Sı·yasal pazarlama bagˆlamında 1990’lardan gu¨nu¨mu¨ze propagandanın degˆı·s¸ı·mı·
Yükleniyor...
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
T.C. Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Siyasal pazarlamada internetin ve sosyal medyanın ortaya çıkmasıyla her geçen gün yeni fikirler oluşmaktadır. Pazarlama oldukça geniş bir kavram iken siyasal pazarlama ise seçmenler, liderler, üyeler, kararsızlar ve kamuoyu gibi alanların ilişkisini incelemektedir. Parti programlarının, tüzükler, seçim bildirgeleri gibi alanlarda dijitalleşme ile entegreli olması oldukça önemlidir. Bu tezde 1990’lı yıllardan günümüze kadar yaşanan seçim süreçlerinde başarı sağlayan 3 parti ve liderlerin vaatleriyle ilişkili olarak seçimlerdeki değişmeye başlayan propaganda faaliyetleri incelenmiştir. Siyasal pazarlamada Twitter’ın önemi ortaya çıkmış bundan sonraki süreçlerde parti politikaları dijitalleşmeyle her kesime ulaşmayı hedeflemiştir. Çalışmanın ilk bölümünde pazarlama, dijital pazarlama, siyasal pazarlama ve propaganda hakkında kavramsal çerçeve oluşturulmuştur. Araştırma bölümünde ise 1991-2018 yılları arasındaki Türkiye Genel Seçimlerinde en yüksek oy alan siyasi partilerin siyasal pazarlama ve propaganda çalışmaları incelenerek internet ve sosyal medyanın özellikle 2002 seçimleriyle birlikte siyasi partiler tarafından önemli bir pazarlama aracı olarak kullanıldığı tespit edilmiştir.
With the advent of the Internet and social media in political marketing, new ideas are being formed every day. While marketing is a fairly broad concept, political marketing examines the relationship of areas such as voters, leaders, members, undecided and public opinion. It is very important that party programs are integrated with digitalization in areas such as by- laws and election declarations. In this thesis, the propaganda activities that have started to change in the elections in relation to the promises of 3 parties and leaders who have achieved success in the electoral processes from the 1990s to the present are examined. The importance of Twitter in political marketing has emerged, and in the following processes, party policies have aimed to reach all segments with digitalization. In the first part of the study, a conceptual framework was created about marketing, digital marketing, political marketing and propaganda. In the research section of the 1991-2018 the highest votes in the general elections of the political parties in Turkey between the years of propaganda and political marketing in particular the internet and social media by examining the work by the political parties with the election of 2002, it was determined that it was used as an important marketing tool.
With the advent of the Internet and social media in political marketing, new ideas are being formed every day. While marketing is a fairly broad concept, political marketing examines the relationship of areas such as voters, leaders, members, undecided and public opinion. It is very important that party programs are integrated with digitalization in areas such as by- laws and election declarations. In this thesis, the propaganda activities that have started to change in the elections in relation to the promises of 3 parties and leaders who have achieved success in the electoral processes from the 1990s to the present are examined. The importance of Twitter in political marketing has emerged, and in the following processes, party policies have aimed to reach all segments with digitalization. In the first part of the study, a conceptual framework was created about marketing, digital marketing, political marketing and propaganda. In the research section of the 1991-2018 the highest votes in the general elections of the political parties in Turkey between the years of propaganda and political marketing in particular the internet and social media by examining the work by the political parties with the election of 2002, it was determined that it was used as an important marketing tool.
Açıklama
Anahtar Kelimeler
Siyasal pazarlama, Propaganda, Siyaset, Political marketing, Propaganda, Politics
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Sak, N. (2022). Sı·yasal pazarlama bagˆlamında 1990’lardan gu¨nu¨mu¨ze propagandanın degˆı·s¸ı·mı· / The change of propaganda from the 1990s to the present in the context of political marketing. (Yayımlanmamış Yüksek Lisans Tezi). Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul.
