POLİTİK SOSYAL MEDYA PAZARLAMASI: 2023 CUMHURBAŞKANLIĞI SEÇİMLERİ

Yıl 2024, Sayı: 67, 35 - 44, 30.04.2024

Neslihan Yalçınkaya , Mümine Karadağ

https://doi.org/10.18070/erciyesiibd.1328658

Öz

2023 Türkiye Cumhurbaşkanlığı Seçimlerinde adaylar günümüzün en etkili iletişim araçları olarak kabul edilen sosyal medyayı aktif bir şekilde kullanmıştır. Bu araştırmada Recep Tayyip Erdoğan ve Kemal Kılıçdaroğlu’nun Instagram paylaşımlarının analizi ve politik pazarlama stratejilerinin incelemesi yapılmıştır. Analiz için Instagram’ın tercih edilmesinin nedeni en çok kullanılan sosyal medya mecralarından biri olmasının yanı sıra, adayların diğer mecralarda da aynı veya benzer paylaşımlar yaptığının tespit edilmesidir. Instagram, adayların seçmenlerle etkileşim kurduğu, mesajlarını ilettiği ve kendilerini tanıttığı önemli bir platform olmuştur. Adayların paylaşımları, beğeni ve yorum sayıları, görsel içerikler, alt yazı kategorileri, adayların imajı, kampanya stratejileri ve slogan kullanımı gibi farklı faktörler dikkate alınarak analiz edilmiştir.
Sonuç olarak, Recep Tayyip Erdoğan ve Kemal Kılıçdaroğlu’nun Instagram kampanyaları, seçmenlere ulaşmak ve desteklerini kazanmak için çeşitli stratejileri kullanmaktadır. Her iki aday da mesajlarını etkili bir şekilde iletmek ve seçmenleri etkilemek için görsel içerikler, metinler ve duygusal vurguları bir araya getirmeyi amaçlamaktadır.

Anahtar Kelimeler

Siyaset, Seçimler, Pazarlama, Sosyal Medya

POLITICAL SOCIAL MEDIA MARKETING: 2023 PRESIDENTIAL ELECTIONS

Öz

In the 2023 Turkish Presidential Elections, candidates actively used social media, which is considered as the most effective communication tools of today. This article analyses the Instagram posts of Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu during the 2023 presidential elections and examines their political marketing strategies. The reason why Instagram was preferred for the analysis is that it is one of the most widely used social media channels, as well as the fact that the candidates made the same or similar posts on other channels. Instagram has become an important platform where candidates interact with voters, convey their messages and promote themselves. The posts of the candidates were analysed by taking into account various factors such as the number of likes and comments, visual content, subtitle categories, candidates’ image, campaign strategies and slogan usage.
As a result, the Instagram campaigns of Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu utilise various strategies to reach voters and gain their support. Both candidates aim to effectively convey their messages and influence voters by combining visual content, texts, and emotional appeals.

Anahtar Kelimeler

Politics, Elections, Marketing, Social Media

Kaynakça

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