennan, W. R., & Hazleton, V. (2005a). Internal Public Relations, Social Capital, and the Role of Effective Organizational Communication. 29.
  • Kennan, W. R., & Hazleton, V. (2005b). Internal Public Relations, Social Capital, and the Role of Effective Organizational Communication. 29.
  • Knack, S., & Keefer, P. (1997). Does Social Capital Have an Economic Payoff? A Cross-Country Investigation. Quarterly Journal of Economics, 112(4), 1251-1288.
  • Kramer, R. M. (1999). TRUST AND DISTRUST IN ORGANIZATIONS: Emerging Perspectives, Enduring Questions. Annual Review of Psychology, 50(1), 569-598. https://doi.org/10.1146/annurev.psych.50.1.569
  • Kroon, van der, Pierick, ten, Vlieger, J. J. de, Backus, G. B. C., & King, . R.P. (2002). Social capital and communication. Agricultural Economics Research Institute.
  • Leana, C. R., & van Buren, H. J. (1999). Organizational Social Capital and Employment Practices. The Academy of Management Review, 24(3), 538. https://doi.org/10.2307/259141
  • Lin, N. (2001). Social Capital A Theory of Social Structure and Action. Cambridge University Press.
  • Lin, N. (2005). A Network Theory of Social Capital. 25.
  • Luhman, N. (1975). Trust And Power. John Wiley& Sons.
  • Marshall, G. (1999). Sosyoloji Sözlüğü. Bilim ve Sanat Yayınları.
  • Mayer, R. C., Davis, J. H., & David, S. (2022). An Integrative Model of Organizational Trust.
  • Monge, P., Heiss, B. M., & Margolin, D. B. (2008). Communication Network Evolution in Organizational Communities: Network Evolution. Communication Theory, 18(4), 449-477. https://doi.org/10.1111/j.1468-2885.2008.00330.x
  • Nahapiet, J. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. 26.
  • OECD. (2011). Society at a Glance 2011. https://www.oecd.org/els/soc/societyataglance2011.htm
  • Öztaş, N. (2007). Sosyal Sermayenin Ağbağ Kuram(lar)ı: Dayanışmacı ve Aracı Sosyal Sermaye. Amme İdaresi Dergisi, 79-98.
  • Paxton, P. (1999). Is Social Capital Declining in the United States? A Multiple Indicator Assessment. American Journal of Sociology, 105(1), 88-127. https://doi.org/10.1086/210268
  • Pennings, J. M., Lee, K., & Witteloostuijn, A. van. (1998). Human Capital, Social Capital, and Firm Dissolution. Academy of Management Journal, 425-440.
  • Portes, A. (1998). Social Capital: Its Origins and Applications in Modern Sociology. 25.
  • Putnam, R. D. (1993). Making Democracy Work: Civic Tradition and Modern Italy. Princeton University.
  • Putnam, R. D. (2000). Bowling Alone: The Collapse and Revival of American Community. Simon& Schuster.
  • Sommerfeldt, E. J., & Taylor, M. (2011). A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication. Public Relations Review, 37(3), 197-206. https://doi.org/10.1016/j.pubrev.2011.03.007
  • Taylor, M. (2011). Building Social Capital Through Rhetoric and Public Relations. Management Communication Quarterly, 25(3), 436-454. https://doi.org/10.1177/0893318911410286
  • Whiteley, P. F. (2000). Economic Growth and Social Capital. Political Studies, 48(3), 443-466. https://doi.org/10.1111/1467-9248.00269
  • Yilmaz, K. (2021). Sosyal Bilimlerde ve Eğitim Bilimlerinde Sistematik Derleme, Meta Değerlendirme ve Bibliyometrik Analizler. MANAS Sosyal Araştırmalar Dergisi, 1457-1490. https://doi.org/10.33206/mjss.791537
  • Zand, D. (1997). The Leadership Triad Knowledge, Trust, and Power. Oxford University Press.
  • Zencirkıran, M. (2016). Sosyoloji. Dora Basım Yayın.
  • Zhang, W., & Abitbol, A. (2016). The Role of Public Relations in Social Capital. Online Journal of Communication and Media Technologies, 6(3). https://doi.org/10.29333/ojcmt/2565

