Öz
Halkla ilişkiler, bir sanatçı ya da markanın imajını güçlendirerek geniş bir kitleye hitap etmesini mümkün kılar. Bu çalışma, Elvis Presley’nin kültürel mirasının halkla ilişkiler stratejileri aracılığıyla nasıl nesiller boyu sürdürülebilir olduğunu incelemeyi amaçlamaktadır. Elvis Presley hem müziği hem de kişiliğiyle, halkla ilişkiler kampanyalarının gücü sayesinde bir kültürel ikon haline gelmiştir. Araştırmada, Elvis Presley’nin popülaritesinin farklı kuşaklar üzerindeki etkileri detaylı bir şekilde ele alınmıştır. Bu kapsamda, nitel araştırma yöntemi kullanılarak, Baby Boomers, X, Y ve Z kuşaklarından 20 kişiyle derinlemesine görüşmeler yapılmıştır. Bu görüşmelerde, katılımcıların Presley’nin kültürel mirasına dair algıları ve halkla ilişkiler stratejilerinin etkisi üzerine değerlendirmelerde bulunulmuştur. Araştırmanın bulguları, Elvis Presley’nin halkla ilişkiler stratejilerinin gücüyle nesilden nesile nasıl tanınmaya devam ettiğini ve kültürel etkisinin nasıl sürdürüldüğünü göstermektedir. Baby Boomers kuşağı, Presley’nin kariyerinin zirveye ulaştığı döneme tanıklık ederken, X Kuşağı retro kültür aracılığıyla, Y ve Z Kuşakları ise dijital platformlar sayesinde sanatçıyı yeniden keşfetmişlerdir. Bu stratejiler, Presley’nin zamanla evrimleşen bir kültürel ikon olarak kalmasını sağlamıştır. Araştırma, halkla ilişkiler kampanyalarının bir sanatçının mirasını nasıl zamansız bir olguya dönüştürdüğünü ve kültürel ikonların yaratılmasındaki kritik rolünü vurgulamaktadır.
Anahtar Kelimeler
Kaynakça
- Benoit, W. L. (1995). Sears’ repair of its auto service image: Image restoration discourse in the corporate sector. Communication Studies, 46(1-2), 89-105. https://doi.org/10.1080/10510979509368441
- Bertrand, M. T. (2000). Race, rock, and Elvis. University of Illinois Press.
- Campelo, A., Reynolds, L., Lindgreen, A., & Beverland, M. (Ed.). (2018). Cultural heritage. Routledge.
- Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate reputation review, 10, 163-176. https://doi.org/10.1057/palgrave.crr.1550049
- Coyne, I. T. (1997). Sampling In Qualitative Research. Purposeful and Theoretical Sampling; Merging or Clear Boundaries? Leading Global Nursing Research, 26(3), s.623-630. https://doi.org/10.1046/j.1365-2648.1997.t01-25-00999.x
- Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations. Pearson Education.
- Dayan, D., & Katz, E. (1992). Media events: The live broadcasting of history. Harvard University Press. https://doi.org/10.4159/9780674030305
- Doss, E. (1999). Elvis Culture: Fans, Faith, and Image. Kansas University Press.
- Fraser, B. P., & Brown, W. J. (2002). Media, celebrities, and social influence: Identification with Elvis Presley. Mass Communication & Society, 5(2), 183-206. https://doi.org/10.1207/S15327825MCS0502_5
- Fraser, B. P., & Brown, W. J. (2002). Media, celebrities, and social influence: Identification with Elvis Presley. Mass communication & society, 5(2), 183-206.
- Frith, S. (1996). Performing Rites: On the Value of Popular Music. Harvard University Press.
- Gaar, G. G. (2011). Return of the King: Elvis Presley’s Great Comeback. Erişim adresi: https://archive.org/details/returnofkingelvi0000gaar
- Giles, S. (2015). Business ethics is a two-way street: combining controls and culture to minimize reputational risk. John Wiley & Sons.
- Goto, Z. (2016). Elvis Style: From Zoot Suits to Jumpsuits. Libri Publishing Limited.
- Grunig, J. E., & Grunig, L. A. (1992). Models of Public Relations and Communication. In J. E. Grunig (Ed.), Excellence in Public Relations and Communication Management (pp. 285-325). Lawrence Erlbaum Associates.
- Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
- Gürbüz, S., & Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri. Nobel Yayıncılık.
- Harrison, T. (2016). The death and resurrection of Elvis Presley. Reaktion Books.
- Ihlen, Ø. (2005). The Power of Social Capital: Adapting Bourdieu to the Study of Public Relations. Public Relations Review, 31(4), 492-496. https://doi.org/10.1016/j.pubrev.2005.08.007
- Ilson, B. (2009). Sundays with Sullivan: How the Ed Sullivan Show Brought Elvis, the Beatles, and Culture to America. Taylor Trade Publishing.
- Jorgensen, E. R. (2002). The Light Crust Doughboys are on the Air: Celebrating Seventy Years of Texas Music. University of Texas Press.
- Kaplan, M. (1994). Cross-cultural and Intergenerational Communication. Garland Publishing.
- Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
- Kealing, B. (2017). Elvis on Fire: The Rise of an Icon in Florida. University of Florida Press.
- Lattimore, D., Baskin, O., Heiman, S. T., & Toth, E. L. (2012). Public Relations: The Profession and the Practice. McGraw-Hill.
- Lott, E. (1999). Love and Theft: Blackface Minstrelsy and the American Working Class. Oxford University Press.
- Marwick, A., & Boyd, D. (2011). To See and Be Seen: Celebrity Practice on Twitter. Convergence, 17(2), 139-158. https://doi.org/10.1177/1354856510394539
- McHugh, A. (2014). In Good Standing: The Public Value of Reputation Management. PhD thesis, Waterford Institute of Technology.
- Merriam, S. B., & Bierema, L. L. (2013). Adult learning: Linking theory and practice. John Wiley & Sons.
- Molleda, J.-C. (2010). Authenticity and the construct’s dimensions in public relations and communication research. Journal of Communication Management, 14, 223-236. https://doi.org/10.1108/13632541011064508
- Mundy, D. E. (2015). Diversity 2.0: How the public relations function can take the lead in a new generation of diversity and inclusion (D&I) initiatives. Research Journal of the Institute for Public Relations, 2(2), 1-35.
- Patton, M. Q. (2014). Nitel araştırma ve değerlendirme yöntemleri. (3. Baskıdan Çeviri). (Çev. Ed. M. Bütün ve S. B. Demir). Ankara: Pegem.
- Presley, P., & Harmon, S. (1985). Elvis and Me. New York: Putnam.
- Pulizzi, J. (2012). The Rise of Storytelling as the New Marketing. Publishing Research Quarterly, 28(2), 116-123. https://doi.org/10.1007/s12109-012-9264-5
- Randolph, W., & Viswanath, K. (2004). Lessons learnt from public health mass media campaigns: health marketing in a crowded media world. Annu. Rev. Public Health, 25(1), 419-437. https://doi.org/10.1146/annurev.publhealth.25.101802.123046
- Rein, I., Kotler, P., & Stoller, M. (1987). High visibility.
- Rodman, G. B. (2013). Elvis After Elvis: The Posthumous Career of a Living Legend, Routledge. https://doi.org/10.1146/annurev.publhealth.25.101802.123046
- Schroeder, J. (2014). Focusing on How Rather Than on Whom: Constructing a Process-Based Framework for Interpreting the Press Clause in the Network-Society Era. Communication Law and Policy, 19(4), 509-562. https://doi.org/10.1080/10811680.2014.955775
- Schröder, T. (2013). Social Media as a Tool for Personal Branding—The Case of Taylor Swift. Journal of Media Studies, 25(4), 78-89.
- Shipman, A. (2004). Elvis Presley: A Cultural Icon. The Journal of Popular Culture, 37(4), 549-561.
- Smith, R. D. (2020). Strategic planning for public relations. Routledge. https://doi.org/10.4324/9781003024071
- Solis, B. (2011). Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Wiley.
- Sullivan, A. M. (2015). Cultural heritage and new media: a future for the past. J. Marshall Rev. Intell. Prop. L., 15, 604.
- Wang, Y. J., Wu, C., & Yuan, J. (2009). The role of integrated marketing communications (IMC) on heritage destination visitations. Journal of Quality Assurance in Hospitality & Tourism, 10(3), 218-231. https://doi.org/10.1080/15280080902988048
- Wertheimer, A., & Guralnick, P. (2017). Elvis: A King in the Making. Chartwell Books.
