Web of Science ve Scopus Veritabanlarında Siyasal Reklamcılıkla İlgili Yayımların Bibliyometrik Analizi

Öz

Bu makalede, Web of Science ve Scopus veritabanlarında yer alan siyasal reklamcılık konulu akademik çalışmaların bibliyometrik görünümünü ortaya koymak maksadıyla, VOSviewer yazılımı kullanılarak bir bibliyometrik analiz gerçekleştirilmektedir. Bu doğrultuda, ilgili veritabanlarında yer alan yayımlara ilişkin genel verilerin yanı sıra, bu yayımların atıf, ortak yazarlık ve bibliyografik bağlantı haritaları sunulmaktadır. Bu sayede, siyasal reklamcılığa ilişkin çalışmaların diğer akademik çalışmalar içindeki yerinin görülmesi amaçlanmaktadır. Yayımlara ilişkin veriler, Web of Science ve Scopus veritabanlarından 31.07.2024 tarihinde toplanmıştır. Siyasal reklamcılıkla ilgili Scopus'ta indekslenen ilk çalışma 1972 yılında yayımlanmış olup; Web of Science'ta ise konuya ilişkin ilk çalışma 1976 yılında yayımlanmıştır. Dolayısıyla, Scopus veritabanı ile ilgili analizler 1972 ile 31.07.2024 tarihleri arasını kapsarken; Web of Science veritabanı ile ilgili analizler 1976 ile 31.07.2024 tarihleri arasını kapsamaktadır. Anılan tarihler arasında Scopus'ta konuya ilişkin tespit edilebilen 868 yayım bulunurken; Web of Science'ta 739 yayım bulunmaktadır. Analizler, iki veritabanında yer alan verilerin, büyük oranda birbirleri ile tutarlı sonuçlar ortaya koyduğunu göstermektedir.

Anahtar Kelimeler

• Siyasal Reklamcılık
• Siyasal İletişim
• İletişim Çalışmaları
• Bibliyometri
• Bibliyometrik Analiz

A Bibliometric Analysis of Publications on Political Advertising in Web of Science and Scopus Databases

Öz

In this article, a bibliometric analysis is conducted by means of VOSviewer software to put forward the bibliometric view of academic works on political advertising in Web of Science and Scopus databases. In this direction, general data regarding the publications in the databases as well as citation, co-authorship, and bibliographic coupling maps of the publications are presented. In this way, the study aims to see the place of political advertising studies in other academic works. The data related to the publications were collected from Web of Science and Scopus databases on 31.07.2024. While the first political advertising publication indexed in Scopus was published in 1972; the first publication on the topic was published in Web of Science in 1976. Hence, whereas the analyses in relation to Scopus database cover the dates between 1972 and 31.07.2024; the analyses related to Web of Science database cover the dates between 1976 and 31.07.2024. There are 868 detected publications in total on the topic in Scopus, whereas there are 739 in Web of Science between those dates. Analyzes indicate that the data in both databases considerably put forward consistent results with each other.

Anahtar Kelimeler

• Political Advertising
• Political Communication
• Communication Studies
• Bibliometrics
• Bibliometric Analysis

Kaynakça

1. Alexandre, B., & Dakhlia, J. (2017). Political Advertising in France: The Story and Effects of A Slow Liberalization. C. Holtz-Bacha, & M. R. Just (Eds.) in, Routledge Handbook of Political Advertising. Routledge.
2. Andrzej, F., & Cwalina, W. (2012). Political marketing: structural models of advertising influence and voter behavior. Journal of Political Marketing, 11(1-2), 8-26. https://doi.org/10.1080/15377857.2012.642705
3. Baker, F. W. (2009). Political Campaigns and Political Advertising: A Media Literacy Guide. Bloomsbury Publishing USA.
4. Benoit, W. L. (2000). A functional analysis of political advertising across media, 1998. Communication Studies, 51(3), 274-295. https://doi.org/10.1080/10510970009388524
5. Bowler, S., & Farrell, D. M. (Eds.). (1992). Electoral Strategies and Political Marketing. The Macmillan Press Ltd.
6. Broadus, R. N. (1987). Toward a definition of "bibliometrics". Scientometrics, 12(5-6), 373-379. https://doi.org/10.1007/BF02016680
7. Cwalina, W., Falkowski, A., & Newman, B. I. (2011). Political Marketing: Theoretical and Strategic Foundations. Routledge.
8. Danesh, F., & Mardani-Nejad, A. (2021). A Historical Overview of Bibliometrics. R. Ball (Eds.) in, Handbook Bibliometrics (pp. 7-17). De Gruyter.

