Theoretical Article
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THE IMPORTANCE OF SPONSORSHIP PRACTICES IN TERMS OF CONSTRUCTIVIST THEORY IN PUBLIC RELATIONS: A THEORETICAL STUDY

Year 2022, Volume: 62 Issue: 1, 594 - 614, 25.06.2022
https://doi.org/10.33171/dtcfjournal.2022.62.1.23

Abstract

Constructivist theory is also known as social constructivism. The socially constructed phenomenon is the self in psychology, the relations between states and individuals in international relations, and images in public relations. According to the constructivist theory in public relations, the social construction of images ultimately creates a reality. This reality describes an environment that will provide advantage and profit to the organization. Sponsorship, on the other hand, is frequently used by organizations to construct an image and create a reality. Sponsorship is an activity that is planned and carried out to achieve many goals, especially for advertising objectives, marketing objectives and public relations objectives. Creating or placing an image, which is among the public relations objectives of sponsorship, makes sponsorship an extremely important practice in the context of constructivist theory in public relations. How sponsorship is perceived and evaluated by the target audience is a factor that needs to be emphasized in order to successfully construct an image. At this point, theoretical approaches aim to explain this perception and evaluation process in detail. The aim of the study is to present a theoretical examination of how the image can be constructed through sponsorship activities. In this direction, in this study, the constructivist theory in public relations and the concept of sponsorship are tried to be explained. Then, theoretical approaches that examine the perception of sponsorship practices are introduced and an evaluation of them is made. The most basic conclusion reached in the study is that sponsorship activities are at an extremely critical point in terms of constructivist theory in public relations, as they make significant contributions to the image-constructing process.

