Research Article
BibTex RIS Cite

POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES

Year 2018, Volume: 6 Issue: 1, 129 - 148, 10.04.2018
https://doi.org/10.19145/e-gifder.379252

Abstract

Political marketing shares much in common with
marketing in the business world and benefits from sociology, political
phycology and of course mostly takes advantage of communication almost at its
all levels. At its very simple description, politicians through political
marketing just as done in the business marketing, tells what they have for people,
why they should elect them as their representatives and explain them their
future promises and guarantees if the follower faces any problem. The
communication managers at this publicising process, direct the marketing steps,
tell the politicians which services to use and what communication methods (e.g.
advertising, social media activities) to practise. At the same time, they have
a further strategy which depicts the support they might have in return and the
voter loyalty they will receive if their strategy works. Throughout the
election campaign, runners convey their promises and explain their future
performances in exchange for the votes and supporters’ contributions. However,
although political communication strategies look similar in different countries,
the local culture, traditions and values force politicians to develop new ways
of election campaigns special to that indigenous demands which will attract the
voters and make them feel that the politician is one of them. Therefore, this
conceptual paper while giving mostly a theoretical background for political
marketing in general terms, it also tries to explore the relationship and
benefits gained by practicing cultural traditions and the local outlines the
politicians mostly apply in their communication campaigns. The outcomes of the
study suggest that the political communication campaigns in Turkey have local
patterns but also are particularly carrying the similar futures of American
strategies.

