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BİR TİCARİ MARKA OLARAK SPOR KULÜPLERİNDE KRİZ İLETİŞİMİ UYGULAMALARINDA SOSYAL MEDYANIN ÖNEMİ: 2023 SÜPER KUPA FİNAL KARŞILAŞMASI Skip to content Yıl 2024, Cilt: 6 Sayı: 1, 13 – 22, 30.06.2024
Simge Ünlü Tuğçe Gürel Boran
https://doi.org/10.54089/ecider.1482821
Öz Günümüzde, işletmelerin karşılaştığı krizlerde etkili iletişim kurmalarının, kurumsal başarı ile doğru orantılı olduğu gözlemlenmektedir. Yeni medya düzeni içerisinde sosyal medya hesaplarının kriz esnasında kullanımının önemli olduğu düşünülmektedir. Bu kapsamda çalışmanın amacı spor kulüplerinin kriz sürecinde sosyal medya ortam ve araçlarını ne oranda kullandığına yönelik saptamalarda bulunmak olarak belirlenmiştir. Bu amaç ışığında gerçekleştirilen literatür taramasında yayımlanmış çalışmaya rastlanmaması, araştırmanın güncel bir konuyu ele alarak literatüre katkı sağlaması açısından önem ve özgünlüğünü ortaya koymaktadır. Araştırmanın amacı doğrultusunda; 29 Aralık 2023 tarihinde Fenerbahçe ve Galatasaray arasında oynanması planlanan Süper Kupa Finali içerisinde Suudi Arabistan’da meydana gelen kriz kapsamında, takımların kurumsal X hesapları incelenmeye tabi tutulmuştur. Çalışma içerisinde içerik analizi yöntemi kullanılarak; kriz sırasında verilen tepkileri analiz etmek, hedef kitleye yapılan açıklamaların incelemesini yapmak ve ne kadar paylaşım yapıldığını ortaya koymak hedeflenmiştir. Araştırmanın sonunda; takımların 29.12.2023–12.01.2024 tarihleri arasında resmi X hesapları üzerinden, krizle ilgili toplam 11 paylaşımda bulundukları tespit edilmiştir. Bu paylaşımların dokuz tanesi Fenerbahçe Spor Kulübü’ne aitken, iki tanesi Galatasaray Spor Kulübü’ne ait olduğu saptanmıştır. Elde edilen bulgular ışığında takımların ortak açıklama yaptıkları, her iki takımında tüzel kişiler tarafınca açıklamalarda bulunduğu, Fenerbahçe Kulüp Başkanı’nın ayrıca krizle ilgili münferit açıklamada bulunduğu, yazılı, görsel ve videolu olmak üzere çeşitli paylaşımlarda bulunulduğu tespit edilmiştir. Araştırma sonucu olarak, Fenerbahçe Spor Kulübü’nün kriz ile ilgili proaktif bir yaklaşımı benimsemesi ve Kulüp Başkanı’nın bireysel açıklamada bulunmasının, kriz yönetim sürecinde etkili olabileceği düşünülmektedir. Bu bağlamda, Galatasaray Spor Kulübü’nün de daha yoğun bir iletişim programı benimsemesi önerilebilmektedir.
