HOFSTEDE’S CULTURAL DIMENSIONS IN POLITICAL ADVERTISING: THE 2014 PRESIDENTIAL ELECTION IN TURKEY

Yıl 2015, Sayı: 48, 39 - 65, 10.09.2015

Eda Doğan

Öz

The 2014 Turkish Presidential election was significant as it was the first election in which the president was elected by referendum. Television advertisements published for the three presidential candidates during the election period seemed to have contained many codes of Turkish culture, which in turn may have influenced the voting behaviour of the Turkish population. The main purpose of the study was to analyze the use of these cultural codes in political advertisements broadcasted during this election period. For this purpose, studies on the classification of the culture of the community according to the most widely accepted reference names from Geert Hofstede’s cultural dimensions were examined. The visual or verbal emphasis of Hofstede’s six cultural dimensions included the following: ‘power distance’, ‘collectivism/individualism’, ‘femininity/masculinity’, ‘uncertainty avoidance’, ‘pragmastism/normativism’ and ‘indulgence’. The cultural dimensions were detected by using the content analysis method for twenty four television advertisments broadcasted for Recep Tayyip Erdogan’s campaign. Frequency count and percentage distribution were determined for each dimension by using the SPSS software package. In addition, the rates determined in this study were compared with the rates of cultural dimensions which Hofstede had previously calculated for Turkey. Comparison of the two seperate studies indicated results that were positively correlated in terms of ‘power distance’, ‘collectivism’, ‘uncertainty avoidance’, ‘femininity’ and ‘indulgence’ values; and negatively correlated on ‘rates of ‘pragmatism’

Anahtar Kelimeler

Political Advertising, GeertHofstede, Cultural Dimensions

SİYASAL REKLAMLARDA HOFSTEDE’NİN KÜLTÜREL BOYUTLARININ KULLANIMI: 2014 TÜRKİYE CUMHURBAŞKANLIĞI SEÇİMİ

Öz

2014 Cumhurbaşkanlığı Seçimi, Türkiye’de cumhurbaşkanının ilk kez doğrudan halk oylaması ile seçildiği ilk seçim olması bakımından önemlidir. Seçim döneminde, üç cumhurbaşkanı adayı için yayınlanan televizyon reklamlarının, seçmenin oy verme davranışı üzerinde etkili olmak amacıyla Türk kültürüne dair birçok kod içerdiği görülmektedir. Bu çalışmanın temel amacı, seçim döneminde yayınlanan siyasal reklamlardaki söz konusu kültürel kodların kullanımını incelemektir. Bu amaç çerçevesinde, kültürlerin toplumlara göre sınıflandırılması konusundaki çalışmaları en çok kabul gören isimlerden Geert Hofstede’nin belirlediği kültür boyutları referans alınarak, Türkiye’de 2014 yılında yapılan cumhurbaşkanlığı seçimi incelenmiştir. Seçim sonucunda cumhurbaşkanı seçilen Recep Tayyip Erdoğan için kampanya süresince yayınlanan yirmi dört adet televizyon reklamında Hofstede’nin Türk kültürüne dair puanlarını belirlediği ‘güç aralığı’, ‘bireycilik/kolektivizm’, ‘erillik/dişilik’, ‘belirsizlikten kaçınma’, ‘pragmatizm/normativizm’ ve ‘hoşgörü’ şeklindeki altı boyuta yapılan görsel ya da sözel vurgular irdelenmiş, içerik analizi tekniğiyle her reklamda bu boyutlara yapılan vurgunun yüzdelik oranları SPSS ile belirlenmiştir. Ardından bu çalışmayla belirlenen oranlar, Hofstede’nin Türkiye için daha önceden hesaplayarak, her boyut için ayrı ayrı ortaya koyduğu kültür boyutu oranları ile karşılaştırılmıştır. Sonuç olarak ‘güç aralığı’, ‘kolektivizm’, ‘dişilik’, ‘belirsizlikten kaçınma’ ve ‘hoşgörü’ oranları arasında pozitif yönde; ‘pragmatizm oranları’ arasında negatif yönde ilişki olduğu görülmüştür

Anahtar Kelimeler

Siyasal Reklam, Geert Hofstede, Kültürel Boyutlar

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