POLITICAL ADVERTISEMENTS AS A MEANS OF SECURING SOCIAL CONSENT: A COMPARATIVE ANALYSIS FOR THE 2023 PRESIDENTIAL ELECTIONS

Eda Demir

Makale detayları

POLITICAL ADVERTISEMENTS AS A MEANS OF SECURING SOCIAL CONSENT: A COMPARATIVE ANALYSIS FOR THE 2023 PRESIDENTIAL ELECTIONS

Yazarlar:

Eda Demir

Yayıncı:

Nevsehir Haci Bektas Veli University

Ana Başlıklar:

Siyasal İletişim

Dergi:

Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi Vol.14 Issue 1, pp.95-117

Belge Tipi:

Makale

Yayın Tarihi:

3/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001312861

pISSN:

2149-3871

Anahtar kelimeler:

Özet:

 The primary challenge faced by governments is to establish their legitimacy. Governments that can gain legitimacy by obtaining social consent have resorted to various methods throughout the ages. With the emergence of democratic societies and the development of mass communication, political parties have employed various strategies to secure votes from the masses. In the political election process, rallies, posters, brochures, and campaign songs are frequently used to establish consent and win votes. Another method employed in this process is political advertisements. Political advertisements are significant tools for candidates to introduce themselves and their projects to voters and influence their decision-making. This study aims to identify the elements used to establish social consent in political advertisements shared on the YouTube accounts of the Justice and Development Party AKP and the Republican Peoples Party CHP. Content analysis and semiotics are employed in this study. The main findings obtained through content analysis indicate that both parties shared an equal number of advertisement videos on their social media accounts, addressed the general public, covered multiple topics in their advertisements, and utilized emotional appeal. Through semiotic analysis, it is determined that the CHP attempts to establish social consent through unity, solidarity, freedom, trust, and hope, while the AKP aims to achieve it through loyalty, unity, togetherness, family values, affection, trust, and hope.

 The primary challenge faced by governments is to establish their legitimacy. Governments that can gain legitimacy by obtaining social consent have resorted to various methods throughout the ages. With the emergence of democratic societies and the development of mass communication, political parties have employed various strategies to secure votes from the masses. In the political election process, rallies, posters, brochures, and campaign songs are frequently used to establish consent and win votes. Another method employed in this process is political advertisements. Political advertisements are significant tools for candidates to introduce themselves and their projects to voters and influence their decision-making. This study aims to identify the elements used to establish social consent in political advertisements shared on the YouTube accounts of the Justice and Development Party AKP and the Republican Peoples Party CHP. Content analysis and semiotics are employed in this study. The main findings obtained through content analysis indicate that both parties shared an equal number of advertisement videos on their social media accounts, addressed the general public, covered multiple topics in their advertisements, and utilized emotional appeal. Through semiotic analysis, it is determined that the CHP attempts to establish social consent through unity, solidarity, freedom, trust, and hope, while the AKP aims to achieve it through loyalty, unity, togetherness, family values, affection, trust, and hope.

 The primary challenge faced by governments is to establish their legitimacy. Governments that can gain legitimacy by obtaining social consent have resorted to various methods throughout the ages. With the emergence of democratic societies and the development of mass communication, political parties have employed various strategies to secure votes from the masses. In the political election process, rallies, posters, brochures, and campaign songs are frequently used to establish consent and win votes. Another method employed in this process is political advertisements. Political advertisements are significant tools for candidates to introduce themselves and their projects to voters and influence their decision-making. This study aims to identify the elements used to establish social consent in political advertisements shared on the YouTube accounts of the Justice and Development Party AKP and the Republican Peoples Party CHP. Content analysis and semiotics are employed in this study. The main findings obtained through content analysis indicate that both parties shared an equal number of advertisement videos on their social media accounts, addressed the general public, covered multiple topics in their advertisements, and utilized emotional appeal. Through semiotic analysis, it is determined that the CHP attempts to establish social consent through unity, solidarity, freedom, trust, and hope, while the AKP aims to achieve it through loyalty, unity, togetherness, family values, affection, trust, and hope.

 İktidarların karşılaştıkları en temel sorun meşruiyetlerini sağlamaktır. Toplumsal rızayı sağlayarak meşruiyet kazanabilen iktidarlar çağlar boyunca çeşitli yöntemlere başvurmuşlardır. Demokratik toplumların ortaya çıkışı ve kitle iletişiminin gelişmesi ile siyasal partiler kitlelerden oy alabilmek için çeşitli yöntemler kullanmışlardır. Siyasi seçim sürecinde rızanın sağlanabilmesi ve oy kazanılabilmesi için mitingler, afişler, broşürler ve seçim şarkıları sıklıkla kullanılmaktadır. Bu süreçte başvurulan bir diğer yöntem ise siyasal reklamlardır. Siyasal reklamlar adayların seçmenlere kendilerini ve projelerini tanıtması ve karar vermelerini sağlaması için önemli bir araçtır. Bu çalışmada Adalet ve Kalkınma Partisi ile Cumhuriyet Halk Partisinin YouTube hesaplarında paylaştıkları siyasal reklamlarda toplumsal rızayı sağlamak için hangi unsurları kullandıkları belirlenmiştir. Çalışmada içerik analizi ve göstergebilim kullanılmıştır. İçerik analizi ile elde edilen en temel bulgular iki partinin de sosyal ağ hesaplarında aynı sayıda reklam filmi paylaştığı, toplumun geneline seslendikleri, reklamlarda birden fazla konunun işlendiği ve duygusal çekicilik kullandıklarıdır. Göstergebilim ile analiz edilen reklamlarda Cumhuriyet Halk Partisi toplumsal rızayı birlik, beraberlik, özgürlük, güven ve umut üzerinden sağlamaya çalışırken Adalet ve Kalkınma Partisi ise bağlılık, birlik, beraberlik, aile olmak, sevgi, güven ve umut üzerinden sağlamaya çalışmaktadır.

Makale detayları

POLITICAL ADVERTISEMENTS AS A MEANS OF SECURING SOCIAL CONSENT: A COMPARATIVE ANALYSIS FOR THE 2023 PRESIDENTIAL ELECTIONS

Yazarlar:

Eda Demir

Yayıncı:

Nevsehir Haci Bektas Veli University

Ana Başlıklar:

Siyasal İletişim

Dergi:

Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi Vol.14 Issue 1, pp.95-117

Belge Tipi:

Makale

Yayın Tarihi:

3/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001312861

pISSN:

2149-3871

Social Consent

Political Advertisement

Semiotics

Justice and Development Party

Republican People's PartyToplumsal Rıza

Siyasal Reklam

Göstergebilim

Adalet ve Kalkınma Partisi

Cumhuriyet Halk Partisi

Sayı

Makale detayları

Yazarlar: Eda Demir

Yayıncı: Nevsehir Haci Bektas Veli University

Ana Başlıklar: Siyasal İletişim

Dergi: Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi Vol.14 Issue 1, pp.95-117

Belge Tipi: Makale

Yayın Tarihi: 3/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001312861

pISSN: 2149-3871

Sayı

Yazarlar:

Eda Demir

Yayıncı:

Nevsehir Haci Bektas Veli University

Ana Başlıklar:

Siyasal İletişim

Dergi:

Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi Vol.14 Issue 1, pp.95-117

Belge Tipi:

Makale

Yayın Tarihi:

3/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001312861

pISSN:

2149-3871