The Representation of Generation Z in Political Advertisements: A Semiotic Review on the Example of the 2018 Presidential Election

Başak Akmeşe; Raci Taşcıoğlu

Makale detayları

The Representation of Generation Z in Political Advertisements: A Semiotic Review on the Example of the 2018 Presidential Election

Yazarlar:

Başak Akmeşe | Raci Taşcıoğlu

Yayıncı:

Kastamonu University

Ana Başlıklar:

Halkla İlişkiler | İletişim ve Medya Çalışmaları

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 10, pp.189-215

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001291966

pISSN:

2667-727X

Anahtar kelimeler:

Özet:

 The representation of Generation Z in the context of visual rhetoric, as a new subject in the political advertising technique that stands out in promotion, which is one of the components of the political marketing mix, is gaining great importance in todays politics. According to studies on the Generation Z, the importance of addressing the said generation has increased considerably, as the voting potential of the Generation Z is predicted to be between 16 and 24 for the 2023 elections. The uncertainty about how the new generation will respond to advertising and the upcoming election reveals the need for political parties to address this issue, which at the same time has become an issue on which scientific research focuses. This study, which focuses on the representation of the Generation Z in political advertisements, aims to reveal how the parties perceive the Generation Z through what kind of metaphors and what kind of meanings they attribute to it. The research refers to the June 24, 2018 presidential elections and the parliamentary elections of the 27th term, but is limited to the political advertisements aired on YouTube by the AK Party, the CHP, and the İYİ Party. A total of three advertisement films, one from each of the aforementioned parties, determined through purposive sampling, one of the non-probability sampling methods from this research universe, were examined using the semiotic analysis method, and this approach allowed us to draw a general framework for advertisements in terms of discourse. According to the findings obtained, it was found that the advertising discourses of the political parties which aim to address and influence Generation Z in their advertising by keeping their interests awake understand young people and try to convey the message that they speak the same and parallel language, but there are differences in their perspectives on Generation Z. The fact that Generation Z, which feels more and more considered every day as a new audience of voters in political communication processes, makes this research important and original from the point of view of academic and political circles.

 The representation of Generation Z in the context of visual rhetoric, as a new subject in the political advertising technique that stands out in promotion, which is one of the components of the political marketing mix, is gaining great importance in todays politics. According to studies on the Generation Z, the importance of addressing the said generation has increased considerably, as the voting potential of the Generation Z is predicted to be between 16 and 24 for the 2023 elections. The uncertainty about how the new generation will respond to advertising and the upcoming election reveals the need for political parties to address this issue, which at the same time has become an issue on which scientific research focuses. This study, which focuses on the representation of the Generation Z in political advertisements, aims to reveal how the parties perceive the Generation Z through what kind of metaphors and what kind of meanings they attribute to it. The research refers to the June 24, 2018 presidential elections and the parliamentary elections of the 27th term, but is limited to the political advertisements aired on YouTube by the AK Party, the CHP, and the İYİ Party. A total of three advertisement films, one from each of the aforementioned parties, determined through purposive sampling, one of the non-probability sampling methods from this research universe, were examined using the semiotic analysis method, and this approach allowed us to draw a general framework for advertisements in terms of discourse. According to the findings obtained, it was found that the advertising discourses of the political parties which aim to address and influence Generation Z in their advertising by keeping their interests awake understand young people and try to convey the message that they speak the same and parallel language, but there are differences in their perspectives on Generation Z. The fact that Generation Z, which feels more and more considered every day as a new audience of voters in political communication processes, makes this research important and original from the point of view of academic and political circles.

 The representation of Generation Z in the context of visual rhetoric, as a new subject in the political advertising technique that stands out in promotion, which is one of the components of the political marketing mix, is gaining great importance in todays politics. According to studies on the Generation Z, the importance of addressing the said generation has increased considerably, as the voting potential of the Generation Z is predicted to be between 16 and 24 for the 2023 elections. The uncertainty about how the new generation will respond to advertising and the upcoming election reveals the need for political parties to address this issue, which at the same time has become an issue on which scientific research focuses. This study, which focuses on the representation of the Generation Z in political advertisements, aims to reveal how the parties perceive the Generation Z through what kind of metaphors and what kind of meanings they attribute to it. The research refers to the June 24, 2018 presidential elections and the parliamentary elections of the 27th term, but is limited to the political advertisements aired on YouTube by the AK Party, the CHP, and the İYİ Party. A total of three advertisement films, one from each of the aforementioned parties, determined through purposive sampling, one of the non-probability sampling methods from this research universe, were examined using the semiotic analysis method, and this approach allowed us to draw a general framework for advertisements in terms of discourse. According to the findings obtained, it was found that the advertising discourses of the political parties which aim to address and influence Generation Z in their advertising by keeping their interests awake understand young people and try to convey the message that they speak the same and parallel language, but there are differences in their perspectives on Generation Z. The fact that Generation Z, which feels more and more considered every day as a new audience of voters in political communication processes, makes this research important and original from the point of view of academic and political circles.

 Politik pazarlama karmasının bileşenlerinden biri olan tutundurmada öne çıkan siyasal reklam tekniğinde yeni bir özne olarak Z kuşağının görsel retorik bağlamında temsili günümüz siyasetinde büyük önem kazanmaktadır. Z kuşağına yönelik yapılan araştırmalara göre; 2023 seçimleri için Z kuşağının oy potansiyelinin 16 ila 24 arasında olması beklendiğinden, söz konusu kuşağa hitap etmenin önemi oldukça artırmıştır. Yeni neslin reklamlara ve yaklaşan seçime nasıl tepki vereceklerinin belirsizliği, partilerin bu konuda birtakım çalışmalar yapması gerekliliğini ortaya koyarken, aynı zamanda bu durum bilimsel araştırmaların da üzerinde önemle durdukları bir konu haline gelmiştir. Siyasal reklamlarda Z kuşağının temsilinin konu edinildiği bu çalışmada, partilerin hangi tür metaforlar üzerinden Z kuşağını nasıl algıladıklarının ve ne tür anlamlar yüklediklerinin ortaya konulması amaçlanmaktadır. Araştırma, 24 Haziran 2018 Cumhurbaşkanı Seçimi ve 27. Dönem Milletvekili Genel Seçimini kapsarken, AK Parti, CHP ve İYİ Partinin YouTube üzerinden yayınladıkları siyasal reklamlar ile sınırlıdır. Bu araştırma evreninden olasılıksız örnekleme yöntemlerinden amaçlı örnekleme ile belirlenen ve söz konusu partilere ait -birer reklam- toplamda üç reklam filmi, gösterge bilimsel analiz yöntemi ile incelenirken bu yaklaşım reklamlara söylem açısından genel bir çerçeve çizilmesine olanak sağlamıştır. Elde edilen bulgulara göre söz konusu siyasal reklamlarda, siyasi partilerin Z kuşağına hitap etmeyi ve bu kuşağın ilgisini canlı tutarak onlar üzerinde etki yaratabilmeyi hedefledikleri, gençleri anladıkları ve aynı dili konuştukları mesajını vermeye çalıştıkları, reklam söylemlerinin paralellik gösterdiği, fakat Z kuşağına bakış açılarında farklılıklar olduğu tespit edilmiştir. Her geçen gün siyasal iletişim süreçlerinde yeni bir seçmen kitlesi olarak dikkate alınması gerekliliği daha çok hissedilen Z kuşağının bu araştırmada ele alınıyor olması araştırmayı akademik ve siyasi çevreler açısından önemli ve özgün hale getirmektedir.

Makale detayları

The Representation of Generation Z in Political Advertisements: A Semiotic Review on the Example of the 2018 Presidential Election

Yazarlar:

Başak Akmeşe | Raci Taşcıoğlu

Yayıncı:

Kastamonu University

Ana Başlıklar:

Halkla İlişkiler | İletişim ve Medya Çalışmaları

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 10, pp.189-215

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001291966

pISSN:

2667-727X

Political Advertising

Generation Z and Representation

2018 Presidential Election

SemioticsSiyasal Reklam

Z Kuşağı

2018 Cumhurbaşkanı Seçimi

Göstergebilim

Sayı

Makale detayları

Yazarlar: Başak Akmeşe | Raci Taşcıoğlu

Yayıncı: Kastamonu University

Ana Başlıklar: Halkla İlişkiler | İletişim ve Medya Çalışmaları

Dergi: Kastamonu İletişim Araştırmaları Dergisi Issue 10, pp.189-215

Belge Tipi: Makale

Yayın Tarihi: 6/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001291966

pISSN: 2667-727X

Sayı

Yazarlar:

Başak Akmeşe | Raci Taşcıoğlu

Yayıncı:

Kastamonu University

Ana Başlıklar:

Halkla İlişkiler | İletişim ve Medya Çalışmaları

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 10, pp.189-215

Belge Tipi:

Makale

Yayın Tarihi:

6/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001291966

pISSN:

2667-727X