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Gelişen teknoloji ile zaman ve mekân sınırlaması olmadan internete erişim kolaylığı sosyal medyayı en fazla tercih edilen halkla ilişkiler araçlarından biri haline getirmiştir. Diğer pek çok sektörde olduğu gibi sosyal medya, sinema sektörü için de vazgeçilmez bir tanıtım süreci unsuru haline gelmiştir. Dijital dünyanın her geçen gün farklılaşan olanakları, içerik üretimindeki farklı görsel kullanımları, hedef kitleyi zaman ve mekân sınırı olmadan yakalayabilmesi sinema filmlerinin tanıtımı açısından önemli avantajlar sağlamaktadır. Görsel paylaşıma dayalı bir sosyal medya platformu olması nedeni ile Instagram paylaşımlarını incelendiği bu çalışmada, bir halkla ilişkiler aracı olarak Instagram’ın sinema filmi tanıtımında kullanım pratikleri ortaya konmaya çalışılmıştır. Bu amaçla, 2018 yılında Türkiye’de en fazla izlenen sinema filmi olan Müslüm’ün resmi Instagram hesabı üzerinden ilk paylaşımın yapıldığı 3 Ocak 2018 tarihinden 3 Mart 2019 tarihine kadar yapılan 101 paylaşım betimsel analize tabi tutulmuştur. Araştırma sonunda Türkiye’de en fazla kullanılan sosyal medya platformlarından biri olan Instagram’ın sinema filmi tanıtımında diyalogsal halkla ilişkiler aracı olarak kullanımının sunduğu olanaklar ortaya konulmaktadır.
With the developing technology and ease of access to the internet without time and space limits, social media has become one of the most preferred public relations tools. As in many other sectors, social media has become an indispensable promotional process for the cinema sector. The differentiating possibilities of the digital world, the different visual uses in content production, and the ability to capture the target audience without time and space limit provide important advantages in terms of the promotion of cinema films. In this study, where Instagram shares are examined due to being a social media platform based on visual sharing, the practices of using Instagram as a public relations tool in the promotion of cinema films are tried to be revealed. To this end, in 2018 in Turkey most watched movie, which Islam official Instagram account from January 3, 2018 was made the first share out made until March 3, 2019 101 share were subjected to descriptive analysis. Research in Turkey at the end of one of the most widely used social media platform in the promotion Instagram’s movie is set forth dialogical public relations opportunities offered by its use as a tool.
With the developing technology and ease of access to the internet without time and space limitations, social media has become one of the most preferred public relations tools. As in many other sectors, social media has become an indispensable promotional process for the cinema sector. The differentiating possibilities of the digital world, the different visual uses in content production, and the ability to capture the target audience without time and space limit provide important advantages in terms of the promotion of cinema films. In this study, where Instagram shares are examined due to being a social media platform based on visual sharing, the practices of using Instagram as a public relations tool in the promotion of cinema films are tried to be revealed. To this end, in 2018 in Turkey most watched movie, which Müslüm official Instagram account from January 3, 2018 was made the first share out made until March 3, 2019 101 share were subjected to descriptive analysis. Research in Turkey at the end of one of the most widely used social media platform in the promotion Instagram'ın movie is set forth dialogical public relations opportunities offered by its use as a tool.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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