Öz
Bu çalışma aktivist halkla ilişkilerde hikâye anlatıcılığına odaklanmaktadır. Hikayeler sivil toplum kuruluşlarının toplumsal değişim ve farkındalık oluşturma çalışmalarında önemli bir “aktivist halkla ilişkiler” aracı olarak ortaya çıkmaktadır. Araştırmanın amacı hikâye anlatıcılığının farklı yaş gruplarında duygu, farkındalık düzeyi ve davranış değişikliği üzerindeki kısa ve uzun vadeli etkilerini incelemektir. Bu bağlamda, Humane Society International tarafından 2021 yılında gerçekleştirilen ve hayvan deneylerinin kozmetik endüstrisinde kullanımına ilişkin farkındalık yaratmayı amaçlayan "Ralph'i Kurtarın" adlı kısa film, hikaye anlatımının aktivist halkla ilişkiler için kozmetik sektöründe kullanımına örnek olarak seçilmiştir. Kısa film bir deney tavşanının ağzından deney sürecinde başına gelenleri duygusal bir tonda anlatmaktadır. Nitel araştırma tarasarımıyla gerçekleştirilen araştırma üç aşamadan oluşmuştur. Öncelikle farklı yaş grubundan 30 kadına kısa film izletilmeden önce kozmetik ürünler, bu ürünleri kullanma sıklıkları ve tercihleri sorulmuştur. İkinci aşamada film izletildikten sonra derinlemesine görüşme yapılmış ve filmle ilgili görüşleri alınmışır. Son olarak aynı kadınlarla 3 ay sonra yeniden derinlemesine görüşmeler gerçekleştirilmiştir. Sonuç olarak hikâye anlatımının duygulara, farkındalık düzeyine ve davranış değişikliğine etkisi en yüksek olan grubun 18-23 yaş arası kadınlar olduğu görülmüştür.
Anahtar Kelimeler
Aktivist Halkla İlişkiler Hikaye Anlatımı Nitel Araştırma Hayvan Deneyleri Kozmetik Sektörü
Kaynakça
- About Us. (2023, 02 22). Retrieved from Humane Society International: https://www.hsi.org/about-us/
- Akpınar, M. E. (2023). Digital Activism and Lynch Culture: A Review on Animal Rights Within the Frame of Save Ralph. Uşak Üniversitesi Sosyal Bilimler Dergisi, 1-30.
- Aydar, A. F., & Aydınlıoğlu, Ö. (2022). #Saveralph Sosyal Sorumluluk Kampanyası Üzerine Göstergebilimsel Bir Analiz . Smac Journal, 53-77.
- Bigtas, J. (2021). 'Save Ralph' is an animated short that advocates against animal testing in cosmetic products. Retrieved from GMA News Online: https://www.gmanetwork.com/news/lifestyle/healthandwellness/783672/save-ralph-is-an-animated-short-that-advocates-against-animal-
- Campbell, J. (2021). Humane Society International’s Campaign gets 100 million+ online hits. Retrieved from Marketing Gazette: https://marketinggazette.co.uk/2021/05/11/hsis-save-ralph-campaign-makes-its-way-to-achieving-campaign-targets/
- Chitrakorn, K. (2016). Is the global cosmetic industry moving towards a CrueltyFree Future. Retrieved from Business of Fashion: https://www.businessoffashion.com/articles/intelligence/is-the-global-cosmeticsmarket-moving-towards-a-cruelty-free-future
- Colman, A. M. (2014). A Dictionary of Psychology. Oxford University Press.
- Cosmetic Testing FAQ. (2021, Ağustos). Retrieved from The Humane Society.
- Cosmetics Market Size to Hit USD 415.29 Billion by [2021-2028]; Rising Awareness Regarding Health, Hygiene, and Grooming to Augment Industry Growth, Says Fortune Business Insights. (2021). Retrieved from Fortune Business Insights: https://www.globenewswire.com
- Cutlip, S., Center, A., & Broom, G. (1994). Effective Public Relations. New Jersey: Prentice Hall.
- Demetrious, K. (2009). Public Relations in the Third Sector. In J. J., & C. Zawawi, Public Relations Theory and Practice. Australia:: Allen& Unwin.
