Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election

Fatma Çakmak; Havva Tavlan

Makale detayları

Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election

Yazarlar:

Fatma Çakmak | Havva Tavlan

Yayıncı:

Istanbul University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

4. BOYUT Medya ve Kültürel Çalışmalar Dergisi Issue 23, pp.23-51

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001309938

pISSN:

2822-6623

Anahtar kelimeler:

Özet:

 The 2023 Turkish Presidential Election was greeted with curiosity and excitement in Turkey and the world, as was the case during the election period in general. Political marketing and advertising activities appear as the most striking practices in terms of persuading the voting public in the election atmosphere. In this direction, in the study, a semiotic analysis of 2 commercials made for Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu, two strong candidates of the 2023 Turkish Presidential Election, was made according to Barthes paradigm. With these analyzes, it is aimed to reveal which themes are used and messages are given to persuade the voters in commercials. In this study, first of all, the concepts of political marketing and political advertising were explained, and then a semiotic analysis of 2 commercials was made. As a result of the study; It was revealed that both candidates used themes in line with their political propaganda, for Erdoğan, a strong leader positioning was made by giving more emotional messages accompanied by emotional linguistic indicators, and for Kılıçdaroğlu, messages that focused on problems and consisted of promises were included in the presence of enthusiastic and entertaining linguistic indicators.

 The 2023 Turkish Presidential Election was greeted with curiosity and excitement in Turkey and the world, as was the case during the election period in general. Political marketing and advertising activities appear as the most striking practices in terms of persuading the voting public in the election atmosphere. In this direction, in the study, a semiotic analysis of 2 commercials made for Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu, two strong candidates of the 2023 Turkish Presidential Election, was made according to Barthes paradigm. With these analyzes, it is aimed to reveal which themes are used and messages are given to persuade the voters in commercials. In this study, first of all, the concepts of political marketing and political advertising were explained, and then a semiotic analysis of 2 commercials was made. As a result of the study; It was revealed that both candidates used themes in line with their political propaganda, for Erdoğan, a strong leader positioning was made by giving more emotional messages accompanied by emotional linguistic indicators, and for Kılıçdaroğlu, messages that focused on problems and consisted of promises were included in the presence of enthusiastic and entertaining linguistic indicators.

 The 2023 Turkish Presidential Election was greeted with curiosity and excitement in Turkey and the world, as was the case during the election period in general. Political marketing and advertising activities appear as the most striking practices in terms of persuading the voting public in the election atmosphere. In this direction, in the study, a semiotic analysis of 2 commercials made for Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu, two strong candidates of the 2023 Turkish Presidential Election, was made according to Barthes paradigm. With these analyzes, it is aimed to reveal which themes are used and messages are given to persuade the voters in commercials. In this study, first of all, the concepts of political marketing and political advertising were explained, and then a semiotic analysis of 2 commercials was made. As a result of the study; It was revealed that both candidates used themes in line with their political propaganda, for Erdoğan, a strong leader positioning was made by giving more emotional messages accompanied by emotional linguistic indicators, and for Kılıçdaroğlu, messages that focused on problems and consisted of promises were included in the presence of enthusiastic and entertaining linguistic indicators.

 2023 Türkiye Cumhurbaşkanlığı Seçimi Türkiyede ve dünyada, genel olarak her seçim döneminde olduğu gibi merakla ve heyecanla karşılanmıştır. Siyasal pazarlama ve reklam çalışmaları seçim atmosferinde seçmen kitleyi ikna etme noktasında en dikkat çeken uygulamalar olarak karşımıza çıkmaktadır. Bu doğrultuda çalışmada 2023 Türkiye Cumhurbaşkanlığı Seçiminin iki güçlü adayı olan Recep Tayyip Erdoğan ve Kemal Kılıçdaroğlu için yapılan 2 reklam filminin Barthesın paradigmasına göre göstergebilimsel analizi yapılmıştır. Bu analizlerle reklam filmlerinde seçmeni ikna etmek için hangi temaların kullanıldığını ve mesajların verildiğini açığa çıkarmak amaçlanmıştır. Çalışmada bu kapsamda öncelikle siyasal pazarlama ve siyasal reklam kavramları açıklanmış ardından 2 reklam filminin göstergebilimsel analizi yapılmıştır. Çalışmanın sonucunda; her iki adayın da siyasal propagandaları doğrultusunda temalar kullandıkları, Erdoğan için daha çok duygusal göstergeler eşliğinde duygusal mesajlara yer verilerek güçlü lider konumlandırmasının yapıldığı, Kılıçdaroğlu için ise coşkulu ve eğlenceli göstergeler eşliğinde daha çok sorunlara odaklanan ve vaatlerden oluşan mesajlara yer verildiği ortaya çıkarılmıştır.

Makale detayları

Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election

Yazarlar:

Fatma Çakmak | Havva Tavlan

Yayıncı:

Istanbul University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

4. BOYUT Medya ve Kültürel Çalışmalar Dergisi Issue 23, pp.23-51

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001309938

pISSN:

2822-6623

Political marketing

Political advertising

Presidential election

2023 Elections

Election advertising

SemiologySiyasal pazarlama

Siyasal reklam

Cumhurbaşkanlığı seçimi

2023 Seçimleri

Seçim reklamı

Göstergebilim

Sayı

Makale detayları

Yazarlar: Fatma Çakmak | Havva Tavlan

Yayıncı: Istanbul University

Ana Başlıklar: İletişim ve Medya Çalışmaları (Diğer)

Dergi: 4. BOYUT Medya ve Kültürel Çalışmalar Dergisi Issue 23, pp.23-51

Belge Tipi: Makale

Yayın Tarihi: 9/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001309938

pISSN: 2822-6623

Sayı

Yazarlar:

Fatma Çakmak | Havva Tavlan

Yayıncı:

Istanbul University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

4. BOYUT Medya ve Kültürel Çalışmalar Dergisi Issue 23, pp.23-51

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001309938

pISSN:

2822-6623