31 Mart 2019 yerel seçimlerinde siyasal iletişimin içerik analizi: İzmir Büyükşehir Belediye Başkanlığı seçimi
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Dosyalar
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bakırçay Üniversitesi Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Seçim kampanyaları, profesyonellerin desteği ile oluşturulmakta birçok siyasal iletişim yöntemini kapsamakta, adayın ve siyasal partinin görüşünü yansıtmakta aynı zamanda seçim vaatlerinin paylaşıldığı mesajların yayınlanmasını sağlamaktadır.
Bu araştırmanın konusunu ise siyasal propaganda aracı olarak kullanılmış olan siyasi aktörlerin söylemleri oluşturmaktadır. Siyasal partilerin söylemlerinde hangi anlam ve sembollere yer verildiği ve siyasal partilerin toplumu ne şekillerde etkilemeye çalıştıkları sorularına yanıt aranmaktadır. Araştırmanın amacı, 31 Mart 2019 İzmir Büyükşehir Belediye Başkanlığı seçimlerinde; siyasi partiler tarafından kullanılan siyasal iletişim araçlarının kamuoyunu ne yönde etkilemeye çalıştıkları, hangi anlamlara, sembollere yer verdikleri, toplumun hangi kesimlerinin dikkatlerini çekmeye çalıştıklarını incelemektir.
Bu araştırmada eleştirel sosyal bilim yaklaşımına uygun olacak şekilde nitel içerik analizi metodu kullanılmıştır. İzmir Büyükşehir Belediye Başkanlığı seçimlerinde adayların kullanmış olduğu afiş, sosyal medya hesaplarındaki gönderiler, seçim konuşmaları ve röportajlar nitel içerik analizi metodu ile incelenmiştir. Böylece literatürde eksik olan yerel seçimlere dair nitel içerik analizi araştırmalarına, sosyolojik bir bakış açısıyla katkı yapılmaya çalışılmıştır. Bulgular incelendiğinde siyasal partiler, seçim döneminde gerçekleştirmiş oldukları siyasal iletişim çalışmaları aracılığıyla halkın dikkatini istenilen konulara çekmekte ve halkta davranış değişikliği oluşturarak kendisine seçmen kazandırmaya çalışmaktadır. Oluşturulan seçim mesajlarının seçmenlere dört farklı kategoride sunulduğu görülmüştür. Kategoriler; pozitif siyasal mesajlar, negatif siyasal mesajlar halktan biri gibi görünme ve lider imajı oluşturma şeklinde sıralanmaktadır. Birinci kategori olan pozitif siyasal mesajlar da kendi içinde olumlu ifadeler ve şehre yönelik vaatler olarak iki farklı alt kategoriye ayrılmaktadır. Pozitif siyasal mesajlar ile siyasi adayların şehrin ve şehir halkının olumlu özelliklerini ön plana çıkardıkları görülmektedir. Şehrin ve halkın güzelliği, özgürlük, adalet, emek gibi temel kavramlar her iki adayın da ortak mesajı olarak seçmene ulaştırılmaktadır. Seçimlerde, seçmenin oy vermesinde önemli bir etken olan icraatların aktarılmasına önem verildiği görülmektedir. İkinci kategori olan negatif siyasal mesajlar, adayların rakiplerinin olumsuz özelliklerini ön plana çıkardığı, önceki dönemlerde gerçekleştirilmiş olan faaliyetlerin yanlışlıkları üzerinde durduğu mesajlar olarak karşımıza çıkmaktadır. Bu kategorideki mesajların siyasal adaylar tarafından sıklıkla tercih edilmediği de dikkat çekmektedir. Üçüncü olarak halktan biri gibi görünme kategorisinde; adayların halkın içinde yer aldıkları görselleri seçmenlerle paylaşmaları, halkla özdeşleşmiş kıyafet ve aksesuarları kullanıyor olmaları ile halkın her kesimiyle birlikte oldukları ve her zaman ulaşılabilir olduklarını göstermeye çalıştıkları görülmektedir. Son olarak lider imajı oluşturma kategorisinde de adayın lider özellikleri ön plana çıkarılarak seçmenlerin adayı benimsemesi ve aidiyet duygusu geliştirmesi amaçlanmaktadır. Lider imajı oluşturma kategorisinin seçim süreçlerinin orta ve uzun vadeli amacı olduğu göz önüne alındığında, adayların bir lider olarak benimsenmesi için seçmenlere adayların liderler ile olan görselleri sunulmakta, önceki görevlerinde sahip oldukları statüler ön plana çıkarılmaktadır.
Sonuç olarak her iki partinin belediye başkan adayının da kendileri adına hazırlanan siyasal mesajlarla ortaya konan kategoriler temelinde seçmenlerin gündemlerini kendi belirledikleri konular çerçevesinde oluşturdukları ve seçim propagandası süresince adayların imajının, oluşturulan siyasi mesajlar tarafından biçimlendirildiği görülmüştür.