References

  • Aktaş, H. (2008). Bir İletişim Aracı Olarak Sponsorluk. A. Kalender ve M. Fidan (Ed.). Halkla İlişkiler içinde (s. 221–249). Konya: Tablet.
  • Ali, R., Lynch, R., Melewar, T. C. ve Jin, Z. (2014). The Moderating Influences on the Relationship of Corporate Reputation with Its Antecedents and Consequences: A Meta-Analytic Review. Journal of Business Research, 68 (5), 1105–1117.
  • Ateş, D. (2008). Uluslararası İlişkilerde Konstrüktivizm: Ortayol Yaklaşımının Epistemolojik Çerçevesi. Sosyal Bilimler Dergisi, 10 (1), 213–235.
  • Berger, P. L. ve Luckmann, T. (2018). Gerçekliğin Sosyal İnşası: Bir Bilgi Sosyolojisi İncelemesi. (V. S. Öğütle, Çev.). Ankara: Atıf.
  • Burr, V. (2012). Sosyal İnşacılık. (S. Arkonaç, Çev.). Ankara: Nobel Akademik.
  • Canöz, K. ve Canöz, N. (2020). Halkla İlişkiler. Konya: Palet.
  • Canöz, K. ve Doğan, İ. (2015). İmaj Oluşturma Aracı Olarak Sponsorluk. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 3 (2), 19–39.
  • Crimmins, J. ve Horn, M. (1996). Sponsorship: From Management Ego Trip to Marketing Success. Journal of Advertising Research, 36 (4), 11–21.
  • Dalakas, V., Madrigal, R. ve Anderson, K. L. (2004). “We Are Number One!” The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing. L. R. Kahle ve C. Riley (Ed.). Sports Marketing and the Psychology of Marketing Communication içinde (s. 67–79). New Jersey: Lawrence Erlbaum Associates.
  • Dean, D. H. (2002). Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations. Journal of Advertising, 31 (4), 77–87.
  • Erdoğan, B. Z. ve Kitchen, P. J. (1998). Managerial Mindsets and the Symbiotic Relationship between Sponsorship and Advertising. Marketing Intelligence & Planning, 16 (6), 369–374.
  • Gürbüz, S. ve Tarhan, A. (2019). Türkiye’nin İlk 500 Sanayi Kuruluşunun Sponsorluk Uygulamaları: Kurumsal Web Sayfaları Üzerine Bir Analiz. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (31), 537–559.
  • Head, V. (1981). Sponsorship: The Newest Marketing Skill. Cambridge: Woodhead-Faulkner.
  • Heide, M. (2009). On Berger: A Social Constructionist Perspective on Public Relations and Crisis Communication. Ø. Ihlen, B. van Ruler ve M. Fredriksson (Ed.). Public Relations and Social Theory: Key Figures and Concepts içinde (s. 43–61). New York: Routledge.
  • Heider, F. (1964). The Psychology of Interpersonal Relations. New York: John Wiley & Sons.
  • Ihlen, Ø. ve van Ruler, B. (2009). Introduction: Applying Social Theory to Public Relations. Ø. Ihlen, B. van Ruler ve M. Fredriksson (Ed.). Public Relations and Social Theory: Key Figures and Concepts içinde (s. 1–20). New York: Routledge.
  • Jefkins, F. (2000). Advertising. D. Yadin (Ed.). Great Britain: Prentice Hall.
  • Kim, K. (2006). Managing Corporate Brand Image Through Sports Sponsorship: Impacts of Sponsorship on Building Consumer Perceptions of Corporate Ability and Social Responsibility (Doctoral Dissertation). The University of Texas at Austin, Austin.
  • Kirmani, A. ve Wright, P. (1989). Money Talks: Perceived Advertising Expense and Expected Product Quality. Journal of Consumer Research, 16 (3), 344–353.
  • Knoblauch, H. (2013). Communicative Constructivism and Mediatization. Communication Theory, 23 (3), 297–315.
  • Koçum, E. (2020). Sosyal İnşacı Yaklaşım Nedir? 12 Temmuz 2021 tarihinde https://www.psikolojiagi.com/sosyal-insaci-yaklasim-nedir/ adresinden erişildi.
  • Langer, R. (1999). Towards a Constructivist Communication Theory?: Report from Germany. Nordicom Information, (1–2), 75–86.
  • Marek, M. (2005). Applying Constructivism to Improve Public Relations for Education. 19 Temmuz 2021 tarihinde https://eric.ed.gov/?id=ED499458 adresinden erişildi.
  • Meenaghan, T. (1991). Sponsorship – Legitimising the Medium. European Journal of Marketing, 25 (11), 5–10.
  • Meenaghan, T. (2001). Sponsorship and Advertising: A Comparison of Consumer Perceptions. Psychology and Marketing, 18 (2), 191–215.
  • Merten, K. (2004). Intermezzo: A Constructivistic Approach to Public Relations. B. van Ruler ve D. Verčič (Ed.). Public Relations and Communication Management in Europe: A Nation-by-Nation Introduction to Public Relations Theory and Practice içinde (s. 45–54). Berlin: Mouton de Gruyter.
  • Odabaşı, Y. ve Oyman, M. (2004). Pazarlama İletişimi Yönetimi. İstanbul: MediaCat.
  • Okay, A. (1998). Halkla İlişkiler Aracı Olarak Sponsorluk. İstanbul: Epsilon.
  • Okay, A. (2012). Sponsorluk. İstanbul: Der.
  • Okay, A. ve Okay, A. (2018). Halkla İlişkiler: Kavram, Strateji ve Uygulamaları. İstanbul: Der.
  • Onuf, N. G. (2013). World of Our Making: Rules and Rule in Social Theory and International Relations. Abingdon: Routledge.
  • Peltekoğlu, F. B. (2014). Halkla İlişkiler Nedir? İstanbul: Beta.
  • Pickton, D. ve Broderick, A. (2005). Integrated Marketing Communications. Gosport: Prentice Hall.
  • Reus-Smit, C. (2005). Constructivism. S. Burchill ve A. Linklater (Ed.). Theories of International Relations içinde (s. 188–212). China: Palgrave Macmillan.
  • Rifon, N. J., Choi, S. M., Trimble, C. S. ve Li, H. (2004). Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive. Journal of Advertising, 33 (1), 29–42.
  • Ruggie, J. G. (1998). What Makes the World Hang Together? Neo-Utilitarianism and the Social Constructivist Challenge. International Organization, 52 (4), 855–885.
  • Ryan, A. ve Fahy, J. (2012). Evolving Priorities in Sponsorship: From Media Management to Network Management. Journal of Marketing Management, 28 (9–10), 1132–1158.
  • Scholl, A. (2010). Radical Constructivism in Communication Science. Constructivist Foundations, 6 (1), 51–57.
  • Seçim, H. Ö. Y. (2003). Sponsorluk. İstanbul Üniversitesi İletişim Fakültesi Dergisi, (16), 457–479.
  • Tench, R. ve Yeomans, L. (2009). Exploring Public Relations. Navarro: Prentice Hall.
  • Wood, D. (1989). Types of Media. W. Howard (Ed.). The Practice of Public Relations içinde (s. 15–91). Oxford: Heinemann Professional.

