SİYASAL PAZARLAMA VE YENİ MEDYA İLE İLGİLİ ÇALIŞMALARIN BİBLİYOMETRİK ANALİZİ

Year 2024, Volume: 9 Issue: 2, 174 - 200, 29.11.2024

Hacı Hasan Saf

https://doi.org/10.47107/inifedergi.1510610

Abstract

Kısaca pazarlama tekniklerinin siyasal alanda ve siyasal iletişimde kullanılması olarak tanımlanan siyasal pazarlamaya yönelik araştırmalar, özellikle 15 yılda hızla artmıştır. Bu süreçte pazarlama yaklaşım, araç ve teknikleri bağlamında ele alınan kavram ve yeni medya ilişkisi de sıklıkla tartışılmıştır. Ancak bu iki kavramı içeren çalışmaların tamamı, bir bütün halinde ele alınmamıştır. Siyasal pazarlama ve yeni medya konuları içeren çalışmaların yıl, dil, alan, ülke, üniversite, anahtar kelime, en çok atıf alan yazar ve en çok atıf alan çalışma bağlamında incelenmesi elzemdir. Bu da bibliyometrik analiz yöntemi ile yapılabilmektedir. Bu çalışmada siyasal pazarlama ve yeni medyayla ilgili çalışmaların bibliyometrik analizinin yapılması amaçlanmıştır. Bibliyometrik analiz yönteminin kullanıldığı çalışmada Web of Science arama motoruna “political marketing” ve “new media” konuları yazılmış ve tüm zamanlarda yazılan yazılar bu sitede taranan indekslerde aranmıştır. Siyasal pazarlama ve yeni medya ile ilgili ilk araştırmanın yapıldığı 1997 ile 2023 yılları arasında literatüre kazandırılan 1118 çalışma VOSviewer programı ile ele alınmıştır. Analiz sonucunda çalışmalar; yıl, dil, alan, ülke, üniversite, anahtar kelime, en çok atıf alan yazar ve en çok atıf alan çalışma perspektifinde analiz edilmiş ve çalışmalar arasındaki bağlantılar ortaya koyulmuştur.

Keywords

Siyasal pazarlama, yeni medya, bibliyometrik analiz, Web of Science, VOSviewer

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