Siyasi Kampanyalarda Liderin Rolü: Siyasi İletişim, Liderlik ve İmaj Yönetimi Bağlamında Bir İnceleme

Öz

Bu çalışma, demokratik sistemlerde siyasi iletişim sürecinin temel dinamiklerini, siyasi liderlik ve lider imaj yönetimi perspektifinden literatür taraması yöntemiyle incelemektedir. Bu nedenle siyasi kampanya süreçlerinde liderin rolünün ve lider imaj yönetimi stratejilerinin seçmen davranışları üzerindeki etkisinin kuramsal çerçevede açıklanması gerekmektedir. Bu problem çerçevesinde çalışmanın amaçları şunlardır: (a) siyasi kampanyaların işlevlerini ve dönüşümünü analiz etmek; (b) siyasi liderlerin seçmen üzerindeki etkisini belirleyen özellikleri tartışmak; (c) lider imaj yönetimi stratejilerinin seçmen davranışları üzerindeki etkisini kuramsal düzeyde değerlendirmek ve (d) dijitalleşme sürecinin siyasi kampanya stratejileri ve lider imaj yönetimi üzerindeki dönüştürücü etkisini incelemektir. Araştırmada, siyasi iletişim, kampanya yönetimi, liderlik kuramları ve imaj yönetimi alanlarındaki ulusal ve uluslararası literatür sistematik bir şekilde incelenmiş; bu alanlardaki temel kuramsal yaklaşımlar ve ampirik bulgular derlenmiş, karşılaştırılmış ve eleştirel bir perspektifle değerlendirilmiştir. Çalışma sonucunda, siyasi iletişim sürecinin seçmenlerle karşılıklı bir etkileşim olduğu, siyasi kampanyaların demokratik katılımı artırdığı, lider imajının parti ideolojisinden daha etkili bir seçmen davranışı belirleyicisi olduğu ve güven unsurunun siyasi iletişimin temel koşulu olduğu tespit edilmiştir. Ayrıca, dijitalleşme sürecinin siyasi kampanya stratejilerini ve lider imaj yönetimini dönüştürdüğü, kişiselleştirilmiş politikanın (personalized politics) yükseldiği, sosyal medyanın lider-seçmen etkileşimini doğrudan ve sürekli hale getirdiği, görsel ve sembolik unsurların siyasi markalaşmada kritik bir rol oynadığı sonucuna varılmıştır. Çalışmanın literatüre katkısı, siyasi iletişim, liderlik ve imaj yönetimi alanları arasındaki kuramsal bağlantıları sistematik bir çerçevede bir araya getirmesi ve dijital çağda bu dinamiklerin dönüşümünü kuramsal düzeyde analiz etmesidir.

Anahtar Kelimeler

• Siyasi kampanya
• siyasi lider
• imaj
• seçmen
• demokrasi.

Destekleyen Kurum

YOK

Etik Beyan

Çalışmada insan katılımcı olmadığı için Etik onaya gerek görülmemiştir.

Teşekkür

YOK

The Role of the Leader in Political Campaigns: An Analysis in the Context of Political Communication, Leadership and Image Management

Öz

This study examines the fundamental dynamics of political communication in democratic systems from the perspectives of political leadership and leader image management, using a systematic literature review. The main problem of the study is how the role of the leader and leader image management strategies in political campaign processes can be explained within a theoretical framework, with respect to their impact on voter behavior. Within this problem framework, the objectives of the study are as follows: (a) to analyze the functions and transformation of political campaigns; (b) to discuss the characteristics that determine the influence of political leaders on voters; (c) to evaluate the impact of leader image management strategies on voter behavior at a theoretical level; and (d) to examine the transformative effect of the digitalization process on political campaign strategies and leader image management. In the research, national and international literature on political communication, campaign management, leadership theories, and image management has been systematically examined; fundamental theoretical approaches and empirical findings in these areas have been compiled, compared, and critically evaluated. As a result of the study, it has been determined that the political communication process is a reciprocal interaction with voters, that political campaigns increase democratic participation, that leader image is a more effective determinant of voter behavior than party ideology, and that trust is the foundational condition of political communication. Furthermore, it has been concluded that the digitalization process has transformed political campaign strategies and leader image management, that personalized politics has risen, that social media has made leader-voter interaction direct and continuous, and that visual and symbolic elements play a critical role in political branding. The contribution of this study to the literature lies in bringing together the theoretical connections between political communication, leadership, and image management in a systematic framework and analyzing the transformation of these dynamics in the digital age at a theoretical level.

Anahtar Kelimeler

• Political campaign
• political leader
• image
• voter
• democracy.

Destekleyen Kurum

N/A

Etik Beyan

Since there were no human participants in the study, ethical approval was not deemed necessary.

Teşekkür

N/A

Kaynakça

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