HALKLA İLİŞKİLERDE KONSTRÜKTİVİST TEORİ AÇISINDAN SPONSORLUK UYGULAMALARININ ÖNEMİ: TEORİK BİR ÇALIŞMA

Year 2022, Volume: 62 Issue: 1, 594 - 614, 25.06.2022
https://doi.org/10.33171/dtcfjournal.2022.62.1.23

Abstract

Konstrüktivist teori, sosyal inşacılık olarak da bilinmektedir. Sosyal olarak inşa edilen olgu, psikolojide benlik, uluslararası ilişkilerde devletlerle bireyler arasındaki ilişkiler ve halkla ilişkilerde imajlardır. Halkla ilişkilerde konstrüktivist teoriye göre imajların sosyal inşası, nihayetinde bir gerçeklik yaratmaktadır. Bu gerçeklik, kuruluşa avantaj ve kazanç sağlayacak bir ortamı anlatmaktadır. Sponsorluk ise imaj inşa etmek ve bir gerçeklik yaratmak için kuruluşlar tarafından sıklıkla kullanılmaktadır. Sponsorluk, başta reklam amaçları, pazarlama amaçları ve halkla ilişkiler amaçları olmak üzere pek çok hedefi gerçekleştirmek için planlanan ve yürütülen bir faaliyettir. Sponsorluğun halkla ilişkiler amaçları arasında yer alan imaj oluşturmak ya da yerleştirmek, sponsorluğu halkla ilişkilerde konstrüktivist teori bağlamında son derece önemli bir uygulama haline getirmektedir. Sponsorluğun hedef kitle tarafından nasıl algılandığı ve değerlendirildiği, bir imajın başarıyla inşa edilebilmesi için üzerinde durulması gereken bir etkendir. Bu noktada kuramsal yaklaşımlar, bu algılama ve değerlendirme sürecini detaylı biçimde açıklamayı hedeflemektedir. Çalışmanın amacı, sponsorluk faaliyetleri aracılığıyla imajın nasıl inşa edilebileceğinin teorik bir irdelemesini sunmaktır. Bu doğrultuda çalışmada, halkla ilişkilerde konstrüktivist teori ve sponsorluk kavramı açıklanmaya çalışılmaktadır. Ardından, sponsorluk uygulamalarının algılanmasını inceleyen kuramsal yaklaşımlar tanıtılmakta ve bunların bir değerlendirmesi yapılmaktadır. Çalışmada ulaşılan en temel sonuç, imaj inşa etme sürecine önemli katkılar sağlaması nedeniyle sponsorluk faaliyetlerinin halkla ilişkilerde konstrüktivist teori açısından son derece kritik bir noktada bulunduğudur.

