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Siyasi reklamlar, siyasi pazarlama kampanyalarının hâlâ en etkili silahlarından biridir. Nitekim hem gelişmekte olan hem de gelişmiş demokrasilerde siyasi kampanyalara harcanan bütçenin miktarı yıldan yıla artmaktadır. Kampanya kaynaklarının önemli bir kısmı medyaya verilen siyasi içerikli reklamlara ayrılmakta, bunun içinde en yüksek payı televizyon reklamları kapsamaktadır. Dijital dönüşüm, iletişimin her alanını etkilediği gibi siyasal iletişim çalışmalarını da dönüştürmekte ve reklam kampanyalarına yansımaktadır. Bu çalışmanın odak konusu siyasi iletişim alanındaki dijital dönüşümdür. Bir siyasi pazarlama tekniği olan siyasal reklamcılık uygulamalarını konu alan bu çalışma, propaganda ve halkla ilişkilerin siyasal reklamcılıktaki ilişkisini vurgulayarak literatürde sınırlı olan siyasal reklam türleri, siyasal reklam araçları, siyasal reklam çeşitleri, siyasal reklam stratejileri konularına katkı yapmayı, Türkiye’de siyasal reklamcılık tarihi ve güncel mevzuat üzerinden altyapı değerlendirmesi sunarak örnek vaka incelemesiyle siyasi kampanya çalışması üzerinden siyasal reklamcılık örneklerini inceleyerek, bilgi ve veriler ışığında mevcut durumun değerlendirilmesini amaçlamaktadır. Vaka incelenmesi için siyasal arenada önem arz eden 24 Haziran 2018 Türkiye Cumhurbaşkanlığı ve 27. Dönem Milletvekili Genel Seçim sürecindeki siyasi kampanya uygulamaları arasından şeçilmesi kararlaştırılmış ve seçimi kazanan partinin siyasi kampanya çalışmasının incelenmesi uygun görülmüştür. Bu çalışmanın sonuçları doğrultusunda Türkiye’de yapılacak siyasal iletişimde geleneksel mecralardan fazla geri çekilmeden dijitale ağırlık vereceğini, Z kuşağı merkezli çalışmalardan oluşan başarılı siyasal reklam kampanyaları göreceğimizi söyleyebilmek mümkündür. Yeni nesil seçim kampanyaları hakkında ise “Seçimlerin Temel Hükümleri ve Seçmen Kütükleri Hakkında Kanun” tarafından belirtilen propaganda serbestliği ve süresi bağlamındaki sınırlılıklar göz önünde bulundurulduğunda, siyasal reklam çalışmalarında bütçeye ve milli servete daha az yük teşkil edecek, çevre dostu, mecra satın almayı gerektirmeyecek, etkileşimi yüksek, geniş kitlelere ulaşma potansiyeli taşıyan, yeni teknoloji entegrasyonlarını destekleyen, mevzuat ile sınırlandırılmamış, etkisi ölçümlenebilecek, bölümlendirme, kişiselleştirmeye ve gerçek zamanlı editoryal düzenlemeye olanak sağlayan, çoklu mecra ile adaptasyonu yüksek sosyal ağların ve diğer online hizmet sağlayıcıların siyasal iletişimde ağırlıklı olarak tercih edileceğini belirtmek mümkündür.
Political advertising is still one of the most effective weapons of political marketing campaigns. In fact, the amount of budget spent on political campaigns in both developing and advanced democracies increases from year to year. A significant part of the campaign resources are dedicated to political content advertising that is provided to the media, with the highest share covering television advertising. The digital transformation, as it affects every field of communication, also transforms political communication work and reflects it into advertising campaigns. The focus of this study is the digital transformation in the field of political communication. This study on political advertising practices, which is a political marketing technique, emphasizes the relationship between propaganda and public relations in political advertising, the aim of contributing to the topics of political advertising types, political advertising tools, political advertising varieties, political advertising strategies that are limited in literature, in Turkey by offering infrastructure assessment through the history of political advertising and current legislation, by examining the examples of political advertising through political campaign work, by assessing the current situation in the light of information and data. The President of Turkey and the 27th of June 2018 that emphasized the political arena for the case examination. The decision was made between the political campaign practices in the General Election process and the political campaign work of the winner of the election was considered appropriate. According to the results of this study, it is possible to say that the political communication that will be held in Turkey will give digital weight without being withdrawn more than the traditional mechanisms, and we will see successful political advertising campaigns consisting of Z-generation-based studies. With regard to the limits in the context of propaganda freedom and duration specified by "The Basic Rules of Elections and the Law on Electoral Masses", the political advertising work will constitute less burden to the budget and national wealth, environmentally friendly, will not require purchases, high interaction, has the potential to reach the wide crowd, supports new technology integrations, is not limited to the legislation, the impact can be measured, allowing the division, personalization and real-time editorial arrangement, the high adaptation of the social networks and other online service providers will be preferred as a major political communication.
Political advertisements are still one of the most effective weapons of political marketing campaigns. This is evident by the fact that in both developing and established democracies the budget spent on political campaigns keeps increasing on a yearly basis. A significant amount of the campaign resources are devoted to political advertisements, and until recently the content produced for television took the lion's share. Digital transformation transformed political communication practices as all areas of communication and management. The focus of this study is the digital transformation in political advertisement practices in Turkey. In order to provide an infrastructure to the political advertising landscape in Turkey, this paper first elaborates on overlying principles of political marketing, political advertising, propaganda and public relations then delves into the current political advertising types, mediums as well as strategies integrated in political communication campaigns. Then, to introduce the shift from a primarily print-based communication media towards the digital, this paper presents a brief historical background on political advertising in Turkey and an outlook of the current legislation governing contemporary advertising practices with political content. For the case study, the hotly debated 27th Turkish Presidential Election is examined and the winning party’s political advertisement campaign was analyzed to highlight the digital transformation of political advertising in political campaign management in Turkey. The results of this study suggest that in Turkey, political campaigning in near future will dramatically shift from the traditional political campaigning to digital formats and that the campaigns will have a more Z generation oriented focus. Considering the limitations in the scope of freedom of propaganda and duration specified by the Law on the "Basic Provisions of Elections and Electoral Registers", it can be inferred that there will be an inclination towards new technology based campaigning that will be; budget and environmental friendly, do not require the purchase of a medium, hold a high interaction potential and can reach large audience segments. It is possible to state that social networks and other online service providers, which are not limited by legislation, whose impact can be measured, which enable segmentation, personalization and real-time editorial editing, and which are highly adaptable with multi-media, will be the preferred mediums of communication in the political communication landscape.
Alan : Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Dergi Türü : Uluslararası
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