References

  • Akay, A. (2012). Siyasal Iletisim Danismanligi (Political Communication Consultancy). Istanbul: Nobel.
  • Atal, N. and Gemici, H. (2004, January 02), “Tuyo Ozal’dan, Ozel TV Uzan’dan (Tip is from Ozal, Private TV is from Uzan)”. Sabah Daily, p. 1.
  • Bowler, S. and Farrell, D. (1992). Tthe Study of Election Campaigning, Electoral Strategies and Political Marketing. New York: St. Martin’s Press.
  • Brants, K., & Voltmer, K. (2011). Political Communication in Postmodern Democracy: Challenging the Primacy of Politics. London: Palgrave.
  • Butler, P., & Collins, N. (1994). Political Marketing: Structure and Process. European Journal of Communication, 28(1), 19-34.
  • Çağlar, İ., & Özkır, Y. (2015). Türkiye’de Siyasal İletisim (Political Communication in Turkey). Ankara: SETA.
  • Cap, P., & Okulska, U. (2013). Analysing Genres in Political Communication: Theory and practice. Amsterdam: John Benjamins B. V.
  • Clarke, H., Sander, D., Stewart, M. and Whiteley, P. (2004). Political Choice in Britain. Oxford: Oxford University Press.
  • Dermody, J. and Hanmer-Lloyd, S. (2006). “A marketing analysis of the 2005 general election advertising campaign”, in Jackson, N. A., Scullion, R. and Lilleker, D. G. (eds), The Marketing of political parties, pp. 101-131. Manchester: Manchester University Press.
  • Enli, G. S., & Moe, H. (2015). Social Media and Election Campaigns: Key Tendencies and Ways Forward. London: Routledge.
  • Farrel, D., Kolodny, R. and Medvic, S. (2007). “Parties and campaign professionals in a digital age”, in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 132-137. London: Routledge.
  • Frame, A., & Brachotte, G. (2015). Citizen Participation and Political Communication in a Digital Worl. London: Routledge.
  • Göksu, O., & Birol, C. (2017). ‘Storytelling’ in the Construction of Political Power: The Turkish Example of Generating a Political Image for Leaders. S. Mengü, P. Aslan, & D. Ünlü içinde, Storytelling in all Aspects (s. 77-93). Oxford: Peter Lang.
  • Hallin, D. C. and Mancini, P. (2004). “Americanization, Globalization and Secularization”, in Esser, F. and Pfetsch, B. (eds), Comparing Political Communication, pp. 25-44. Cambridge: Cambridge University Press.
  • Hassanpour, A. (1998). “Satellite footprints as national borders: MED-TV and the extraterritoriality of state sovereignty”, Journal of Muslim Minority Affairs, 18.1: pp. 53 – 72.
  • Hellweg, S. A. (2004). “Campaigns and Candidate images in America”, in Hacker, K. L. (eds), Presidential Candidate Images, pp. 21-47. New York: Rowman & Littlefield.
  • Hızal, A. B. (1997), 24 Aralık 1995 Genel Seçimleri Demokratik Sol Parti’nin Siyasal Iletisim Stratejileri (The Political Communication Strategies of Democratic Left Party in 24th December 1995 Parliamentary Elections). Ankara: A. Ü. Sosyal Bilimler Enstitüsü.
  • Huggins, R. (2001). “The Transformation of Political Audience” in Axford, B. and Huggins, R. (eds), New Media and Politics, pp. 127-150. London: Sage.
  • Jackson, N. A. (2006). “Banking Online: The use of internet by political parties to build relationships with others” in Jackson, N. A., Scullion, R. and Lilleker, D. G. (eds), The Marketing of political parties, pp. 157-182. Manchester: Manchester University Press.
  • Jackson, N. A., Scullion, R. and Lilleker, D. G. (2006). The Marketing of political parties. Manchester: Manchester University Press.
  • Kavanagh, D. (1992). “The United Kingdom”, in Butler, D. and Ranney, A. (eds), Electioneering, pp. 70-87. Oxford: Clarendon Press.
  • Kenski, K., & Jamieson, K. (2017). The Oxford Handbook of Political Communication. Oxford: Oxford University Press.
  • Kentel, F. (1991). “Demokrasi, Kamuoyu ve Iletisime Dair (About Democracy, public opinion and communication)”, Birikim, 30. pp. 35-55.
  • Kilicaslan, E. C. (2008). Siyasal Iletisim Ideoloji ve Medya Iliskisi (Political Communication, Ideology and Media Relation). Istanbul: Kriter.