- Devi, U. (2012). Storytelling: A Powerful Tool for Effective Internal Communication. NHRD Network Journa, 52-60.
- Dowling, G. R. (2006). Communicating corporate reputation through stories. . California Management Review, 82-100.
- Elmer, P. (2011). Public relations and storytelling. In E. L., & C. Hodges, Public Relations, Society & Culture (pp. 59-72). NY: Routledge.
- Facts and Statistics about Animal Testing. (2021, temmuz). Retrieved from Peta.org: https://www.peta.org/issues/animals-used-for-experimentation/animals-used-experimentation-factsheets/animal-experiments-overview/
- Forman, J. (2020). Storytelling in Business. Stanford University Press.
- Ganz, M. (2001). The Power of Story in Social Movements. The Proceedings of the Annual Meeting of the American Sociological Association, (pp. 18-25). Anaheim, California.
- Gill, R. (2015). Why the PR strategy of storytelling improves employee engagement and adds value to CSR: An integrated literature review. Public Relations Review, 662-674.
- Gottschall, J. (2002). The Storytelling Animal: How Stories Make us Human. New York: Houghton Mifflin Harcourt.
- Grappe, C. G., Lombart, C., Louis, D., & Durif, F. (2021). “Not tested on animals”: how consumers react to cruelty-free cosmetics proposed by manufacturers and retailers? International Journal of Retail & Distribution Management, 1532-1553.
- Green, M., Brock, T., & Kaufman, G. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 311-327.
- Head, K. J., & Harsin, A. M. (2017). Quasi-Experimental Design. In M. Allen, The SAGE Encyclopedia of Communication Research Methods (pp. 1384-1387). Sage.
- Hinyard, L., & Kreuter, M. (2007). Using narrative communication as a tool for health behavior change: A conceptual, theoretical, and empirical overview. Health Education & Behavior, 777-792.
- Hong, J., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product & Brand Management, 265-278.
- Keith, A. (2023). The Power of Storytelling in Public Relations. Journal of Public Relations, 50-61.
- Kent, M. L. (2015). The power of storytelling in public relations: Introducing the 20 master plots. Public Relations Review, 480-489.
- Kolar, R. (2006). Animal Experimentation . Science and Engineering Ethics, 111-122.
- Lane, A. (2023). Towards a theory of organizational storytelling for public relations: An engagement perspective. Public Relations Review, 1-10.
- Laughlin, A. (2021). 30 Makeup Brands Still Test on Animals in 2021. Retrieved from Cruelty Free Kitty: https://www.crueltyfreekitty.com/cruelty-free-101/makeup-brands-that-test-on-animals/.
- Lundqvist, A., Lilijander, V., Gummerus, J., & Van Riel, A. (2008). The impact of storytelling on the consumer brand experience: The case of firm-¬‐orginated story. Journal of Brand Management, 283‐297.
- Mendoza, M. (2015). The Evolution of Storytelling. Retrieved from Reporter: https://reporter.rit.edu/tech/evolution-storytelling
- Oatley, K. (. (2002). Emotions and the story worlds of fiction. In M. Green, J. Strange, & T. Brock, Narrative Impact: Social and Cognitive Foundations. London: Lawrence Erlbaum.
- Özoran, B. A. (2021). Digital Storytelling and Public Relations: An Analysis Through Case Studies. E. Eşiyok içinde, Handbook of Research on New Media Applications in Public Relations and Advertising (s. 217-233). IGI Global.
- Pereira, G. (2016). Brand storytelling: A three-dimensional perspective. Journal of Brand Strategy, 146-159.
- Peterson, L. (2017). The science behind the art of storytelling. Retrieved from Harvard Business: .https://www.harvardbusiness.org/the-¬‐science-¬‐behind-¬‐the-¬‐art-¬‐of-¬‐storytelling/
- Ploran, E., & Wheeler, M. (2009). Episodic Memory in Encyclopedia of Neuroscience. Encyclopedia of Neuroscience, 1167-1172.
- Privitera, G. J., & Ahlgrim-Delzell, L. (2023). Research Methods for Education. Sage.
