İLETİŞİM FAKÜLTESİ ÖĞRENCİLERİNİN SOSYAL MEDYA KULLANIMLARI VE SOSYAL GİRİŞİMCİLİK ÖZELLİKLERİNİN İNCELENMESİ

Halkla ilişkiler eğitimi raporunda, iletişim fakültelerinde öğrenim gören halkla ilişkiler öğrencilerinin teknolojik becerilerden daha fazlasına sahip olmaları tavsiye edilmektedir. Halkla ilişkilerde yetkin bir uzmanlık için öğrencilerin sosyal medyanın etkili kullanımı, girişimcilik ve inovasyon konusunda yeterlikler kazanması gerektiği görülmektedir. İletişim sektöründe ortaya çıkan yeni gelişme, eğilim ve değişimlerin girişimcilik yetkinliklerine ve yeni fikirlerin oluşmasına katkıda bulunduğu gözlemlenmiştir. Bu çalışmanın amacı 2021-2022 öğretim yılında iletişim fakültelerinde öğrenim görmekte olan öğrencilerin sosyal girişimcilik yetkinliklerinin ve sosyal medya kullanım düzeylerinin incelenmesidir. Karşılaştırmalı ilişkisel tarama modeliyle gerçekleştirilen araştırmanın örneklemini Türkiye’de dört üniversitenin iletişim fakültelerinde öğrenim görmekte olan 264 öğrenci oluşturmaktadır. Araştırma verilerinin toplanmasında sosyal girişimcilik yetkinliği ve sosyal medya kullanım ölçekleri kullanılmıştır. Çalışmada, iletişim fakültesinde öğrenim gören öğrencilerin sosyal girişimcilik yeterliklerini belirlemek amacıyla Peris, Gomez, Puig ve Bernardo (2018) tarafından geliştirilen ve Türkçeye uyarlama çalışması Soba ve Yıldız (2020) tarafından gerçekleştirilen likert formunda ölçme aracı kullanılmıştır. Çalışmanın verilerinin analizinde Parametrik istatistik tekniklerinden T test, F test ve Çoklu Regresyon teknikleri kullanılmıştır. Araştırma bulgularına göre iletişim fakültesi öğrencilerinin sosyal girişimcilikleri yüksek buna karşın sosyal medya kullanımları orta düzeydedir. Ayrıca katılımcıların sosyal girişimcilikleri ve sosyal medya kullanımlarının cinsiyet değişkenine göre farklılık gösterdiği, buna karşın sınıf faktörü açısından anlamlı farklılığın olmadığı görülmüştür. Son olarak iletişim fakültesi öğrencilerinin sosyal girişimcilik yetkinliklerinin sosyal medya kullanımlarını anlamlı düzeyde etkilediği görülmüştür.

INVESTIGATION OF SOCIAL MEDIA USAGE AND SOCIAL ENTREPRENEURSHIP CHARACTERISTICS OF COMMUNICATION FACULTY STUDENTS

In the Public Relations Education report, it is recommended that public relations students studying at communication faculties have more technological skills. It is seen that for a competent expertise in public relations, students need to gain competencies in the effective use of social media, entrepreneurship and innovation. It has been observed that new developments, trends and changes in the communication sector contribute to entrepreneurial competencies and the formation of new ideas. The aim of this study is to examine the social entrepreneurship competencies and social media usage levels of students studying at communication faculties in the 2021-2022 academic year. The sample of the research, which was carried out with the comparative relational scanning model, consists of 264 students studying at the communication faculties of four universities in Turkey. Social entrepreneurship competency and social media usage scales were used to collect research data. Parametric statistical techniques t-test, F-test and Multiple Regression techniques were used in the analysis of the data of the study. According to the research findings, the social entrepreneurship of the communication faculty students is high, whereas their use of social media is moderate. In addition, it was seen that the social entrepreneurship and social media use of the participants differed according to the gender variable, but there was no significant difference in terms of the class factor. Finally, it was observed that the social entrepreneurship competencies of the communication faculty students significantly affected their use of social media.

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