2007 Genel Seçimlerinde Adalet ve Kalkınma Partisi'nin siyasal iletişim faaliyetleri ve mesaj stratejileri
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Dosyalar
Tarih
2009
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışma 22 Temmuz 2007 Genel Seçimleri’nde iktidar olan Adalet ve
Kalkınma Partisi’nin (AKP) siyasal iletişim faaliyetleri ve mesaj stratejilerini
ortaya koymak amacıyla yapılmıştır. AKP’nin mesaj stratejilerini
belirleyebilmek için gazete siyasal reklamları ve seçim bildirgesi incelenmiştir.
AKP’nin gazete siyasal reklamları içerik ve söylem analizi yöntemleriyle, seçim
bildirgesi ise söylem analizi yöntemiyle çözümlenmiştir. Çalışmada AKP’nin
siyasal reklamlarını analiz etmek için; Milliyet, Radikal, Sabah, Zaman,
Cumhuriyet ve Posta gazeteleri incelenmiş, Radikal, Cumhuriyet ve Posta
gazetelerinde AKP’nin siyasal reklamları yer almadığı için diğer üç gazete
üzerinden siyasal reklam çözümlemesi yapılmıştır.
İncelenen gazete siyasal reklamlarında; iktidar partisi olarak seçimlere
giren AKP’nin çoğunlukla kendi icraatlarını övdüğü, “Güven ve İstikrar”
“Birlik ve Beraberlik” temalarının yer aldığı pozitif siyasal reklam türünü ve
lider + parti imajını ön plana çıkaran imaj reklam stratejilerini tercih ettiği
gözlenmiştir. Negatif reklamların tamamında; imalı karşılaştırma negatif
reklam türü tercih edilmiştir. Siyasal reklam mesaj stratejisinde AKP ağırlıklı
olarak konu reklamlarını kullanmıştır. Ekonomi, eğitim, milli bütünlük,
toplumsal gruplar, ulaşım, sağlık, demokratik haklar, uluslararası ilişkiler,
konut sorunu ve cumhurbaşkanlığı seçimi başlıca konuları oluşturmaktadır.
Siyasal reklamlarda ön plana çıkarılan konular 2007 Seçim Bildirgesi’nde de ön
plana çıkan konular olmuştur. Seçim bildirgesinde insan hakları, demokrasi ve
toplumsal değerlerin korunması gibi temalara ağırlık verilmiş, güven ve istikrar
söylemleri sık sık tekrarlanmıştır. Gerek siyasal reklamlarda gerekse seçim
bildirgesinde vurgulanan konular, AKP’nin bakış açısı içerisinde
anlamlandırılmaya çalışılırken, seçmen kitlede de bu doğrultuda bir algılama
oluşturulmaya çalışılmıştır.
This study was conducted to present the political communication activities and the message strategies of the Justice and Development Party (AKP), which came to power in the General Elections held on 22 July 2007. The newspaper political advertisements and the election manifesto of the AKP were examined to determine its message strategies. The newspaper political advertisements of AKP were analysed through content and discourse analyses, and its election manifesto was analysed through discourse analysis. Milliyet, Radikal, Sabah, Zaman, Cumhuriyet and Posta newspapers were examined to analyse the political advertisements of the AKP; since the political advertisements of the AKP were not published in Radikal, Cumhuriyet and Posta newspapers, political advertisement analysis was carried out via the other three newspapers. In the examined newspaper political advertisements, it was observed that the AKP, which entered the elections as the ruling party, mostly acclaimed its activities and preferred image advertising strategies that emphasize a type of positive political advertisement which follows the themes of ?Trust and Stability? and ?Unity and Solidarity? and the image of leader + party. In all the negative advertisements, implicit comparison was the preferred type of negative advertisement. The AKP mainly used issue advertisements in its political advertisement message strategy. Economy, education, national unity, social groups, transportation, health, democratic rights, international relations, housing problems and the presidential elections constituted the main topics of advertisements. The topics which were emphasized in political advertisements were also emphasized in the 2007 Election Manifesto. Themes such as human rights, democracy and the protection of social values were concentrated on in the election manifesto; the discourses of trust and stability were frequently repeated. While the topics that were emphasized both in political advertisements and the election manifesto were sought to be given meaning within the viewpoint of the AKP, it was endeavoured to create a perception among the electorate in this direction.
This study was conducted to present the political communication activities and the message strategies of the Justice and Development Party (AKP), which came to power in the General Elections held on 22 July 2007. The newspaper political advertisements and the election manifesto of the AKP were examined to determine its message strategies. The newspaper political advertisements of AKP were analysed through content and discourse analyses, and its election manifesto was analysed through discourse analysis. Milliyet, Radikal, Sabah, Zaman, Cumhuriyet and Posta newspapers were examined to analyse the political advertisements of the AKP; since the political advertisements of the AKP were not published in Radikal, Cumhuriyet and Posta newspapers, political advertisement analysis was carried out via the other three newspapers. In the examined newspaper political advertisements, it was observed that the AKP, which entered the elections as the ruling party, mostly acclaimed its activities and preferred image advertising strategies that emphasize a type of positive political advertisement which follows the themes of ?Trust and Stability? and ?Unity and Solidarity? and the image of leader + party. In all the negative advertisements, implicit comparison was the preferred type of negative advertisement. The AKP mainly used issue advertisements in its political advertisement message strategy. Economy, education, national unity, social groups, transportation, health, democratic rights, international relations, housing problems and the presidential elections constituted the main topics of advertisements. The topics which were emphasized in political advertisements were also emphasized in the 2007 Election Manifesto. Themes such as human rights, democracy and the protection of social values were concentrated on in the election manifesto; the discourses of trust and stability were frequently repeated. While the topics that were emphasized both in political advertisements and the election manifesto were sought to be given meaning within the viewpoint of the AKP, it was endeavoured to create a perception among the electorate in this direction.
Açıklama
Anahtar Kelimeler
Siyasal iletişim, Siyasal seçim kampanyaları, Mesaj stratejileri, Adalet ve Kalkınma Partisi, Siyasal reklam, Political communication, Political election campaigns, Message strategies, Justice and Development Party, Political advertising
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Tokat, A. (2009). 2007 Genel Seçimlerinde Adalet ve Kalkınma Partisi'nin siyasal iletişim faaliyetleri ve mesaj stratejileri. Yayımlanmış yüksek lisans tezi, Selçuk Üniversitesi, Konya.