Social Capital as a Public Relations Tool

Year 2023, Volume: 10 Issue: 1, 505 - 524, 30.01.2023
https://doi.org/10.17680/erciyesiletisim.1189842

Abstract

As a result of the change that public relations has undergone in the historical process, networks have become important concepts in the context of trust and human relations in communication with the target audience. In this context, when social capital is defined as a form of trust-based relationship between at least two people in the most general sense, social capital can be an important tool in communication with the target audience. Similarly, public relations and social capital use similar rhetoric. For example, the concept of bridging and meaning construction in public relations has similar functions as social capital's bridging and unifying. In any organization, there are some obvious or implicit biases towards the organization itself and its environments (stakeholder/target audience). These prejudices are in the cultural context. At this point, when talking about social capital, it is possible to talk about getting rid of prejudices and creating common values in the living environment. The concept of social capital can be an important concept for public relations practitioners in organizations, assuming that they are living beings living in a social structure in their organizations. When the Turkish literature related to the research subject was scanned, no similar study was found. In this context, examining the issue of social capital in the field of public relations is the original aspect of the study. In this context, the study examines the place and importance of social capital in public relations in the literature.

References

  • Adler, P. S., & Kwon, S.-W. (2022). Social Capital: Prospects for a New Concept. 25.
  • Ata, B., & Urman, B. (2008). Sistematik Derlemelerin Kritik Analizi. Türk Jinekoloji ve Obstetrik Derneği Dergisi, 5(4), 233-240.
  • Barber, B. (1983). The Logic and Limits of Trust,. Rutgers University Press,.
  • Bennett, W. (2003). Communicating Global Activism. Information, Communication & Society, 6(2), 143-168. https://doi.org/10.1080/1369118032000093860a
  • Berger, B. K. (2005). Power Over, Power With, and Power to Relations: Critical Reflections on Public Relations, the Dominant Coalition, and Activism. Journal of Public Relations Research, 17(1), 5-28. https://doi.org/10.1207/s1532754xjprr1701_3
  • Bourdieu, P. (1980). Le Capital Social: Notes Provisoires. Actes de la Recherche en Sciences Sociales, 31, 2-3.
  • Bourdieu, P. (1985). The Social Space and the Genesis of Groups. 23.
  • Bourdieu, P. (2000). Making the Economic Habitus: Algerian Workers Revisited. Ethnography, 1(1), 17-41. https://doi.org/10.1177/14661380022230624
  • Broom, G. M., Casey, S., & Ritchey, J. (1997). Toward a Concept and Theory of Organization- Public Relationships. Journal of Public Relations Research, 9(2), 83-98. https://doi.org/10.1207/s1532754xjprr0902_01
  • Burt, M. K. R. S. (1992). Trust And Third-Party Gossip. İçinde Trust İn Organizations:Frontiers Of Theory And Research (ss. 68-89). Sage Publications.
  • Chen, Y.-N. K. (2011). Social capital, human capital, and career success in public relations in Taiwan. Chinese Journal of Communication, 4(4), 430-449. https://doi.org/10.1080/17544750.2011.616290
