Ülke, ürün ve lider imajı ekseninde Türk vatandaşlarının Rusya ve ABD algısı : Karşılaştırmalı bir saha çalışması
Yükleniyor...
Tarih
Haziran/2022
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Cumhurbaşkanlığı İletişim Başkanlığı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışma ülke, ürün ve lider imajlarından hareketle Rusya ve ABD’nin Türk vatandaşları nezdinde nasıl algılandıklarına odaklanmıştır. Diğer taraftan çalışmada ülke, ürün ve lider imajlarının siyasal ilgi açısından da bir değerlendirmesi yapılmıştır. Nicel araştırma yönteminden hareket ederek kesitsel tarama modelini kullanan bu çalışmadaki veriler, amaca uygun örnekleme yöntemiyle ulaşılan 461 kişiden toplanmıştır. Sonuçlar, ülke imajı açısından her iki ülkenin bilişsel ülke imajının olumlu ve duyuşsal ülke imajının olumsuz algılandığını göstermiştir. Öte yandan, ürün imajları açısından iki ülkenin de olumlu bir imaja sahip olduğu tespit edilmiştir. Lider imajı açısından hem Vladimir Putin’in hem de Joe Biden’ın olumsuz bir imaja sahip olduğu dikkat çekmiştir. Siyasal ilgi düzeyi yüksek olan katılımcıların siyasal ilgi düzeyi düşük ve orta olan katılımcılara kıyasla her iki ülke için de ülke, ürün ve lider imajları algılarının daha yüksek olduğu tespit edilmiştir. Son olarak, lider imajı kapsamında Joe Biden’a kıyasla Vladimir Putin’in hem liderlik özellikleri hem de liderlik yetkinliği açısından daha olumlu bir imaja sahip olduğu belirlenmiştir.
This study focused on how Russia and the USA were perceived by Turkish citizens, based on the country, product and leader images. In addition, country, product and leader images were evaluated in light of the political interest. In the study, which used a cross-sectional survey model based on quantitative research method, the data were collected from 461 participants reached by purposive sampling method. The results indicated that cognitive country image of both countries was perceived positively, and affective country image was perceived negatively in terms of country image. It was determined that both countries had a positive image regarding the product image. However, both Vladimir Putin and Joe Biden had a negative image in terms of leader image. The participants with high level of political interest had higher positive perceptions of country, product and leader images for both countries compared to those with low and medium political interest. Finally, Vladimir Putin had a more positive image regarding both leadership characteristics and leadership competence compared to Joe Biden.
This study focused on how Russia and the USA were perceived by Turkish citizens, based on the country, product and leader images. In addition, country, product and leader images were evaluated in light of the political interest. In the study, which used a cross-sectional survey model based on quantitative research method, the data were collected from 461 participants reached by purposive sampling method. The results indicated that cognitive country image of both countries was perceived positively, and affective country image was perceived negatively in terms of country image. It was determined that both countries had a positive image regarding the product image. However, both Vladimir Putin and Joe Biden had a negative image in terms of leader image. The participants with high level of political interest had higher positive perceptions of country, product and leader images for both countries compared to those with low and medium political interest. Finally, Vladimir Putin had a more positive image regarding both leadership characteristics and leadership competence compared to Joe Biden.
This study focused on how Russia and the USA were perceived by Turkish citizens, based on the country, product and leader images. In addition, country, product and leader images were evaluated in light of the political interest. In the study, which used a cross-sectional survey model based on quantitative research method, the data were collected from 461 participants reached by purposive sampling method. The results indicated that cognitive country image of both countries was perceived positively, and affective country image was perceived negatively in terms of country image. It was determined that both countries had a positive image regarding the product image. However, both Vladimir Putin and Joe Biden had a negative image in terms of leader image. The participants with high level of political interest had higher positive perceptions of country, product and leader images for both countries compared to those with low and medium political interest. Finally, Vladimir Putin had a more positive image regarding both leadership characteristics and leadership competence compared to Joe Biden.
Açıklama
Anahtar Kelimeler
Ülke imajı, Ürün imajı, Lider imajı, Siyasal ilgi, Algı / Country image, Product image, Leader image, Political interest, Perception
Kaynak
İletişim ve Diplomasi Dergisi Kamu Diplomasisi ve Ülke Markalama Özel Sayısı
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
7
Künye
Yaşar, İ.H. ve Uğurhan, Y.Z.C. (2022). Ülke, ürün ve lider imajı ekseninde Türk vatandaşlarının Rusya ve ABD algısı : Karşılaştırmalı bir saha çalışması. İletişim ve Diplomasi Dergisi Kamu Diplomasisi ve Ülke Markalama Özel Sayısı, (7), 47-70.
