Özet:

In the historical development process of election campaigns, new technologies, marketing and communication techniques have been a determining factor in the success of the campaigns. The election campaigns carried out in the early periods with the aim of delivering messages to the broadest audience as possible have turned into an effort to reach all voters individually. Since the nineties, when individualization has gained importance as a sociological phenomenon, election campaigns use a customized strategy that targets very small social groups and individuals, defined as micro-targeting. With the social media platforms that have become an integral part of daily life, micro targeting methods have been developed and diversified. Manipulating voters by using personal and often confidential information through these methods is now seen as an unbounded problem for both political parties and voters. In this study, first of all, the research traditions of political communication evolving from the medium, to the message and voters are discussed, and then the methods and ethical limits used by the campaigns in the context of micro targeting are focused on. With this study, it is aimed to make a limited contribution to the elimination of the deficiency in the Turkish literature on micro targeting.

Anahtar Kelimeler: