Özet:

Along with the new communication technologies of institutions, corporate communication activities are also developing and transforming day by day. Institutions are no longer limited to using traditional media tools in order to communicate with their target audiences, they also benefit from digital environments brought by the developing technology. Hospitals aim to provide mutual understanding by going beyond just introducing the institution to their target audience, explaining its activities and conveying information about the work to be done. Providing mutual understanding becomes possible with dialogic communication activities enabled by corporate web pages. The aim of this study is to analyze the institutional web pages of the 38 most rooted 38 hospitals in the first 5 metropolitan municipalities of Turkey in terms of population density published, in terms of dialogic communication criteria and to examine how these criteria affect the communication work of hospitals. The institutional web pages of the hospitals determined between 1-30 March 2022 were examined by content analysis technique. As a result of the research, it was determined that the use of the determined criteria differs according to the hospitals and categories, and there are categories and hospitals that do not have any equivalent. It has been concluded that hospitals try to use web pages by establishing dialogic communication with their target audiences, but they are not sufficient.

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