Stratejik İletişim Araştırmalarında Yeni Yönelimler: Uluslararası Literatürdeki Tartışmalar Üzerine Bir Analiz

Stratejik iletişim literatüründe gündeme gelen yeni kavramsal ve kuramsal arayışların ve yaklaşımların konu edildiği bu çalışmada, alanın önde gelen uluslararası dergileri arasında kabul edilen Business and Professional Communication Quarterly, Corporate Communications: An International Journal, International Journal of Strategic Communication, Journal of Applied Communication Research, Journal of Communication Management, Journal of Communication Inquiry dergilerinde Ocak 2015 ile Mayıs 2020 tarihleri arasında yayımlanan makaleler, sistematik inceleme yöntemi ile analiz edilmiştir. Bu dergilerde yer alan ve stratejik iletişim alanı için yeni kavramlar, kuramlar ve yaklaşımlar öneren makaleler belirlenmiş, bu makaleler alanın yeni yönelimlerini belirlemek için değerlendirilmiştir. Bulgular, mevcut stratejik iletişim anlayışının örgüt merkezliliğinin ve yönetsel kontrol üzerine kurulu mantığının günümüzde özellikle dijital dönüşümlerle geçersiz hale geldiğini göstermektedir. Günümüz toplumlarında, kurumlarında ve kamularında yaşanan dönüşümler, stratejik iletişimi daha katılımcı, açık, esnek ve etkileşimli olarak kavramsallaştırmayı zorunlu kılmaktadır. Alanın temel kavramları olan ‘strateji’ ve ‘iletişim’ anlayışları gözden geçirilmeli; stratejik iletişim, makro düzeyde, toplumsal boyutu ile analiz edilip tartışılmalıdır.

Anahtar Kelimeler:

stratejik iletişim, halkla ilişkiler, dijitalleşme, sistematik inceleme

In this study that covers new conceptual and theoretical quests and approaches in the field of strategic communication, the articles published between January 2015 to May 2020 in the leading journals of the field namely Business and Professional Communication Quarterly, Corporate Communications: An international Journal, International Journal of Strategic Communication, Journal of Applied Communication Research, Journal of Communication Management, Journal of Communication Inquiry were analyzed through systematic review. The articles which offer new concepts, theories and approaches, were identified and evaluated to uncover the new trends of the field. Findings reveal that prevalent strategic communication understanding which is based on the idea of organization centricity and managerial control, has become redundant due to current digital transformations. The transformations experienced in the society, organizations, and publics necessitate to conceptualize strategic communication as more participatory, open, flexible and interactive. Key concepts of the field such as ‘strategy’ and ‘communication’ should be revised and from a macro perspective, strategic communication should be analyzed and discussed with its social dimensions.

Keywords:

strategic communication, Public relations, digitalization, systematic review,

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