- Yiğit Açıkgöz, F., & Yalman, A. (2018). Dijital oyunların çocukların kişilik ve davranışları üzerinde etkisi: Gta 5 oyunu örneği. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 29, 163-180. https://doi.org/10.31123/akil.454283
Öz
Public relations makes it possible for an artist or brand to appeal to a wide audience by strengthening its image. This study aims to examine how Elvis Presley's cultural legacy is sustained across generations through public relations strategies. Elvis, through both his music and his personality, has become a cultural icon through the power of public relations campaigns. In this study, the effects of Elvis' popularity on different generations are analyzed in detail. In this context, in-depth interviews were conducted with 20 people from the Baby Boomers, X, Y, and Z generations using qualitative research methods. In these interviews, the participants‘ perceptions of Elvis’ cultural heritage and the impact of public relations strategies were evaluated. The findings of the study show how Elvis Presley continues to be recognized from generation to generation through the power of public relations strategies and how his cultural impact is sustained. While the Baby Boomers witnessed the peak of Elvis' career, Generation X rediscovered Elvis through retro culture, and Generations Y and Z rediscovered Elvis through digital platforms. These strategies ensured that Elvis remained a cultural icon that evolved over time. The research highlights how public relations campaigns transform an artist's legacy into a timeless phenomenon and emphasizes the critical role of public relations in the creation of cultural icons.
Anahtar Kelimeler
Communication Public Relations Elvis Presley Brand Reputation
Kaynakça
- Benoit, W. L. (1995). Sears’ repair of its auto service image: Image restoration discourse in the corporate sector. Communication Studies, 46(1-2), 89-105. https://doi.org/10.1080/10510979509368441
- Bertrand, M. T. (2000). Race, rock, and Elvis. University of Illinois Press.
- Campelo, A., Reynolds, L., Lindgreen, A., & Beverland, M. (Ed.). (2018). Cultural heritage. Routledge.
- Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate reputation review, 10, 163-176. https://doi.org/10.1057/palgrave.crr.1550049
- Coyne, I. T. (1997). Sampling In Qualitative Research. Purposeful and Theoretical Sampling; Merging or Clear Boundaries? Leading Global Nursing Research, 26(3), s.623-630. https://doi.org/10.1046/j.1365-2648.1997.t01-25-00999.x
- Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations. Pearson Education.
- Dayan, D., & Katz, E. (1992). Media events: The live broadcasting of history. Harvard University Press. https://doi.org/10.4159/9780674030305
- Doss, E. (1999). Elvis Culture: Fans, Faith, and Image. Kansas University Press.
- Fraser, B. P., & Brown, W. J. (2002). Media, celebrities, and social influence: Identification with Elvis Presley. Mass Communication & Society, 5(2), 183-206. https://doi.org/10.1207/S15327825MCS0502_5
- Fraser, B. P., & Brown, W. J. (2002). Media, celebrities, and social influence: Identification with Elvis Presley. Mass communication & society, 5(2), 183-206.
- Frith, S. (1996). Performing Rites: On the Value of Popular Music. Harvard University Press.
- Gaar, G. G. (2011). Return of the King: Elvis Presley’s Great Comeback. Erişim adresi: https://archive.org/details/returnofkingelvi0000gaar
- Giles, S. (2015). Business ethics is a two-way street: combining controls and culture to minimize reputational risk. John Wiley & Sons.
- Goto, Z. (2016). Elvis Style: From Zoot Suits to Jumpsuits. Libri Publishing Limited.
- Grunig, J. E., & Grunig, L. A. (1992). Models of Public Relations and Communication. In J. E. Grunig (Ed.), Excellence in Public Relations and Communication Management (pp. 285-325). Lawrence Erlbaum Associates.
- Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
- Gürbüz, S., & Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri. Nobel Yayıncılık.
- Harrison, T. (2016). The death and resurrection of Elvis Presley. Reaktion Books.
- Ihlen, Ø. (2005). The Power of Social Capital: Adapting Bourdieu to the Study of Public Relations. Public Relations Review, 31(4), 492-496. https://doi.org/10.1016/j.pubrev.2005.08.007
- Ilson, B. (2009). Sundays with Sullivan: How the Ed Sullivan Show Brought Elvis, the Beatles, and Culture to America. Taylor Trade Publishing.
- Jorgensen, E. R. (2002). The Light Crust Doughboys are on the Air: Celebrating Seventy Years of Texas Music. University of Texas Press.
