Publication: Toplum mühendisliği yaklaşımından halkla ilişkilerin dünü, bugünü ve yarını üzerine bir araştırma
Abstract
Toplum; sosyal gereksinimlerini karşılamak amacıyla etkileşim içerisine giren ve ortak paydası kültür olan insan topluluğunun oluşturduğu bir birlikteliktir. Aynı zamanda toplum ortak bir kültürü paylaşan, iletişim içinde olan kişiler olarak tanımlanabilir. Tarih içerisinde çeşitli şekillerde betimlenen toplum tiplerinin günümüzdeki karşılıklarından biri ise enformasyon toplumudur. Bu noktada günümüzde iletişime ve iletişim yönetimine duyulan ihtiyaç göz ardı edilemez ölçüdedir. Sosyolojik yaklaşımlarda iletişim, sosyal düzenin üretimi veya yeniden üretimi olarak ele alınır. Bu açıdan iletişim, organizasyonları (sosyal gruplar, kurumlar vb.) oluşturan çimentodur. İletişim kendi başına bir grubun birlikte düşünmesini, birlikte görmesini, birlikte hareket etmesini mümkün kılar. Toplumsal düzlemde, toplumsal hareketlerin ve değişimlerin, toplumsal düzenin sağlanması üzerine sosyal alanda yapılan çalışmalar da toplum mühendisliği olarak anılmaktadır. Söz konusu anlayışın gerisinde yatan temel düşüncenin her ne kadar Platon’un Devlet adlı eserine kadar uzanan uzun bir geçmişi olsa da, toplumsal değişmeyi belli bir modele göre önceden belirleme ve düzenleme anlayışı, bilime dayanan teknolojinin ve bunun sonucunda oluşan düşüncelerin toplumsal problemleri çözme gücüne duyulan inancın bir sonucudur. Bu düşünceye göre insanların fikirlerini değiştirme ve davranışlarını yönlendirme çabaları insanların topluluk halinde yaşamaya başladığı tarih öncesi zamanlara dek uzanmaktadır. Toplum mühendisliği, bilimsel yöntemleri sosyal konular üzerinde uygulama olarak da anılabilir. Toplum mühendisliğinin toplumun demografisinde, sosyal dokusunda, tarihten gelen yapısında değişiklik yapmak, tepkilerini, duygu ve düşüncelerini, isteklerini yönlendirebilmek, kontrol altında tutabilmek gibi belirgin hedefleri vardır. Bu noktada gündem yönetimi, onay üretimi, rıza üretimi, kanaatlerin şekillenmesi, yeni hayat tarzlarının yaratılması, popüler kültürün ve egemen düşüncenin devam etmesi üzerine yapılan çalışmalar da toplum mühendisliği uygulamalarının alanları olarak karşımıza çıkmaktadır. Bu çalışmada toplum mühendisliği yaklaşımı, halkla ilişkilerin kavramsal çerçevesi, toplumsal/ ideolojik işlevleri, teorik altyapısı, uygulama alanları ve başvurduğu bazı teknikler çerçevesinde incelenmiştir. Bu çalışmanın temel amacı, toplum mühendisliği yaklaşımından halkla ilişkileri irdelemek ve halkla ilişkiler aracılığıyla “toplumsal iyiyi inşa modeli” ortaya koymaktır. Bu bağlamda tüm boyutlarıyla geçmiş ve günümüzde var olan uygulamaları ele almak, bu alandaki kavramsal çerçeveyi oluşturmak, kesişim noktalarını belirlemek, bu konuda akademisyen ve sektör çalışanlarının görüşlerini bir araya getirerek ortak bir uzlaşı elde etmek, toplumu etkileme gücünü elinde bulunduran bir disiplin olan halkla ilişkilerin bir toplumsal uzlaştırma aracı olarak kullanımı konusunda gerekenlere yönelik bir gelecek projeksiyonu oluşturmak araştırmanın diğer amaçları arasındadır. Çalışmada yöntem olarak “Delphi Tekniği” seçilmiş ve araştırma iki turdan oluşmuştur. Birinci turda, 13 akademisyen ve 8 sektör çalışanı olmak üzere toplam 21 kişiyle yarı yapılandırılmış derinlemesine görüşmeler yapılmış, bu görüşmeler MAXQDA aracılığıyla analiz edilmiş. Bu analizden elde edilen sonuç toplam 60 ifadeden oluşan bir anket haline getirilmiş ve tekrar katılımcılara sunulmuştur. Katılımcıların uzlaşmış olduğu ifadeler ve elde edilen kod haritaları derlenerek bir model ortaya konulmuştur.
