Digital lobbying in the european union in the context of strategic communication: Qualitative analysis of the vote leave campaign through astroturf tactics

Year 2023, , 178 - 196, 30.06.2023

Şeyma Filiz , Gaye Aslı Sancar Demren

https://doi.org/10.55609/yenimedya.1226986

Cited By: 1

Abstract

This study deals with digital lobbying practices as a part of political communication processes in the context of strategic communication. Post-truth, which came to the fore with the 2016 Brexit Referendum, is becoming more visible in political communication and lobbying processes in the processes of disinformation, fake news and digital propaganda. In the research, the transformation of grassroots and astroturf lobbying practices is analyzed with the content analysis method through the successful pro-Brexit “Vote Leave” Referendum Campaign. As a result, in the Vote Leave campaign, which was successful in the Brexit Referendum process, which is one of the most important issues concerning the European Union and the United Kingdom, astroturf tactics were used; It has been determined that front organizations use prepared letters to reach decision makers and fake tactics directed by certain groups through social movements between networks. It has been seen that disinformation, fake news and digital propaganda methods, which have increased their influence in political processes with post-truth, are considered as a part of astroturf campaigns in lobbying.

Keywords

Strategic Political Communication, Digital Lobbying, Brexit Referendum, Grassroots Movements, Astroturfing

Stratejik İletişim Bağlamında Dijital Lobicilik: Vote Leave Kampanyasının Astroturf Taktikler Üzerinden Niteliksel Analizi

Abstract

Stratejik iletişimin kapsamlı iletişim çabaları olarak genel anlamda ele alınışı bu çalışmada, stratejik iletişim ve siyasal iletişim süreçlerinin bir parçası olarak dijital lobicilik uygulamaları bağlamında ele alınmaktadır. 2016 Brexit Referandumu sürecinde gündeme gelen post-truth terimi ile birlikte dezenformasyon, yalan haber ve dijital propaganda kavramları siyasal iletişim ve lobicilik süreçlerinde daha fazla görünür hale gelmektedir. Araştırmada mevcut halk tabanlı (grassroots) hareketler ve (sahte) astroturf lobicilik uygulamalarının dönüşümü başarıya ulaşan Brexit yanlısı (pro-Brexit) “Vote Leave” Referandum Kampanyası üzerinden içerik analizi yöntemine başvurularak analiz edilmektedir. Sonuç olarak Avrupa Birliği’ni ve Birleşik Krallığı ilgilendiren en önemli meselelerden biri olan Brexit Referandumu sürecinde yürütülen ve başarıya ulaşan Vote Leave kampanyasında halk tabanlı görünümlü ancak belirli bir merkezden başlatılan ve yürütülen astroturf taktiklere başvurulduğu; paravan organizasyonların, karar vericilere ulaşmak için hazır mektupların kullanıldığı ve ağlar arası sosyal hareketler aracılığıyla belirli gruplar tarafından yönlendirilen sahte taktiklerin uygulandığı tespit edilmiştir. 2016 Brexit Referandumu sürecinde gündeme gelen post-truth terimi ile birlikte siyasal süreçlerde etkisini artıran dezenformasyon, yalan haber ve dijital propaganda yöntemlerinin lobicilikte astroturf kampanyaların bir parçası olarak ele alındığı görülmüştür.

Keywords

Stratejik Siyasal İletişim, Dijital Lobicilik, Brexit Referandumu, Grassroots Hareketler, Astroturfing

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