Kurumsal Sürdürülebilirlik Performansı Açısından Medya Kuruluşlarının Karşılaştırmalı Analizi: 2024 Verileri Üzerinden BİST Örneği

Abstract

Bu çalışma, Türkiye’de Borsa İstanbul’da işlem gören ve yayımcılık sektöründe faaliyet gösteren üç büyük medya kuruluşunun -Hürriyet Gazetecilik ve Matbaacılık A.Ş., İhlas Gazetecilik A.Ş. ve Doğan Burda Dergi Yayıncılık ve Pazarlama A.Ş.- 2024 yılına ait sürdürülebilirlik uyum raporlarını içerik analizi yöntemiyle incelemeyi ve Sermaye Piyasası Kurulu’nun belirlediği “Genel İlkeler”, “Çevresel İlkeler”, “Sosyal İlkeler” ve “Kurumsal Yönetişim İlkeleri” çerçevesinde şirketlerin sürdürülebilirlik performanslarını karşılaştırmalı olarak değerlendirmeyi amaçlamaktadır. Analiz bulguları, Hürriyet’in genel ilkelere yüksek düzeyde uyum sağladığını, ancak çevresel ilkelere yönelik ciddi bir uyumsuzluk sergilediğini; sosyal ve yönetişim alanlarında ise sınırlı düzeyde başarı kaydettiğini ortaya koymaktadır. İhlas Gazetecilik’in ise tüm kategorilerde düşük bir performans gösterdiği ve özellikle çevresel ile yönetişim ilkelerine hiçbir uyum sağlamadığı tespit edilmiştir. Doğan Burda, sosyal ve kurumsal yönetişim ilkelerine yüksek düzeyde uyum göstererek öne çıkarken, çevresel ilkeler bağlamında sektörel ilgi eksikliği nedeniyle düşük bir uyum düzeyi sergilemiştir. Genel olarak elde edilen bulgular, Türkiye medya sektöründe sürdürülebilirlik uygulamalarının kurumsallaşma sürecinin henüz yeterince olgunlaşmadığını ve çevresel sorumlulukların büyük ölçüde ihmal edildiğini göstermektedir. Bu bağlamda, medya kuruluşlarının sürdürülebilirlik ilkelerini yalnızca düzenleyici yükümlülükler kapsamında değil, aynı zamanda kurumsal itibarın güçlendirilmesi ve toplumsal sorumluluğun gereği olarak içselleştirmeleri gerektiği sonucuna ulaşılmıştır.Sustainability, a mulUdimensional management approach that encompasses not only environmental responsibility but also economic sustainability, social contribuUon, and corporate governance principles, has gained a significant place on the strategic agenda of today's businesses. In this context, the media sector bears the responsibility of acUng in accordance with sustainability principles, from content producUon to its organizaUonal structure. Media organizaUons, which provide public access to informaUon and have the power to shape public opinion, are expected to set an example in terms of transparency, accountability, and social impact within the scope of their sustainability policies. In this respect, evaluaUng the sustainability performance of media companies is of parUcular importance in understanding the extent to which this sector acts in line with its own understanding of social responsibility. Based on this requirement, this study aims to examine the 2024 sustainability compliance reports of three major media organizaUons in Turkey operaUng in the publishing sector and listed on the Borsa Istanbul (BIST) – Hürriyet Journalism and PrinUng Inc., İhlas Journalism Inc., and Doğan Burda Magazine Publishing and MarkeUng Inc.- using content analysis. It also aims to comparaUvely assess the companies' sustainability performance within the framework of the “General Principles,” “Environmental Principles,” “Social Principles,” and “Corporate Governance Principles” established by the Capital Markets Board. Thus, the study aims to shed light on the sustainability performance of the media sector and to evaluate the transformaUon capacity of the sector in this area. To this end, the primary research quesUons aimed to be answered in this study are as follows: Research QuesUon 1: What are the findings obtained when the 2024 Sustainability Reports of the three major media organizaUons in Turkey, which are traded on Borsa Istanbul (BIST) and operate in the publishing sector –Hürriyet Journalism and PrinUng Inc., İhlas Journalism Inc., and Doğan Burda Magazine Publishing and MarkeUng Inc.-- are analyzed within the framework of General, Environmental, Social and Corporate Governance Principles? Research QuesUon 2: What are the prominent findings when the 2024 Sustainability Reports of the three major media organizaUons in Turkey that are traded on Borsa Istanbul (BIST) and operate in the publishing sector –Hürriyet Journalism and PrinUng Inc., İhlas Journalism Inc., and Doğan Burda Magazine Publishing and MarkeUng Inc.— are compared within the framework of General, Environmental, Social and Corporate Governance Principles? The analysis findings indicate that Hürriyet achieved a higher level of compliance compared to other companies, parUcularly regarding the General Principles. It has been observed that the company has taken certain strategic steps at the board level regarding sustainability issues and has developed specific policy documents. However, the lack of compliance with any of the Environmental Principles demonstrates a significant weakness in insUtuUonal capacity regarding environmental sustainability. ParUal compliance was achieved in the area of Social Principles; however, the lack of comprehensive policies on issues such as employee rights, stakeholder relaUons, and social impact management was noted. Hürriyet has parUally complied with the Corporate Governance Principles. İhlas Journalism has shown the lowest level of compliance in terms of sustainability performance. When evaluated across all principles, it has been observed that the company has not developed saUsfactory policies in the areas of general governance, social sustainability, or environmental sustainability. The complete lack of compliance with corporate governance principles and parUal compliance with only one item on environmental sustainability indicate structural deficiencies in the company's sustainability approach. On the other hand, Doğan Burda Magazine Publishing and MarkeUng has demonstrated a notable performance in the area of social sustainability. Compliance with more than half of the items within the Social Principles demonstrates that the company has adopted an insUtuUonalized approach to employee rights, ethical management, and social responsibility. In addiUon, a limited but posiUve level of compliance has also been observed under the Corporate Governance Principles. However, under the headings of Environmental Principles and General Principles, many items were deemed “irrelevant” to the company’s field of acUvity, which has raised quesUons about the suitability of the evaluaUon framework for organizaUons operaUng in sectors with limited environmental impact, such as magazine publishing. When the 2024 sustainability compliance status of Hürriyet, İhlas Journalism and Doğan Burda is compared, in terms of compliance with the General Principles; Hürriyet has achieved the highest compliance with the General Principles. İhlas demonstrated significant non-compliance; Doğan Burda found most of the items sectorally irrelevant and showed limited compliance with the remaining items. In terms of environmental compliance, Hürriyet and İhlas are very weak in environmental sustainability. Doğan Burda is less engaged with environmental principles in its sector, but has demonstrated compliance with at least one item. In terms of compliance with social principles, Doğan Burda is the most successful company in terms of social sustainability. Hürriyet demonstrated parUal compliance. İhlas, on the other hand, presented the weakest profile. In terms of compliance with corporate governance principles, Doğan Burda and Hürriyet have taken posiUve, albeit limited, steps, while İhlas has remained completely non-compliant in this area.