Manipülasyon kavramı perspektifinden etki merkezli kitle iletişim kuramları

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dc.authorid0000-0003-3908-5315
dc.contributor.authorÖzalp, Harun
dc.date.accessioned2025-08-14T08:09:54Z
dc.date.available2025-08-14T08:09:54Z
dc.date.issued2025
dc.departmentİstanbul Ticaret Üniversitesi
dc.description.abstractMedyanın topluma etkilerini ve bu anlamdaki gücünü anlama isteği, kitle iletişim araştırmalarının en temel motivasyonu olmuştur. Bazı araştırmalarda medyanın etkilerine özel olarak odaklanılırken, bu konuda önemli kuramlar ortaya atılmıştır. Bu çalışma etki merkezli araştırmaların ürünü olan bazı önemli kitle iletişim kuramlarını manipülasyon kavramı ekseninde değerlendirmeyi amaçlamaktadır. Etki çalışmalarının başlangıcında güçlü etkiler paradigmasının hakimiyeti söz konusudur. Carl Howland’ın ikna kuramı bu hakimiyeti perçinleyen önemli bir kuram olarak öne çıkmaktadır. Daha sonra kullanımlar ve doyumlar, iki aşamalı akış ve kanaat önderleri gibi yaklaşımlar güçlü etkiler paradigmasını sarsıp, medya çalışmalarında sınırlı etki paradigmasını egemen kılsa da, devamında gelen gündem belirleme, çerçeveleme ve ekme kuramı gibi kuramlar, yeniden güçlü etkiler paradigmasına ağırlık kazandırmıştır. Öte yandan alanyazında manipülasyon kavramına ve manipülasyonun nasıl gerçekleşebileceğine eğilen bazı düşünürler kavrama farklı perspektiflerle yaklaşmaktadır. Bazı düşünürler kavramı hedefi merkeze alarak açıklamaya çalışırken, bazılarıysa iknadan farkı veya nasıl gerçekleşebileceği üzerinden çeşitli tanımlar yapmışlardır. Etki araştırmaları içinde paradigmatik değişimlere yol açan yukarıdaki kuramlar manipülasyon kavramı çerçevesinde değerlendirildiğinde; ikna kuramının manipülasyon ile temel bir ayrıma sahip olduğu görülmektedir. Kanaat önderleri kavramı ve iki aşamalı akış kuramı perspektifinden ise medyanın manipülasyon gücü tümüyle yadsınmasa bile azımsanmaktadır. Kullanımlar ve doyumlar yaklaşımı izyeyiciyi konumlandırışı itibariyle medyanın manipülatif yanını dışlarken, gündem belirleme kuramı ilgi ve dikkat kavramları çerçevesinde bir medya manipülasyonuna dikkat çekmektedir. Diğer yandan çerçeveleme kuramı özü itibariyle medyayı bir manipülasyon aracı olarak konumlandırırken, ekme kuramı ise medyanın kültürel düzeydeki manipülasyonuna vurgu yapmaktadır.
dc.description.abstractThe desire to understand the new social structure brought about by industrialization and to control the masses lies at the heart of the curiosity and research initiatives on mass media. In this respect, the desire to understand the manipulative power of the media on society is the main motivation for mass communication research. Studies focusing on media effects and manipulation are generally referred to as effect studies. This study aims to evaluate some important mass communication theories on the effect and manipulative power of media by focusing on the concept of manipulation. The study covers theories and concepts that have caused a paradigm shift in impact research, such as persuasion, two-steps f low, opinion leaders, uses and gratifications, active audience, agenda setting, framing and cultivation. Due to the nature of the study, informed consent or ethics committee approval was not required. This article is an review type study. In the study, firstly persuasion theory, then two-steps flow theory and the concept of opinion leaders are discussed together with the issue of manipulation, which is discussed from different perspectives in the literature. Subsequently, theories and approaches such as the uses and gratifications approach, agenda setting theory, framing theory and cultivation theory are evaluated on the axis of the manipulation phenomenon discussed from different perspectives. Initially, the dominant paradigm in mass communication research was the strong effect paradigm. Among the pioneering studies, Hovland's persuasion studies are important in terms of the idea of strong effect. Hovland's emphasis on target analysis in persuasion is also important for manipulation, which Rudinov sees as a sensitive and complex process. In terms of the importance given to the target, manipulation and persuasion are similar. However, the two-sided presentation that Hovland considers important in persuasion is not suitable for manipulation that captures the will of the target. The idea of strong effect which was reinforced by persuasion theory, was weakened by theses such as two-steps flow and opinion leaders, and the idea of limited influence was born. The two-stage flow argues that opinion leaders have more manipulation power than the media. This coincides with McCornack and Van Dijk's ideas that the target must be well known for manipulation and that information is an important power. Because opinion leaders know their audience better than professionals. Another approach that reinforces the limited effect paradigm is the uses and gratifications and active audience thesis. This thesis argues that audiences choose and consume media content according to their needs. The consistency of this approach