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Connect With Your Management On-The-Go

In collaboration with Simal Celikkol

Edited By Mehmet Naci Efe

A challenging journey for managers to succeed by following 13 paths… Visionary and curious academicians sailing to new horizons…Yes! The journey is long, tiring but how success is easily achieved? There is no change without pain! Management on the Go covers different aspects of today’s management which can be both used as a handbook by executives who want to keep up with the pace of scientific advancements, as well as a road map for academics to turn towards innovative management systems.

You are invited to embark on a journey from topics that have become outdated in the literature to approaches that will arouse excitement and curiosity about future. Each chapter is written based on sector experiences by 13 academicians located in 5 different universities in Turkey and now reaches you dear readers.

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Chapter 13 Perception Management: Exploring Digital Environments: Asuman KUTLU

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Asuman KUTLU

The notion of perception management, taking on a new dimension in the digital age, dates back to ancient times however, the emergence and the development of mass media have improved the techniques how perception management operates and its efficiency. Perception management is used within a variety of areas including politics, public relations, advertising and marketing in the modern world, may be adopted by different actors. It has begun to be widely considered a propaganda strategy following the end of Bipolar Cold War. Perception management primarily aiming to influence target audience is considered a manipulative communication process as it mainly targets to manage communication to the receiver. As it generates social consent, communication is to be considered as an integral part of the process because the actors who attempt to manage perceptions to shape attitudes and behaviors must make people believe that their actions are driven by their own volitional choice. It does not depend on coercion; it deploys indirect and non-coercive methods. Media are considered one of the most important agents to manage perceptions of the public and drive agendas because people who exercise political and economic power in society are able to construct reality through media.

Along with the mainstream media, perception management strategies have begun to be widely used in digital media as a result of technological advancements. Digital media channels deliver targeted messages to target audience quickly and most efficiently. In addition, information spreading through contents shared on social media platforms...

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