Research Article


DOI :10.26650/4boyut.2023.1341911   IUP :10.26650/4boyut.2023.1341911    Full Text (PDF)

Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election

Fatma ÇakmakHavva Tavlan

The 2023 Turkish Presidential Election was greeted with curiosity and excitement in Turkey and the world, as was the case during the election period in general. Political marketing and advertising activities appear as the most striking practices in terms of persuading the voting public in the election atmosphere. In this direction, in the study, a semiotic analysis of 2 commercials made for Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu, two strong candidates of the 2023 Turkish Presidential Election, was made according to Barthes' paradigm. With these analyzes, it is aimed to reveal which themes are used and messages are given to persuade the voters in commercials. In this study, first of all, the concepts of political marketing and political advertising were explained, and then a semiotic analysis of 2 commercials was made. As a result of the study; It was revealed that both candidates used themes in line with their political propaganda, for Erdoğan, a strong leader positioning was made by giving more emotional messages accompanied by emotional linguistic indicators, and for Kılıçdaroğlu, messages that focused on problems and consisted of promises were included in the presence of enthusiastic and entertaining linguistic indicators.

DOI :10.26650/4boyut.2023.1341911   IUP :10.26650/4boyut.2023.1341911    Full Text (PDF)

Siyasal Pazarlama Aracı Olarak Siyasal Reklam: 2023 Türkiye Cumhurbaşkanlığı Seçimi Örneğinde Göstergebilimsel Bir Analiz

Fatma ÇakmakHavva Tavlan

2023 Türkiye Cumhurbaşkanlığı Seçimi Türkiye’de ve dünyada, genel olarak her seçim döneminde olduğu gibi merakla ve heyecanla karşılanmıştır. Siyasal pazarlama ve reklam çalışmaları seçim atmosferinde seçmen kitleyi ikna etme noktasında en dikkat çeken uygulamalar olarak karşımıza çıkmaktadır. Bu doğrultuda çalışmada 2023 Türkiye Cumhurbaşkanlığı Seçimi’nin iki güçlü adayı olan Recep Tayyip Erdoğan ve Kemal Kılıçdaroğlu için yapılan 2 reklam filminin Barthes’ın paradigmasına göre göstergebilimsel analizi yapılmıştır. Bu analizlerle reklam filmlerinde seçmeni ikna etmek için hangi temaların kullanıldığını ve mesajların verildiğini açığa çıkarmak amaçlanmıştır. Çalışmada bu kapsamda öncelikle siyasal pazarlama ve siyasal reklam kavramları açıklanmış ardından 2 reklam filminin göstergebilimsel analizi yapılmıştır. Çalışmanın sonucunda; her iki adayın da siyasal propagandaları doğrultusunda temalar kullandıkları, Erdoğan için daha çok duygusal göstergeler eşliğinde duygusal mesajlara yer verilerek güçlü lider konumlandırmasının yapıldığı, Kılıçdaroğlu için ise coşkulu ve eğlenceli göstergeler eşliğinde daha çok sorunlara odaklanan ve vaatlerden oluşan mesajlara yer verildiği ortaya çıkarılmıştır.


EXTENDED ABSTRACT


The 2023 Turkish Presidential Election was awaited with curiosity and excitement due to the developments in the country's recent history. This election, in which two strong candidates took part, was seen as contentious. This situation led the candidates to political marketing and advertising practices. Political advertisements have an important place in convincing the electorate. Voting in democratic countries is a civic duty of such great importance that it can be described as the "heart of democracy". Political actors, who act with the desire to be the winner of the election by getting the support of the majority of the people, apply to election campaigns in order to manage the election process effectively. Political advertisements are also an important part of this campaign process. Political advertising is the focal point of political marketing. Political marketing, which is an area where political actors are applied, differs from the usual types of marketing because it is for political purposes.

