SEÇİM KAMPANYALARINDA SOSYAL MEDYA KULLANIMI: FACEBOOK ve 2014 CUMHURBAŞKANLIĞI SEÇİMLERİ

Yeni iletişim teknolojilerindeki gelişmelerle beraber ortaya çıkan web 2.0 kavramı kullanıcıların kendi içeriklerini üretebildikleri çeşitli sosyal medya ağlarını da gündemimize getirmiştir. Geleneksel medya araçlarındaki tek yönlü iletişim, sosyal medya ile birlikte iki yönlü ve etkileşimli bir iletişim şekline dönüşmüştür. İletişimin yapısını değiştiren, ekonomik, sosyal ve kültürel çeşitli etkileri olan sosyal medya kavramının etkisini gösterdiği alanlardan biri de siyasal seçim kampanyalarıdır.Etkileşimli bir içeriği mümkün kılan sosyal medya, siyasal partilerin ve adayların kamuoyuna ve seçmenlere yönelik vaatlerini, imaj ve itibar çalışmalarını içeren seçim kampanyalarının yürütülmesinde kullanılan bir mecra haline gelmiştir. Sosyal medyada yürütülen seçim kampanyaları aracılığıyla partiler ve adaylar metinle, videoyla ya da görsel unsurlarla hem seçmenleri bilgilendirmekte hem de onlarla daha doğrudan bir iletişim kurma fırsatına sahip olmaktadırlar. Diğer yandan, seçmenler, partiyi ve adayı destekleyenler ya da eleştirenler de sosyal medya üzerinden partiye veya adaya yönelik düşüncelerini dile getirerek içerik üretimine katkıda bulunabilmektedirler.Sosyal medya mecralarından biri olan Facebook’un Ağustos 2014 Türkiye Cumhurbaşkanlığı seçimlerinde adaylar tarafından siyasal kampanya sürecinde nasıl kullanıldığını belirlemeye yönelik olan bu çalışmanın amacı, seçim kampanyası sürecinde Cumhurbaşkanı adaylarından Recep Tayyip Erdoğan ile Ekmeleddin İhsanoğlu’nun Facebook kullanım pratiklerini Baxter, Marcella ve Varfis’in (2011) araştırmasından hareketle incelemektir.

Anahtar Kelimeler:

Seçim Kampanyaları, Sosyal Medya, Facebook

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Together with developments in new communication technologies the emerging concept of web 2.0, has also brought various social networks that enable users to generate their own content to our agenda. One-way communication of traditional media has transformed into two-way and interactive forms of communication with social media. Social media that has economic, social and cultural effects, changes the structure of communication. Election campaigns comprise one of the areas in which social media shows its effects. Social media that enables interactive content has become a medium for political parties' and candidates’ promises, where image and reputation are promoted for voters and public opinion, also providing a platform from which to conduct their election campaigns. Through election campaigns that are conducted at social media, parties and candidates may inform voters with text, video or visual elements and they also have the opportunity to communicate more directly with them. On the other hand, voters or people who support or wish to criticize the candidate/ political party can contribute by generating content through social media. This study aims to analyze how social media was used by the candidates during the presidential elections of August 2014. Therefore, the Facebook-using practices of two presidential candidates- RecepTayyip ERDOGAN and Ekmeleddin İHSANOĞLU- has been analysed by the quantitative content analysis method, based on Baxter, Marcella and Varfis’(2011) study

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