TRACES OF OLD CODES IN NEW MEDIA: ANALYSIS OF THE TWITTER USE OF CANDIDATES IN THE PRESIDENTIAL ELECTION AT 2018

Yıl 2021, Sayı: 37, 232 - 265, 30.04.2021

Esra Vona Kurt Hakan Mahmut Neğiş

https://doi.org/10.14520/adyusbd.576683

Öz

Social media, which has become an effective tool for political parties or political actors to convey their views and opinions to their followers and citizens independently of time and place, is referred to the transformational effect of political communication campaigns. Considering the fact that both voters and political actors do not achieve equal access to mainstream media tools, social media tools offer important opportunities for voters to interact with political actors and to explain their ideas to political actors. The study aims to analysis the ways in which presidential candidates use Twitter in political communication campaigns in the Presidential and General Elections of June 24, 2018. During the election campaign, the role of political actors in creating online campaigns, how and how they use Twitter, what they intend to use Twitter, what issues they keep on the agenda during the election campaign, and the level of their interaction with the electorate are presented. As a result of the data collected through content analysis technique, it was determined that political actors used social media in one way and used the new technology within the framework of the old political communication strategies.

Anahtar Kelimeler

Social Media, Content Analysis, Twitter, Political Communication, New Media

YENİ MEDYADA ESKİ KODLARIN İZLERİ: 24 HAZİRAN 2018 CUMHURBAŞKANLIĞI SEÇİMLERİNDE SİYASİ AKTÖRLERİN TWITTER KULLANIMININ ANALİZİ

Öz

Siyasi partilerin ya da siyasi aktörlerin zaman ve
mekândan bağımsız olarak kendi görüş ve düşüncelerini takipçilerine,
yurttaşlara iletmesinde etkin bir araç haline gelen sosyal medyanın siyasal
iletişim kampanyalarını dönüştürücü etkisinden söz edilmektedir. Özellikle ana
akım medya araçlarına hem seçmenlerin hem de siyasi aktörlerin eşit bir şekilde
ulaşamayacağı hallerde, sosyal medya araçları seçmenlere siyasal aktörlerle
etkileşime geçebilme, onlara fikirlerini açıklamada önemli olanaklar
sunmaktadır. Çalışma, 24 Haziran 2018 Cumhurbaşkanlığı ve Genel Seçimleri’nde
Cumhurbaşkanı adaylarının siyasal iletişim kampanyalarında Twitter’ı kullanma
biçimlerini analiz etmeyi amaçlamaktadır. Çalışmada, seçim kampanyası sırasında
siyasi aktörlerin çevrimiçi (online) kampanya oluşturma stilleri ve seçim
kampanyası boyunca hangi konuları gündemde tuttukları ve seçmenle olan
etkileşimlerinin düzeyi ortaya konulmaktadır. İçerik analizi tekniğiyle
toplanan veriler üzerinden yapılan değerlendirme sonucunda siyasi aktörlerin
çift yönlü iletişime ve etkileşime olanak sağlayan sosyal medyayı, tek yönlü olarak
ve yeni olan bu teknolojiyi eski siyasal iletişim stratejileri çerçevesinde
kullandıkları tespit edilmiştir.

Anahtar Kelimeler

Sosyal Medya, İçerik Analizi, Twitter, Siyasal İletişim

Kaynakça

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