Anahtar Kelimeler Spor İletişimi, Kriz İletişimi, Süper Kupa, Fenerbahçe, Galatasaray
Kaynakça Akdağ, M., & Taşdemir, E. (2006). Krizden Çıkmanın Yolları: Etkin Bir Kriz İletişimi. Selçuk İletişim, 4(2), 141-157. https://doi.org/10.18094/si.24578 Alkibay, S. (2005). Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 23(1), 83-108. Atılgan, D. (2018). Spor Yönetiminde Görev Alan Yöneticilerde Kriz Yönetimi, Karar Verme ve Özgüven Beceri Düzeyleri Arasındaki İlişkinin İncelenmesi. [Yayınlanmış doktora tezi]. Selçuk Üniversitesi. Atılgan, D., & Kaplan, T. (2018). Crisis management in sport. The Journal of International Civilization Studies (Uluslararası Medeniyet Çalışmaları Dergisi), Special Issue, 3,1, 72-79. https://doi.org/10.26899/inciss.23 Aydın, A. F. (2019). Kurumsal Markalar Açısından Kriz İletişiminin Önemi: Pınar Krizi Örneği. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(4), 1169-1188. https://doi.org/10.11616/basbed.v19i51339.619975 Aydoğan, H. (2016). Küreselleşmenin Reklamlara Yansıması ve Küreselleşme Bağlamında Reklam Stratejileri. [Yayınlanmamış yüksek lisans tezi]. Akdeniz Üniversitesi. Balta Peltekoğlu, F. (2016). Halkla İlişkiler Nedir?(11.Baskı) Beta. Bayraktar, C. (2013). Sosyal Medyanın Kriz İletişimi Aracı Olarak Kullanımı. [Yayınlanmış yüksek lisans tezi]. Marmara Üniversitesi Can, H. (1997). Organizasyon ve Yönetim. (4.Baskı) Siyasal Yayınevi. Can, M. C. (2017). Sporda Kriz Yönetimi ve Bir Vaka Analizi: Trabzon’da Hakemler Rehin Kaldı. International Journal of Social and Humanities Sciences Research (JSHSR), 4(15), 1952–1959. https://doi.org/10.26450/jshsr.287 Çakır, A. C., Özboyacı, A., & Demirkapı, E. (2021). Marka, Ticaret Unvanı ve İşletme Adının Birbirleriyle Karşılaştırılma Tehlikesine Karşı Korunması. Ticaret Ve Fikri Mülkiyet Hukuku Dergisi, 7(1), 37-67. Danış, E., & Yengin, D. (2020). Türkiye’de Spor İletişiminin Futbol Kulüpleri Üzerinden İncelenmesi: Fenerbahçe, Beşiktaş ve Galatasaray Örneği. Yeni Medya Elektronik Dergis, 4(2), 89-105. Demirtaş, H. (2000). Kriz Yönetimi. Kuram Ve Uygulamada Eğitim Yönetimi, 23(23), 353-373. Devecioğlu, S., Çoban, B., Karakaya, Y., & Karataş, Ö. (2012). Türkiye’de spor kulüplerinin şirketleşmeye yönelimlerinin değerlendirilmesi. SPORMETRE Beden Eğitimi Ve Spor Bilimleri Dergisi, 10(2), 35-42. https://doi.org/10.1501/Sporm_0000000218 Doğru, Y. B. (2015). Türkiye’de Spor Sponsorluğu; Beşiktaş, Fenerbahçe ve Galatasaray Futbol Kulüplerinin Ana Sponsorluklarının Bilinirliği Üzerine Bir Araştırma. [Yayınlanmamış yüksek lisans tezi]. Kocaeli Üniversitesi. Genç, F. (2013). Kriz İletişimi: Marmara Depremi Örneği. Selçuk İletişim, 5(3), 161-175. Güçdemir, Y. (2015). Sanal Ortamda İletişim:Bir Halkla ilişkiler Perspektifi. (3.Baskı) Derin Yayınları. Güngör, A. (2014). Futbol Endüstrisinde Sportif Başları İle Finansal Performans Arasındaki İlişkinin Analizi ve Türkiye’de Uygulaması. Sosyal Bilimler Dergisi, (1), 16-36. Hepkul, A. (2002). Bir Sosyal Bilim Araştırma Yöntemi Olarak İçerik Analizi. Anadolu Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 18(1), 1-12. Kargün, M., Dalkılıç, M., Ağaoğlu, Y., & Kızar, O. (2017). Spor Kulüplerine Yönelik Kurumsal İmaj Algısının Araştırılması. Gaziantep Üniversitesi Spor Bilimleri Dergisi, 2(1), 62-73. Katırcı, H. (2009). Türk Futbolunda Kurumsal İletişim Yönetimi. Gazi Beden Eğitimi Ve Spor Bilimleri Dergisi, 14(4), 65-75. Katırcı, H. (2009). Türkiye’de Futbol Kulübü-Taraftar İletişimi. CBÜ Beden Eğitimi Ve Spor Bilimleri Dergisi, 4(1), 41-50. Kaya, M., & Büyükbaykal, G. (2019). Tüketim Toplumu Bağlamında Futbolun Endüstrileşmesi: 3 Büyük Takım Tarafları Üzerinden İnceleme. Uluslararası Kültürel Ve Sosyal Araştırmalar Dergisi, 5(2), 683-703. Kırdar, Y. (2006). Kurumsallaşan Spor Kulüplerinde Pazarlama İletişimi Faaliyetlerinin, Spor Pazarlaması Sürecinde, Kurum İmajı Üzerine Etkisi; Fenerbahçe Spor Kulününde Bir Uygulama Örneği. [Yayınlanmış doktora tezi]. Ege Üniversitesi. Mert, Y. L. (2015). Kamuda Kriz İletişimi: 31 Mart 2015’te Yaşanan Elektrik Kesintisi Örneğinin Analizi. