Türkiye's First Professional Political Advertising Campaign: the Justice Party, Cenajans and the 1977 General Elections

Ülkem Irmak Şimşek

Makale detayları

Türkiye's First Professional Political Advertising Campaign: the Justice Party, Cenajans and the 1977 General Elections

Yazarlar:

Ülkem Irmak Şimşek

Yayıncı:

Kastamonu University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 11, pp.157-193

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307031

pISSN:

2667-727X

Anahtar kelimeler:

Özet:

 Throughout history, political propaganda has played a pivotal role in political communication. The development of technology has produced mass communication tools that today serve as instruments for political communication campaigns. Advertising, which originally emerged from propaganda, has become an essential component for shaping the success and image of political parties today. This is why, political parties collaborate with professional communication agencies, especially during election campaigns, to run campaigns aimed at increasing their voter share, winning elections, and securing political power. Cenajans conducted the first professional political communication campaign in the Republic of Türkiye on behalf of the Justice Party during the June 5, 1977 elections. This study analyzed advertisements published during the campaign May 15, 1977-June 4, 1977 in the newspapers Tercüman, which represents the right-wing ideology, Cumhuriyet, which represents the left-wing ideology, and Milliyet, which represents the mainstream media, using qualitative content analysis. The research results reveal that the campaign strategically exploited the chaotic atmosphere in the country to position the election campaign in favor of the Justice Party. The campaigns communication style of the conveyed messages to voters that highlighted the existence of this chaotic environment and portrayed the Justice Party as the solution to the existing chaos.

 Throughout history, political propaganda has played a pivotal role in political communication. The development of technology has produced mass communication tools that today serve as instruments for political communication campaigns. Advertising, which originally emerged from propaganda, has become an essential component for shaping the success and image of political parties today. This is why, political parties collaborate with professional communication agencies, especially during election campaigns, to run campaigns aimed at increasing their voter share, winning elections, and securing political power. Cenajans conducted the first professional political communication campaign in the Republic of Türkiye on behalf of the Justice Party during the June 5, 1977 elections. This study analyzed advertisements published during the campaign May 15, 1977-June 4, 1977 in the newspapers Tercüman, which represents the right-wing ideology, Cumhuriyet, which represents the left-wing ideology, and Milliyet, which represents the mainstream media, using qualitative content analysis. The research results reveal that the campaign strategically exploited the chaotic atmosphere in the country to position the election campaign in favor of the Justice Party. The campaigns communication style of the conveyed messages to voters that highlighted the existence of this chaotic environment and portrayed the Justice Party as the solution to the existing chaos.

 Throughout history, political propaganda has played a pivotal role in political communication. The development of technology has produced mass communication tools that today serve as instruments for political communication campaigns. Advertising, which originally emerged from propaganda, has become an essential component for shaping the success and image of political parties today. This is why, political parties collaborate with professional communication agencies, especially during election campaigns, to run campaigns aimed at increasing their voter share, winning elections, and securing political power. Cenajans conducted the first professional political communication campaign in the Republic of Türkiye on behalf of the Justice Party during the June 5, 1977 elections. This study analyzed advertisements published during the campaign May 15, 1977-June 4, 1977 in the newspapers Tercüman, which represents the right-wing ideology, Cumhuriyet, which represents the left-wing ideology, and Milliyet, which represents the mainstream media, using qualitative content analysis. The research results reveal that the campaign strategically exploited the chaotic atmosphere in the country to position the election campaign in favor of the Justice Party. The campaigns communication style of the conveyed messages to voters that highlighted the existence of this chaotic environment and portrayed the Justice Party as the solution to the existing chaos.

 Propaganda, tarihin her döneminde siyasal iletişimin vazgeçilmez bir unsuru olmuştur ve teknolojinin gelişmesi ile kitle iletişim araçları da bir propaganda aracı olarak kullanılmaya başlanmıştır. Bu doğrultuda propagandadan doğan ve profesyonel bir işleyiş kazanarak siyasal iletişim çalışmalarının başında gelen reklamlar, siyasi partilerin elde ettiği başarılarda ve sahip olduğu imajda aktif rol oynamaktadır. Bu nedenle siyasi partiler özellikle seçim dönemlerinde oy oranlarını arttırmak ve seçimi kazanarak iktidara sahip olabilmek adına reklam ajansları ile profesyonel iletişim kampanyaları yürütmektedir. Türkiye Cumhuriyetinde ilk profesyonel seçim kampanyası 5 Haziran 1977 Genel Seçimlerinde Adalet Partisi tarafından Cenajans ile yürütülmüştür. Araştırma kapsamında, gündem belirleme kuramı çerçevesinde Adalet Partisinin Cenajans ile yürüttüğü kampanya süreci boyunca 15.05.19774.06.1977 sağ ideolojiyi temsilen Tercüman, sol ideolojiyi temsilen Cumhuriyet ve ana akım medyayı temsilen Milliyet Gazetelerinde yayınlanan reklamlar, nitel içerik analizi yöntemi kullanılarak analiz edilmiştir. Araştırmanın sonucunda, kampanya döneminde ülkenin içinde bulunduğu kaotik ortamın bir stratejik unsur olarak kullanıldığı, seçim kampanyasının bu durumu Adalet Partisinin lehine konumlandırarak ilerletildiği; seçmenin gündemine bu kaotik ortamın varlığının sokulduğu, mevcut kaosun çözümünün Adalet Partisinin iktidara geçmesi olarak gösterildiği mesajlar barındıran bir iletişim dilinin kullanıldığı görülmüştür.

Makale detayları

Türkiye's First Professional Political Advertising Campaign: the Justice Party, Cenajans and the 1977 General Elections

Yazarlar:

Ülkem Irmak Şimşek

Yayıncı:

Kastamonu University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 11, pp.157-193

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307031

pISSN:

2667-727X

Political Advertising

1977 Parliamentary Elections of Turkey

Cenajans

Justice PartySiyasal reklam

1977 Türkiye Genel Seçimleri

Cenajans

Adalet Partisi

Cumhuriyet Halk Partisi

Sayı

Makale detayları

Yazarlar: Ülkem Irmak Şimşek

Yayıncı: Kastamonu University

Ana Başlıklar: İletişim ve Medya Çalışmaları (Diğer)

Dergi: Kastamonu İletişim Araştırmaları Dergisi Issue 11, pp.157-193

Belge Tipi: Makale

Yayın Tarihi: 12/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001307031

pISSN: 2667-727X

Sayı

Yazarlar:

Ülkem Irmak Şimşek

Yayıncı:

Kastamonu University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 11, pp.157-193

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307031

pISSN:

2667-727X