TY  - JOUR
T1  - POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES
TT  - BİR TÜRKİYE KONTEKSTINDE SİYASAL PAZARLAMA: DEĞERLER ve PRATİKLER
AU  - Geçer, Ekmel
PY  - 2018
DA  - March
DO  - 10.19145/e-gifder.379252
JF  - Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi
JO  - e-gifder
PB  - Gümüşhane Üniversitesi
WT  - DergiPark
SN  - 2146-3301
SP  - 129
EP  - 148
VL  - 6
IS  - 1
LA  - en
AB  - Political marketing shares much in common withmarketing in the business world and benefits from sociology, politicalphycology and of course mostly takes advantage of communication almost at itsall levels. At its very simple description, politicians through politicalmarketing just as done in the business marketing, tells what they have for people,why they should elect them as their representatives and explain them theirfuture promises and guarantees if the follower faces any problem. Thecommunication managers at this publicising process, direct the marketing steps,tell the politicians which services to use and what communication methods (e.g.advertising, social media activities) to practise. At the same time, they havea further strategy which depicts the support they might have in return and thevoter loyalty they will receive if their strategy works. Throughout theelection campaign, runners convey their promises and explain their futureperformances in exchange for the votes and supporters’ contributions. However,although political communication strategies look similar in different countries,the local culture, traditions and values force politicians to develop new waysof election campaigns special to that indigenous demands which will attract thevoters and make them feel that the politician is one of them. Therefore, thisconceptual paper while giving mostly a theoretical background for politicalmarketing in general terms, it also tries to explore the relationship andbenefits gained by practicing cultural traditions and the local outlines thepoliticians mostly apply in their communication campaigns. The outcomes of thestudy suggest that the political communication campaigns in Turkey have localpatterns but also are particularly carrying the similar futures of Americanstrategies.
KW  - Turkey
KW  - voting behaviour
KW  - political culture
KW  - Communication
KW  - political communication
KW  - political marketing
KW  - Turkey
N2  - Siyasal pazarlamanın, iş dünyasındaki pazarlamayöntemleriyle ortak birçok yanı vardır ve sosyoloji, politik psikoloji veelbette bütün seviyelerinde iletişimden çokça faydalanır. En basittanımlamasıyla, politikacılar siyasal pazarlama yoluyla, ticarette yapıldığışekliyle, müşteriler için neleri olduğunu söyler; neden kendi ürünleriniseçmeleri gerektiğini ve gelecekte herhangi bir sorunla karşılaştıklarında netürlü garantilere sahip olduklarını anlatırlar. Bu kampanya sürecinde, iletişimkoordinatörleri, pazarlamayı adım adım yönetir ve politikacılara hangimecraları ve iletişim yöntemlerini (reklam, sosyal medya aktiviteleri gibi)kullanmaları gerektiğini anlatırlar. Aynı zamanda, bu yöntemler karşılığında,her şey yolunda giderse, nasıl bir desteğe sahip olacaklarını ve ulaşacaklarıoy oranını öngörebildikleri stratejileri olur. Seçim kampanyası boyunca,rakipler, vaatlerini aktarır ve oy vermelerine ve katkılarına karşılıkseçmenlere gelecekteki icraatlarını açıklarlar. Ne var ki, siyasal iletişimstratejileri farklı ülkelerde aynı özellikleri gösterse de yerel kültür,gelenekler ve değerler; siyasetçilerin, yerli halkın taleplerine özel, onlarınoylarını cezbeden ve politikacının onlardan biri olduğunu hissettiren, yeniseçim kampanyalarıgeliştirmelerini gerekli kılar. Bu nedenle,elinizdeki kavramsal makale; genel anlamda siyasal pazarlamayı daha çok teorikolarak ele alırken, diğer yandan politikacıların, iletişim kampanyalarında,kültürel gelenekler ve yerel motifleri kullanmalarıyla elde ettikleriavantajların nedenlerini keşfetmeyi amaçlar. Çalışmanın sonucu, Türkiye’deki siyasaliletişim kampanyalarının yerel öğeleri kullanmakla birlikte özellikleAmerika’da uygulanan stratejilerden etkilendiğini göstermektedir.
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UR  - https://doi.org/10.19145/e-gifder.379252
L1  - https://dergipark.org.tr/tr/download/article-file/455849
ER  -