Communication is a field that politics is closely interested in because of the ability of communication tools to affect large masses. Political parties and politicians use communication tools to get the public to vote for them. Throughout history, candidates and parties have tried to influence voters.Today, these influence studies appear as election campaigns. The field of study of this study is the discourses created by political actors that have been used as a political propaganda tool. The purpose of focusing on this subject is to seek answers to the questions of what meanings and symbols are included in the discourses of political parties, what is intended to be done, and in what ways the political parties try to influence the society. The aim of this study is to understand how the political communication tools used by political parties in the 31 March 2019 Izmir Metropolitan Municipality elections tried to influence the public, what meanings and symbols they included, and which segments of the society they tried to attract their attention. In this study, qualitative content analysis method was used in accordance with the critical social science approach. The posters, posts on social media accounts, election speeches and interviews used by the candidates in the Izmir Metropolitan Municipality elections were analyzed by qualitative content analysis method. It has been tried to contribute to the qualitative content analysis studies on local elections, which are missing in the literature, from a sociological point of view. When the findings were examined, it was concluded that the political parties created messages in order to attract the attention of the public to the desired issues and to gain voters by creating a behavior change in the public with the political communication activities they carried out during the election period. It has been observed that the election messages created are presented to the public in four different categories. Categories; positive political messages, negative political messages can be listed as appearing like man of the people and creating a leader image. Positive political messages are also divided into two different sub-categories as positive statements and promises to the city. It is seen that with positive political messages, political candidates highlight the positive characteristics of the city and its people. Basic concepts such as the beauty of the city and the people, freedom, justice and labor are conveyed to the voters as the common message of both candidates. It is seen that importance is given to the transfer of the actions, which is an important factor in the voting of the voters in the elections. Negative political messages, which is another category, appear as messages in which political candidates emphasize the negative features of rival candidates and focus on the mistakes of the activities carried out in previous periods. It is also noteworthy that messages in this category are not frequently preferred by political candidates. Another category seems to be "looking like a man of the people"; It is tried to convey the messages that the candidates share the images in which they are in the public with the voters, that they use clothes and accessories that are identified with the public, that they are with all segments of the public. Finally, in the category of creating a leader image, the leader characteristics of the political actor nominated as a candidate are brought to the fore, and it is aimed that the voters adopt the candidate and develop a sense of belonging. The visuals of the candidates with the leaders are presented to the voters in order to adopt the candidates as leaders, which is stated to be the medium and long-term aim of the election processes, and their status in their previous duties is highlighted. As a result of the study, it has been seen that the mayoral candidates of both parties set the agenda of the voters on the basis of the categories set forth by the political messages prepared for them, and that the image of the candidates for the voters was shaped by the political messages of the candidates during the election propaganda.
Communication is a field that politics is closely interested in because of the ability of communication tools to affect large masses. Political parties and politicians use communication tools to get the public to vote for them. Throughout history, candidates and parties have tried to influence voters.Today, these influence studies appear as election campaigns. The field of study of this study is the discourses created by political actors that have been used as a political propaganda tool. The purpose of focusing on this subject is to seek answers to the questions of what meanings and symbols are included in the discourses of political parties, what is intended to be done, and in what ways the political parties try to influence the society. The aim of this study is to understand how the political communication tools used by political parties in the 31 March 2019 Izmir Metropolitan Municipality elections tried to influence the public, what meanings and symbols they included, and which segments of the society they tried to attract their attention. In this study, qualitative content analysis method was used in accordance with the critical social science approach. The posters, posts on social media accounts, election speeches and interviews used by the candidates in the Izmir Metropolitan Municipality elections were analyzed by qualitative content analysis method. It has been tried to contribute to the qualitative content analysis studies on local elections, which are missing in the literature, from a sociological point of view. When the findings were examined, it was concluded that the political parties created messages in order to attract the attention of the public to the desired issues and to gain voters by creating a behavior change in the public with the political communication activities they carried out during the election period. It has been observed that the election messages created are presented to the public in four different categories. Categories; positive political messages, negative political messages can be listed as appearing like man of the people and creating a leader image. Positive political messages are also divided into two different sub-categories as positive statements and promises to the city. It is seen that with positive political messages, political candidates highlight the positive characteristics of the city and its people. Basic concepts such as the beauty of the city and the people, freedom, justice and labor are conveyed to the voters as the common message of both candidates. It is seen that importance is given to the transfer of the actions, which is an important factor in the voting of the voters in the elections. Negative political messages, which is another category, appear as messages in which political candidates emphasize the negative features of rival candidates and focus on the mistakes of the activities carried out in previous periods. It is also noteworthy that messages in this category are not frequently preferred by political candidates. Another category seems to be "looking like a man of the people"; It is tried to convey the messages that the candidates share the images in which they are in the public with the voters, that they use clothes and accessories that are identified with the public, that they are with all segments of the public. Finally, in the category of creating a leader image, the leader characteristics of the political actor nominated as a candidate are brought to the fore, and it is aimed that the voters adopt the candidate and develop a sense of belonging. The visuals of the candidates with the leaders are presented to the voters in order to adopt the candidates as leaders, which is stated to be the medium and long-term aim of the election processes, and their status in their previous duties is highlighted. As a result of the study, it has been seen that the mayoral candidates of both parties set the agenda of the voters on the basis of the categories set forth by the political messages prepared for them, and that the image of the candidates for the voters was shaped by the political messages of the candidates during the election propaganda.
Açıklama
Anahtar Kelimeler
İletişim sosyolojisi, Siyaset sosyolojisi, Siyasal iletişim, Nitel içerik analizi, 31 Mart 2019 İzmir Büyükşehir Belediye Başkanlığı yerel seçimleri, 31 March 2019 Izmir Metropolitan Municipality Elections, Qualitative content analysis, Political communication, Political sociology, Sociology of communication
