Abstract:

Political marketing and political communication affect all voters and political parties, and at the same time they take on a crucial task in the success of a political party or candidate. Political communication behaviors and methods used by political parties and political candidates influence voter perceptions, behaviors and preferences. Voters evaluate the views, politicies, leaders and managers of political parties, primarily from these perceptions. The influence of political communication is directly related to the cultural, economic and technological development of a society. Countries that have completed their cultural, economic and technological development are known to have powerful mass media. Political parties or candidates who effectively use mass media in the political system can influence voting behavior in this way. Although there are a number of factors affecting voting behaviors within the political system, the most influential factor in voting and political behavior of the individual is; the age and the features of the age groups. We can claim that the differences in attitudes that exist between generations are naturally reflected in political behaviors and are especially effective in voting behavior. The purpose of this study is to give information about the place and importance of generation differences in the political marketing and political communication process, to identify the political perception among the generations in the political process and to determine the political communication style through this perception. In the study, the concept of generation and generation types were examined and suggestions were made about the methods of political communication that should be applied to generations

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