Mustafa BÖLÜKBAŞI

Türk Siyasal Reklamcılığı: 1977-2007 Yılları Arasındaki Siyasal Gazete Reklamları Üzerine Bir İçerik Analizi

Türkiye’de siyasal reklamcılığın geçmişi 1970’lerin sonlarına kadar uzanmasına rağmen, ampirik verilere dayalı sistematik çalışmaları içeren literatür nispeten küçüktür. Bu makale, Türkiye’de 1977 ile 2007 yılları arasında gerçekleşen sekiz genel seçimde gazetelerdeki siyasal reklamları nitel içerik analizi yöntemiyle incelemektedir. Bu çalışmanın amacı, Türk siyasi kültürünün daha derinlemesine anlaşılmasına katkıda bulunmak için gazete siyasi reklamlarının temel özelliklerini incelemektir. Çalışma, Milliyet’in çevrimiçi arşivinden derlenen toplam 434 siyasal reklamın literatürde yaygın olarak kullanılan kategorilere göre sınıflandırılmasını kapsamaktadır. Bu çalışmanın sonuçları, siyasal reklamların (1) olumlu olduğunu; (2) imaj oranlarında artan bir eğilim olmasına rağmen konu odaklı olduğunu; (3) kanıt sunmada yeterli olmadığını; 4-) konu bakımından genel olarak ekonomiye odaklandığını ve belirli bir seçmen kesimi söz konusu olduğunda çoğunlukla gençleri hedef aldığını göstermektedir.

Turkish Political Advertising: A Content Analysis of Newspaper Political Advertisements Between 1977 and 2007

Although political advertising in newspapers in Turkey dates back to the late 1970s, the systematic study of this phenomenon remains in its infancy. In an effort to contribute to a deeper understanding of Turkish political culture, this study uses qualitative content analysis to examine political advertising in newspa- pers in Turkey during eight general elections between 1977 and 2007. It explores the main characteristics of newspaper political advertising during this four-decade period, covering a total of 434 political ads collected from the online archive of Milliyet, which it classifies according to categories widely used in the scholarly literature. The results of this study indicate that Turkish newspaper political ads are (1) positive; (2) issue oriented, though there is an upward trend in the rate of images; (3) not entirely evidence based; (4) generally concerned with economic issues; and (5) mostly aimed at the youth when it comes to a specific voter segment.

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