SİYASİLERİN ÖZEL GÜNLERDE SOSYAL MEDYADA PAYLAŞIM STRATEJİLERİ ÜZERİNE BİR DEĞERLENDİRME

Yıl 2025, Sayı: 46, 263 - 278, 12.02.2025

Hakan Aşan

https://doi.org/10.18092/ulikidince.1589365

Öz

Günümüzde sosyal medya, siyasilerin seçmenleriyle doğrudan iletişim kurabileceği ve mesajlarını geniş kitlelere hızla ulaştırabileceği en etkili araçlardan biri haline gelmiştir. Siyasiler, vatandaşlarla duygusal bağlar kurmak ve politik bir duruş sergilemek amacıyla önemli günlere ait paylaşımları sıklıkla tercih etmektedir. Özel günlerde yapılan paylaşımların daha fazla etkileşim alması için çeşitli unsurlarının dikkatle planlanması gerekmektedir. Bu çalışma, siyasilerin özel günlerde sosyal medya platformu X (eski adıyla Twitter) üzerinden yaptıkları paylaşımları biçim, zamanlama ve içerik açısından incelemeyi amaçlamaktadır. Bu bağlamda, 27. Dönem Milletvekillerinin 2021-2022 yılları arasında altı önemli güne ait paylaşımları analiz edilmiştir. Araştırma sonucunda en fazla paylaşımın dini bayramlarda yapıldığı, ancak en yüksek etkileşimin Anneler Günü’nde elde edildiği görülmüştür. İstatistiksel analizler sonucunda, video veya resim içeren paylaşımların, içermeyenlere göre anlamlı bir fark oluşturduğu, etiket (#) bulundurmanın ise beğeni sayısı açısından anlamlı bir fark oluştururken tekrar paylaşım açısından anlamlı bir fark oluşturmadığı tespit edilmiştir. Bu çalışma, siyasi iletişim amacıyla sosyal medya kullanıcıları için, özellikle hangi özel günlere ağırlık verilmesi ve hangi etkili paylaşım stratejilerinin geliştirilmesi gerektiği konusunda bir rehber niteliği taşımaktadır.

Anahtar Kelimeler

Siyaset, Sosyal Medya, Özel Gün, X (Twitter)

AN EVALUATION OF THE SOCIAL MEDIA SHARING STRATEGIES OF POLITICIANS ON SPECIAL DAYS

Öz

Today, social media has become one of the most effective tools through which politicians can communicate directly with their constituents and quickly convey their messages to large masses. Politicians frequently prefer posts on special days to establish emotional ties with citizens and display a political stance. Careful planning of various elements is necessary for posts on special days to receive more interaction. This study aims to analyze the posts made by politicians on the social media platform X (formerly Twitter) on special days regarding form, timing, and content. In this context, the 27th Term (Member of Parliament) MPs posts on six important days between 2021 and 2022 were analyzed. The research observed that the highest number of posts was made on religious holidays, but the highest interaction was obtained on Mother's Day. Statistical analyses have shown that posts containing videos or images significantly differ from those without and that including a hashtag (#) created a significant difference in the number of likes but not in retweets. This study guides those who use social media for political communication, particularly on special days, indicating which days to focus on and what strategies to develop for effective sharing.

Anahtar Kelimeler

Politics, Social Media, Special Days, X (Twitter).

Kaynakça

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