POLITICAL ADVERTISING FILMS IN THE CONTEXT OF POLITICAL AND VISUAL PERSUASION: A RESEARCH IN THE EXAMPLE OF THE 2018 PRESIDENTIAL ELECTION

Ömer Cenap Özdemir; Raci Taşcıoğlu

Makale detayları

POLITICAL ADVERTISING FILMS IN THE CONTEXT OF POLITICAL AND VISUAL PERSUASION: A RESEARCH IN THE EXAMPLE OF THE 2018 PRESIDENTIAL ELECTION

Yazarlar:

Ömer Cenap Özdemir | Raci Taşcıoğlu

Yayıncı:

Anadolu University

Ana Başlıklar:

Public Administration | Political Communication | Turkish Political Life | Advertisement

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.26 Issue 2, pp.83-108

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351753

pISSN:

2687-184X

Anahtar kelimeler:

Özet:

 Since the President of Turkey has started to be determined by popular vote after the referendum on October 21, 2007, it has become mandatory for presidential candidates to use various communication tools and equipment during the election process, especially political advertisements as one of the techniques that can reach the largest number of voters. In this context, this study, which focuses on political advertising practices, aims to examine the political advertising films used by candidates in the Presidential Elections held on June 24, 2018. The study, which has a descriptive approach, is important because it covers the 2018 election, in which the highest number of candidates 6 competed among the elections in which the president was determined by popular vote and the alliance Public candidate emerged for the first time. Within the scope of the study, the political advertising practices of the first three candidates who received the most votes according to the election results, Recep Tayyip Erdoğan, Muharrem İnce and Selahattin Demirtaş, and the only female candidate of the elections, Meral Akşener, were determined as the study universe. The sample of the study consisted of 20 easily accessible political advertisement films belonging to Erdoğan, 15 belonging to İnce, 9 belonging to Demirtaş and 15 belonging to Akşener. These commercials were examined using the content analysis method. According to the findings, it was determined that candidates mostly preferred advertisements with positive content and informative messages including election promises, but they also occasionally included political advertisements with negative messages targeting rival candidates and referring to past periods.

 Since the President of Turkey has started to be determined by popular vote after the referendum on October 21, 2007, it has become mandatory for presidential candidates to use various communication tools and equipment during the election process, especially political advertisements as one of the techniques that can reach the largest number of voters. In this context, this study, which focuses on political advertising practices, aims to examine the political advertising films used by candidates in the Presidential Elections held on June 24, 2018. The study, which has a descriptive approach, is important because it covers the 2018 election, in which the highest number of candidates 6 competed among the elections in which the president was determined by popular vote and the alliance Public candidate emerged for the first time. Within the scope of the study, the political advertising practices of the first three candidates who received the most votes according to the election results, Recep Tayyip Erdoğan, Muharrem İnce and Selahattin Demirtaş, and the only female candidate of the elections, Meral Akşener, were determined as the study universe. The sample of the study consisted of 20 easily accessible political advertisement films belonging to Erdoğan, 15 belonging to İnce, 9 belonging to Demirtaş and 15 belonging to Akşener. These commercials were examined using the content analysis method. According to the findings, it was determined that candidates mostly preferred advertisements with positive content and informative messages including election promises, but they also occasionally included political advertisements with negative messages targeting rival candidates and referring to past periods.

 Since the President of Turkey has started to be determined by popular vote after the referendum on October 21, 2007, it has become mandatory for presidential candidates to use various communication tools and equipment during the election process, especially political advertisements as one of the techniques that can reach the largest number of voters. In this context, this study, which focuses on political advertising practices, aims to examine the political advertising films used by candidates in the Presidential Elections held on June 24, 2018. The study, which has a descriptive approach, is important because it covers the 2018 election, in which the highest number of candidates 6 competed among the elections in which the president was determined by popular vote and the alliance Public candidate emerged for the first time. Within the scope of the study, the political advertising practices of the first three candidates who received the most votes according to the election results, Recep Tayyip Erdoğan, Muharrem İnce and Selahattin Demirtaş, and the only female candidate of the elections, Meral Akşener, were determined as the study universe. The sample of the study consisted of 20 easily accessible political advertisement films belonging to Erdoğan, 15 belonging to İnce, 9 belonging to Demirtaş and 15 belonging to Akşener. These commercials were examined using the content analysis method. According to the findings, it was determined that candidates mostly preferred advertisements with positive content and informative messages including election promises, but they also occasionally included political advertisements with negative messages targeting rival candidates and referring to past periods.

