Özet:

With advanced communication technologies, as in all disciplines, political communication discipline has also entered a change and transformation. It also brings the political communication work of the parties and politicians to the digital environment and the direct communication with the elections that are targeted by the audience in this environment with many issues that must be studied. This study, repeated by the High Election Board (YSK) on June 23, 2019 Istanbul Metropolitan Municipality (IMB) presidential election, a candidate for the Republican Alliance Justice and Development Party (AK Party) Binali Yıldırım and the National Alliance Republican People's Party (CHP) candidate Ekrem Imamoğlu's Twitter content is aimed at analysing from the point of view of political communication. The contents that the candidates shared from their official Twitter accounts between May 9 and June 22 2019, which correspond to the election campaign period, were collected with the quality data analysis program in Maxqa and analyzed by the content analysis technique. In the study, tweets were classified as a total of seven categories: location and event, election campaign communication, personal message, information and description, interpersonal dialogue, communication with selected and assigned and other/unknown. In addition, the study identified the hashtags used by the candidates, looked at the relationship between the hashtags and the tweet categories, and the candidate’s word frequency analysis was carried out. As a result, it can be said that candidates use Twitter more for location and event, election campaign communication, personal message and information and explanation. In addition, the study found that candidates did not pay too much attention to the interaction feature, which is one of the important rewards of social media.

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