Halkla İlişkilerde Sürdürülebilir Liderlik Uygulamaları: TED Liderlik Konuşmaları Üzerine Bir İnceleme

TED, farklı ilgi alanına sahip liderlerin tecrübelerini paylaştığı konferanslar dizisidir. Yılda birkaç defa düzenlenen bu konferanslar aracılığıyla liderler bilgi alışverişinde bulunarak liderlik becerilerine katkıda bulunmaktadır. Bu araştırmada sürdürülebilir liderlik kavramı çerçevesinde, TED konuşmalarının halkla ilişkiler liderlik modellerine göre incelenmesi amaçlanmaktadır. Araştırma liderlik konuşmalarında yer alan liderlik modellerini ve sürdürülebilir liderlik rollerini ortaya koyması açısından önem arz etmektedir. Bu bağlamda araştırmanın örneklemini, TED konuşmalarından en fazla izlenmeyi alan üç konuşma oluşturmaktadır. Araştırma yöntemi olarak içerik ve söylem analizi birlikte kullanılmıştır. TED’in liderlik konuşma içeriği önce Maxqda programının 20.2.2 sürümünde içerik analizi metoduyla sınıflandırılmıştır. Daha sonra elde edilen kategoriler söylem analizi metoduyla da analiz edilmiştir. Bu bağlamda liderlik konuşmalarında karizmatik liderlik, vizyoner liderlik ve başarıya dayalı liderlik modellerine değinilmiştir. Konuşma içeriklerinde liderlerin dünyayı değiştirebilme, güçlü olma, güvenilir/şeffaf olma ve öğrenmeye açık olabilme özellikleri ön plana çıkarılmıştır. TED’in liderlik konuşmalarında makro söylem liderlik rolleri ve algıları üzerine şekillendiği görülmüştür. Bu bağlamda değinilen makro söylemler liderin izleyicilerini bir inanç veya amaç etrafında birleştirebilme, değişimi ön görme, danışmanlık yapabilme, yenilik yaratabilme ve kitleleri yönetebilme rolü üzerinden oluşturulduğu tespit edilmiştir. Mikro söylem gündelik dil etrafında şekillenirken konuşma retoriğinde nedensellik ve referans bağlantısı kurulması dikkat çekmiştir.

Anahtar Kelimeler:

Liderlik, Sürdürülebilir Liderlik, Liderlik Modelleri, Liderlik Rolleri, Ted

Sustainable Leadership Practices in Public Relations: A Study on TED Leadership Talks

TED is a conference where leaders with different interests share their experiences. That conferences are held several times a year. Leaders contribute to their leadership skills by exchanging information at these conferences. In this research it is aimed to examine TED’s talks according to public relations leadership models within the framework of the concept of sustainable leadership. The research is essential in terms of revealing the leadership models and sustainable leadership roles in leadership speeches. In this context, the research sample consists of three speeches that received the most attention. Content and discourse analysis were used together as a research method. TED’s leadership speech content was first classified by the content analysis method in version 20.2.2 of the Maxqda program. Then, the obtained categories were also analyzed by the discourse analysis method. In this context, charismatic leadership, visionary leadership, and success-based leadership models were mentioned in leadership speeches. Leaders’ ability to change the world, being strong, reliable/transparent, and being open to learning were highlighted in the speech content. It has been seen that leadership roles and perceptions shape macro discourse in TED’s leadership speeches. In this context, it has been determined that the macro discourses mentioned are formed through the role of the leader to unite his followers around a belief or purpose, to foresee change, to provide consultancy, to create innovation, and to manage the masses. While micro-discourse was shaped around everyday language, establishing causality and reference connections in speech rhetoric drew attention.

Keywords:

Leadership, Sustainable Leadership, Leadership Models, Leadership Roles, Ted,

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