Almanca ve Türkçe iş ilanlarının dilsel ve kültürel özellikler dikkate alınarak karşılaştırmalı incelenmesi

In today's world, globalization and advances in communication technologies have intensified interaction between countries and increased interest in intercultural communication research. Job advertisements not only convey information about the recruitment process but also reflect the cultural structure and norms of societies. In this context, German and Turkish job advertisements were analyzed in terms of linguistic, structural, and cultural aspects. The advertisements were examined quantitatively and qualitatively through text analysis and comparative methods. Gansel's prototypical macrostructure, Brinker and Eßer's analytical model, and Hofstede's cultural dimensions formed the theoretical basis. The dataset consisted of a total of 350 advertisements, including 100 online and 75 newspaper ads from each language, published between September 2023 and February 2024. Online advertisements were selected from various sectors, while no sectoral limitation was applied to newspaper ads. The findings show that German advertisements are more comprehensive than Turkish ones in terms of word count, sentence length, and content. While German ads use both formal and informal forms of address, Turkish ads tend to employ a more distant tone. Structurally, German ads largely follow Gansel's macrostructure, whereas Turkish ads are mostly limited to job descriptions and candidate qualifications. In terms of content, German ads often include salary information, career opportunities, and employer branding, whereas Turkish ads mainly emphasize conditions such as living near the workplace and having completed military service. According to Hofstede's cultural dimensions, German advertisements reflect low power distance, high individualism, and long-term orientation; Turkish advertisements show high power distance, collectivism, and short-term orientation. Gender-inclusive terms such as m/w/d are common in German ads, while Turkish ads often specify male candidates and age limits. The results reveal the role of cultural values in recruitment expectations in both societies, providing guidance for job seekers and employers in a globalized context.