İNTERNETLE DEĞİŞEN SİYASET PAZARLAMASI: DÜNYADAN ÖRNEKLERLE YENİ TRENDLER

Abstract

In recent years, Internet, by giving a new dimension to the relationship between politics and marketing, has become a popular environment where political communication and campaigns are being fulfilled. Internet, which has become an important tool of political marketing nowadays, offers new opportunities in reaching to the voters, spreading the ideologies and thoughts, providing support and monetary resource in terms of political parties, candidates and leaders; whereas, in terms of voters, it offers big opportunities in getting to know the politics of parties, reaching the candidates and delivering the views. And in this way, it strengthens the political communication and interaction. The aim of this study is to examine the new trends which have become widespread with the Internet in political marketing. In this context, the new trends emerging with the Internet in political marketing have been handled with the help of sample applications from the world and the new expansions brought by these trends to political marketing have been emphasized

Keywords

• Political marketing, political marketing on Internet, political blogging, political marketing with social network sites, political marketing with video sharing sites

İNTERNETLE DEĞİŞEN SİYASET PAZARLAMASI: DÜNYADAN ÖRNEKLERLE YENİ TRENDLER

Abstract

İnternet, siyaset ve pazarlama ilişkisine yeni bir boyut kazandırarak, son yıllarda siyasi iletişim ve kampanyaların gerçekleştirildiği Günümüzde siyaset pazarlamasının önemli bir aracı haline bir

Keywords

• Siyaset pazarlaması, internette siyaset pazarlaması, siyasi blogging, sosyal ağ siteleri ile siyaset pazarlaması, video paylaşım siteleri ile siyaset pazarlaması

References

1. Akar, E. (2006). Blogla Pazarlama, İstanbul: Tiem Yayıncılık.
2. Aktaş, H. (2004). Bir Siyasal İletişim Aracı Olarak İnternet, Konya: Tablet Kitabevi.
3. Andrews, L. (1996). “The Relationship Of Political Marketing To Political Lobbying An Examination Of The Devonport Campaign For The Trident Refitting Contract”, European Journal of Marketing, Vol. 30 No. 10/11, pp. 68-91.
4. Ayed, H.A. (2005). “The Influence Of Internet In The Political Culture (A Field Study)”, Journal of Social Sciences, 1 (3), ss. 128-135.
5. Baines, P.R., Harris, P. ve Lewis, B.R. (2002). “The Political Marketing Planning Process: Improving Image And Message İn Strategic Target Areas”, Marketing Intelligence&Planning, 20/1, ss. 6-14.
6. Bayraktaroğlu, G.G. (2002). “Geleneksel Pazarlamada Politik Pazarlamanın Yeri”, Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt 4, Sayı:3, ss: 58-82.
7. Bowers-Brown, J. ve Gunter, B. (2002). “Politic al Parties' Use Of The Web During The 2001 General Election”, Aslib Proceeding, Volume 54, Number 3, pp.166-176.
8. Buffardi, L.E. ve Campbell,W.K. (2008). “Narcissism and Social Networking Web Sites”, PSPB(Pers Soc Psychol Bull), Vol. 34 No. 10, October, pp.1303-1314.

