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Etkili Bir Konuşmanın Anahtarı Hikaye Anlatıcılığı Mı? En Çok İzlenen TED Konuşmaları Üzerine Bir Analiz

Year 2025, , 173 - 194, 30.06.2025

Selvinaz Yoltay , Ayşen Temel Enginli

https://doi.org/10.18037/ausbd.1556072

Abstract

İnsan, duygu ve düşüncelerini diğer insanlar ile paylaşmayı isteyen sosyal bir varlıktır. Hikâyelerin diğer insanlarla iletişim kurma ve hayatı anlamlı kılma gücü, yüzyıllar öncesinde başlamış olup günümüzde de yaşamın her alanında kendisini göstermeye devam etmektedir. İnsanın anlama ve anlatma ihtiyacı, hikâye anlatıcılığını ortaya çıkarmıştır. Hikâye anlatıcılığı pazarlamadan sosyolojiye, siyasetten sanata pek çok
alanda karşımıza çıkmaktadır. Deneyimlerini ve yaşam tecrübelerini paylaşmak isteyen konuşmacılar,
sıklıkla hikâye anlatıcılığına başvurarak konuşmalarını daha etkili kılmaya çalışmaktadır. Dijital dünyanın
gelişimi ile artık bireyler topluluklara hitap edebilmek için çevrimiçi ortamlardan da yararlanmaktadır.
Fakat çevrimiçi dünyada konuşmacı olma fırsatını elde eden her birey toplulukları etkileme gücüne sahip
olamamaktadır. Bu çalışma kapsamında etkili bir konuşmanın hikâye anlatıcılığı ile ilişkisi incelenmektedir.
Çalışmanın örneklemi amaçlı örneklem ile şimdiye kadar en çok izlenen 40 adet TED konuşması arasından
belirlenen 10 adet TED konuşmasıdır. Seçilen örneklemdeki konuşmalarda sözlü, sözsüz ve yazılı veriler
nitel ve nicel içerik analizi yöntemi ile analiz edilmiştir. Elde edilen veriler doğrultusunda bir konuşmayı
başarılı kılan faktörün hikâye anlatıcılığı olduğu, bunun yanı sıra tüm konuşmacıların çerçeve öykü, %ash-
back, arka plan, anlatı kancası, hikâye içinde hikâye yöntemlerini ağırlıklı olarak kullandıkları görülmüştür.
Ayrıca sözsüz iletişim açısından tüm konuşmacıların göz teması ve jestleri etkili kullandıkları belirlenmiştir.

Keywords

hikaye anlatıcılığı TED konuşmaları içerik analizi dijital hikaye anlatıcılığı

References

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Is Storytelling the Key to An Effective Speech? An Analysis on Most Watched TED Talks

Year 2025, , 173 - 194, 30.06.2025

Selvinaz Yoltay , Ayşen Temel Enginli

https://doi.org/10.18037/ausbd.1556072

Abstract

Human beings are social beings who want to share their feelings and thoughts with other people. The power
of stories to communicate with other people and make life meaningful began centuries ago and continues to show itself in every aspect of life today. The human need to understand and explain has given rise to story-telling. Storytelling appears in many fields, from marketing to sociology, from politics to art. Speakers who
want to share their experiences and life experiences often try to make their speeches more effective by resorting to storytelling. With the development of the digital world, individuals now use online environments
to address communities. However, not every individual who has the opportunity to become a speaker in
the online world has the power to influence communities. Within the scope of this study, the relationship
between an effective speech and storytelling is examined. The sample of the study is 10 TED talks selected
from among the 40 most watched TED talks to date using purposive sampling. Verbal, non-verbal and written data in the conversations in the selected sample were analyzed by qualitative and quantitative content analysis method. In line with the data obtained, it was seen that the factor that makes a speech successful is storytelling, and all speakers predominantly used frame story, flashback, background, narrative hook, and story-within-a-story methods. In addition, it was determined that all speakers used eye contact and gestures
effectively in terms of non-verbal communication.

Keywords

Storytelling TED Talks Content Analysis Digital Storytelling

References

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  • Akbayır, Z. (2016). Bana Bir Hikâye Anlat: Marka İletişiminde Hikayeleştirme ve İnternet. Karadeniz Teknik Üniversitesi İletişim Fakültesi Elektronik Dergisi, (12).
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  • Allen, R., Krebs, N. (2007). Dramatic Psyhological Storytelling Using the Expressive Arts and Psychotheatrics.‎ Palgrave Macmillan.
  • Andrews, D., & Hull, D. (2009). Storytelling As An İnstructional Method: Descriptions And Research Question. The Interdisciplinary Journal of Problem-Based Learning, (3), 6-23.
  • Aytemur, S. (2012). Hikaye Oksijendir. İstanbul: Kapital Medya.
  • Baker, B. ve Boyle, C. (2009). The Timeless Power Of Storytelling. Journal Of Sponsorship, (1), 79-87.
  • Baltacı, A. (2018). Nitel Araştırmalarda Örnekleme Yöntemleri ve Örnek Hacmi Sorunsalı Üzerine Kavramsal Bir İnceleme. Bitlis Eren Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7 (1), 231-274.
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  • Bayer S., and A. Hettinger. (2019). Storytelling: A Natural Tool to Weave the Threads of Science and Community Together. Bull Ecol Soc Am ,(2), 1542.
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  • Berelson, B. (1952). Content Analysis İn Communication Research, Glencoe, III. The Free Press, 220.
  • Boje, D. M. (1991). Consulting And Change İn The Storytelling Organisation. Journal Of Organizational Change Management, 4(3), 7-17.
  • Boje, D. M. (1995). Stories Of The Storytelling Organization: A Postmodern Analysis Of Disney As “Tamara-Land”. The Academy Of Managment Journal, (4), 100.
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There are 104 citations in total.

Details

Primary Language Turkish
Subjects Communication Studies
Journal Section Articles
Authors

Selvinaz Yoltay 0009-0003-1494-3851

Ayşen Temel Enginli 0000-0003-4830-4524

Early Pub Date June 28, 2025
Publication Date June 30, 2025
Submission Date September 25, 2024
Acceptance Date April 15, 2025
Published in Issue Year 2025

Cite

APA Yoltay, S., & Temel Enginli, A. (2025). Etkili Bir Konuşmanın Anahtarı Hikaye Anlatıcılığı Mı? En Çok İzlenen TED Konuşmaları Üzerine Bir Analiz. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 25(2), 173-194. https://doi.org/10.18037/ausbd.1556072

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