SUMMARY
Along with the development of information and communication technologies, the phenomenon of leisure time, the transformation of everyday life practices and the effects of changing consumer identity have brought about transformations and new approaches in the understanding of museology as well as in almost every area of social life. Until recently, the museum, which was defined as preserving and exhibiting works of art with its basic functions, has now become a vital space based on user experience, based on the leisure time activities of life, beyond the work of preserving the works it hosts. In this transformation conceptualized as contemporary museology or postmodern museology, the museum which has become a consumption object, has excitement and open details that interact with the day that it is unforgettable to live apart from a constant and chronological journey. These are practices consisting of digital public relations and experiential marketing strategies that are designed and planned to bring and interact with the museum's collection and the creative elements that enable the user experience, as well as the desired visitor experience.In this study, it was aimed to determine digital public relations and experiential marketing practices of contemporary art museums in Turkey which are postmodern. The study is limited to the postmodern museums in Istanbul (Istanbul Modern, Pera Museum and Sakip Sabanci Museum), which have emerged as extensions of the big holdings in our country and have been working on art management for many years and aiming to offer a multi-service approach. In the study in which in-depth interviews and descriptive analysis methods were used, the result of the obtained data reveals the place and usage of digital public relations and experiential marketing practices in postmodern museum.Extended English abstract is in the end of Full Text PDF (TURKISH) file. ÖzetBilgi ve iletisim teknolojilerinin gelismesiyle birlikte serbest zaman olgusu, gündelik hayat pratiklerinin dönüsümü ve degisen tüketici kimliginin etkileri, toplumsal yasamin hemen her alaninda oldugu gibi müzecilik anlayisinda da dönüsümleri ve yeni yaklasimlari beraberinde getirmistir. Yakin tarihe kadar, temel islevleri geçmise ait sanat eserlerinin muhafaza edilip sergilenmesi olarak belirlenen müzeler, günümüzde, barindirdigi eserleri muhafaza eden bir yapinin ötesinde, hayatin serbest zaman ugrasilarina odakli, kullanici deneyimini temel alan ve tercih edilebilir yasamsal bir alan haline dönüsmüstür. Çagdas müzecilik anlayisi ya da postmodern müzecilik seklinde kavramsal-lastirilan bu dönüsümde, tüketim nesnesi haline gelen müzeler sabit, kronolojik bir gezinin haricinde, ziyaretçiye heyecan veren ve o günü yasamasini unutulmaz kilan, etkilesime açik detaylar barindirmaktadir. Bunlar müzenin koleksiyonunun ve sergileme biçimlerinin kullanici deneyimine imkan veren yaratici unsurlarinin yani sira, bu deneyimi yasamasi arzu edilen ziyaretçiyi müzeye getirmeye ve onunla etkilesim kurmaya yönelik hazirlanmis ve planlanmis olan dijital halkla iliskiler ve deneyimsel pazarlama stratejilerinden olusan pratiklerdir.Bu çalismada, postmodern nitelik gösteren Türkiye'deki çagdas sanat müzelerinin dijital halkla iliskiler ve deneyimsel pazarlama pratiklerini belirlemek amaçlanmistir. Çalisma, ülkemizdeki büyük holdinglerin uzantisi olarak ortaya çikan, uzun yillardir sanat yönetimi konusunda çalismalar yapan ve çoklu hizmet anlayisini bir arada sunmayi hedefleyen Istanbul’daki postmodern müzeler (Istanbul Modern, Pera Müzesi ve Sakip Sabanci Müzesi) ile sinirlandirilmistir. Derinlemesine görüsme, gözlem ve betimsel analiz yöntemlerinin kullanildigi çalismada elde edilen veriler sonucunda dijital halkla iliskiler ve deneyimsel pazarlama pratiklerinin postmodern müzecilik anlayisi içindeki yeri ve kullanim sekilleri ortaya konulmustur.