Türk haber medya pazarında uluslararası yayıncıların analitik sosyal medya vaka araştırması

Since the beginning of the 20th century, with the development of communication technologies and the spread of radio, international news broadcasting has adapted very quickly to the developments in communication technologies more than a century and has been able to integrate its use into its own goals. Almost for one hundred years, international broadcasting has integrated into every further development in communication technologies by adapting them into their main existential objectives or goals. At the beginning of the 21st century, as a result of the new digital communication technologies arise and after the social media platforms have appeared and build-up, international broadcasters integrated very fast within this media type. The emergence of these platforms has turned into a great advantage for cross-border publishing in terms of adapting to this new environment and being able to both practice and transfer the ideologies and political foundations of the countries they represent more easily. On the other hand, with the spread of internet usage, the development of digital press and news broadcasting, media monitoring, and analysis methods also extended into digital platforms. Almost every sector or field has expanded their communication on digital platforms by adding social media platforms, and the ability of these platforms to interact with users and target audiences has brought media monitoring and analysis approaches to a completely different dimension. As a result of these developments, social listening methods have evolved with real-time social media monitoring and analysis. These methods have become one of the indispensable reporting and research needs for all sectors. One of these sectors was the news publishers who carried their media activities to social media platforms. At the same time, thanks to these platforms the fact that people around the world could be reached more easily than before technically broke the monopoly of conventional news publishers and broadcasters. Many large and small competitors have emerged that are trying to reach the same target audiences through these platforms. Social media platforms, which overcome the limitation of print media on a certain space of print and radio and TV for a certain time limit, have also provided unlimited news sharing and broadcasting possibility. As a result, these platforms, which provide advantages to reach more readers and followers, also revealed more parameters that need to be followed and paid attention to in terms of news broadcasting. Social media analytics (SMA), on the other hand, enables quantitative tracking and analysis of these parameters. In this master's thesis, a case study is designed and based on according to the two academician's framework study of Hallin and Mancini who form and present the comparing media systems and models analysis communication and media research. In the case study, the four international publishers from four different media systems (BBC, Deutsche Welle, Sputnik, and Voice of America) publishing and broadcasting performances and positioning through social media platform Twitter in the news media market of Turkey analyzed by using SMA platform BoomSocial as SaaS to gain insights and target audiences reaction by their motivation and what they representing are compared on Twitter as a part of the Turkish news media market.