Abstract:

Public relations activities that cover all of the specified planned communication efforts, together with traditional communication technologies, are also used new communication technologies. The new communication technologies recognize the opportunity for people to communicate in two directions with their user-oriented structure. This environment, known as social media, is seen as an important measure in terms of bringing people together, masses. This situation is considered in terms of those who conduct public relations work, it takes on important functions such as communicating directly with the target audience, recognizing the target audience and learning their expectations. The Web 2. 0-based social media applications provide advantages such as being able to communicate with the target audience without intermittent connection to time and space, informing users with the ability to easily transmit emotions and thoughts with a number of elements such as text, audio, graphics, images and video, more effective and instant feedback from users. People, as well as organizations, benefit from these benefits. This thesis work was done with the aim of revealing whether the use practices of Twitter by famous people from the new communication technologies in the process that forms the period between May 1 and October 31 which includes summer holidays, where the weather conditions improves and therefore the open-air concerts begin to gain intensity, can be linked to the Press Agency/Traduction Model, one of the public relations models. In the framework of the study, the social media company SocialBackers’ research report, which was obtained in 2017 (May and October) in Turkey, the first ten pop artists who were the most followers on Twitter’s official Twitter accounts were studied in terms of up-to-date, multimedia features, content of shared messages, interactiveness, the direction of communication and compliance with the model of the press agency. According to the findings, the Twitter posts of the famous people surveyed are generally similar in terms of content, multimedia features and interactiveness. However, it was observed that the Twitter posts of the famous people were generally in accordance with the Press Agency/Promotion Model and that some of the famous people used Twitter as a two-way communication element and responded to their followers.