References

  • Aktaş, H. (2008). Bir İletişim Aracı Olarak Sponsorluk. A. Kalender ve M. Fidan (Ed.). Halkla İlişkiler içinde (s. 221–249). Konya: Tablet.
  • Ali, R., Lynch, R., Melewar, T. C. ve Jin, Z. (2014). The Moderating Influences on the Relationship of Corporate Reputation with Its Antecedents and Consequences: A Meta-Analytic Review. Journal of Business Research, 68 (5), 1105–1117.
  • Ateş, D. (2008). Uluslararası İlişkilerde Konstrüktivizm: Ortayol Yaklaşımının Epistemolojik Çerçevesi. Sosyal Bilimler Dergisi, 10 (1), 213–235.
  • Berger, P. L. ve Luckmann, T. (2018). Gerçekliğin Sosyal İnşası: Bir Bilgi Sosyolojisi İncelemesi. (V. S. Öğütle, Çev.). Ankara: Atıf.
  • Burr, V. (2012). Sosyal İnşacılık. (S. Arkonaç, Çev.). Ankara: Nobel Akademik.
  • Canöz, K. ve Canöz, N. (2020). Halkla İlişkiler. Konya: Palet.
  • Canöz, K. ve Doğan, İ. (2015). İmaj Oluşturma Aracı Olarak Sponsorluk. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 3 (2), 19–39.
  • Crimmins, J. ve Horn, M. (1996). Sponsorship: From Management Ego Trip to Marketing Success. Journal of Advertising Research, 36 (4), 11–21.
  • Dalakas, V., Madrigal, R. ve Anderson, K. L. (2004). “We Are Number One!” The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing. L. R. Kahle ve C. Riley (Ed.). Sports Marketing and the Psychology of Marketing Communication içinde (s. 67–79). New Jersey: Lawrence Erlbaum Associates.
  • Dean, D. H. (2002). Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations. Journal of Advertising, 31 (4), 77–87.
  • Erdoğan, B. Z. ve Kitchen, P. J. (1998). Managerial Mindsets and the Symbiotic Relationship between Sponsorship and Advertising. Marketing Intelligence & Planning, 16 (6), 369–374.
  • Gürbüz, S. ve Tarhan, A. (2019). Türkiye’nin İlk 500 Sanayi Kuruluşunun Sponsorluk Uygulamaları: Kurumsal Web Sayfaları Üzerine Bir Analiz. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (31), 537–559.
  • Head, V. (1981). Sponsorship: The Newest Marketing Skill. Cambridge: Woodhead-Faulkner.
  • Heide, M. (2009). On Berger: A Social Constructionist Perspective on Public Relations and Crisis Communication. Ø. Ihlen, B. van Ruler ve M. Fredriksson (Ed.). Public Relations and Social Theory: Key Figures and Concepts içinde (s. 43–61). New York: Routledge.
  • Heider, F. (1964). The Psychology of Interpersonal Relations. New York: John Wiley & Sons.
  • Ihlen, Ø. ve van Ruler, B. (2009). Introduction: Applying Social Theory to Public Relations. Ø. Ihlen, B. van Ruler ve M. Fredriksson (Ed.). Public Relations and Social Theory: Key Figures and Concepts içinde (s. 1–20). New York: Routledge.
  • Jefkins, F. (2000). Advertising. D. Yadin (Ed.). Great Britain: Prentice Hall.
  • Kim, K. (2006). Managing Corporate Brand Image Through Sports Sponsorship: Impacts of Sponsorship on Building Consumer Perceptions of Corporate Ability and Social Responsibility (Doctoral Dissertation). The University of Texas at Austin, Austin.
  • Kirmani, A. ve Wright, P. (1989). Money Talks: Perceived Advertising Expense and Expected Product Quality. Journal of Consumer Research, 16 (3), 344–353.
  • Knoblauch, H. (2013). Communicative Constructivism and Mediatization. Communication Theory, 23 (3), 297–315.
  • Koçum, E. (2020). Sosyal İnşacı Yaklaşım Nedir? 12 Temmuz 2021 tarihinde https://www.psikolojiagi.com/sosyal-insaci-yaklasim-nedir/ adresinden erişildi.
