Halkla İlişkiler Eğitiminde Dijitalleşme: Türkiye ve ABD’de Bulunan Üniversitelerdeki Halkla İlişkiler Programlarının Karşılaştırılması

İletişimde dijital uygulamaların yaygınlaşması, uygulamaları bilen ve kullanan nitelikli insan kaynağına ihtiyacı artırmıştır. Dijitalleşmeye yönelik artan eğilim üniversitelerdeki eğitim içeriğini de buna uygun hale getirmeyi gerekli kılmıştır. Dijitalleşmenin ortaya çıkması halkla ilişkilerde yeni ihtiyaçları beraberinde getirmiştir. Bu nedenle halkla ilişkiler eğitimi alan öğrencilerin de ortaya çıkan bu ihtiyaçlara cevap vermesi gerekmektedir. Bunun yolu ise ancak üniversitelerde dijitalleşmeye yönelik farkındalığı sağlayacak alınan derslerle mümkündür. Bu çalışmada Türkiye ve ABD’de halkla ilişkiler eğitimi veren üniversitelerin derslerinde dijitalleşmeye yönelik eğitimlerin incelenmesi amaçlanmıştır. Bu sayede halkla ilişkiler eğitiminde iki ülke arasındaki benzerlik ve farklılıklar ortaya çıkarılmaya çalışılmış ve karşılaştırma yapılmıştır. Araştırmada üniversiteleri belirlemek için iki liste seçilmiş ve üniversitelerin web sayfalarında ders içeriklerine yönelik veriler toplanmıştır. Çalışmada betimleyici araştırma tasarımı yöntemi kullanılmıştır. İncelenen üniversitelerin eğitim içerikleri, içerik analizi yöntemi ile belirlenen başlıklar altında değerlendirilmiştir. Elde edilen sonuçlara göre her iki ülkede dijital odaklı verilen derslerin sayıları arasında farklılık bulunmaktadır. Dersler seçmeli ders olarak öğrencinin tercihine bırakılmıştır. Dijital içerikli dersler çoğunlukla üçüncü sınıfta öğrencilere verilmektedir. Sosyal medya dersleri daha ön planda öğrencilere sunulmaktadır. Her iki ülkede devlet üniversitelerinde dijital içerikli derslerin oranı daha fazladır. ABD’deki üniversitelerde dijital dersleri alabilmek için öğrencilerin önkoşul gerektiren dersleri tamamlamaları gerekmektedir. Türkiye’de ise böyle bir ön koşul bulunmamaktadır.

Anahtar Kelimeler:

Dijitalleşme, Eğitim, Halkla İlişkiler

Digitalization in Public Relations Education: A Comparison of Public Relations Programs At Universities in Turkey and USA

The widespread use of digital applications in communication has increased the need for qualified human resources who know and use the applications. The growing tendency towards digitization has made it necessary to adapt the content of education in universities. The emergence of digitalization has brought new needs to the public relations field. For this reason, the students who are educated in public relations should also respond to these needs. This is only possible with lessons that will provide awareness of digitalization in universities. In this study, it is aimed to examine the existence of education for digitalization in the course contents of the universities that given public relations education in Turkey and USA. In this way, similarities and differences between the two countries were determined and compared in public relations education. In the study, two lists selected to determine the universities and data on course contents were collected on the web pages of universities. Descriptive research design method was used in the study. The educational content of the universities to be examined evaluated under the headings determined by the content analysis method. According to the results, there is a difference between the numbers of digitally oriented courses in both countries. The courses are left to the choice of students as elective courses. Courses with digital content are mostly given to students in the third year. In both countries, social media courses are offered to students more prioritized. In both countries, the proportion of courses with digital content is higher in state universities. In order to be able to take digital courses at universities in USA, students must be completed prerequisite courses. But there is no such prerequisite in Turkey.

Keywords:

Digitalization, Education, Public Relations,

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