Just like in businesses, political parties and leaders are in competition with each other and actively engage in marketing activities in order to gain a competitive advantage. A political party that knows the target audience, who is the target audience in political marketing, and understands its characteristics, culture, value judgments, wishes, and expectations well, will be able to convince the voters and achieve success in the direction of marketing studies accordingly. More importantly, it is necessary to keep these marketing efforts alive, not only during election periods but continuously.

As a political marketing tool at the point of persuading the voters, political advertisements provide effective communication with the voters and are very effective in convincing them. While it strengthens the bond on the determined voters, a successful political advertisement can be effective, especially for the undecided voters. On the other hand, with the developing technology, marketing, and advertising activities were carried to an advanced level and enriched with all kinds of audio-visual elements. Many elements such as computer effects, animation, pictures, photographs, songs and, music are used together.

In this direction, the semiotic analysis of the commercials published for two strong candidates, Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu, was made. The analyzes madehas tried to explain which themes are used and which messages are given to persuade the voters through commercials. In the literature part of the study, firstly, the concepts of political marketing and political advertising are explained. Then, a semiotic analysis of 2 commercial films was made. In this context, by taking the relevant frames in the advertisements; Analyzes were made over the concepts of sign type, sign, signifier, signified, denotation, connotation, metaphor, and metonymy. The study is limited to one commercial film of 2 presidential candidates. The reason why the candidates Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu are limited to commercials is that they are the two strongest candidates and that the election commercials of the other candidates cannot be reached. In addition, the fact that the semiotic analysis is based on both visuals and discourses may cause the page limit of the study to be exceeded. For this reason, it is limited to 2 commercials.

The aim of this study; As a political marketing application, for the 2023 Turkish Presidential Election, the candidate of the People's Alliance, Recep Tayyip Erdoğan, and the Nation's Alliance candidate, Kemal Kılıçdaroğlu, are used to convince the voters in commercials by making a semiotic analysis of political commercials broadcast. Television channels and YouTube reveal which themes are used and which messages are given. Today, a political advertisement can be broadcast both on television and in digital media. Thus, it is possible to reach different voters. In addition to being able to reach large masses, it is one of the opportunities offered by digital media to see how much of the target audience watches, likes, or dislikes political advertisements published on social media. In addition, the ability of the target audience to comment provides interactive and democratic communication. This situation creates a great opportunity for political parties and actors to take the pulse of the electorate.

As a result of the study it was revealed that both candidates used themes in line with their political propaganda, for Erdoğan, a strong leader positioning was made by giving more emotional messages accompanied by emotional linguistic indicators, and for Kılıçdaroğlu, messages consisting of promises were included with enthusiastic and entertaining linguistic indicators.


PDF View

References

  • YouTube. (2023, 05 04). 08 08, 2023 tarihinde YouTube: www.youtube.com/watch?v=sPmqSrvrhL8 adresinden alındı google scholar
  • YouTube. (2023, 05 15). 08 08, 2023 tarihinde YouTube: https://www.youtube.com/ watch?v=Nue71DW6WZ0 adresinden alındı google scholar
  • YouTube. (2023, 05 04). 08 08, 2023 tarihinde YouTube: https://www.youtube.com/ watch?v=HoYPOFErkHg adresinden alındı google scholar
  • Atkin, C. K., Bowen, L., Nayman, O. B., & Sheinkopf, K. G. (1973). Quality Versus Quantity in Televised Political ADS. Public Opinion Quarterly, 37(2), 209-224. google scholar
  • Barthes, R. (2005). Göstergebilimsel Serüven. (M. Rifat, & S. Rifat, Çev.) İstanbul: Yapı Kredi Yayınları. google scholar
  • Bayraktaroğlu, G. (2002). Politik Yaşamda Pazarlama Yaklaşımları. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi, 7(2), 159-168. google scholar
  • Bayraktaroğlu, G. (2002). Politik Yaşamda Pazarlama Yaklaşımları. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi, 7(2), 159-168. google scholar
  • Biocca, F. (2011). Television and Political Advertising. New York: Routledge. google scholar
  • Brader, T. (2005). Striking a Responsive Chord: How Political Ads Motivate and Persuade Voters by Appealing. American Journal of Political Science, 49(2), 388-405. google scholar
  • Cho, J. (2008). Political Ads and Citizen Communication. Communication Research, 35(4), 423-451. google scholar
  • Çağlar, B. (2012). Bir İletişim Biçimi Olarak Göstergebilim. Lefke Avrupa Üniversitesi Sosyal Bilimler Dergisi, 3(2), 22-34. google scholar
  • Demir, M. İ. (2018). Siyasal İletişim: Kavramsal Bir Derleme. International Journal of Art Culture and Communication, 1(1), 79-104. google scholar
  • Eraslan, M. C., & Küçük Durur, E. (2018). Siyasal İletişim ve Medya Bağlamında Siyasal Reklam ve Propaganda (Kavramsal Bir Değerlendirme). Ağrı İbrahim Çeçen Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4(2), 193-204. google scholar
  • Eyri, S., & Köktürk, Ş. (2013). Dilbilim ve Göstergebilim: Ferdinand de Saussure ve Göstergebilimi Anlamak. Sakarya Üniversitesi Fen-Edebiyat Dergisi, 123-136. google scholar
  • Fulgoni, G. M., Lipsman, A., & Carol, D. (2016). The Power of Political Advertising: Lessons for Practitioners How Data Analytics, Social Media, and Creative Strategies Shape U.S. Presidential Election Campaigns. Journal of Advertising Research, 56(3), 239-244. google scholar
  • Güneş, A. (2013). Göstergebilim Tarihi. Humanities Sciences, 8(4), 332-348. google scholar
  • Karabağ , Ö. (2009). 2009 Yerel Seçimlerinde Yerel Basında Siyasal Reklamcılık Uygulamaları: Niğde Örneği. Niğde: Niğde Üniversitesi Sosyal Bilimler Enstitüsü. google scholar
  • Karaçor, S. (2012). Siyasal Katılım Açısından Siyasal Pazarlama ve Seçim Kampanyalarının Önemi. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 81-93. google scholar
  • Lees-Marshment, J. (2014). Political Marketing Principles and Applications. Abingdon: Routledge. google scholar
  • O’Cass, A. (1996). Political Marketing And The Marketing Concept. European Journal of Marketing, 30(10/11), 37-53. google scholar
  • O’Shaughnessy, N. (2001). The Marketing of Political Marketing. European Journal of Marketing, 35(9/10), 1047-1057. google scholar
  • Parsa, A. F., & Olgundeniz, S. S. (2014, Ocak). İletişimde Göstergebilim ve Anlamlandırma Sürecini Örneklerle Değerlendirme. 08 09, 2023 tarihinde Researchgate: avys.omu.edu.tr adresinden alındı google scholar
  • Rose, G. (2023). Görsel Metodoloji. (G. Akgülgil, Çev.) İstanbul: İnkılap Kitabevi. Scammell, M. (1999). Political Marketing: Lessons for Political Science. Political Studies, 47(4), 718- 739. google scholar
  • Sohal, S., & Kaur, H. (2018). A Content Analysis of YouTube Political Advertisements: Evidence from Indian Parliamentary Elections. Journal of Creative Communcations, 13(2), 133-156. google scholar
  • Şirin, B. (2019). Siyasal Dağıtım ve Tutundurma Çabalarının Siyasal Parti/Lider Güvenine Etkisi: Burdur İlinde Bir Uygulama. Burdur: Burdur Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü. google scholar
  • Uluslararası Seçim Gözlem Heyeti. (2023). Türkiye, Genel Seçimler, 14 Mayıs 2023 İlk Bulgular ve Sonuçlar ile İlgili Rapor. Ankara: Uluslararası Seçim Gözlem Heyeti. google scholar
  • Wei, R., & Golan, G. (2013). Political Advertising on Social Media in the 2012 Presidential Election. Elektronic News, 7(4), 223-242. google scholar
  • Wring, D. (1997). Reconciling Marketing with Political Science: Theories of Political Marketing. Proceedings from the Academy of Marketing Conference. 13, s. 651-663. Manchester: Manchester Metropolitan University. google scholar
  • Yalçınkaya, N., & Ay, C. İ. (2017). Siyasi Başarı İçin Pazarlama Katkısı: Türkiye’deki Politik Pazarlama Çevresi Modeli. Yönetim ve Ekonomi, 24(1), 199-214. google scholar
  • Zeybek, B. (2020). Siyasal Kampanyaların Geleceğinde Veri Temelli Yönelimler. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 54-72. google scholar