with manipulation depends on how manipulation is defined. Dijk's view that the target is important in manipulation overlaps with the active audience thesis. Because the active audience is not a homogeneous mass and can resist messages. On the other hand, Rudinov's approach, which defines manipulation largely through the manipulator and excludes the target, has no equivalent in the uses and gratifications paradigm. In sum, the view that sees the main element of manipulation as the source of communication, the uses and gratifications approach excludes the manipulativeness of the media. Agenda-setting and framing theories in the 1970s revitalized the idea of powerful effect. The manipulation in agenda setting lies in the creation of the agenda rather than its reflection. In short, agendasetting manipulates through public interest and attention. Framing is itself manipulation. Characteristics such as omission of information, suppression of perspectives, defining the problem and making moral judgments make framing manipulative. As a result, when we look at effect-centered communication theories in terms of the phenomenon of manipulation, persuasion theory, one of the strong effect theories, is similar to manipulation in terms of developing strategies based on the characteristics of the target, but it is not a theory that can be directly associated with manipulation since it does not include features such as coercion, implicit processing and will usurpation specific to manipulation. Limited effect theses such as two-steps flow and opinion leaders, on the other hand, although they do not exclude the thesis that the media can be manipulative, are far from the idea that it can be a direct and powerful manipulation tool on the audience. Again, the uses and gratifications approach and the active audience thesis, which are based on the premise that media effect is not as strong as it is believed to be, are fundamentally at odds with manipulation in terms of rejecting the object position of the audience and excluding the manipulative aspect of the media. On the other hand, agenda-setting and framing theories, which re-trigger the powerful effects paradigm, are intricately intertwined with the concept of manipulation. Agenda-setting theory is a theory that presents the media as a tool of manipulation by emphasizing the media's control over the audience's interest and attention, as well as its domination over information. Framing theory is similar to manipulation in that it draws attention to the purposeful and intentional presentation of events within a frame. Finally, seeding theory, which focuses on the long-term effects of the media, refers to a cultural manipulation, in other words, a culture created through manipulation, and thus presents the media as a powerful tool of manipulation. As it is known, the framework of mass communication theories is quite broad and a significant part of them focuses on the effects of mass media. This review article is limited to the main theories, concepts and approaches such as persuasion, two-steps flow, opinion leaders, uses and gratifications, agenda setting, framing and cultivation, which are critical for changing or strengthening paradigms on media effects. These theories, concepts and approaches are discussed only within the framework of the concept of manipulation. In mass communication research, there are many studies focusing on media influence. Among the studies conducted within the framework of effect research, there are not many studies that specifically focus on critical mass communication theories and concepts that have caused a paradigm shift in communication studies. In this sense, this study is unique in that it deals with critical mass communication theories and reevaluates these theories by focusing on the concept of manipulation. The inclusion of different perspectives on the concept of manipulation is also important in terms of the contribution of this study to the field.
dc.identifier.citationÖzalp, H. (2025). Manipülasyon Kavramı Perspektifinden Etki Merkezli Kitle İletişim Kuramları. Intermedia International E-Journal, 12(22), 468-487.
dc.identifier.doi10.56133/intermedia.1473544
dc.identifier.endpage487
dc.identifier.issn2149-3669
dc.identifier.issue22
dc.identifier.startpage468
dc.identifier.urihttps://hdl.handle.net/11467/9584
dc.identifier.volume12
dc.indekslendigikaynakTR-Dizin
dc.language.isotr
dc.publisherİstanbul Ticaret Üniversitesi
dc.relation.ispartofIntermedia International E-journal
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Başka Kurum Yazarı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectEtki Kuramları
dc.subjectGüçlü Etkiler
dc.subjectSınırlı Etkiler
dc.subjectManipülasyon
dc.subjectEffect Theories
dc.subjectStrong Effects
dc.subjectLimited Effects
dc.subjectManipulation
dc.titleManipülasyon kavramı perspektifinden etki merkezli kitle iletişim kuramları
dc.title.alternativeEffect-centered theories of mass communication from the perspective of the concept of manipulation
dc.typeReview Article

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