Kurumsal İletişim Yönetiminde Kurum ve Hedef Kitle İlişkisi Bağlamında Geribildirimin Yeniden Tanımlanması: Literatür İncelemesi

Abstract

The prevalent use of social media or new media following the emergence of the internet has created groups of people and target masses that are in constant expectation of communication, a case which has highlighted the importance of two-way communication and the concept of relationships, and has also been defined as a paradigm change during today's corporate communication process. In this way, target groups that have passive roles merely as message receivers in the communications based on traditional channels have come to be more active in the communication processes through new communication methods. Where the concept of relationship and two-way communication have come forth and gained importance, the concept of feedback and the use of feedback in establishing two-way communication have become crucial. For this reason, the concept of feedback, analysed through the document analysis method, is usually defined as "reply" and "respond" in Turkish literature. However, it has become evident that this definition is insufficient in a literature review of the foreign origins, for which reason this study is intended to redefine the concept and conceptualize it by dividing it into categories as regards their uses. As a result of the studies and reviews in literature in Turkish and other languages made for this purpose, the concept of "feedback" has been simply redefined as an ABSTRACT Limitations of time and place during the communication process have been removed with the advent of new communication technologies, and the target groups that used to have a passive role as the receiver of a message in communication conducted with the traditional communication tools have come to have an active role in the communication activities through the new communication media. In this context, the use of feedback which enables a two-way communication is of significance in today's conditions, in which the concept of relationship and two-way communication has come forth and gained significance. In the approach of institutional communication management, organisations are, therefore, required to establish a two-way communication with their target groups having different characteristics so as to create positive relationships, based on mutual understanding, dialogue, tolerance, good intention and trust. It has been determined that the concept of feedback, which is analyzed by the document examination method in Turkish and foreign literature, is usually defined as a "reply" and "respond" in Turkish literature reviews but this definition does not suffice in foreign literature reviews, so the aim in the present study is to redefine and conceptualize this concept by categorizing it according to its usage. For this reason, types, characteristics and limitations of feedback make up the basic categories of this study. It has been concluded upon the analysis of approximately fifty documents examined on the basis of these categories that institutions use "reactional", "structural" and "indefinite" feedback, that they can be deaf to their target masses...