Citations

Copy and paste a formatted citation or use one of the options to export in your chosen format


EXPORT



APA

Çakmak, F., & Tavlan, H. (2023). Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election. 4. BOYUT Journal of Media and Cultural Studies, 0(23), 23-51. https://doi.org/10.26650/4boyut.2023.1341911


AMA

Çakmak F, Tavlan H. Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election. 4. BOYUT Journal of Media and Cultural Studies. 2023;0(23):23-51. https://doi.org/10.26650/4boyut.2023.1341911


ABNT

Çakmak, F.; Tavlan, H. Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election. 4. BOYUT Journal of Media and Cultural Studies, [Publisher Location], v. 0, n. 23, p. 23-51, 2023.


Chicago: Author-Date Style

Çakmak, Fatma, and Havva Tavlan. 2023. “Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election.” 4. BOYUT Journal of Media and Cultural Studies 0, no. 23: 23-51. https://doi.org/10.26650/4boyut.2023.1341911


Chicago: Humanities Style

Çakmak, Fatma, and Havva Tavlan. Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election.” 4. BOYUT Journal of Media and Cultural Studies 0, no. 23 (Dec. 2024): 23-51. https://doi.org/10.26650/4boyut.2023.1341911


Harvard: Australian Style

Çakmak, F & Tavlan, H 2023, 'Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election', 4. BOYUT Journal of Media and Cultural Studies, vol. 0, no. 23, pp. 23-51, viewed 2 Dec. 2024, https://doi.org/10.26650/4boyut.2023.1341911


Harvard: Author-Date Style

Çakmak, F. and Tavlan, H. (2023) ‘Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election’, 4. BOYUT Journal of Media and Cultural Studies, 0(23), pp. 23-51. https://doi.org/10.26650/4boyut.2023.1341911 (2 Dec. 2024).


MLA

Çakmak, Fatma, and Havva Tavlan. Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election.” 4. BOYUT Journal of Media and Cultural Studies, vol. 0, no. 23, 2023, pp. 23-51. [Database Container], https://doi.org/10.26650/4boyut.2023.1341911


Vancouver

Çakmak F, Tavlan H. Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election. 4. BOYUT Journal of Media and Cultural Studies [Internet]. 2 Dec. 2024 [cited 2 Dec. 2024];0(23):23-51. Available from: https://doi.org/10.26650/4boyut.2023.1341911 doi: 10.26650/4boyut.2023.1341911


ISNAD

Çakmak, Fatma - Tavlan, Havva. Political Advertising As A Political Marketing Tool: A Semiotic Analysis In The Case Of The 2023 Turkish Presidentıal Election”. 4. BOYUT Journal of Media and Cultural Studies 0/23 (Dec. 2024): 23-51. https://doi.org/10.26650/4boyut.2023.1341911



TIMELINE


Submitted12.08.2023
Accepted02.10.2023
Published Online09.10.2023

LICENCE


Attribution-NonCommercial (CC BY-NC)

This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.


SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.