İMAJ RESTORASYON TEORİSİ MESAJ STRATEJİLERİ ÇERÇEVESİNDE SAMSUNG GALAXY NOTE 7 GÜVENLİK KRİZİNİN İNCELENMESİ
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
İşletmelerin geleceğini dayandıkları kültür, felsefe ve değerlerinden oluşan karakteri belirlemektedir. Heraklitus'un "Bir insanın geleceğini, onun karakteri belirler" sözü, işletmeler açısından da doğru bir tanımlamadır. Bu karakter işletmelerin kamuoyunda hangi özellik yada sıfatlar ile tanımlandığını açıklamaktadır. Uzun sürede ve büyük çabalarla oluşturulan imaja dayanan bu kavram işletmenin rakipleriyle rekabet etmesinde önemli bir noktaya işaret etmektedir. Kamuoyunda olumlu bir imaj inşa edemeyen işletmeler rakipleriyle rekabet edemeyeceğinin, piyasadan silineceğinin farkında olmalıdır. Uzun yorucu bir çalışma sonucunda yaratılan imaj krizlerle kısa süre içinde yıkılabilen, olumludan olumsuza dönüşebilen bir olgudur. İşletmelerin krizlerde ortaya koydukları stratejiler ise bu yıkımları onarabilmekte, krizi fırsata çevirebilmekte ya da işletmeleri piyasadan silebilmektedir. Bu çalışmada Samsung'un 2 Ağustos 2016 Tarihi'nde satışa sunduğu Galaxy Note 7 Model Akıllı Telefonu'nda ekran yanmadan dolayı meydana gelen krizi İmaj Restorasyon Teorisi Mesaj Stratejileri kapsamında ele alarak incelemeyi amaçlamaktadır. İmaj Restorasyon Teorisi'nin amacı işletmelerin imajının korunması ve mümkün olduğu ölçüde yeniden yapılandırılmasıdır. Bu bağlamda Samsung'un kriz iletişim sürecindeki açıklamaları ve bu süreçte attıkları adımlar derlenerek, bu veriler içerik analizi yöntemi temelinde irdelenmiştir. Sonuç olarak işletme yayınladığı tüm mesajlarda ağırlıklı olarak özür dileyip kabullenme stratejileri gütmüştür. Bunun yanında işletme hatanın müşteriler bazında düzeltilmesi için ürünleri toplatmış ve yenisi ile değiştirmiştir, burada düzeltici eylem stratejilerini de kullandığı saptanmıştır. Ayrıca işletme yöneticilerinin yazılı medyayı görsel medyaya oranla daha fazla kullandıkları ve sosyal medyayı çok fazla kullanmadıkları tespit edilmiştir.
The futures of the enterprises are determined by their characters, which are constituted by the culture, philosophy and values that they depend on. Heraclitus's definition of "the future of a man is determined by his character" is also a valid definition for the businesses. The character explains with which features or attributes the enterprises are defined in the public opinion. This concept, which is based on the image established in long-term and utmost effort, refers to an important point for the enterprises to compete with their rivals. Businesses that cannot build a positive image within the public opinion should be aware that they will not be able to compete with their rivals, and they will be ruled out from the market. The image, which is created at the end of long and exhausting efforts, is a concept that can be demolished with crises and might turn from positive to negative in a very short period of time. And the strategies that the enterprises apply in crises may repair these damages, turn these crises into opportunities or rule out the enterprises from the market. This study aims to investigate the crisis caused due to the screen burning occurred on Samsung Galaxy Note 7 Model Smart Phones, which Samsung offered for sale on August 2, 2016; within the context of Message Strategies of Image Restoration Theory. The purpose of the Image Restoration Theory is to preserve the image of the enterprises and to restructure them as possible. In this context, Samsung's explanations during the crisis communication process and the steps taken by them in this process have been collected and analyzed on the basis of content analysis method. As the result, the company has predominantly carried out apologizing and acknowledging strategies in all of their messages. In addition, the company has recalled the products and replaced them with the brand new ones in order to compensate the mistake on the basis of the individual customers; and here it is identified that they have also used corrective action strategies. Additionally it was determined that the administrators of the enterprise have utilized the printed media rather than the visual media, and they have not used the social media frequently.
The futures of the enterprises are determined by their characters, which are constituted by the culture, philosophy and values that they depend on. Heraclitus's definition of "the future of a man is determined by his character" is also a valid definition for the businesses. The character explains with which features or attributes the enterprises are defined in the public opinion. This concept, which is based on the image established in long-term and utmost effort, refers to an important point for the enterprises to compete with their rivals. Businesses that cannot build a positive image within the public opinion should be aware that they will not be able to compete with their rivals, and they will be ruled out from the market. The image, which is created at the end of long and exhausting efforts, is a concept that can be demolished with crises and might turn from positive to negative in a very short period of time. And the strategies that the enterprises apply in crises may repair these damages, turn these crises into opportunities or rule out the enterprises from the market. This study aims to investigate the crisis caused due to the screen burning occurred on Samsung Galaxy Note 7 Model Smart Phones, which Samsung offered for sale on August 2, 2016; within the context of Message Strategies of Image Restoration Theory. The purpose of the Image Restoration Theory is to preserve the image of the enterprises and to restructure them as possible. In this context, Samsung's explanations during the crisis communication process and the steps taken by them in this process have been collected and analyzed on the basis of content analysis method. As the result, the company has predominantly carried out apologizing and acknowledging strategies in all of their messages. In addition, the company has recalled the products and replaced them with the brand new ones in order to compensate the mistake on the basis of the individual customers; and here it is identified that they have also used corrective action strategies. Additionally it was determined that the administrators of the enterprise have utilized the printed media rather than the visual media, and they have not used the social media frequently.
Açıklama
Anahtar Kelimeler
Sanat
Kaynak
The Turkish Online Journal of Design, Art and Communication
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
7
Sayı
2