  • Chung, L. H, G., P. T. (1997). Corporate Entrepreneurship: The Roles Of İdeology And Social Capital. Group & Organization Management, 22(1), 10-30.
  • Coleman, J. S. (1988). Social Capital in the Creation of Human Capital. The American Journal of Sociology, 94, S95-S120.
  • Daft, R. L. (2010). Organization theory and design (10th ed). South-Western Cengage Learning.
  • Dodd, M. D. (2016). Intangible resource management: Social capital theory development for public relations. Journal of Communication Management, 20(4), 289-311. https://doi.org/10.1108/JCOM-12-2015-0095
  • Esser, H. (2008). The two meanings of social capital. In D. Castiglione,. İçinde The handbook of social capital (ss. 22-49). Oxford University Press.
  • Field, J. (2008). Sosyal Sermaye. İstanbul Bilgi Üniversitesi Yayınları.
  • Fukuyama, F. (1995). Social Capital and the Global Economy. Social Capital and the Global Economy, 89-103.
  • Fukuyama, F. (2000a). Güven ( Sosyal Erdemler ve Refahın Yaratılması). Türkiye İş Bankası Yayınları.
  • Fukuyama, F. (2000b). Social Capital and Civil Society. IMF Working Papers, 00(74), 1. https://doi.org/10.5089/9781451849585.001
  • Geçikli, F. (2016). Halkla İlişkiler ve İletişim. Beta Yayınları.
  • Giddens, A. (2016). Modernliğin Sonuçları. Ayrıntı Yayınları.
  • Gruning, J. E. (2005). Halkla İlişkiler ve İletişim Yönetiminde Mükemmellik. Rota Yayıncılık.
  • Gruning, J. E., & Hunt, T. (1984). Managing Public Relations. Cbs College Publishing.
  • Hallahan, K. (2001). Strategic Media Planning: Toward An İntegrated Public Relations Media Model. İçinde Handbook Of Public Relations (ss. 461-470). Sage.
  • Hou, J. Z., & Zhu, Y. (2020). Social capital, guanxi and political influence in Chinese government relations. Public Relations Review, 46(1), 101885. https://doi.org/10.1016/j.pubrev.2020.101885
  • Https://sozluk.gov.tr/. (2022, Eylül 1). [Kişisel iletişim].
  • Ice, R. (1991). Corporate Publics and Rhetorical Strategies: The Case of Union Carbide’s Bhopal Crisis. 4(3), 341-362.
  • Ihlen, Ø. (2002). Rhetoric and resources: Notes for a new approach to public relations and issues management. Journal of Public Affairs, 2(4), 259-269. https://doi.org/10.1002/pa.118
  • Ihlen, Ø. (2005). The power of social capital: Adapting Bourdieu to the study of public relations. Public Relations Review, 31(4), 492-496. https://doi.org/10.1016/j.pubrev.2005.08.007
  • Ihlen, Ø. (2018). The Handbook of Organizational Rhetoric and Communication. 536.
  • Kaid, L. L. (Ed.). (2004). Handbook of political communication research. Lawrence Erlbaum Associates.
  • Karaçam, Z. (2013). Sistematik Derleme Metodolojisi: Sistematik Derleme Hazırlamak İçin Bir Rehber. 8.
  • Kennan, W. R., & Hazleton, V. (2005a). Internal Public Relations, Social Capital, and the Role of Effective Organizational Communication. 29.
  • Kennan, W. R., & Hazleton, V. (2005b). Internal Public Relations, Social Capital, and the Role of Effective Organizational Communication. 29.
  • Knack, S., & Keefer, P. (1997). Does Social Capital Have an Economic Payoff? A Cross-Country Investigation. Quarterly Journal of Economics, 112(4), 1251-1288.
  • Kramer, R. M. (1999). TRUST AND DISTRUST IN ORGANIZATIONS: Emerging Perspectives, Enduring Questions. Annual Review of Psychology, 50(1), 569-598. https://doi.org/10.1146/annurev.psych.50.1.569
  • Kroon, van der, Pierick, ten, Vlieger, J. J. de, Backus, G. B. C., & King, . R.P. (2002). Social capital and communication. Agricultural Economics Research Institute.
