Onurcan GÜDEN

Küresel Kuruluşların Kriz Yönetimi ve İletişimi Süreçlerine Yönelik Bir Değerlendirme: Facebook & Cambridge Analytica Veri Skandalının Retoriksel Arena Kuramı Bağlamında İncelenmesi

Kuruluşlar için dönüm noktası anlamına gelen krizler, büyük ölçüde belirsizlik yaratarak kuruluşun itibarını ve paydaşlarıyla ilişkilerini tehdit etmektedir. Varlıklarını sürdürmeye devam etmek isteyen kuruluşlar, belirsizliği ve tehditleri ortadan kaldırmaya yönelik çabaları içeren kriz yönetimi sürecine girerler. Bu çalışmanın amacı, farklı kaynakların gönderdiği mesajlarla çok sesli ortamda şekillenen kriz yönetimi sürecini, etkileşimsel çerçevede değerlendirmektir. Bu doğrultuda Frandsen ve Johansen’in çok sesli yaklaşımından hareketle, Facebook & Cambridge Analytica veri skandalının kriz yönetim süreci vaka analizi olarak değerlendirilmiştir. Veri skandalına yönelik retorik arena makro düzeyde gözden geçirilerek krizin iletişim sürecine katılan aktörler saptanmış, sürece etkileri belirlenmiştir. Facebook ve Cambridge Analytica’nın başvurdukları kriz tepki stratejileri incelenerek kriz yönetim sürecinin iki kuruluş için getirdiği farklı sonuçlar ortaya konmuştur. Son olarak söz konusu küresel kuruluşların çalışma modellerinin özünde yer alan “kullanıcı verilerinin dış kaynaklara açıklanması” etik bir sorun olarak görülmüş, bu sorunu düzeltme ve dönüşme yoluna gitmedikleri takdirde farklı potansiyel krizlere açık oldukları kanısına varılmıştır.

An Evaluation of Crisis Management and Communication Processes of Global Organizations: A Case Study of Facebook & Cambridge Analytica Data Breach Scandal in the Context of Rhetorical Arena Theory

Crises create a great degree of uncertainty and threaten the reputation and the relations of the organization as well as its stakeholders, therefore, they represent a turning point for organi-zations. Thus, organizations that wish to continue existing are in-volved in the crisis management process which includes efforts to eliminate uncertainty and threats against their existence. The aim of this article is to evaluate the process of crisis management and communication within an interactive framework. To this end, from the multi-vocal approach of Frandsen and Johansen, the crisis man-agement process of Facebook & Cambridge Analytica data breach scandal has been evaluated as a case study. The strategies that Facebook and Cambridge Analytica resorted to during the phase of reacting and responding to the crisis have been examined and the different results of their crisis management processes have been put forward. Furthermore, at the macro level, the rhetorical arena has been reviewed and different actors who were involved in the

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