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Abstract


Investigation Of Twitter's Press Agency / Introduction Model Used As Public Relations

New communication technologies are being used along with traditional communication technologies in public relations activities which cover a whole range of predetermined planned communication efforts to maintain good relationships and good intensions between an institution, person, product and service and their target mass. New communication technologies provide users with a two-way communication opportunity with a user-focused structure. This environment, known as social media, is seen as an important medium in terms of bringing people together. This situation has important functions such as recognizing and communicating directly with the target group and learning their expectations, considering the people who conduct public relation activities. Web 2.0 based social media applications provide various advantages such as communication with the target without any intermediary between time and place, easy transfer of user information through multiple elements like text, sound, graphic, image and video, and more effective and immediate feedback from users. Institutions and organizations benefit from these advantages along with the persons. The research for this thesis was carried out between 1 May and 31 October, covering the summer holiday period, during which the weather conditions improved and consequently outdoor concerts started to gain intensity. The research aims to find out whether the process of using new technologies such as celebrities’ Twitter practices can be associated with the Press Agency/Promotion model of the public relations. It is intended to demonstrate that it can not be associated with the model. Within the scope of the research, official Twitter accounts of the top ten pop artists who have the biggest number of followers according to the investigation report of the social media company “Socialbackers”, has been analyzed in regard to their actuality, multimedia features, content of the message, interactivity, aspects of communication and the press agency/promotion model. As a result of the findings obtained; Twitter shares of the studied celebrities are generally similar in terms of content, multimedia features and interactivity. Nevertheless, it has been observed that the Twitter shares of some celebrities who have been examined generally conform to the Press Agency / Promotion Model and that some use Twitter in accordance with two-way communication and respond to their followers.



Keywords
Public Relations, New Communication Technologies, Social Media, Twitter.



Kaynakça

Gelişmiş Arama


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