HİKÂYENİN GÜCÜ: TED SUNUMLARI ÜZERİNE BİR İÇERİK ANALİZİ
THE POWER OF STORY: A CONTENT ANALYSIS OF TED PRESENTATIONS

Summary/Abstract: Effective and beautiful speaking has been the most effective means of influencing and directing the masses since ancient times. Administrators, clergy, commanders and scholars are the best users of this form of communication. In fact, most of the success of these people is due to the beautiful and effective use of language. While very few of the society had the opportunity to speak in front of the community and influence people in the past, with the development of new communication technologies, today almost everyone has the opportunity to speak in front of the community, influencing, persuading and leading people and benefiting from the power of language, even though indirectly (online). However, it cannot be said that every public speech has the power to influence the masses. Speeches given at universities, conferences and other scientific events are extremely objective and have a very low level of influence. The speeches of politicians, clergy, entrepreneurs or personal development experts are much more effective, persuasive and guiding. In addition, the effects vary according to the methods and techniques used by the speaker. In the study, it is aimed to reveal what is the main factor that makes a presentation or speech in front of the public effective and very watchable. For this purpose, 25 TED presentations, which have been chosen as The Most Popular Talks of All Time by TED and the most watched since the establishment of TED, were taken as a sample. Content analysis was conducted for the written and oral expression of the presentations selected as samples. As a result of the content analysis, it was concluded that storytelling is the main factor that makes a presentation or speech in front of the community effective and very watchable.

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