 Türkiyede 21 Ekim 2007 referandumundan sonra Cumhurbaşkanının artık halkoyuyla belirlenmeye başlamasından dolayı, Cumhurbaşkanı adaylarının seçim süreçlerinde çeşitli iletişim araç ve gereçlerinden özellikle de en geniş sayıda seçmene ulaşılabilecek tekniklerden biri olarak siyasal reklamlardan yararlanmaları artık zorunlu hale gelmiştir. Bu bağlamda siyasal reklamcılık uygulamalarının konu edinildiği bu çalışmada; 24 Haziran 2018 tarihinde yapılan Cumhurbaşkanı Seçiminde adayların kullanmış oldukları siyasal reklam filmlerinin incelenmesi amaçlanmıştır. Betimleyici bir yaklaşıma sahip olan çalışma, halkoyuyla cumhurbaşkanının belirlendiği seçimler arasında en çok adayın 6 yarıştığı ve ilk defa ittifak Cumhur adayının ortaya çıktığı 2018 seçiminin ele alınması nedeniyle önemlidir. Çalışma kapsamında, seçim sonuçlarına göre en çok oyu alan ilk üç aday Recep Tayyip Erdoğan, Muharrem İnce ve Selahattin Demirtaş ile seçimlerin tek kadın adayı olan Meral Akşenerin siyasal reklam uygulamaları çalışma evreni olarak belirlenmiştir. Kolaylıkla ulaşılabilen Erdoğana ait 20, İnceye ait 15, Demirtaşa ait 9 ve Akşenere ait 15 adet siyasal reklam filmi çalışmanın örneklemini oluşturmuştur. Bu reklam filmleri içerik analizi yöntemiyle incelenmiştir. Elde edilen bulgulara göre, adayların daha çok pozitif içerikli ve seçim vaatlerini içeren bilgilendirici mesajlar ile örülü reklamları tercih ettikleri, fakat yer yer rakip adayları hedef alan ve geçmiş dönemlere atıfta bulunulan negatif içerikli mesajlar ile örülü siyasal reklamlara da yer verdikleri tespit edilmiştir.

Makale detayları

POLITICAL ADVERTISING FILMS IN THE CONTEXT OF POLITICAL AND VISUAL PERSUASION: A RESEARCH IN THE EXAMPLE OF THE 2018 PRESIDENTIAL ELECTION

Yazarlar:

Ömer Cenap Özdemir | Raci Taşcıoğlu

Yayıncı:

Anadolu University

Ana Başlıklar:

Public Administration | Political Communication | Turkish Political Life | Advertisement

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.26 Issue 2, pp.83-108

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351753

pISSN:

2687-184X

Political Persuasion

Visual Persuasion

Political Advertisement

Political Advertisement Film

2018 Presidential ElectionPolitik İkna

Görsel İkna

Siyasal Reklam

Siyasal Reklam Filmi

2018 Cumhurbaşkanı Seçimi

Sayı

Makale detayları

Yazarlar: Ömer Cenap Özdemir | Raci Taşcıoğlu

Yayıncı: Anadolu University

Ana Başlıklar: Public Administration | Political Communication | Turkish Political Life | Advertisement

Dergi: Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.26 Issue 2, pp.83-108

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001351753

pISSN: 2687-184X

Sayı

Yazarlar:

Ömer Cenap Özdemir | Raci Taşcıoğlu

Yayıncı:

Anadolu University

Ana Başlıklar:

Public Administration | Political Communication | Turkish Political Life | Advertisement

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.26 Issue 2, pp.83-108

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351753

pISSN:

2687-184X