- Saltmarche, E. (2018). Using Story to Change Systems. Stanford Social Innovation Review.: https://ssir.org/articles/entry/using_story_to_change_systems adresinden alındı
- Sancar, G. A. (2017). Aktivist Halkla İlişkiler Bağlamında WWF Dünya Saati Kampanya Örneği. Erciyes İletişim Dergisi, 2-18.
- Save Ralph - A short film with Taika Waititi. (2021). Youtube: https://www.youtube.com/watch?v=G393z8s8nFY adresinden alındı
- Save Ralph. (2021). Retrieved from Humane Society International: https://www.hsi.org/saveralphmovie/
- Sayımer, İ. (2018). Yeni medya çağında halkla ilişkiler ve dijital hikaye anlatımı. 1.Uluslararası Reklamcılık ve Halkla İlişkiler Kongresi Bildiriler Kitabı. Eğitim Yayınevi.
- Scheler, S. (2018). Companies that test on animals 2017. Retrieved from Cruelty Free Kitty: https://www.crueltyfreekitty.com/companies-that-test-onanimals/
- Serafim, M. L., Xavier, M. M., & Marques, E. L. (2022). An Analysis of "Save Ralph" Amination in the Dialogical Perspective of Language . VERBUM , 5-19.
- Slater, M. (2002). Entertainment education and the persuasive impact of narratives. In M. Green, J. Strange, & T. Brock, Narrative Impact: Social and Cognitive Foundations (pp. 158-181). NJ: Lawrence Erlbaum Associates.
- Spear, S., & Roper, S. (2016). Storytelling in organisations: supporting or subverting corporate strategy? Corporate Communications: An International Journal, 516-532.
- Stacks, D. (2006). Dictionary of Public Relations Measurement and Research. Institute for Public Relations: https://www.instituteforpr.org/wpcontent/uploads/PRMR_Dictionary_1.pdf adresinden alındı
- Wachtman, E., & Johnson, S. (2009). The persuasive power of story. Marketing Management, 28-34.
- What are Animal Experiments. (2021, Temmuz). Retrieved from Cruelty free international.org: https://www.crueltyfreeinternational.org/why-we-do-it/about-animal-testing
- Woodside, A., Sood, S., & Miller, K. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 97-145.
- Zak, P. (2018). Why does telling stories matter? In Telling Stories That Matter. Retrieved from Storytellinf Center: https://www.storytellingcenter.net/wp-content/uploads/2018/12/StoryTelling_Toolkit_Letter_Size.pdf?x15989&x61774
Öz
This study focuses on storytelling in activist public relations. Stories emerge as an important "activist public relations" tool in non-governmental organizations' social change and awareness-raising efforts. The research aims to investigate both short and long-term effects of storytelling on emotions, awareness levels, and behavioral changes across different age groups. To illustrate the use of storytelling in activist public relations within the cosmetics industry, the researchers selected the short film "Save Ralph," produced by Humane Society International in 2021. The short film tells in an emotional tone, from the mouth of a rabbit, what happened to him during cosmetic experiments. The research, employing a qualitative research design, comprises three stages. Firstly, a survey was conducted among 30 women from various age groups to gather insights into their definitions of cosmetic products, usage frequency, and factors influencing their preferences. In the second stage, participants were shown the selected short film, followed by in-depth interviews. Lastly, follow-up interviews were conducted with the same group of women three months later. The findings revealed that storytelling had the most significant impact on emotions, awareness levels, and behavioral changes among women aged 18-23. This underscores the effectiveness of storytelling as a strategy for driving social change and raising awareness within activist public relations initiatives.
Anahtar Kelimeler
Activist Public Relations Storytelling Qualitative Research Animal Testing Cosmetic Sector
Kaynakça
- About Us. (2023, 02 22). Retrieved from Humane Society International: https://www.hsi.org/about-us/
- Akpınar, M. E. (2023). Digital Activism and Lynch Culture: A Review on Animal Rights Within the Frame of Save Ralph. Uşak Üniversitesi Sosyal Bilimler Dergisi, 1-30.
- Aydar, A. F., & Aydınlıoğlu, Ö. (2022). #Saveralph Sosyal Sorumluluk Kampanyası Üzerine Göstergebilimsel Bir Analiz . Smac Journal, 53-77.