  • Knuckey, J. and Marshment, J. (2005). “American Political Marketing: George W. Bush and the Republican Party”, in Lilleker, D. G. and Marshment, J. (eds), Political Marketing, pp. 39-58. Manchester: Manchester University Press.
  • Lees-Marshment, J. (2012). Routledge Handbook of Political Marketing. New York: Routledge.
  • Lees-Marshment, J. (2014). Political Marketing: Principles and Applications. London: Routledge.
  • Lees-Marshment, J., & Cosgrove, K. (2014). Political Marketing in the United States. Oxon: Routledge.
  • Lilleker, D. G. (2006). Key Concepts in Political Communication. London: Sage.
  • Lilleker, D. G. and Marshment, J. (2005). Political Marketing. Manchester: Manchester University Press.
  • Maarek, P. J. (1995). Political Marketing and Communication. London: John Libbey.
  • Mayhew, L. (2007). “The New Public”, in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 119-123. London: Routledge.
  • McNair, B. (1995). An Introduction to Political Communication. London: Routledge.
  • McNair, B. (2017). An Introduction to Political Communication. New York: Routledge.
  • Moog, S. and Beltrao, J. (2001). “The Transformation of Political Communication”, in Axford, B. and Huggins, R. (eds), New Media and Politics, pp. 30-63. London: Sage.
  • Negrine, R. (2007). “Professionalization in the British Electoral and Political Context”, in Negrine, R., Mancini, P., Holtz-Bacha, C. and Papathanassopoulos, S. (eds), The Professionalization of Political Communication, pp. 47-62. Bristol: Intellect.
  • Negrine, R. and Stylianos, P. (2007). “The ‘Americanization’ of Political Communication” in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 102-105. London: Routledge.
  • Plasser, F. and Plasser G. (2002). Global Political Campaign. London: Praeger.
  • Plasser, F. and Plasser G. (2007). “Global Political Campaign”, in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 138-143. London: Routledge.
  • Rawsley, G. D. (2005). Political Communication and Democracy. Hampshire: Palgrave Macmillan.
  • Savigny, H. (2006). “Political marketing and the 2005 election”, in Jackson, N. A., Scullion, R. and Lilleker, D. G. (eds), The Marketing of political parties, pp. 81-97. Manchester: Manchester University Press.
  • Savigny, H. (2011). The Problem of Political Marketing. New York: Continuum.
  • Scammel, M. (2007). “Political Marketing” in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 150-156. London: Routledge.
  • Schafferer, C. (2006). Election Campaigning in East and Southeast Asia. Hampshire: Ashgate.
  • Sobaci, M. Z. (2015). Social Media and Local Governments: Theory and Practice. London: Springer.
  • Stanyer, J. (2007). Modern Political Communication. Cambridge: Polity Press.
  • Steger, W., Sean, K., & Wrighton, M. (2013). Campaigns and Political Marketing. New York: Routledge.
  • Stepan, A. and Kuru, A. (2012). Democracy, Islam, and Secularism in Turkey. New York: Colombia University Press.
  • Stromer-Galley, J. and Jemieson, K. H. (2001). “The Transformation of Political Leadership” in Axford, B. and Huggins, R. (eds), New Media and Politics, pp. 172-190. London: Sage.
  • Surowiec, P., & Stetka, V. (2018). Social Media and Politics in Central and Eastern Europe. Oxon: Routledge.
  • Tan, A. (2002). Politik Pazarlama (Political Marketing). Istanbul: Papatya.
  • Tan, A. (1998). “Liderler neyi pazarliyor (What leaders marketing)”, Aksiyon, Issue: 193, pp. 15-18. Tokgoz, O. (2010). Seçimler siyasal reklamlar ve siyasal iletişim (Elections, Political Advertisement and Political Communication). Istanbul: Imge.
  • Topuz, H. (1977). Televizyon, Radyo, Basın ve Afiste Seçim Savasları (Election Wars on Television, Press and posters). Istanbul: Milliyet.
  • Wring, D. (2005) The Politics of Marketing the Labour Party. Hampshire: Palgrave Macmillan.
  • Wring, D. and Horrocks, I. (2001). “Vitual Hype? The Transformation of Political Parties” in Axford, B. and Huggins, R. (eds), New Media and Politics, pp. 191-210. London: Sage.
  • Wring, D., Atkinson, S., & Mortimore, R. (2017). Political Communication in Britain: Polling, Campaigning and Media in the 2015 General Election. Cham: Palgrave.

