Publication: Kamu diplomasisinde algı yönetimi stratejileri ve uygulamaları : Türk dış politikası örneği
Abstract
Günümüzde algı yönetimi uygulamalarına maruz kalmamak veya dışında kalmak mümkün değildir. Algıda zihin, yorum ve öznellik vardır dolayısıyla algı yönetilebilir bir unsurdur ancak öznelliğinden dolayı statik değildir ve tek tip bir algı yönetiminden söz edilemez. Soyut bir kavram olduğundan, algının çok fazla tanımı mevcuttur. Bir nevi sınırlar ötesi halkla ilişkiler olan kamu diplomasi ise devletlerin diğer ülke kamuoyuna ulaşabilme çabasıdır. Sınırlar ötesinde kamuoyu oluşturmakla yumuşak güç arasında anlamlı bir korelasyon vardır. Bu bağlamda yumuşak güç üretirken, kaynakları daha etkin kullanabilmek adına algı yönetimi stratejilerinden ve iletişim yönetiminden faydalanmak oldukça rasyoneldir. Çalışmada algı yönetimi kavramı ele alınarak; diplomasi, güç, propaganda, toplum mühendisliği, psikolojik savaş, yumuşak güç, stratejik iletişim gibi nosyonlar açıklanmıştır. Kamu diplomasisi araçları olarak ülkemizde yumuşak güç üreten kurum ve kuruluşlara yer verilmiş ve yöneticileriyle derinlemesine mülakatlar yapılmıştır. Mülakatlarda elde edilen verilerden yola çıkılarak; minimum maliyetle maksimum birim çıktı alınabilecek etkin sonuçlara yönelik, kamu diplomasisinde algı yönetimi stratejileri için öneriler sunulmuş, yumuşak güç üreten ve kamu diplomasisi yapan kurumlar için algı yönetimi modeli önerilmiştir. Algı Yönetimi, Kamu Diplomasisi, Güç, Yumuşak Güç, Propaganda, Stratejik İletişim Yönetimi
Today, it is impossible not to be exposed to or be excluded from perception management practices. There is mind, interpretation and subjectivity in perception, so perception is a manageable element, but it is not static due to its subjectivity and a uniform perception management cannot be mentioned. Since it is an abstract concept, there are many definitions of perception. Public diplomacy, which is a kind of cross-border public relations, is the effort of states to reach the public of other countries. There is a significant correlation between creating public opinion across borders and soft power. In this context, it is quite rational to benefit from perception management strategies and communication management in order to use resources more effectively while generating soft power. In the study, considering the concept of perception management; Notions such as diplomacy, power, propaganda, social engineering, psychological warfare, soft power, strategic communication are explained. As public diplomacy tools, institutions and organizations that produce soft power in our country were included and in-depth interviews were conducted with their managers. Based on the data obtained in the interviews; Suggestions for perception management strategies in public diplomacy are presented for effective results that can achieve maximum unit output with minimum cost, and a perception management model is proposed for institutions that produce soft power and engage in public diplomacy. Perception Management, Public Diplomacy, Power, Soft Power, Propaganda, Strategic Communication Management
Today, it is impossible not to be exposed to or be excluded from perception management practices. There is mind, interpretation and subjectivity in perception, so perception is a manageable element, but it is not static due to its subjectivity and a uniform perception management cannot be mentioned. Since it is an abstract concept, there are many definitions of perception. Public diplomacy, which is a kind of cross-border public relations, is the effort of states to reach the public of other countries. There is a significant correlation between creating public opinion across borders and soft power. In this context, it is quite rational to benefit from perception management strategies and communication management in order to use resources more effectively while generating soft power. In the study, considering the concept of perception management; Notions such as diplomacy, power, propaganda, social engineering, psychological warfare, soft power, strategic communication are explained. As public diplomacy tools, institutions and organizations that produce soft power in our country were included and in-depth interviews were conducted with their managers. Based on the data obtained in the interviews; Suggestions for perception management strategies in public diplomacy are presented for effective results that can achieve maximum unit output with minimum cost, and a perception management model is proposed for institutions that produce soft power and engage in public diplomacy. Perception Management, Public Diplomacy, Power, Soft Power, Propaganda, Strategic Communication Management