The Effect of Militaristic Tendencies on Attitudes Towards Military Advertisements

Yıl 2023, Sayı: 43, 67 - 93, 30.12.2023

Ali Çağan Uzman , Nurhan Zeynep Tosun

https://doi.org/10.31123/akil.1368804

Öz

This study examines in detail the potential impact of individuals' militaristic tendencies on their attitudes towards military advertisements. Considering Türkiye's deep-rooted military history and culture, understanding how military advertisements and the attitudes formed against them interact with societal and cultural dynamics is a significant issue. Within the scope of the research, participants were first surveyed face-to-face to measure their militaristic attitudes. Subsequently, they were shown the "Önce Vatan" (First, the Homeland) advertisement video published on the official YouTube account of the Turkish Armed Forces on January 1, 2023. The effect of militaristic tendencies on the military advertisement was examined using an attitude scale towards the advertisement. To evaluate the survey results, a correlation analysis was first conducted to determine the existence and intensity of the relationship between militaristic tendencies and attitudes towards military advertisements. After identifying a significant relationship, the multiple regression method was used to analyze the effect of sub-factors of militaristic tendencies on attitudes towards military advertisements. The research findings reveal that militaristic tendencies have a significant influence on attitudes towards military advertisements.

Anahtar Kelimeler

Militaristic Tendencies, Military Advertisements, Attitudes, Advertising Strategies, Target Audience Analysis

Militarist Eğilimlerin Askeri Reklamlara Yönelik Tutuma Etkisi

Öz

Bu çalışma, bireylerin militarist eğilimlerinin, askeri reklamlara yönelik tutumları üzerindeki potansiyel etkisini detaylı bir şekilde incelemektedir. Türkiye'nin sahip olduğu köklü askeri tarihi ve kültürü göz önüne alındığında, askeri reklamların ve bu reklamlara karşı oluşan tutumların, toplumsal ve kültürel dinamiklerle nasıl etkileşime girdiği önemli bir sorunsaldır. Araştırmada, katılımcılara yüz yüze bir anket uygulanarak militarist tutumları belirlenmiştir. Bu aşamadan sonra, Türk Silahlı Kuvvetleri'nin 2023 yılında resmi YouTube hesabında yayınladığı "Önce Vatan" adlı reklam videosu katılımcılara izletilmiştir. Video izlendikten sonra, militarist eğilimlerin bu reklama nasıl bir etkisi olduğunu anlamak için bir tutum ölçeği kullanılarak katılımcıların reklama ilişkin görüşleri alınmıştır. Anket sonuçlarının değerlendirilmesi amacıyla öncelikle militarist eğilimlerle askeri reklama yönelik tutum arasındaki ilişkinin varlığını ve şiddetini belirlemek için korelasyon analizi yapılmış, anlamlı bir ilişkinin tespit edilmesinin ardından militarist eğilimin alt faktörlerinin askeri reklama yönelik tutum üzerindeki etkisini analiz etmek için çoklu regresyon metodu kullanılmıştır. Yapılan araştırmalar sonucunda, militarist eğilimlerin, askeri reklamlara yönelik tutumları üzerinde anlamlı bir etkisinin olduğu ortaya koyulmuştur.

Anahtar Kelimeler

Militarist Eğilimler, Askeri Reklamlar, Tutumlar, Reklam Stratejileri, Hedef Kitle Analizi