- Bigtas, J. (2021). 'Save Ralph' is an animated short that advocates against animal testing in cosmetic products. Retrieved from GMA News Online: https://www.gmanetwork.com/news/lifestyle/healthandwellness/783672/save-ralph-is-an-animated-short-that-advocates-against-animal-
- Campbell, J. (2021). Humane Society International’s Campaign gets 100 million+ online hits. Retrieved from Marketing Gazette: https://marketinggazette.co.uk/2021/05/11/hsis-save-ralph-campaign-makes-its-way-to-achieving-campaign-targets/
- Chitrakorn, K. (2016). Is the global cosmetic industry moving towards a CrueltyFree Future. Retrieved from Business of Fashion: https://www.businessoffashion.com/articles/intelligence/is-the-global-cosmeticsmarket-moving-towards-a-cruelty-free-future
- Colman, A. M. (2014). A Dictionary of Psychology. Oxford University Press.
- Cosmetic Testing FAQ. (2021, Ağustos). Retrieved from The Humane Society.
- Cosmetics Market Size to Hit USD 415.29 Billion by [2021-2028]; Rising Awareness Regarding Health, Hygiene, and Grooming to Augment Industry Growth, Says Fortune Business Insights. (2021). Retrieved from Fortune Business Insights: https://www.globenewswire.com
- Cutlip, S., Center, A., & Broom, G. (1994). Effective Public Relations. New Jersey: Prentice Hall.
- Demetrious, K. (2009). Public Relations in the Third Sector. In J. J., & C. Zawawi, Public Relations Theory and Practice. Australia:: Allen& Unwin.
- Devi, U. (2012). Storytelling: A Powerful Tool for Effective Internal Communication. NHRD Network Journa, 52-60.
- Dowling, G. R. (2006). Communicating corporate reputation through stories. . California Management Review, 82-100.
- Elmer, P. (2011). Public relations and storytelling. In E. L., & C. Hodges, Public Relations, Society & Culture (pp. 59-72). NY: Routledge.
- Facts and Statistics about Animal Testing. (2021, temmuz). Retrieved from Peta.org: https://www.peta.org/issues/animals-used-for-experimentation/animals-used-experimentation-factsheets/animal-experiments-overview/
- Forman, J. (2020). Storytelling in Business. Stanford University Press.
- Ganz, M. (2001). The Power of Story in Social Movements. The Proceedings of the Annual Meeting of the American Sociological Association, (pp. 18-25). Anaheim, California.
- Gill, R. (2015). Why the PR strategy of storytelling improves employee engagement and adds value to CSR: An integrated literature review. Public Relations Review, 662-674.
- Gottschall, J. (2002). The Storytelling Animal: How Stories Make us Human. New York: Houghton Mifflin Harcourt.
- Grappe, C. G., Lombart, C., Louis, D., & Durif, F. (2021). “Not tested on animals”: how consumers react to cruelty-free cosmetics proposed by manufacturers and retailers? International Journal of Retail & Distribution Management, 1532-1553.
- Green, M., Brock, T., & Kaufman, G. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 311-327.
- Head, K. J., & Harsin, A. M. (2017). Quasi-Experimental Design. In M. Allen, The SAGE Encyclopedia of Communication Research Methods (pp. 1384-1387). Sage.
- Hinyard, L., & Kreuter, M. (2007). Using narrative communication as a tool for health behavior change: A conceptual, theoretical, and empirical overview. Health Education & Behavior, 777-792.
- Hong, J., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2022). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product & Brand Management, 265-278.
- Keith, A. (2023). The Power of Storytelling in Public Relations. Journal of Public Relations, 50-61.
- Kent, M. L. (2015). The power of storytelling in public relations: Introducing the 20 master plots. Public Relations Review, 480-489.
- Kolar, R. (2006). Animal Experimentation . Science and Engineering Ethics, 111-122.
- Lane, A. (2023). Towards a theory of organizational storytelling for public relations: An engagement perspective. Public Relations Review, 1-10.
- Laughlin, A. (2021). 30 Makeup Brands Still Test on Animals in 2021. Retrieved from Cruelty Free Kitty: https://www.crueltyfreekitty.com/cruelty-free-101/makeup-brands-that-test-on-animals/.
