BİR TÜRKİYE KONTEKSTINDE SİYASAL PAZARLAMA: DEĞERLER ve PRATİKLER

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.

Anahtar Kelimeler:

Türkiye, oy verme davranışı, politik kültür, İletişim, siyasal iletişim, siyasal pazarlama, Türkiye

POLITICAL MARKETING in a TURKISH CONTEXT: VALUES and PRACTICES

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.

Keywords:

Turkey, voting behaviour, political culture, Communication, political communication, political marketing, Turkey,

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