  • Langer, R. (1999). Towards a Constructivist Communication Theory?: Report from Germany. Nordicom Information, (1–2), 75–86.
  • Marek, M. (2005). Applying Constructivism to Improve Public Relations for Education. 19 Temmuz 2021 tarihinde https://eric.ed.gov/?id=ED499458 adresinden erişildi.
  • Meenaghan, T. (1991). Sponsorship – Legitimising the Medium. European Journal of Marketing, 25 (11), 5–10.
  • Meenaghan, T. (2001). Sponsorship and Advertising: A Comparison of Consumer Perceptions. Psychology and Marketing, 18 (2), 191–215.
  • Merten, K. (2004). Intermezzo: A Constructivistic Approach to Public Relations. B. van Ruler ve D. Verčič (Ed.). Public Relations and Communication Management in Europe: A Nation-by-Nation Introduction to Public Relations Theory and Practice içinde (s. 45–54). Berlin: Mouton de Gruyter.
  • Odabaşı, Y. ve Oyman, M. (2004). Pazarlama İletişimi Yönetimi. İstanbul: MediaCat.
  • Okay, A. (1998). Halkla İlişkiler Aracı Olarak Sponsorluk. İstanbul: Epsilon.
  • Okay, A. (2012). Sponsorluk. İstanbul: Der.
  • Okay, A. ve Okay, A. (2018). Halkla İlişkiler: Kavram, Strateji ve Uygulamaları. İstanbul: Der.
  • Onuf, N. G. (2013). World of Our Making: Rules and Rule in Social Theory and International Relations. Abingdon: Routledge.
  • Peltekoğlu, F. B. (2014). Halkla İlişkiler Nedir? İstanbul: Beta.
  • Pickton, D. ve Broderick, A. (2005). Integrated Marketing Communications. Gosport: Prentice Hall.
  • Reus-Smit, C. (2005). Constructivism. S. Burchill ve A. Linklater (Ed.). Theories of International Relations içinde (s. 188–212). China: Palgrave Macmillan.
  • Rifon, N. J., Choi, S. M., Trimble, C. S. ve Li, H. (2004). Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive. Journal of Advertising, 33 (1), 29–42.
  • Ruggie, J. G. (1998). What Makes the World Hang Together? Neo-Utilitarianism and the Social Constructivist Challenge. International Organization, 52 (4), 855–885.
  • Ryan, A. ve Fahy, J. (2012). Evolving Priorities in Sponsorship: From Media Management to Network Management. Journal of Marketing Management, 28 (9–10), 1132–1158.
  • Scholl, A. (2010). Radical Constructivism in Communication Science. Constructivist Foundations, 6 (1), 51–57.
  • Seçim, H. Ö. Y. (2003). Sponsorluk. İstanbul Üniversitesi İletişim Fakültesi Dergisi, (16), 457–479.
  • Tench, R. ve Yeomans, L. (2009). Exploring Public Relations. Navarro: Prentice Hall.
  • Wood, D. (1989). Types of Media. W. Howard (Ed.). The Practice of Public Relations içinde (s. 15–91). Oxford: Heinemann Professional.
There are 41 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Ahmet Tarhan 0000-0003-4074-1914

Kahraman Kağan Kaya 0000-0002-6156-5027

Early Pub Date June 22, 2022
Publication Date June 25, 2022
Submission Date January 13, 2022
Published in Issue Year 2022 Volume: 62 Issue: 1

Cite

APA Tarhan, A., & Kaya, K. K. (2022). HALKLA İLİŞKİLERDE KONSTRÜKTİVİST TEORİ AÇISINDAN SPONSORLUK UYGULAMALARININ ÖNEMİ: TEORİK BİR ÇALIŞMA. Ankara Üniversitesi Dil Ve Tarih-Coğrafya Fakültesi Dergisi, 62(1), 594-614. https://doi.org/10.33171/dtcfjournal.2022.62.1.23

Ankara University Journal of the Faculty of Languages and History-Geography

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