- Lundqvist, A., Lilijander, V., Gummerus, J., & Van Riel, A. (2008). The impact of storytelling on the consumer brand experience: The case of firm-¬‐orginated story. Journal of Brand Management, 283‐297.
- Mendoza, M. (2015). The Evolution of Storytelling. Retrieved from Reporter: https://reporter.rit.edu/tech/evolution-storytelling
- Oatley, K. (. (2002). Emotions and the story worlds of fiction. In M. Green, J. Strange, & T. Brock, Narrative Impact: Social and Cognitive Foundations. London: Lawrence Erlbaum.
- Özoran, B. A. (2021). Digital Storytelling and Public Relations: An Analysis Through Case Studies. E. Eşiyok içinde, Handbook of Research on New Media Applications in Public Relations and Advertising (s. 217-233). IGI Global.
- Pereira, G. (2016). Brand storytelling: A three-dimensional perspective. Journal of Brand Strategy, 146-159.
- Peterson, L. (2017). The science behind the art of storytelling. Retrieved from Harvard Business: .https://www.harvardbusiness.org/the-¬‐science-¬‐behind-¬‐the-¬‐art-¬‐of-¬‐storytelling/
- Ploran, E., & Wheeler, M. (2009). Episodic Memory in Encyclopedia of Neuroscience. Encyclopedia of Neuroscience, 1167-1172.
- Privitera, G. J., & Ahlgrim-Delzell, L. (2023). Research Methods for Education. Sage.
- Saltmarche, E. (2018). Using Story to Change Systems. Stanford Social Innovation Review.: https://ssir.org/articles/entry/using_story_to_change_systems adresinden alındı
- Sancar, G. A. (2017). Aktivist Halkla İlişkiler Bağlamında WWF Dünya Saati Kampanya Örneği. Erciyes İletişim Dergisi, 2-18.
- Save Ralph - A short film with Taika Waititi. (2021). Youtube: https://www.youtube.com/watch?v=G393z8s8nFY adresinden alındı
- Save Ralph. (2021). Retrieved from Humane Society International: https://www.hsi.org/saveralphmovie/
- Sayımer, İ. (2018). Yeni medya çağında halkla ilişkiler ve dijital hikaye anlatımı. 1.Uluslararası Reklamcılık ve Halkla İlişkiler Kongresi Bildiriler Kitabı. Eğitim Yayınevi.
- Scheler, S. (2018). Companies that test on animals 2017. Retrieved from Cruelty Free Kitty: https://www.crueltyfreekitty.com/companies-that-test-onanimals/
- Serafim, M. L., Xavier, M. M., & Marques, E. L. (2022). An Analysis of "Save Ralph" Amination in the Dialogical Perspective of Language . VERBUM , 5-19.
- Slater, M. (2002). Entertainment education and the persuasive impact of narratives. In M. Green, J. Strange, & T. Brock, Narrative Impact: Social and Cognitive Foundations (pp. 158-181). NJ: Lawrence Erlbaum Associates.
- Spear, S., & Roper, S. (2016). Storytelling in organisations: supporting or subverting corporate strategy? Corporate Communications: An International Journal, 516-532.
- Stacks, D. (2006). Dictionary of Public Relations Measurement and Research. Institute for Public Relations: https://www.instituteforpr.org/wpcontent/uploads/PRMR_Dictionary_1.pdf adresinden alındı
- Wachtman, E., & Johnson, S. (2009). The persuasive power of story. Marketing Management, 28-34.
- What are Animal Experiments. (2021, Temmuz). Retrieved from Cruelty free international.org: https://www.crueltyfreeinternational.org/why-we-do-it/about-animal-testing
- Woodside, A., Sood, S., & Miller, K. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 97-145.
- Zak, P. (2018). Why does telling stories matter? In Telling Stories That Matter. Retrieved from Storytellinf Center: https://www.storytellingcenter.net/wp-content/uploads/2018/12/StoryTelling_Toolkit_Letter_Size.pdf?x15989&x61774
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Halkla İlişkiler |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Nisan 2024 |
| Gönderilme Tarihi | 27 Aralık 2023 |
| Kabul Tarihi | 25 Mart 2024 |
| Yayımlandığı Sayı | Yıl 2024 Sayı: 53 |