Kaynakça

• Acartürk, C., McGrath, M., Roberts, B., İlkkurşun, Z., Cuijpers, P., Sijbrandij, M., Sondorp, E., Vente-vogel, P., McKee, M., & Fuhr, D. C. (2020). Prevalence and Predictors of Common Mental Disorders Among Syrian Refugees in Istan-bul, Turkey: A Cross-Sectional Study. Social Psychiatry and Psy-chiatric Epidemiology. https://doi.org/10.1007/s00127-020-01941-6
• Ali L.Karaosmanoğlu. (2011). Yirmibirinci Yüzyılda Savaşı Tartışmak: Clausewitz Yeniden. Journal, 8(29), 5-25.
• Alkhateeb, S., & Lawrentschuk, N. (2011). Consumerism and Its Impact on Robotic-Assisted Radical Prosta-tectomy. Bju International. https://doi.org/10.1111/j.1464-410x.2011.10117.x
• Army Jobs (Direktör). (2023). British Ar-my—Advert 2023 FLOOD (40s). https://www.youtube.com/watch?v=DOO-LppTFIs
• Ashill, N., & Yavas, U. (2005). Dimensions of advertising attitudes: Congru-ence between Turkish and New Zealand consumers. Marketing In-telligence & Planning, 23, 340-349. https://doi.org/10.1108/02634500510603447 askeri reklam—YouTube. (t.y.). Geliş tarihi 29 Ekim 2023, gönderen https://www.youtube.com/results?search_query=askeri+reklam&sp=EgIIBQ%253D%253D
• Bakanlığı, T. C. M. S. (t.y.). MSB | T.C. Millî Savunma Bakanlığı. Geliş tarihi 27 Ekim 2023, gönderen https://www.msb.gov.tr/
• Belge, M. (2017). Militarist Modernleşme. istanbul.
• Berger, I. E., & Mitchell, A. A. (1989). The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Rela-tionship. Journal of Consumer Re-search, 16, 269-269. https://doi.org/10.1086/209213
• Büyüköztürk, Ş. (2023). Sosyal Bilimler İçin Veri Analizi El Kitabı. Pegem Akad-emi Yayıncılık.
• Cizre, U. (2004). Problems of democratic governance of civil-military rela-tions in Turkey and the European Union enlargement zone. Europe-an Journal of Political Research, 43(1), 107-125. https://doi.org/10.1111/j.1475-6765.2004.00147.x
• Constitution of the People’s Republic of China. (t.y.). Geliş tarihi 29 Ekim 2023, gönderen http://english.www.gov.cn/archive/lawsregulations/201911/20/content_WS5ed8856ec6d0b3f0e9499913.html
• De, P., Geuens, & Anckaert. (2016). Atti-tude Toward the Ad (General). İçinde Marketing Scales Handbook A Compilation of Multi-Item Measures for Consumer Behavior & Advertising Research.
• De Pelsmacker, P., Geuens, M., & Ancka-ert, P. (2002). Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity. Journal of Advertising, 31(2), 49-61. https://doi.org/10.1080/00913367.2002.10673666
• Dertouzos, J. N., & Garber, S. (2003). Is military advertising effective? An estimation methodology and appli-cations to recruiting in the 1980s and 1990s. Rand.
• Douglas, N. (2014). Civil–Military Rela-tions in Russia: Conscript vs. Con-tract Army, or How Ideas Prevail Against Functional Demands. The Journal of Slavic Military Studies. https://doi.org/10.1080/13518046.2014.963397
• Echterhoff, G., Higgins, E. T., & Groll, S. (2005). Audience-tuning effects on memory: The role of shared reali-ty. Journal of Personality and Social Psychology, 89(3), 257-276. https://doi.org/10.1037/0022-3514.89.3.257
• Eighmey, J. (2006). Why Do Youth Enlist?: Identification of Underlying Themes. Armed Forces & Society, 32(2), 307-328. https://doi.org/10.1177/0095327X05281017
• Fransen, M. (2019). Selling Military Ser-vice During Wartime: U.S. Army Recruitment Advertising and En-listment Motivation During the War Against Terror. Scandinavian Journal of Military Studies. https://doi.org/10.31374/sjms.12
• Friedkin, N. E. (2010). The Attitude-Behavior Linkage in Behavioral Cascades. Social Psychology Quar-terly, 73, 196-213. https://doi.org/10.1177/0190272510369661
• Galperovich, D. (1996). Party Political Messages and the Direct Method. Index on Censorship. https://doi.org/10.1080/03064229608536078
• Garfield, B. (2006, Kasım 12). New Army Ad is Strong—If You Totally Forget We’re at War. Ad Age. https://adage.com/article/ad-review/army-ad-strong-totally-forget-war/113151
• Gegez, E. (2010). Pazarlama Araştırmaları. Beta Yayınları.