  • Leana, C. R., & van Buren, H. J. (1999). Organizational Social Capital and Employment Practices. The Academy of Management Review, 24(3), 538. https://doi.org/10.2307/259141
  • Lin, N. (2001). Social Capital A Theory of Social Structure and Action. Cambridge University Press.
  • Lin, N. (2005). A Network Theory of Social Capital. 25.
  • Luhman, N. (1975). Trust And Power. John Wiley& Sons.
  • Marshall, G. (1999). Sosyoloji Sözlüğü. Bilim ve Sanat Yayınları.
  • Mayer, R. C., Davis, J. H., & David, S. (2022). An Integrative Model of Organizational Trust.
  • Monge, P., Heiss, B. M., & Margolin, D. B. (2008). Communication Network Evolution in Organizational Communities: Network Evolution. Communication Theory, 18(4), 449-477. https://doi.org/10.1111/j.1468-2885.2008.00330.x
  • Nahapiet, J. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. 26.
  • OECD. (2011). Society at a Glance 2011. https://www.oecd.org/els/soc/societyataglance2011.htm
  • Öztaş, N. (2007). Sosyal Sermayenin Ağbağ Kuram(lar)ı: Dayanışmacı ve Aracı Sosyal Sermaye. Amme İdaresi Dergisi, 79-98.
  • Paxton, P. (1999). Is Social Capital Declining in the United States? A Multiple Indicator Assessment. American Journal of Sociology, 105(1), 88-127. https://doi.org/10.1086/210268
  • Pennings, J. M., Lee, K., & Witteloostuijn, A. van. (1998). Human Capital, Social Capital, and Firm Dissolution. Academy of Management Journal, 425-440.
  • Portes, A. (1998). Social Capital: Its Origins and Applications in Modern Sociology. 25.
  • Putnam, R. D. (1993). Making Democracy Work: Civic Tradition and Modern Italy. Princeton University.
  • Putnam, R. D. (2000). Bowling Alone: The Collapse and Revival of American Community. Simon& Schuster.
  • Sommerfeldt, E. J., & Taylor, M. (2011). A social capital approach to improving public relations’ efficacy: Diagnosing internal constraints on external communication. Public Relations Review, 37(3), 197-206. https://doi.org/10.1016/j.pubrev.2011.03.007
  • Taylor, M. (2011). Building Social Capital Through Rhetoric and Public Relations. Management Communication Quarterly, 25(3), 436-454. https://doi.org/10.1177/0893318911410286
  • Whiteley, P. F. (2000). Economic Growth and Social Capital. Political Studies, 48(3), 443-466. https://doi.org/10.1111/1467-9248.00269
  • Yilmaz, K. (2021). Sosyal Bilimlerde ve Eğitim Bilimlerinde Sistematik Derleme, Meta Değerlendirme ve Bibliyometrik Analizler. MANAS Sosyal Araştırmalar Dergisi, 1457-1490. https://doi.org/10.33206/mjss.791537
  • Zand, D. (1997). The Leadership Triad Knowledge, Trust, and Power. Oxford University Press.
  • Zencirkıran, M. (2016). Sosyoloji. Dora Basım Yayın.
  • Zhang, W., & Abitbol, A. (2016). The Role of Public Relations in Social Capital. Online Journal of Communication and Media Technologies, 6(3). https://doi.org/10.29333/ojcmt/2565
There are 60 citations in total.

Details

Primary Language Turkish
Subjects Public Relations
Journal Section Review Articles
Authors

Fatma Geçikli 0000-0002-7708-7752

Zeynep Ekmekçi 0000-0002-2110-8438

Publication Date January 30, 2023
Submission Date October 15, 2022
Published in Issue Year 2023 Volume: 10 Issue: 1

Cite

APA Geçikli, F., & Ekmekçi, Z. (2023). Halkla İlişkiler ve Sosyal Sermayenin Ortak Bağlamları. Erciyes İletişim Dergisi, 10(1), 505-524. https://doi.org/10.17680/erciyesiletisim.1189842