Society; it is a unity formed by human existence, which interacts for social welcome and whose common denominator is culture. At the same time, the society guides as people who share a common culture and communicate. One of the present-day equivalents of the types of society depicted as groups in various historical contexts is the information gateway. At this point, the need for communication and communication management cannot be ignored today. In sociological approaches, communication is considered as the production or reproduction of social order. These extensions are the composite cement of communication organizations (social groups, organizations, etc.). Communication on its own makes it possible for a group to think together, see together, and act together. On the social level, social movements, changes and social order studies are also referred to as social engineering. Although the basic idea behind this understanding has a long history dating back to Plato's The Republic, the understanding of predetermining and arranging social change according to a certain model, the belief in the power of science-based technology and the resulting thoughts to solve social problems. is a result. According to this idea, the efforts of people to change their minds and direct their behaviors date back to prehistoric times when people began to live in groups. Social engineering can also be referred to as the application of scientific methods on social issues. Social engineering has specific goals such as making changes in the demographics, social fabric, and historical structure of the society, directing and controlling their reactions, feelings and thoughts, wishes. At this point, studies on agenda management, production of consent, production of consent, shaping of opinions, creation of new lifestyles, and the continuation of popular culture and dominant thought, which are among the roles and functions of public relations, appear as fields of social engineering applications. In this study, the social engineering approach has been examined within the framework of the conceptual framework of public relations, social/ ideological functions, theoretical background, application areas and some techniques it applies. The main purpose of this study is to examine public relations from the social engineering approach and to present a model of building the social good through public relations. In this context, to address the past and present practices with all its dimensions, to create the conceptual framework in this field, to determine the intersections, to gather the views of academicians and sector workers on this subject, to achieve a common consensus, to form a part of public relations, which is a discipline that has the power to influence the society. Creating a future projection for what is necessary for its use as a social mediation tool is among the other aims of the research. The Delphi Technique was chosen as the method in the study and the research consisted of two rounds. In the first round, semi-structured in-depth interviews were conducted with a total of 21 people, including 13 academics and 8 industry employees, and these interviews were analyzed through MAXQDA. The result obtained from this analysis was turned into a questionnaire consisting of a total of 60 statements and presented to the participants again. A model was put forward by compiling the statements that the participants agreed with and the code maps obtained.
Society; it is a unity formed by human existence, which interacts for social welcome and whose common denominator is culture. At the same time, the society guides as people who share a common culture and communicate. One of the present-day equivalents of the types of society depicted as groups in various historical contexts is the information gateway. At this point, the need for communication and communication management cannot be ignored today. In sociological approaches, communication is considered as the production or reproduction of social order. These extensions are the composite cement of communication organizations (social groups, organizations, etc.). Communication on its own makes it possible for a group to think together, see together, and act together. On the social level, social movements, changes and social order studies are also referred to as social engineering. Although the basic idea behind this understanding has a long history dating back to Plato's The Republic, the understanding of predetermining and arranging social change according to a certain model, the belief in the power of science-based technology and the resulting thoughts to solve social problems. is a result. According to this idea, the efforts of people to change their minds and direct their behaviors date back to prehistoric times when people began to live in groups. Social engineering can also be referred to as the application of scientific methods on social issues. Social engineering has specific goals such as making changes in the demographics, social fabric, and historical structure of the society, directing and controlling their reactions, feelings and thoughts, wishes. At this point, studies on agenda management, production of consent, production of consent, shaping of opinions, creation of new lifestyles, and the continuation of popular culture and dominant thought, which are among the roles and functions of public relations, appear as fields of social engineering applications. In this study, the social engineering approach has been examined within the framework of the conceptual framework of public relations, social/ ideological functions, theoretical background, application areas and some techniques it applies. The main purpose of this study is to examine public relations from the social engineering approach and to present a model of building the social good through public relations. In this context, to address the past and present practices with all its dimensions, to create the conceptual framework in this field, to determine the intersections, to gather the views of academicians and sector workers on this subject, to achieve a common consensus, to form a part of public relations, which is a discipline that has the power to influence the society. Creating a future projection for what is necessary for its use as a social mediation tool is among the other aims of the research. The Delphi Technique was chosen as the method in the study and the research consisted of two rounds. In the first round, semi-structured in-depth interviews were conducted with a total of 21 people, including 13 academics and 8 industry employees, and these interviews were analyzed through MAXQDA. The result obtained from this analysis was turned into a questionnaire consisting of a total of 60 statements and presented to the participants again. A model was put forward by compiling the statements that the participants agreed with and the code maps obtained.