Özet:

Social tendencies have shown a change in the last thirty years. Development of the communication technologies, active penetration of the internet into the daily life of the individual and transition to the digital culture have radically changed the qualities of the target audience. Alteration of the target audience changing over to the digital culture required alteration of corporations, as well. Now, many establishments that are profit-oriented or that aim public benefit or offer public service have social media accounts. Target audience now show their reactions againts establishments quickly and swiftly, which increases incrementally. As compared to the social movements in the past, contemporary social movements have a digital tendency and this digital tendency also dominate the movements in the street. Arab Spring, Taksim Gezi Park protests and other petitions carried out via electronic mail and social media create a significant pressure both on public and private corporations. Digital activism is quite effective in allowing the groups, of which preferences, lifestyles and wishes are not paid attention to and disregarded, when compared to the general society, to make their voices heard and raise awareness. Digital activism causes corporations to change their public relations strategies through the agency of groups that organize over the social media and have different tendencies and requests. The upcoming period signals that companies and public corporations will radically change all of their public relations practices in line with digital culture and digital activism. In fact, this change has already begun and made a progress. This study addresses the subjects of digital activism and digital culture and surveys what kind of a position public relations should take and how it should renew itself in view of these two significant subjects.   Key Words: Digital activism, social movements, strategic public relations.  

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