Political Communication Strategies of Political Parties in the Local Election Process: An Analysis on Political Advertising Discourses

Onur Tos

Makale detayları

Political Communication Strategies of Political Parties in the Local Election Process: An Analysis on Political Advertising Discourses

Yazarlar:

Onur Tos

Yayıncı:

Kastamonu University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 14, pp.278-305

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001352078

pISSN:

2667-727X

Anahtar kelimeler:

Özet:

 Political communication practices emerged from the needs of societies to maintain order, defend themselves, and create sacred discourses. In addition, the regulation of trade and economic activities, money management, and accumulation processes have contributed to the development of these practices. In addition, today, leaders, political parties, and candidates carry out political communication practices. Political parties publish advertisements with many different types of content, especially during election periods, considering the campaign processes. Designing political advertisements that aim to persuade voters in the election campaigns of political parties in accordance with the social and political conjuncture can increase the campaigns success. This strategy increases the likelihood of attracting the attention and support of voters by establishing more effective communication with the target audience. This study focuses on the local elections held in Turkey on 31 March 2024. In this context, the political advertisements of the Republican Peoples Party CHP and the Justice and Development Party AKP, which received the highest number of votes in Turkey in the local elections, are analyzed. Criterion Sampling is used in the research, and the Document Analysis Technique is used as a data collection tool. The analysis method used in the research is content analysis, which is used in qualitative research processes. In the research, the MAXQDA package program is used to determine the prominent themes and messages in the political advertisements of both political parties, to reveal the strategic categories, to determine the language and rhetorical techniques, and to understand which values and messages are given to the voters. The findings revealed that both parties addressed the voters by presenting different themes during the election process and that the content of political advertisements differed.

 Political communication practices emerged from the needs of societies to maintain order, defend themselves, and create sacred discourses. In addition, the regulation of trade and economic activities, money management, and accumulation processes have contributed to the development of these practices. In addition, today, leaders, political parties, and candidates carry out political communication practices. Political parties publish advertisements with many different types of content, especially during election periods, considering the campaign processes. Designing political advertisements that aim to persuade voters in the election campaigns of political parties in accordance with the social and political conjuncture can increase the campaigns success. This strategy increases the likelihood of attracting the attention and support of voters by establishing more effective communication with the target audience. This study focuses on the local elections held in Turkey on 31 March 2024. In this context, the political advertisements of the Republican Peoples Party CHP and the Justice and Development Party AKP, which received the highest number of votes in Turkey in the local elections, are analyzed. Criterion Sampling is used in the research, and the Document Analysis Technique is used as a data collection tool. The analysis method used in the research is content analysis, which is used in qualitative research processes. In the research, the MAXQDA package program is used to determine the prominent themes and messages in the political advertisements of both political parties, to reveal the strategic categories, to determine the language and rhetorical techniques, and to understand which values and messages are given to the voters. The findings revealed that both parties addressed the voters by presenting different themes during the election process and that the content of political advertisements differed.

 Political communication practices emerged from the needs of societies to maintain order, defend themselves, and create sacred discourses. In addition, the regulation of trade and economic activities, money management, and accumulation processes have contributed to the development of these practices. In addition, today, leaders, political parties, and candidates carry out political communication practices. Political parties publish advertisements with many different types of content, especially during election periods, considering the campaign processes. Designing political advertisements that aim to persuade voters in the election campaigns of political parties in accordance with the social and political conjuncture can increase the campaigns success. This strategy increases the likelihood of attracting the attention and support of voters by establishing more effective communication with the target audience. This study focuses on the local elections held in Turkey on 31 March 2024. In this context, the political advertisements of the Republican Peoples Party CHP and the Justice and Development Party AKP, which received the highest number of votes in Turkey in the local elections, are analyzed. Criterion Sampling is used in the research, and the Document Analysis Technique is used as a data collection tool. The analysis method used in the research is content analysis, which is used in qualitative research processes. In the research, the MAXQDA package program is used to determine the prominent themes and messages in the political advertisements of both political parties, to reveal the strategic categories, to determine the language and rhetorical techniques, and to understand which values and messages are given to the voters. The findings revealed that both parties addressed the voters by presenting different themes during the election process and that the content of political advertisements differed.

 Politik iletişim uygulamaları, toplumların düzenini koruma, kendini savunma ve kutsal söylemler oluşturma gibi ihtiyaçlardan doğmuştur. Ayrıca, ticaretin ve ekonomik faaliyetlerin düzenlenmesi, para yönetimi ve birikim sağlama süreçleri de bu uygulamaların gelişimine katkıda bulunmuştur. Bunun yanı sıra günümüzde politik iletişim uygulamaları liderler, siyasal partiler ve adaylar tarafından gerçekleştirilmektedir. Siyasal partiler özellikle seçim dönemlerinde kampanya süreçlerini de göz önünde bulundurarak farklı türde birçok içerikle politik reklam yayınlamaktadır. Siyasi partilerin seçim kampanyalarında seçmenleri ikna etmeyi amaçlayan reklamların, toplumsal ve siyasal konjonktüre uygun şekilde tasarlanması, kampanyanın başarısını artırabilmektedir. Bu strateji, hedef kitle ile daha etkili bir iletişim kurarak seçmenlerin ilgisini çekme ve destek sağlama olasılığını yükseltmektedir. Bu çalışma, 31 Mart 2024 tarihinde Türkiyede gerçekleşen yerel seçimleri konu edinmektedir. Bu kapsamda yerel seçimlerde Türkiye genelinde en çok oy alan Cumhuriyet Halk Partisi CHP ile Adalet ve Kalkınma Partisinin AKP seçim sürecinde yayınladıkları politik reklamlar incelenmektedir. Araştırmada Ölçüt Örneklemeden yararlanılmakta ve veri toplama aracı olarak Doküman İncelemesi Tekniği kullanılmaktadır. Araştırmada yararlanılan analiz yöntemi ise nitel araştırma süreçlerinde kullanılan İçerik Analizidir. Araştırmada her iki siyasal partinin politik reklamlarında öne çıkan tema ve mesajların belirlenmesi, stratejik kategorilerin ortaya konması, dil ve retorik tekniklerinin neler olduğunun saptanması ile seçmenlere hangi değer ve mesajların verildiğinin anlaşılması için MAXQDA paket programından yararlanılmaktadır. Elde edilen bulgular her iki partinin de seçim sürecinde farklı temaları ortaya koyarak seçmenlere seslendiğini, bunun yanı sıra politik reklam içeriklerinin farklılık taşıdığını ortaya koymuştur.

Makale detayları

Political Communication Strategies of Political Parties in the Local Election Process: An Analysis on Political Advertising Discourses

Yazarlar:

Onur Tos

Yayıncı:

Kastamonu University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 14, pp.278-305

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001352078

pISSN:

2667-727X

Political Communication

Political Advertising

Local Elections

Discourse

Content Analysis.Politik İletişim

Politik Reklam

Yerel Seçim

Söylem

İçerik Analizi.

Sayı

Makale detayları

Yazarlar: Onur Tos

Yayıncı: Kastamonu University

Ana Başlıklar: İletişim ve Medya Çalışmaları (Diğer)

Dergi: Kastamonu İletişim Araştırmaları Dergisi Issue 14, pp.278-305

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001352078

pISSN: 2667-727X

Sayı

Yazarlar:

Onur Tos

Yayıncı:

Kastamonu University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Kastamonu İletişim Araştırmaları Dergisi Issue 14, pp.278-305

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001352078

pISSN:

2667-727X