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Değerler, insanların olayları değerlendirmesinde ve seçenekler arasında tercih yapmasında rehberlik görevi üstlenen sosyo-psikolojik unsurladır. Tercihde bulunmada ve seçim yapmada önemli bir faktör olan değerler, siyasi karar verme süreciyle de ilişki halindedir. Çünkü siyasi faaliyetlerde, siyasi aktörler tarafından ortaya konulan her söylem, değerleri kapsamakta ve seçmenler siyasi tercihlerini söz konusu değerleri göz önünde bulundurarak gerçekleştirmektedirler. Bu nedenle 23 Haziran 2019 İstanbul Büyükşehir Belediyesi seçimi çalışmanın konusu olarak belirlenmiştir. 31 Mart 2019 yerel seçimlerinde büyük bir rekabetin yaşandığı İstanbul Büyükşehir Belediyesi seçimi, sandık kurullarında usülsüzlük gerekçesiyle iptal edilmiş ve seçimlerin 23 Haziran 2019 tarihinde yenilenmesi kararlaştırılmıştır. 23 Haziran 2019 seçimleri yenilenen bir seçim olması ve adaylar arasında kıyasıya bir rekabete neden olmasından dolayı Türkiye siyasi tarihinin önemli seçimlerinden biri haline gelmiştir. Araştırmada, 23 Haziran 2019 tarihinde yapılan seçimlerde oyların büyük çoğunluğunu elde eden iki aday, Binali Yıldırım ve Ekrem İmamoğlu’nun resmi sosyal medya hesaplarından gerçekleştirdiği söylemler Schwartz Değerler Kuramı çerçevesinde analiz edilmiştir. Siyasal iletişim çalışmalarının yoğunlaştığı, seçim öncesindeki 1 aylık dönem dikkate alınmış, adayların 22 Mayıs – 22 Haziran 2019 tarihleri arasındaki resmi Facebook, Twitter ve YouTube sayfalarındaki politik söylemleri arşivlenmiştir. Ancak adayların Facebook ve Twitter gönderilerinin gerek nicelik gerekse nitelik olarak özdeş olduğu tespit edilmiş ve analiz sadece Twitter ve Youtube söylemleriyle sınırlandırılmıştır. Araştırmada yöntem olarak içerik analizi uygulanmıştır. İstanbul Büyükşehir Belediyesi adaylarının Twitter ve YouTube üzerindeki söylemleri değerler bağlamında incelenerek, adaylarının söylemlerinde öne çıkan değerler ile seçimi kazandıran ve kaybettiren değerlerin hangileri olduğu ortaya konulmaya çalışılmıştır. Analizler sonucunda 23 Haziran 2019 İstanbul Büyükşehir Belediyesi seçimini kazanan Ekrem İmamoğlu’nun en fazla atıfta bulunduğu değerlerin, kendi amaçlarını belirleme, sorumluluk sahibi olma, sosyal adalet, dürüstlük, sosyal güç, başarılı olmak ve eşitlik olduğu tespit edilmiştir. Diğer aday Binali Yıldırım’ın ise söylemlerini kendi amaçlarını belirleme, kamusal imajı korumak, başarılı olmak, sosyal güç, sosyal adalet ve dürüstlük değerleri üzerinden kurguladığı gözlemlenmiştir. 23 Haziran 2019 İstanbul Büyükşehir Belediyesi seçiminde adayların atıf yaptığı değerlerde büyük bir farklılık gözlemlenmemiş olsa da ilgili değerlere işlevsellik kazandırmada çeşitli söylem farklılıkların bulunduğu saptanmıştır.
Values are socio-psychological elements that take the role of guidance in evaluating events and making choices between people. Values, which are an important factor in making and making choices, are also related to the political decision-making process. For in political activities, every speech made by political actors is covered by values and voters make their political preferences taking into account the respective values. Therefore, 23 June 2019 Istanbul Metropolitan Municipality election was determined as the subject of the work. The Istanbul Metropolitan Municipality election, where a major competition occurred in the local elections of 31 March 2019, was cancelled due to misconduct in the councils and the elections were decided to be renewed on 23 June 2019. The election of 23 June 2019 has become one of the important elections in the political history of Turkey because it has been a renewed election and has led to a competition between the candidates. In the study, two candidates who obtained the majority of the votes in the elections held on 23 June 2019, Binali Yıldırım and Ekrem Imamoğlu's statements from the official social media accounts were analyzed in the framework of the Schwartz Values Theory. The political communication work was concentrated, the 1 month prior to the election period was taken into account, and the political statements of the candidates were archived on the official Facebook, Twitter and YouTube pages between 22 May and 22 June 2019. However, the candidates’ Facebook and Twitter posts were identified in quantity or quality, and the analysis was limited to Twitter and Youtube statements. In the study, the method of content analysis was applied. By examining the words of the candidates of the Istanbul Metropolitan Municipality on Twitter and YouTube in the context of values, the candidate’s statements and the values that win and lose the election have been tried to figure out which values are. The results of the analysis were found that the values most referred to by Ekrem Imamoğlu, who won the election of the Metropolitan Municipality of Istanbul on June 23, 2019 are determining their own goals, being responsible, social justice, honesty, social power, being successful and equality. The other candidate Binali Yıldırım has been observed that his words are based on the values of determining his own goals, preserving the public image, being successful, social power, social justice and honesty. 23 June 2019 Istanbul Metropolitan Municipality elections have not observed a large difference in the values referred to by the candidates, but the relevant values have been found there are various differences in giving functionality to the relevant values.
Values are socio-psychological elements that serve as guidance in evaluating events and choosing between options. Values, which are an important factor in preference and choice making, are also associated with the political decision-making process. Because in political activities, every discourse put forward by political actors covers values, and voters carry out their political choices in consideration of those values. For this reason, the 23rd June 2019 Istanbul Metropolitan Municipality election was determined as the subject of the study. The election of the Istanbul Metropolitan Municipality, where there was great competition in the 31 March 2019 local elections, was canceled due to irregularities in the election committee and it was decided to renew the elections on 23 June 2019.The 23 June 2019 election have become one of the most important elections in Turkish political history due to a renewed election and a fierce competition between the candidates. In the study, the discourses made by the two candidates, Binali Yıldırım and Ekrem İmamoğlu, who obtained the majority of the votes in the elections held on 23 June 2019, were analyzed within the framework of Schwartz Values Theory. In this study, the period of one month before the election, in which political communication studies are concentrated, is taken into consideration. The political communication activities were intensified and the one-month period before the election was taken into consideration and the political discourses of the candidates on the official Facebook, Twitter and YouTube pages between May 22 and June 22, 2019 were archived. However, the Facebook and Twitter posts of the candidates were found to be identical in both quantity and quality and the analysis was limited to the discourse of Twitter and Youtube. In the research, qualitative content analysis was used as the research method. The discourses of Istanbul Metropolitan Municipality candidates on Twitter and YouTube were examined in the context of values, and the values that were prominent in the discourse of the candidates and the values that won or lost the election were tried to be revealed. As a result of the analyzes, Ekrem İmamoğlu, who won the Istanbul Metropolitan Municipality election on 23 June 2019, was found to be the most cited values for determining his own purposes, being responsible, social justice, honesty, social power, success and equality. It was observed that the other candidate Binali Yıldırım was constructing his discourses on the values of self-determination, protecting public image, being successful, social power, social justice and honesty. Although no major differences were observed in the values cited by the candidates in the 23 June 2019 Istanbul Metropolitan Municipality election, it was found that there were various discourse differences in providing functionality to related values.
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