SİYASAL İLETİŞİMDE ALGI YÖNETİMİ: 2019 YEREL SEÇİMLERİ AK PARTİ ÖRNEĞİ
Date
2020-11-04
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Abstract
Yaşadığımız yüzyılda teknolojik değişimlerin ve gelişimlerin yanı sıra
ekonomik, kültürel ve siyasal alanlarda da değişikler söz konusudur ve son yılların en
önemli ve güncel konularından biri de siyasal iletişimde algı yönetimidir.
Demokrasinin en vazgeçilmez konusu ise iktidara gelmenin ayağı olan partilerdir.
Siyasal anlamda başarı elde etmek isteyen partiler gerek seçim kampanyalarıyla
seçmen algılarını yöneterek gerek sosyal medyayı kullanıp halkın dilinden konuşmaya
çalışarak iktidar olma amacını gerçekleştirmeye çalışırlar. Bu sebepten ötürü
günümüzde partiler arasında ciddi bir rekabet ortamı doğmuştur. Kitle iletişim araçları
profesyonel kampanyalar düzenleme noktasında büyük öneme sahiptir. İktidara
gelmek isteyen her parti, seçmenlerin gözünde tercih edilen bir parti olmayı ve doğru
algılanmayı ister. Çünkü siyasal iletişimde partilerin ve liderlerin halk tarafından
algılanma süreci oldukça önemli bir konudur. Bu anlamda siyasal partilerin seçmelerce
doğru algılanması için algı yöntemine uygun hareket etmeleri gerekir. Ayrıca
seçmenler tarafından olumlu algılanan durumları da uygulamaya dönüştürmekte
önemlidir. Bunlardan yola çıkarak araştırılan bu çalışmada siyasal iletişimde algı
yönetimi ve kuralları, siyasal iletişim ve algı yönetimi ele alınıp 2019 Yerel
Seçimlerinde Ak Parti’nin seçim döneminde siyasal iletişimi nasıl kullandığı ve algı
yönetiminin seçimlerde oy kullanan bireylerin zihninde nasıl bir algı yarattığı ortaya
çıkarılmaya çalışılmıştır. Bu çalışmanın teorik kısmı için literatür taraması yapılmış
olup, nicel kısmını açıklamak için ise ölçek ve anketlerden faydalanılarak veriler analiz
edilmiştir. Yapılan analizler sonucunda ilk beş hipotezin doğrulanamadığı ve altıncı
hipotezin doğrulandığı tespit edilmiştir.
Description
Perception Method in Political Communication, The Turkish
Local Elections of 2019; Case Study of Justice and Development Party (AK Party)
ABSTRACT: In the century we live in, along with the technological advancements and developments, there are also fundamental changes in economic, cultural and political fields, and one of the most significant current changes is the perception method in political communication. The most essential aspect of democracy is the political parties that are the first step towards the rulership. The political parties, which want to achieve political accomplishment, try to realize their goal of accession to power by managing the voter perception through election campaigns and by utilizing social media in order to catch public mood. For this reason, a serious competitive environment has emerged between the parties today. Mass media has great importance in terms of organizing professional election campaigns. Every political party, which wants to come into power, aims to be the most favorite party in the eyes of voters and perceived correctly by the voters. The reason behind this is the significance of the process of perception of political parties and their leaders by the public in political communication. In this sense, political parties must act in accordance with the perception method in order to be perceived correctly by the voters. It is also vital to turn the situations that are perceived positively by voters into practice. In this study, which has been conducted based upon aforementioned facts, the method and rules of perception in political communication, as well as the political communication and perception management have been discussed. In addition, the answers of how did Ak Party use political communication during the Turkish Local Elections of 2019, and what kind of perception did AK Party form in the minds of individuals who voted in the elections have tried to be revealed. Literature review has been made for the theoretical part of this study, whereas the data has been analyzed by utilizing scales and questionnaires in order to explain the quantitative part of this study. As a result of the analyzes, it has found out that the first five hypotheses are not confirmed whereas the sixth hypothesis is confirmed.
ABSTRACT: In the century we live in, along with the technological advancements and developments, there are also fundamental changes in economic, cultural and political fields, and one of the most significant current changes is the perception method in political communication. The most essential aspect of democracy is the political parties that are the first step towards the rulership. The political parties, which want to achieve political accomplishment, try to realize their goal of accession to power by managing the voter perception through election campaigns and by utilizing social media in order to catch public mood. For this reason, a serious competitive environment has emerged between the parties today. Mass media has great importance in terms of organizing professional election campaigns. Every political party, which wants to come into power, aims to be the most favorite party in the eyes of voters and perceived correctly by the voters. The reason behind this is the significance of the process of perception of political parties and their leaders by the public in political communication. In this sense, political parties must act in accordance with the perception method in order to be perceived correctly by the voters. It is also vital to turn the situations that are perceived positively by voters into practice. In this study, which has been conducted based upon aforementioned facts, the method and rules of perception in political communication, as well as the political communication and perception management have been discussed. In addition, the answers of how did Ak Party use political communication during the Turkish Local Elections of 2019, and what kind of perception did AK Party form in the minds of individuals who voted in the elections have tried to be revealed. Literature review has been made for the theoretical part of this study, whereas the data has been analyzed by utilizing scales and questionnaires in order to explain the quantitative part of this study. As a result of the analyzes, it has found out that the first five hypotheses are not confirmed whereas the sixth hypothesis is confirmed.
Keywords
public administration and political science