BİR TÜRKİYE KONTEKSTINDE SİYASAL PAZARLAMA: DEĞERLER ve PRATİKLER

Year 2018, Volume: 6 Issue: 1, 129 - 148, 10.04.2018
https://doi.org/10.19145/e-gifder.379252

Abstract

Siyasal pazarlamanın, iş dünyasındaki pazarlama
yöntemleriyle ortak birçok yanı vardır ve sosyoloji, politik psikoloji ve
elbette bütün seviyelerinde iletişimden çokça faydalanır. En basit
tanımlamasıyla, politikacılar siyasal pazarlama yoluyla, ticarette yapıldığı
şekliyle, müşteriler için neleri olduğunu söyler; neden kendi ürünlerini
seçmeleri gerektiğini ve gelecekte herhangi bir sorunla karşılaştıklarında ne
türlü garantilere sahip olduklarını anlatırlar. Bu kampanya sürecinde, iletişim
koordinatörleri, pazarlamayı adım adım yönetir ve politikacılara hangi
mecraları ve iletişim yöntemlerini (reklam, sosyal medya aktiviteleri gibi)
kullanmaları gerektiğini anlatırlar. Aynı zamanda, bu yöntemler karşılığında,
her şey yolunda giderse, nasıl bir desteğe sahip olacaklarını ve ulaşacakları
oy oranını öngörebildikleri stratejileri olur. Seçim kampanyası boyunca,
rakipler, vaatlerini aktarır ve oy vermelerine ve katkılarına karşılık
seçmenlere gelecekteki icraatlarını açıklarlar. Ne var ki, siyasal iletişim
stratejileri farklı ülkelerde aynı özellikleri gösterse de yerel kültür,
gelenekler ve değerler; siyasetçilerin, yerli halkın taleplerine özel, onların
oylarını cezbeden ve politikacının onlardan biri olduğunu hissettiren, yeni
seçim kampanyaları 
geliştirmelerini gerekli kılar. Bu nedenle,
elinizdeki kavramsal makale; genel anlamda siyasal pazarlamayı daha çok teorik
olarak ele alırken, diğer yandan politikacıların, iletişim kampanyalarında,
kültürel gelenekler ve yerel motifleri kullanmalarıyla elde ettikleri
avantajların nedenlerini keşfetmeyi amaçlar. Çalışmanın sonucu, Türkiye’deki siyasal
iletişim kampanyalarının yerel öğeleri kullanmakla birlikte özellikle
Amerika’da uygulanan stratejilerden etkilendiğini göstermektedir.