- Kaplan, M. (1994). Cross-cultural and Intergenerational Communication. Garland Publishing.
- Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
- Kealing, B. (2017). Elvis on Fire: The Rise of an Icon in Florida. University of Florida Press.
- Lattimore, D., Baskin, O., Heiman, S. T., & Toth, E. L. (2012). Public Relations: The Profession and the Practice. McGraw-Hill.
- Lott, E. (1999). Love and Theft: Blackface Minstrelsy and the American Working Class. Oxford University Press.
- Marwick, A., & Boyd, D. (2011). To See and Be Seen: Celebrity Practice on Twitter. Convergence, 17(2), 139-158. https://doi.org/10.1177/1354856510394539
- McHugh, A. (2014). In Good Standing: The Public Value of Reputation Management. PhD thesis, Waterford Institute of Technology.
- Merriam, S. B., & Bierema, L. L. (2013). Adult learning: Linking theory and practice. John Wiley & Sons.
- Molleda, J.-C. (2010). Authenticity and the construct’s dimensions in public relations and communication research. Journal of Communication Management, 14, 223-236. https://doi.org/10.1108/13632541011064508
- Mundy, D. E. (2015). Diversity 2.0: How the public relations function can take the lead in a new generation of diversity and inclusion (D&I) initiatives. Research Journal of the Institute for Public Relations, 2(2), 1-35.
- Patton, M. Q. (2014). Nitel araştırma ve değerlendirme yöntemleri. (3. Baskıdan Çeviri). (Çev. Ed. M. Bütün ve S. B. Demir). Ankara: Pegem.
- Presley, P., & Harmon, S. (1985). Elvis and Me. New York: Putnam.
- Pulizzi, J. (2012). The Rise of Storytelling as the New Marketing. Publishing Research Quarterly, 28(2), 116-123. https://doi.org/10.1007/s12109-012-9264-5
- Randolph, W., & Viswanath, K. (2004). Lessons learnt from public health mass media campaigns: health marketing in a crowded media world. Annu. Rev. Public Health, 25(1), 419-437. https://doi.org/10.1146/annurev.publhealth.25.101802.123046
- Rein, I., Kotler, P., & Stoller, M. (1987). High visibility.
- Rodman, G. B. (2013). Elvis After Elvis: The Posthumous Career of a Living Legend, Routledge. https://doi.org/10.1146/annurev.publhealth.25.101802.123046
- Schroeder, J. (2014). Focusing on How Rather Than on Whom: Constructing a Process-Based Framework for Interpreting the Press Clause in the Network-Society Era. Communication Law and Policy, 19(4), 509-562. https://doi.org/10.1080/10811680.2014.955775
- Schröder, T. (2013). Social Media as a Tool for Personal Branding—The Case of Taylor Swift. Journal of Media Studies, 25(4), 78-89.
- Shipman, A. (2004). Elvis Presley: A Cultural Icon. The Journal of Popular Culture, 37(4), 549-561.
- Smith, R. D. (2020). Strategic planning for public relations. Routledge. https://doi.org/10.4324/9781003024071
- Solis, B. (2011). Engage! The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Wiley.
- Sullivan, A. M. (2015). Cultural heritage and new media: a future for the past. J. Marshall Rev. Intell. Prop. L., 15, 604.
- Wang, Y. J., Wu, C., & Yuan, J. (2009). The role of integrated marketing communications (IMC) on heritage destination visitations. Journal of Quality Assurance in Hospitality & Tourism, 10(3), 218-231. https://doi.org/10.1080/15280080902988048
- Wertheimer, A., & Guralnick, P. (2017). Elvis: A King in the Making. Chartwell Books.
- Yiğit Açıkgöz, F., & Yalman, A. (2018). Dijital oyunların çocukların kişilik ve davranışları üzerinde etkisi: Gta 5 oyunu örneği. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 29, 163-180. https://doi.org/10.31123/akil.454283
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İletişim ve Medya Çalışmaları (Diğer), Halkla İlişkiler |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Erken Görünüm Tarihi | 2 Mayıs 2025 |
| Yayımlanma Tarihi | 12 Mayıs 2025 |
| Gönderilme Tarihi | 3 Aralık 2024 |
| Kabul Tarihi | 3 Şubat 2025 |
| Yayımlandığı Sayı | Yıl 2025 Sayı: 68 |
Kaynak Göster
- Makale Dosyaları