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (52), 228-242. Metin, O., & Ünal, Ş. (2022). İçerik Analizi Tekniği: İletişim Bilimlerinde ve Sosyolojide Doktora Tezlerinde Kullanımı. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(Özel Sayı 2), 273-294. https://doi.org/10.18037/ausbd.1227356 Önder, İ. (2001). Ekonomik Kriz. Yeni Türkiye Dergisi, 45-55,. Regester, M., & Larkin, J. (2005). Risk Issues and Crisis Management. Kogan Page Limited. Sallan Gül, S., & Kahya Nizam, Ö. (2021). Sosyal Bilimlerde İçerik ve Söylem Analizi. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (42), 181-198. https://doi.org/10.30794/pausbed.803182 Sayımer, İ. (2012). Sanal Ortamda Halkla İlişkiler.(1.Baskı) Beta. Soygüden, A. (2016). Profesyonel Futbol Kulüplerinin Gelir Kaynaklarının İncelenmesi. Ömer Halisdemir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 9(4), 21-35. Şirin , T., Eratlı Şirin, Y., & Metin, M. (2020). Kriz Zamanlarında Spor Örgüt Yönetimi: Covıd-19 Örneği. Akdeniz Spor Bilimleri Dergisi, 3(2), 331-345. https://doi.org/10.38021/asbid.834009 Tüz, M. V. (2004). Kriz Yönetimi : Uygulamalar İçin Temel Adımlar. (1.Baskı) ALFA Yayınları. Ültay, E., Akyurt, H., & Ültay, N. (2021). Sosyal Bilimlerde Betimsel İçerik Analizi. IBAD Sosyal Bilimler Dergisi, (10), 188-20. https://doi.org/10.21733/ibad.871703 Yıldırım, A. (2017). Dijital Spor İletişimi Bağlamında Türk Milli Takımı’nda Yaşanan Krizin Sosyal Medyaya Yansıması. Yeni Medya Elektronik Dergi, 1(1), 110-118.
THE IMPORTANCE OF SOCIAL MEDIA IN CRISIS COMMUNICATION PRACTICES IN SPORTS CLUBS AS A COMMERCIAL BRAND: 2023 SUPER CUP FINAL MATCH Yıl 2024, Cilt: 6 Sayı: 1, 13 – 22, 30.06.2024
Simge Ünlü Tuğçe Gürel Boran
https://doi.org/10.54089/ecider.1482821
Öz Today, it is observed that effective communication in crises faced by businesses is directly proportional to corporate success. It is thought that the use of social media accounts during the crisis is important in the new media order. In this context, the aim of the study is to determine the extent to which sports clubs use social media environments and tools during the crisis process. The fact that there is no published study in the literature review conducted in the light of this purpose reveals the importance and originality of the research in terms of contributing to the literature by addressing a current issue. In line with the purpose of the study, the corporate X accounts of the teams were examined within the scope of the crisis that occurred in Saudi Arabia during the Super Cup Final scheduled to be played between Fenerbahçe and Galatasaray on December 29, 2023. By using the content analysis method in the study; it was aimed to analyze the reactions given during the crisis, to examine the statements made to the target audience and to reveal how much was shared. At the end of the study, it was determined that the teams made a total of 11 posts about the crisis on their official X accounts between 29.12.2023-12.01.2024. While nine of these posts belonged to Fenerbahçe Sports Club, two of them belonged to Galatasaray Sports Club. In the light of the findings, it was determined that the teams made joint statements, both teams made statements by legal entities, Fenerbahçe Club President also made an individual statement about the crisis, and various posts were made in written, visual and video format. As a result of the research, it is thought that Fenerbahçe Sports Club’s adoption of a proactive approach to the crisis and the individual statement of the Club President may be effective in the crisis management process. In this context, it can be suggested that Galatasaray Sports Club should also adopt a more intensive communication program.