References

  • Akay, A. (2012). Siyasal Iletisim Danismanligi (Political Communication Consultancy). Istanbul: Nobel.
  • Atal, N. and Gemici, H. (2004, January 02), “Tuyo Ozal’dan, Ozel TV Uzan’dan (Tip is from Ozal, Private TV is from Uzan)”. Sabah Daily, p. 1.
  • Bowler, S. and Farrell, D. (1992). Tthe Study of Election Campaigning, Electoral Strategies and Political Marketing. New York: St. Martin’s Press.
  • Brants, K., & Voltmer, K. (2011). Political Communication in Postmodern Democracy: Challenging the Primacy of Politics. London: Palgrave.
  • Butler, P., & Collins, N. (1994). Political Marketing: Structure and Process. European Journal of Communication, 28(1), 19-34.
  • Çağlar, İ., & Özkır, Y. (2015). Türkiye’de Siyasal İletisim (Political Communication in Turkey). Ankara: SETA.
  • Cap, P., & Okulska, U. (2013). Analysing Genres in Political Communication: Theory and practice. Amsterdam: John Benjamins B. V.
  • Clarke, H., Sander, D., Stewart, M. and Whiteley, P. (2004). Political Choice in Britain. Oxford: Oxford University Press.
  • Dermody, J. and Hanmer-Lloyd, S. (2006). “A marketing analysis of the 2005 general election advertising campaign”, in Jackson, N. A., Scullion, R. and Lilleker, D. G. (eds), The Marketing of political parties, pp. 101-131. Manchester: Manchester University Press.
  • Enli, G. S., & Moe, H. (2015). Social Media and Election Campaigns: Key Tendencies and Ways Forward. London: Routledge.
  • Farrel, D., Kolodny, R. and Medvic, S. (2007). “Parties and campaign professionals in a digital age”, in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 132-137. London: Routledge.
  • Frame, A., & Brachotte, G. (2015). Citizen Participation and Political Communication in a Digital Worl. London: Routledge.
  • Göksu, O., & Birol, C. (2017). ‘Storytelling’ in the Construction of Political Power: The Turkish Example of Generating a Political Image for Leaders. S. Mengü, P. Aslan, & D. Ünlü içinde, Storytelling in all Aspects (s. 77-93). Oxford: Peter Lang.
  • Hallin, D. C. and Mancini, P. (2004). “Americanization, Globalization and Secularization”, in Esser, F. and Pfetsch, B. (eds), Comparing Political Communication, pp. 25-44. Cambridge: Cambridge University Press.
  • Hassanpour, A. (1998). “Satellite footprints as national borders: MED-TV and the extraterritoriality of state sovereignty”, Journal of Muslim Minority Affairs, 18.1: pp. 53 – 72.
  • Hellweg, S. A. (2004). “Campaigns and Candidate images in America”, in Hacker, K. L. (eds), Presidential Candidate Images, pp. 21-47. New York: Rowman & Littlefield.
  • Hızal, A. B. (1997), 24 Aralık 1995 Genel Seçimleri Demokratik Sol Parti’nin Siyasal Iletisim Stratejileri (The Political Communication Strategies of Democratic Left Party in 24th December 1995 Parliamentary Elections). Ankara: A. Ü. Sosyal Bilimler Enstitüsü.
  • Huggins, R. (2001). “The Transformation of Political Audience” in Axford, B. and Huggins, R. (eds), New Media and Politics, pp. 127-150. London: Sage.
  • Jackson, N. A. (2006). “Banking Online: The use of internet by political parties to build relationships with others” in Jackson, N. A., Scullion, R. and Lilleker, D. G. (eds), The Marketing of political parties, pp. 157-182. Manchester: Manchester University Press.
  • Jackson, N. A., Scullion, R. and Lilleker, D. G. (2006). The Marketing of political parties. Manchester: Manchester University Press.
  • Kavanagh, D. (1992). “The United Kingdom”, in Butler, D. and Ranney, A. (eds), Electioneering, pp. 70-87. Oxford: Clarendon Press.
  • Kenski, K., & Jamieson, K. (2017). The Oxford Handbook of Political Communication. Oxford: Oxford University Press.
  • Kentel, F. (1991). “Demokrasi, Kamuoyu ve Iletisime Dair (About Democracy, public opinion and communication)”, Birikim, 30. pp. 35-55.
  • Kilicaslan, E. C. (2008). Siyasal Iletisim Ideoloji ve Medya Iliskisi (Political Communication, Ideology and Media Relation). Istanbul: Kriter.
  • Knuckey, J. and Marshment, J. (2005). “American Political Marketing: George W. Bush and the Republican Party”, in Lilleker, D. G. and Marshment, J. (eds), Political Marketing, pp. 39-58. Manchester: Manchester University Press.
  • Lees-Marshment, J. (2012). Routledge Handbook of Political Marketing. New York: Routledge.
  • Lees-Marshment, J. (2014). Political Marketing: Principles and Applications. London: Routledge.
  • Lees-Marshment, J., & Cosgrove, K. (2014). Political Marketing in the United States. Oxon: Routledge.
  • Lilleker, D. G. (2006). Key Concepts in Political Communication. London: Sage.
  • Lilleker, D. G. and Marshment, J. (2005). Political Marketing. Manchester: Manchester University Press.
  • Maarek, P. J. (1995). Political Marketing and Communication. London: John Libbey.