9. Butler P. ve Collins, N. (1996). “Strategic Analysis In Political Markets”, European Journal of Marketing, Vol. 30 No. 10/11, pp. 25-36.
10. Criado, J.I. ve Fuentes, G.M. (2007), “Political Blogging In Campaing And Political Communication: Political Leadership 2.0?”, Working Papers Online Series, Estudio/Working http://portal.uam.es/portal/page/portal/UAM_ORGANI ZATIVO/Departamentos/CienciaPoliticaRelacionesInte rnacionales/publicaciones%20en%20red/working_pape rs/JCriado%20WP%2086_2007.pdf (21.10.2008).
11. Fleishman-Hillard International Communications, “Business Breakfast: Marketing And Communications In 21st Century http://www.fleishman.cz/digital/political_marketing.ph p (21.10.2008) Major Trends”
12. Gibson,R, Ward S. ve Lusoli, W. (2003). “The Internet And Political Campaigning: The New Medium Comes Of Age?” Representation, Volume 39, Issue 3, pages 166- 180. http://www.esri.salford.ac.uk/ESRCResearchproject/pa pers/online_political_campaigning.pdf (21.10.2008).
13. “Understanding Political
14. Marketing”. In O’Shaughnessy, Nicholas J ve
15. Henneberg Stephan C.M.(Ed.), The Idea of Political
16. Marketing, s. 93-170, Westport, CT, USA: Greenwood
17. Publishing Group, Incorporated..
18. Horrigan, J., Garrett, K. ve Resnick, P. (2004). “The Internet And Democratic Debate”, PEW INTERNET & AMERICAN LIFE PROJECT, October 27, ss. i-37.
19. İslamoğlu, A.H. (2002). Siyaset Pazarlaması Toplam Kalite Yaklaşımı, İstanbul: Beta Basım A.Ş.
20. Jackson,N. (2006). “Dipping Their Big Toe Into The Blogosphere The Use Of Weblogs By The Political Parties In The 2005 General Election”, Aslib Proceedings: New Information Perspectives, Vol. 58 No. 4, ss. 292-303.
21. Kaid, L.L. (2002). “Political Advertising and Information Seeking: Comparing Exposure via Traditional and Internet Channels”, Journal of Advertising, Vol. 31, No. 1, Political Advertising (Spring, 2002), ss. 27-35.
22. Kolovos, I ve Harris, P. (2008), “Political Marketing And Political Communication: The Relationship Revisited”, http://eprints.otago.ac.nz/32/01/pm-pc.pdf (21.10.2008).
23. Kotler, P. (1975). “Overview of Political Candidate Marketing” Advances in Consumer Research, vol. 2, s. 761-769.
24. Lees-Marshment, J. (2004), “The Political Marketing Marketing Revolution: Government Of The Uk?”, Paper for the 2004 PSA Conference, University of Lincoln, April, Political Studies Association, ss. 1-17. Transforming The Political Marketing group panels,
25. Lock, A. ve Harris, P. (1996). “Political Marketing – Vive La Différence ”, European Journal of Marketing, Vol. 30 No. 10/11, pp. 14-24.
26. Mucuk, İ. (2006), Pazarlama İlkeleri, Yenilenmiş 15. Basım, İstanbul: Türkmen Kitabevi.
27. Mulhall, E. (2007), “To Blog Or Not To Blog: When Traditional Campaign Rhetoric Meets Technology— Early Analysis And Discussion Of Candidate Blogs For The 2008 Presidential Elections”, Communications Honors http://www.bc.edu/schools/cas/communication/meta- elements/pdf/thesis07.mulhall.pdf (21.10.2008).
28. O’Cass, A. (1996). “Political Marketing And The Marketing Concept”, European Journal of Marketing, Vol. 30 No. 10/11, pp. 37-53.
29. O’Cass, A. (2001). “Political Marketing An İnvestigation Of The Political Marketing Concept And Political Market Orientation In Australian Politics”, European Journal of Marketing, Vol.35 No. 9/10, pp. 1003-1025.
30. Ofcom, (2008). “Social Networking A Quantitative And Qualitative Research Report Into Attitudes, Behaviours And Communications, http://www.ofcom.org.uk/advice/media_literacy/medlit pub/medlitpubrss/socialnetworking/report.pdf (21.10.2008). Document, Office of April, ss.1-72,
31. Okumuş, A. (2007). “Pazarlama Anlayısında Siyasal Pazarlamanın Yeri Ve Pazar Konumlarına Göre Siyasi Partilerin Stratejik Analizi”, Dumlupınar Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Sayı: 17, Nisan, ss:157-172.
32. O’Shaughnessy, N. (2001). “The Marketing Of Political Marketing”, European Journal of Marketing, Vol.35 No. 9/10, pp. 1047-1057. Panagopoulos, C. (2007). “Technology Political Campaign Transformation Communications”, Social Science Computer Review, Volume 25 Number 4, Winter, pp. 423-424.
33. Perlmutter,D.D. (2008). “Political Blogging And Campaign 2008: A Roundtable”, The International Journal of Press/Politics,13; pp.160-170.
34. “Political blog”, http://en.wikipedia.org/wiki/Political_blog, (21.10.2008).
35. Quintelier, E. ve Vissers, S. (2008). “The Effect Of Internet Use On Political Participation An Analysis Of Survey Results For 16-Year-Olds In Belgium”, Social Science Computer Review, published on February 5, Volume 26, Issue 4(November), ss. 411-427.
36. Rainie, L. (2005). “The State Of Blogging”, PEW INTERNET & AMERICAN LIFE PROJECT, January, ss. 1-4
37. Scammell, M. (1999). “Political Marketing: Lessons For Poltical Science” Political Studies, XLVII, ss. 718-739.
38. Schafferer, C. (2006). “The Globalization of Political Marketing: An
39. Introduction”, In Christian Schafferer(Ed.),. Election Campaigning in East and Southeast Asia, s. 1-11, England: Ashgate Publishing (February).
40. Schweitzer, E.J. (2005)“Election Campaigning Online German Party Websites In The 2002 National Elections”, European Journal of Communication, Vol 20(3), 327–351.
41. Stanyer, J. (2006). “Online Campaign Communication And The Phenomenon Of Blogging An Analysis Of Web Logs During The 2005 British General Election Campaign” Aslib Proceedings: New Information Perspectives, Vol. 58 No. 5, pp. 404-415.
42. Tan, A. (2002). Politik Pazarlama, İstanbul: Papatya Yayıncılık.
43. The Crito Review, (2004). “The Internet: The New Political Strategy”, http://www.crito.uci.edu/newsletters/pdf/2004june.pdf (21.10.2008). ss.1-5,
44. Türkkan, E. (2007). “YouTube meydanları aratmıyor Partilerin propaganda yarışı sanal alemde”, 3 Temmuz, http://www.milliyet.com.tr/2007/07/03/son/sonsiy07.as p (15.01.2009).
45. Vielba, I.R, (2006). “Political Blogs And Participatory Democracy: Evidence From Portugal And Spain”, Paper presented at the Workshop in Political Theory and http://www.indiana.edu/~workshop/colloquia/papers/ra mos_paper.pdf (21.10.2008). Indiana University,
46. Yükselen, C. (2007), Pazarlama İlkeler-Yönetim Örnek Olaylar, Genişletilmiş 6. Baskı, Ankara: Detay Yayıncılık.
47. Wallsten, K. (2005). “Political Blogs And The Bloggers Who Blog Them:Is the Political Blogosphere and Echo Chamber?”, Paper Presented at the American Political Science Association Annual Meeting Washington, D.C. September 1-4, http://www.journalism.wisc.edu/blog- club/Site/Wallsten.pdf (21.10.2008).
48. Williams, A.P. ve Trammell,K.D. (2005). “Candidate Campaign E-Mail Messages In The Presidential Election 2004”, American Behavioral Scientist 2005; 49; 560-574.
49. Wring, D. (2002). “Conceptualising Political Marketing: A Framework for Election-Campaign Analysis”. In O’Shaughnessy, Nicholas J ve Henneberg Stephan C.M. (Ed.), The Idea of Political Marketing, (s. 171- 186), Westport, CT, USA: Greenwood Publishing Group, Incorporated.