• Girsh, Y. (2018). Negotiating the Uniform: Youth Attitudes Towards Military Service in Israel. Young. https://doi.org/10.1177/1103308818787647
• Güney, A., & Karatekelioğlu, P. (2005). Turkey’s EU Candidacy and Civil-Military Relations: Challenges and Prospects. Armed Forces & Socie-ty, 31(3), 439-462. https://doi.org/10.1177/0095327X0503100306
• Hovsepyan, L. (2022). Turkish Domestic Determinants and Ankara’s Mili-tary Operations in Syria: Kurdish Threat and Expansionist Ambi-tions. Contemporary Eurasia. https://doi.org/10.52837/2579-2970-2022.11.2-5
• İnce, G. Ç. (2011). The Relationship Be-tween the Performance of Soil Conditions and Damage Following an Earthquake: A Case Study in Is-tanbul, Turkey. Natural Hazards and Earth System Science. https://doi.org/10.5194/nhess-11-1745-2011
• Jester, N. (2019). Army recruitment video advertisements in the US and UK since 2002: Challenging ideals of hegemonic military masculinity? Media, War & Conflict, 14, 57-74. https://doi.org/10.1177/1750635219859488
• Jiménez-Martínez, C. (2017). Making Chile Visible: Purposes, Operationalisa-tion and Audiences From the Per-spective of Nation Branding Prac-titioners. Geopolitics. https://doi.org/10.1080/14650045.2017.1329724
• Kadic-Maglajlic, S., Arslanagic-Kalajdzic, M., Micevski, M., Michaelidou, N., & Nemkova, E. (2015). Controver-sial Advert Perceptions in SNS Ad-vertising: The Role of Ethical Judgement and Religious Com-mitment. Journal of Business Eth-ics. https://doi.org/10.1007/s10551-015-2755-5
• Kelman, H. (1974). Attitudes are alive and well and gainfully employed in the sphere of action. American Psychologist, 29(5), 310–324. https://doi.org/doi.org/10.1037/h0037623
• Kurtuluş, K. (2010). Araştırma Yöntemleri. Türkmen Kitabevi.
• Liebermann, Y., & Flint-Goor, A. (1996). Message strategy by product-class type: A matching model. Interna-tional Journal of Research in Mar-keting, 13(3), 237-249. https://doi.org/10.1016/0167-8116(96)00005-5
• Malhotra, N. K., & Birks, D. F. (2003). Marketing Research: An Applied Approach. Pearson Education. https://books.google.com.tr/books?id=le6SQgAACAAJ
• Menold, N., Landrock, U., Winker, P., Pellner, N., & Kemper, C. (2018). The Impact of Payment and Re-spondents’ Participation on Inter-viewers’ Accuracy in Face-to-Face Surveys. Field Methods. https://doi.org/10.1177/1525822x18783977
• National Research Council (U.S.), Sackett, P. R., & Mavor, A. S. (Ed.). (2004). Evaluating military advertising and recruiting: Theory and methodolo-gy. National Academies Press.
• NBC News (Direktör). (2023). Russian mili-tary encourages “real men” to step forward in recruitment ad. https://www.youtube.com/watch?v=W_tm6_-mOy8
• Osborn, A., & Osborn, A. (2023, Nisan 20). Russia expands war recruit-ment drive with video ad calling for “real” men. Reuters. https://www.reuters.com/world/europe/russia-expands-war-recruitment-drive-with-video-ad-calling-real-men-2023-04-20/
• Özdemir, F., & Sakallı Uğurlu, N. (2018). Development of Militaristic Atti-tudes Scale and its associations with Turkish identity and unina-tional ideology. Peace and Con-flict: Journal of Peace Psychology, 24(2), 175-187. https://doi.org/10.1037/pac0000296
• Özgenel, M. (2018). Modeling the Rela-tionships Between School Admin-istrators’ Creative and Critical Thinking Dispositions With Deci-sion Making Styles and Problem Solving Skills. Educational Sciences Theory & Practice. https://doi.org/10.12738/estp.2018.3.0068
• Özgün, C. (2017). Türkiye’nin Askerlik Sis-teminin Tarihsel Süreç Bağlamın-da İncelenmesi. Üsküdar Üniversi-tesi Sosyal Bilimler Dergisi, 3(4), 51-90. https://doi.org/10.32739/uskudarsbd.3.4.33
• Park, S., Shoieb, Z. A. M., & Taylor, R. N. (2016). Message Strategies in Mili-tary Recruitment Advertising. Armed Forces & Society. https://doi.org/10.1177/0095327x16642037
• Petty, R. E., & Briñol, P. (2008). Psycholog-ical Processes Underlying Persua-sion. Diogenes, 55, 52-67. https://doi.org/10.1177/0392192107087917