  • Mayhew, L. (2007). “The New Public”, in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 119-123. London: Routledge.
  • McNair, B. (1995). An Introduction to Political Communication. London: Routledge.
  • McNair, B. (2017). An Introduction to Political Communication. New York: Routledge.
  • Moog, S. and Beltrao, J. (2001). “The Transformation of Political Communication”, in Axford, B. and Huggins, R. (eds), New Media and Politics, pp. 30-63. London: Sage.
  • Negrine, R. (2007). “Professionalization in the British Electoral and Political Context”, in Negrine, R., Mancini, P., Holtz-Bacha, C. and Papathanassopoulos, S. (eds), The Professionalization of Political Communication, pp. 47-62. Bristol: Intellect.
  • Negrine, R. and Stylianos, P. (2007). “The ‘Americanization’ of Political Communication” in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 102-105. London: Routledge.
  • Plasser, F. and Plasser G. (2002). Global Political Campaign. London: Praeger.
  • Plasser, F. and Plasser G. (2007). “Global Political Campaign”, in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 138-143. London: Routledge.
  • Rawsley, G. D. (2005). Political Communication and Democracy. Hampshire: Palgrave Macmillan.
  • Savigny, H. (2006). “Political marketing and the 2005 election”, in Jackson, N. A., Scullion, R. and Lilleker, D. G. (eds), The Marketing of political parties, pp. 81-97. Manchester: Manchester University Press.
  • Savigny, H. (2011). The Problem of Political Marketing. New York: Continuum.
  • Scammel, M. (2007). “Political Marketing” in Negrine, R. and Stanyer, J. (eds), The Political Communication Reader, pp. 150-156. London: Routledge.
  • Schafferer, C. (2006). Election Campaigning in East and Southeast Asia. Hampshire: Ashgate.
  • Sobaci, M. Z. (2015). Social Media and Local Governments: Theory and Practice. London: Springer.
  • Stanyer, J. (2007). Modern Political Communication. Cambridge: Polity Press.
  • Steger, W., Sean, K., & Wrighton, M. (2013). Campaigns and Political Marketing. New York: Routledge.
  • Stepan, A. and Kuru, A. (2012). Democracy, Islam, and Secularism in Turkey. New York: Colombia University Press.
  • Stromer-Galley, J. and Jemieson, K. H. (2001). “The Transformation of Political Leadership” in Axford, B. and Huggins, R. (eds), New Media and Politics, pp. 172-190. London: Sage.
  • Surowiec, P., & Stetka, V. (2018). Social Media and Politics in Central and Eastern Europe. Oxon: Routledge.
  • Tan, A. (2002). Politik Pazarlama (Political Marketing). Istanbul: Papatya.
  • Tan, A. (1998). “Liderler neyi pazarliyor (What leaders marketing)”, Aksiyon, Issue: 193, pp. 15-18. Tokgoz, O. (2010). Seçimler siyasal reklamlar ve siyasal iletişim (Elections, Political Advertisement and Political Communication). Istanbul: Imge.
  • Topuz, H. (1977). Televizyon, Radyo, Basın ve Afiste Seçim Savasları (Election Wars on Television, Press and posters). Istanbul: Milliyet.
  • Wring, D. (2005) The Politics of Marketing the Labour Party. Hampshire: Palgrave Macmillan.
  • Wring, D. and Horrocks, I. (2001). “Vitual Hype? The Transformation of Political Parties” in Axford, B. and Huggins, R. (eds), New Media and Politics, pp. 191-210. London: Sage.
  • Wring, D., Atkinson, S., & Mortimore, R. (2017). Political Communication in Britain: Polling, Campaigning and Media in the 2015 General Election. Cham: Palgrave.
There are 56 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Ekmel Geçer 0000-0003-3367-2236

Publication Date April 10, 2018
Submission Date January 15, 2018
Published in Issue Year 2018 Volume: 6 Issue: 1

Cite

APA Geçer, E. (2018). POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6(1), 129-148. https://doi.org/10.19145/e-gifder.379252
AMA Geçer E. POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES. e-gifder. March 2018;6(1):129-148. doi:10.19145/e-gifder.379252
Chicago Geçer, Ekmel. “POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6, no. 1 (March 2018): 129-48. https://doi.org/10.19145/e-gifder.379252.
EndNote Geçer E (March 1, 2018) POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6 1 129–148.
IEEE E. Geçer, “POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES”, e-gifder, vol. 6, no. 1, pp. 129–148, 2018, doi: 10.19145/e-gifder.379252.
ISNAD Geçer, Ekmel. “POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6/1 (March 2018), 129-148. https://doi.org/10.19145/e-gifder.379252.
JAMA Geçer E. POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES. e-gifder. 2018;6:129–148.
MLA Geçer, Ekmel. “POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol. 6, no. 1, 2018, pp. 129-48, doi:10.19145/e-gifder.379252.
Vancouver Geçer E. POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES. e-gifder. 2018;6(1):129-48.