9. De Bellis, N. (2009). Bibliometrics and Citation Analysis: From Science Citation Index to Cybermetrics. Scarecrow Press, Inc.
10. Denton, R. E., Judith, T. S., & Friedenberg, R. V. (2019). Political Campaign Communication: Principles and Practices. Rowman & Littlefield.
11. Dimitrova, D. V., & Matthes, J. (2018). Social Media in Political Campaigning Around The World: Theoretical and Methodological Challenges. Journalism & Mass Communication Quarterly, 95(2), 333-342. https://doi.org/10.1177/1077699018770437
12. Duverger, M. (1982). Siyaset Sosyolojisi. (Ş. Tekeli, Trans.). Varlık Yayınları.
13. Fletcher, W. (2010). Advertising: A Very Short Introduction. Oxford University Press.
14. Fowler, E. F., Franz, M., & Ridout, T. (2021). Political Advertising in the United States. Routledge.
15. Granato, J., & Wong, M. S. (2004). Political campaing advertising dynamics. Political Research Quarterly, 57(3), 349-361. https://doi.org/10.2307/3219846
16. Holtz-Bacha, C. (2002). Political Advertising During Election Campaigns. In G. Wolfsfeld, & P. Maarek (Eds.), Political Communication in a New Era (pp. 95-116). Routledge.
17. Holtz-Bacha, C., & Kaid, L. L. (2006). Politcal Advertising in International Comparison. In L. L. Kaid, & C. Holtz-Bacha (Eds.), The Sage Handbook of Political Advertising (pp. 3-14). Thousand Oaks: Sage Publications, Inc.
18. Hughes, A. (2018). Market Driven Political Advertising: Social, Digital and Mobile Marketing. Palgrave Macmillan.
19. Kaid, L. L. (2004). Political Advertising. In L. L. Kaid (Ed.), Handbook of Political Communication Research (pp. 155-202). Mahwah: Lawrence Erlbaum Associates, Inc., Publishers.
20. Klaehn, J. (Ed.). (2010). The Political Economy of Media and Power. Peter Lang.
21. Lawani, S. M. (1981). Bibliometrics: its theoretical foundations, methods and applications. Libri, 31(4), 294-315. https://doi.org/10.1515/libr.1981.31.1.294
22. Lees-Marshment, J., Strömbäck, J., & Rudd, C. (Eds.). (2010). Global Political Marketing. London and New York: Routledge.
23. Lilleker, D. G. (2006). Key Concepts in Political Communication. Sage Publications.
24. McNair, B. (2011). An Introduction to Political Communication. Routledge.
25. Mijeong, B. (2009). A comparative analysis of political communication systems and voter turnout. American Journal of Political Science, 53(2), 376-393. https://doi.org/10.1111/j.1540-5907.2009.00376.x
26. Narin, F., & Hamilton, K. S. (1996). Bibliometric performance measures. Scientometrics, 36(3), 293-310. https://doi.org/10.1007/BF02129596
27. Negrine, R. M. (2017). The Transformation of Political Communication: Continuities and Changes in Media and Politics. Bloomsbury Publishing.
28. Nesbitt-Larking, P., & Rose, J. (2004). Political Advertising in Canada. In D. A. Schultz (Ed.), Lights, Camera, Campaign! Media, Politics, and Political Advertising. Peter Lang Publishing, Inc.
29. Newman, B. I. (1994). The Marketing of the President: Political Marketing as Campaign Strategy. Sage Publications, Inc.
30. Nott, L. (2020). Political advertising on social media platforms. Human Rights, 45(3), 6-8.
31. O'cass, A. (2002). Political advertising believability and information source value during elections. Journal of Advertising, 31(1), 63-74. https://doi.org/10.1080/00913367.2002.10673661
32. O'Cass, A. (2005). Political campaign advertising: believe it or not. Journal of Nonprofit and Public Sector Marketing, 14(1-2), 205-221. https://doi.org/10.1300/J054v14n01_12
33. Perloff, R. M. (2021). The Dynamics of Political Communication: Media and Politics in A digital Age. Routledge.
34. Powell, L., & Cowart, J. (2018). Political Campaign Communication: Inside and Out. Routledge.
35. Pritchard, A. (1969). Statistical bibliography or bibliometrics? Journal of Documentation, 25(4), 348-349.
36. Roemer, R. C., & Borchardt, R. (2015). Meaningful Metrics: A 21-st Century Librarian's Guide to Bibliometrics, Altmetrics, and Research Impact. The Association of College & Research Libraries.
37. Scammell, M., & Langer, A. I. (2006). Political Advertising in the United Kingdom. In L. L. Kaid, & C. Holtz-Bacha (Eds.), The Sage Handbook of Political Advertising (pp. 65-82). Thousand Oaks: Sage Publications, Inc.
38. Scopus. (2024, July 31). "political advertising": Scopus. https://www.scopus.com/term/analyzer.uri?sort=plf-f&src=s&sid=90ed3646790f242bb82440dd721970cb&sot=a&sdt=a&sl=38&s=TITLE-ABS-KEY%28%22political+advertising%22%29&origin=resultslist&count=10&analyzeResults=Analyze+results.
39. Spenkuch, J. L., & Toniatti, D. (2018). Political advertising and election results. The Quarterly Journal of Economics, 133(4), 1981-2036. https://doi.org/10.1093/qje/qjy010
40. Stieglitz, S., & Linh, D.-X. (2013). Social media and political communication: a social media analytics framework. Social Network Analysis and Minig, 3, 1277-1291. https://doi.org/10.1007/s13278-012-0079-3
41. Web of Science. (2024, July 31). "political advertising": Web of Science Core Collection. Web of Science: https://www.webofscience.com/wos/woscc/analyze-results/7f1d7e4c-0709-4f20-b729-a40cd3d90a9e-ff47b5b0
42. Yoon, K., Pinkleton, B. E., & Ko, W. (2005). Effects of negative political advertising on voting intention: An exploration of the roles of involvement and source credibility in the development of voter cynicism. Journal of Marketing Communications, 11(2), 95-112. https://doi.org/10.1080/1352726042000315423