• Puhani, P. A., & Sterrenberg, M. K. (2022). Effects of Mandatory Military and Alternative Community Service on Wages and Other Socioeconomic Outcomes. Kyklos. https://doi.org/10.1111/kykl.12301
• Russian Armed Forces. (2023). Içinde Wik-ipedia. https://en.wikipedia.org/w/index.php?title=Russian_Armed_Forces&oldid=1182337181#cite_note-Law53-FZ-1
• Sarigil, Z. (2015). Public Opinion and Atti-tude toward the Military and Democratic Consolidation in Tur-key. Armed Forces & Society, 41(2), 282-306. https://doi.org/10.1177/0095327X13504573
• Schult, J., & Sparfeldt, J. R. (2015). Com-pulsory Military Service and Per-sonality Development. SSRN Elec-tronic Journal. https://doi.org/10.2139/ssrn.2602703
• SIPRI Update April 2022: New military expenditure data, Stockholm Fo-rum registration, impact of war in Ukraine on food security, and more | SIPRI. (t.y.). Geliş tarihi 29 Eylül 2023, gönderen https://www.sipri.org/media/newsletter/2022-april
• Simsek, H., & Yildirim, A. (2006). Sosyal Bilimlerde Nitel Arastirma Yönt-emleri. Seçkin Yayincilik.
• Smith, B. G., Men, R. L., & Al-Sinan, R. (2015). Tweeting Taksim Commu-nication Power and Social Media Advocacy in the Taksim Square Protests. Computers in Human Be-havior. https://doi.org/10.1016/j.chb.2015.04.012
• Stoker, C., & Mehay, S. (2011). Recuiting, Advertising and Marketing Strate-gies in All-Volunteer Force Nations: Case Studies of Canada, Australia, the United Kingdom, and the Unit-ed States: Defense Technical In-formation Center. https://doi.org/10.21236/ADA557589
• Taiwan “prepares for war” and China vows ‘no-fly zone’ stoking WW3 fears. (2022, Ağustos 1). The Sun. https://www.thesun.co.uk/news/19387927/taiwan-prepares-war-china-no-fly-zone-pelosi-visit/
• T.C. Millî Savunma Bakanlığı (Direktör). (2020). Vatanıma Göz Dikip Kılıç Çekilmedikçe Kılıç Çekmeyen Türk Askeriyiz. https://www.youtube.com/watch?v=eagUdBDCqPE
• T.C. Millî Savunma Bakanlığı (Direktör). (2023a). Önce Vatan. https://www.youtube.com/watch?v=TNMqNS3Zwao
• T.C. Millî Savunma Bakanlığı (Direktör). (2023b). TSK, “Rezerv Güç” Kapsamında Orman Yangınlarına Havadan Müdahale Ediyor. https://www.youtube.com/watch?v=M0tcBc3HfOY
• T.C. Millî Savunma Bakanlığı (Direktör). (2023c). TSK’nın Arama-Kurtarma Ekibi Deprem Bölgesinde 37 Canı Enkaz Altından Kurtardı. https://www.youtube.com/watch?v=VZ6CWHHLZXQ
• T.C.Jandarma Genel Komutanlığı (@jandarma) • Instagram photos and videos. (t.y.). Geliş tarihi 11 Ekim 2023, gönderen https://www.instagram.com/jandarma/
• The Sun (Direktör). (2022). China shows off military might in warning video to Taiwan & US on eve of Pelosi visit. https://www.youtube.com/watch?v=cREejTUXzig
• Torun, H., & Tumen, S. (2016). The effects of compulsory military service ex-emption on education and labor market outcomes: Evidence from a natural experiment. Economics of Education Review, 54, 16-35. https://doi.org/10.1016/j.econedurev.2016.06.002
• Tosun, N. (2003). Kurumsal İletişim Sü-recinde Reklam ve İmaj Yöne-timinin Bütünleşik Konumu. Jour-nal, 18(1), 173-191.
• Tosun, N. (2017). Marka Yönetimi (3th bs). Beta Basım Yayım Dağıtım.
• TSKGV - Türk Silahlı Kuvvetlerini Güçlendirme Vakfı. (t.y.). Geliş ta-rihi 27 Ekim 2023, gönderen https://www.tskgv.org.tr/
• Türk Silahlı Kuvvetlerini Güçlendirme Vakfı (Direktör). (2021). TSKGV Memleket Meselesi Temalı Kamu Spotu. https://www.youtube.com/watch?v=oMnwj7E2-Ng
• Uma Sekaran, R. B.- download pdf free book. (2021). pdf Research Meth-ods For Business: A Skill-Building Approach. https://www.uts.cw/sites/default/files/webform/pdf-research-methods-for-business-a-skill-building-approach-uma-sekaran-roger-bougie-pdf-download-free-book-c991c9a.pdf
• Yeşiltaş, M. (2020). Deciphering Turkey’s Assertive Military and Defense Strategy: Objectives, Pillars, and Implications. Insight Turkey. https://doi.org/10.25253/99.2020223.07
• Yükseköğretim Bilgi Yönetim Sistemi. (t.y.). Geliş tarihi 11 Ekim 2023, gönderen https://istatistik.yok.gov.tr/
• Zikmund, W., & Babin, B. (2009). Business research methods. South Western College, Mason.