A research on the alienation of professionals working in the field of public relations in the context of concept of alienation

History of alienation is as old as history itself. Alienation, which is a state of estrangement from one's environment, labour and most importantly from himself/herself, creates negative effects on individual, his/her environment, society and business life. Miscommunication, bad management style, unjust distribution of duties and oppressive rules are among the prominent reasons for alienation from work. These factors cause individual to lose motivation, question the situation he/she is in, show a low performance and blunt his/her creativity. This negative effect on the employee also damages the institutions financially and morally. Digital capitalism, which is a product of liberal capitalist economic order, and digital public relations, which is its tool, have an effect on the alienation of public relations professionals. In this thesis, the alienation of public relations professionals from labour has been tried to be determined in the direction of its psychological effects, based on Seeman's five dimensions of alienation and it is aimed to give a meaning. In line with this goal, data were obtained by conducting semi-structured interviews with 20 public relations professionals working in the province of Istanbul. These data were analyzed qualitatively and the expressions containing alienation were examined in depth. Findings obtained as a result of the thesis study; reveals the fact that public relations professionals partially experience the powerlessness and isolation dimensions of alienation, while they intensely experience the dimensions of meaninglessness, normlessness and self-alienation. This situation has been evaluated as the alienation of public relations professionals from labour.