Abstract:

In this study it is aimed that presenting criteria that affects voting behavior of voters within the city of Kayseri through the case of 30th March 2014 Local Elections. First of all it is shortly summarized that development of studies on "voters' behavior" as a subject of political communication studies both in Turkey and the world. Then evaluating different approaches to "voters' behavior", approaches of voting in subject through approach of sociological, socio-psychological and rational voter preference are discussed and criteria affecting voters' preferences are also included. Regarding implementation part of the study, such questionnaire practiced with respect to determining preferences of voters' behavior in different studies is practiced on Kayseri voters in relation to 30th March 2014 elections. As a result of a questionnaire held on 905 people in all parts of Kayseri, it is tried to determine which criteria are effective in terms of voting behaviors of Kayseri voters. In result it is observed that most important criteria for Kayseri voters' preferences are "candidate's projects and promises", being a "leader" and "candidate" and in relation to this, most of voters tend to vote in accordance with "rational voting" and "voting in subject" approaches. On the other hand, "music used for election propaganda", "tendency of most of the society" and "brochure, leaflet, photograph and posters of candidates" are criteria that participants seem mostly ineffective. Consequently, it is reached at the conclusion that participants evaluate issues of "propaganda" and "public opinion researches" out of criteria affecting voters' preferences as criteria mostly ineffective