Anahtar Kelimeler Sports Communication, Crisis Communication, Super Cup, Fenerbahçe, Galatasaray
Kaynakça Akdağ, M., & Taşdemir, E. (2006). Krizden Çıkmanın Yolları: Etkin Bir Kriz İletişimi. Selçuk İletişim, 4(2), 141-157. https://doi.org/10.18094/si.24578 Alkibay, S. (2005). Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 23(1), 83-108. Atılgan, D. (2018). Spor Yönetiminde Görev Alan Yöneticilerde Kriz Yönetimi, Karar Verme ve Özgüven Beceri Düzeyleri Arasındaki İlişkinin İncelenmesi. [Yayınlanmış doktora tezi]. Selçuk Üniversitesi. Atılgan, D., & Kaplan, T. (2018). Crisis management in sport. The Journal of International Civilization Studies (Uluslararası Medeniyet Çalışmaları Dergisi), Special Issue, 3,1, 72-79. https://doi.org/10.26899/inciss.23 Aydın, A. F. (2019). Kurumsal Markalar Açısından Kriz İletişiminin Önemi: Pınar Krizi Örneği. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(4), 1169-1188. https://doi.org/10.11616/basbed.v19i51339.619975 Aydoğan, H. (2016). Küreselleşmenin Reklamlara Yansıması ve Küreselleşme Bağlamında Reklam Stratejileri. [Yayınlanmamış yüksek lisans tezi]. Akdeniz Üniversitesi. Balta Peltekoğlu, F. (2016). Halkla İlişkiler Nedir?(11.Baskı) Beta. Bayraktar, C. (2013). Sosyal Medyanın Kriz İletişimi Aracı Olarak Kullanımı. [Yayınlanmış yüksek lisans tezi]. Marmara Üniversitesi Can, H. (1997). Organizasyon ve Yönetim. (4.Baskı) Siyasal Yayınevi. Can, M. C. (2017). Sporda Kriz Yönetimi ve Bir Vaka Analizi: Trabzon’da Hakemler Rehin Kaldı. International Journal of Social and Humanities Sciences Research (JSHSR), 4(15), 1952–1959. https://doi.org/10.26450/jshsr.287 Çakır, A. C., Özboyacı, A., & Demirkapı, E. (2021). Marka, Ticaret Unvanı ve İşletme Adının Birbirleriyle Karşılaştırılma Tehlikesine Karşı Korunması. Ticaret Ve Fikri Mülkiyet Hukuku Dergisi, 7(1), 37-67. Danış, E., & Yengin, D. (2020). Türkiye’de Spor İletişiminin Futbol Kulüpleri Üzerinden İncelenmesi: Fenerbahçe, Beşiktaş ve Galatasaray Örneği. Yeni Medya Elektronik Dergis, 4(2), 89-105. Demirtaş, H. (2000). Kriz Yönetimi. Kuram Ve Uygulamada Eğitim Yönetimi, 23(23), 353-373. Devecioğlu, S., Çoban, B., Karakaya, Y., & Karataş, Ö. (2012). Türkiye’de spor kulüplerinin şirketleşmeye yönelimlerinin değerlendirilmesi. SPORMETRE Beden Eğitimi Ve Spor Bilimleri Dergisi, 10(2), 35-42. https://doi.org/10.1501/Sporm_0000000218 Doğru, Y. B. (2015). Türkiye’de Spor Sponsorluğu; Beşiktaş, Fenerbahçe ve Galatasaray Futbol Kulüplerinin Ana Sponsorluklarının Bilinirliği Üzerine Bir Araştırma. [Yayınlanmamış yüksek lisans tezi]. Kocaeli Üniversitesi. Genç, F. (2013). Kriz İletişimi: Marmara Depremi Örneği. Selçuk İletişim, 5(3), 161-175. Güçdemir, Y. (2015). Sanal Ortamda İletişim:Bir Halkla ilişkiler Perspektifi. (3.Baskı) Derin Yayınları. Güngör, A. (2014). Futbol Endüstrisinde Sportif Başları İle Finansal Performans Arasındaki İlişkinin Analizi ve Türkiye’de Uygulaması. Sosyal Bilimler Dergisi, (1), 16-36. Hepkul, A. (2002). Bir Sosyal Bilim Araştırma Yöntemi Olarak İçerik Analizi. Anadolu Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 18(1), 1-12. Kargün, M., Dalkılıç, M., Ağaoğlu, Y., & Kızar, O. (2017). Spor Kulüplerine Yönelik Kurumsal İmaj Algısının Araştırılması. Gaziantep Üniversitesi Spor Bilimleri Dergisi, 2(1), 62-73. Katırcı, H. (2009). Türk Futbolunda Kurumsal İletişim Yönetimi. Gazi Beden Eğitimi Ve Spor Bilimleri Dergisi, 14(4), 65-75. Katırcı, H. (2009). Türkiye’de Futbol Kulübü-Taraftar İletişimi. CBÜ Beden Eğitimi Ve Spor Bilimleri Dergisi, 4(1), 41-50. Kaya, M., & Büyükbaykal, G. (2019). Tüketim Toplumu Bağlamında Futbolun Endüstrileşmesi: 3 Büyük Takım Tarafları Üzerinden İnceleme. Uluslararası Kültürel Ve Sosyal Araştırmalar Dergisi, 5(2), 683-703. Kırdar, Y. (2006). Kurumsallaşan Spor Kulüplerinde Pazarlama İletişimi Faaliyetlerinin, Spor Pazarlaması Sürecinde, Kurum İmajı Üzerine Etkisi; Fenerbahçe Spor Kulününde Bir Uygulama Örneği. [Yayınlanmış doktora tezi]. Ege Üniversitesi. Mert, Y. L. (2015). Kamuda Kriz İletişimi: 31 Mart 2015’te Yaşanan Elektrik Kesintisi Örneğinin Analizi. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi, (52), 228-242. Metin, O., & Ünal, Ş. (2022). İçerik Analizi Tekniği: İletişim Bilimlerinde ve Sosyolojide Doktora Tezlerinde Kullanımı. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22(Özel Sayı 2), 273-294. https://doi.org/10.18037/ausbd.1227356 Önder, İ. (2001). Ekonomik Kriz. Yeni Türkiye Dergisi, 45-55,. Regester, M., & Larkin, J. (2005). Risk Issues and Crisis Management. Kogan Page Limited. Sallan Gül, S., & Kahya Nizam, Ö. (2021). Sosyal Bilimlerde İçerik ve Söylem Analizi. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (42), 181-198. https://doi.org/10.30794/pausbed.803182 Sayımer, İ. (2012). Sanal Ortamda Halkla İlişkiler.(1.Baskı) Beta. Soygüden, A. (2016). Profesyonel Futbol Kulüplerinin Gelir Kaynaklarının İncelenmesi. Ömer Halisdemir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 9(4), 21-35. Şirin , T., Eratlı Şirin, Y., & Metin, M. (2020). Kriz Zamanlarında Spor Örgüt Yönetimi: Covıd-19 Örneği. Akdeniz Spor Bilimleri Dergisi, 3(2), 331-345. https://doi.org/10.38021/asbid.834009 Tüz, M. V. (2004). Kriz Yönetimi : Uygulamalar İçin Temel Adımlar. (1.Baskı) ALFA Yayınları. Ültay, E., Akyurt, H., & Ültay, N. (2021). Sosyal Bilimlerde Betimsel İçerik Analizi. IBAD Sosyal Bilimler Dergisi, (10), 188-20. https://doi.org/10.21733/ibad.871703 Yıldırım, A. (2017). Dijital Spor İletişimi Bağlamında Türk Milli Takımı’nda Yaşanan Krizin Sosyal Medyaya Yansıması. Yeni Medya Elektronik Dergi, 1(1), 110-118. Toplam 35 adet kaynakça vardır.
Ayrıntılar Birincil Dil Türkçe Konular İletişim Çalışmaları, İletişim Teknolojisi ve Dijital Medya Çalışmaları, Sosyal Medya Çalışmaları Bölüm Makaleler Yazarlar Simge Ünlü SAKARYA ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ 0009-0009-6828-4795 Türkiye
Tuğçe Gürel Boran SAKARYA ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ 0000-0001-5674-4090 Türkiye
Erken Görünüm Tarihi 29 Haziran 2024 Yayımlanma Tarihi 30 Haziran 2024 Gönderilme Tarihi 12 Mayıs 2024 Kabul Tarihi 27 Haziran 2024 Yayımlandığı Sayı Yıl 2024Cilt: 6 Sayı: 1
Kaynak Göster APA Ünlü, S., & Gürel Boran, T. (2024). BİR TİCARİ MARKA OLARAK SPOR KULÜPLERİNDE KRİZ İLETİŞİMİ UYGULAMALARINDA SOSYAL MEDYANIN ÖNEMİ: 2023 SÜPER KUPA FİNAL KARŞILAŞMASI. Elektronik Cumhuriyet İletişim Dergisi, 6(1), 13-22. https://doi.org/10.54089/ecider.1482821
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