"Siyasal kampanyaların Amerikanlaşması": Forza Italia ve Genç parti örneklerinin karşılaştırılması

Modern demokrasilerin vazgeçilmez unsurlarından birisi olan siyasal kampanyalar da tıpkı siyasal kurumlar ve yapılar gibi önemli değişimler geçirmektedir. Parti örgütlerinin zayıflaması, lider odaklı siyaset, medyanın siyasal pazarlama süreci içindeki etkin kullanımı, uzman bilgisine duyulan yoğun ihtiyaç, ideolojilerden çok belirli durumlara,özgü kanaatlerin öne çıkarılması ve vatandaşların salt "siyasa tüketicileri" olarak görülmesi gibi unsurları bünyesinde barındıran siyasal kampanyaların Amerikanlaşması bu değişimlerin bir ürünüdür. Bu çalışmanın amacı; siyasal kampanyaların yaşadığı dönüşümün temsili demokrasinin yaşadığı kriz haliyle olan bağlantısına dikkat çekmek ve "siyasal kampanyaların Amerikanlaşması" özelinde Forza Italia ve Genç Parti örneklerinin bir karşılaştırmasını sunmaktır.

Americanization of political campaigns: a comparison of the cases of Forza Italia and The young Party

Similar to political institutions and structures, political campaigns have also undergone dramatic transformations. The Americanization of political campaigns, which are characterized by certain peculiarities, such as the personalization of politics, weakening ofparty organizations, wide use of media channels in the political marketing process, need for specialization, primacy of opinions over ideologies and conceptualization of citizens as policy consumers, is a by-product of these dramatic transformations. This paper aims to compare Forza Italia and the Young Party through the Americanization of political campaigns with special emphasis on the connection between the transformation ofpolitical campaigns and the crisis of representative democracy.

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