Digital Citizenship as New Culture Policy Through Public Affairs Perspective

Digital Citizenship as New Culture Policy Through Public Affairs Perspective

Seda Mengü, Ece Karadogan Doruk, Emine Yavasgel
DOI: 10.4018/978-1-5225-6998-5.ch016
(Individual Chapters)
No Current Special Offers


Relation can be defined as the expectations of parties from each other with regard to their actions, depending on the type of interaction between them. Awareness, effect, benefit, and reciprocity of actions are the components of successful relations. Relationship management in public relations encompasses the development, sustainability, promotion, and maintenance of mutual benefit relations between institutions and their target groups. The purpose of relationship management is to build relations and form communities. The change in our life culture has also transformed the modes of corporate communication and obliged the realization of sustainable relationship management with publics. Hence, in this chapter, all dimensions of digital citizenship as a new culture policy and different ways that publics meet their needs will be discussed. In this sense, the activities of Turkish Telecom Corporation related to digital citizenship will be analyzed.
Chapter Preview


A relationship can be defined as an expectation of the behavior of the other side of the relationship, depending on the interaction patterns of the parties. The state of reciprocity of awareness, influence, utility and behavior is part of successful relationships. Relationship management in the context of public relations; to develop, maintain, support and nurture mutual benefit relations between institutions and target groups. The success of public relations programs based on attitudinal, evaluator, or behavioral changes that emerged from the perspective of relationship management has been identified. For this reason, an important aspect of public relations is the management of public relations.

The aim of relationship management is to build relationships and to build communities. In this context, it is aimed to help the public to express themselves and defend their roles in multicultural and global society in changing social, cultural and political conditions. The first thing to do for this is to show who the people are and what they believe. The most basic purpose of public relations is the provision of public benefit. In this sense, useful work should be done for both national and international community.

Within the context of developing Community relations, it should be in the effort to benefit from corporate social responsibility activities and all kinds of physical, security, health, social and cultural needs of the society and the individual. There is also a significant relationship between the development of community relations and culture.

The politics of public relations in a country are shaped by the culture politics of that country. There is an important connection between the ways of establishing relations with the public and the ways in which the public participates in social and cultural life.

The impact of the Internet on people and societies within the framework of the technological dimension of globalization has brought digitalization of the concept of citizenship and the concept of digital citizenship has emerged. Digital citizenship can be described as 'acting in the consciousness of any kind of danger within the framework of ethical and universal rules on the internet'. Efforts to fulfill citizenship responsibilities, to use their rights and opportunities, and to maintain their daily lives have led to the concept of digital citizenship. A digital citizen is the person who is able to communicate in the digital environment, criticize when using the information as well as produce, consume in and exchange in the digital environment, receive education from the digital environment and follow the codes of ethics while doing these behaviors.

Key Terms in this Chapter

Relationship Building: Establishing strong relations between institutions and individuals.

Digital Publics: Publics that exist in digital platforms and they share common topics.

Digital Communities: Organization of the people with the same ideas, believes and interests in particular digital groups.

Public Relations: A strategic management function aiming to establish mutual communication between an institution and its target groups.

Culture Policy: Creation of convenient conditions to enable individuals to participate in cultural life and establishment of institutions along with providing social and economic facilities.

Digital Citizenship: Realization of citizenship responsibilities and rights as well as maintaining daily life activities by using digital platforms.

Relationship Management: The supervision of relationships between an institution and its target groups.

Complete Chapter List

Search this Book: