Publication: Benlik saygısı ve şüphe durumları yönünden gençlerin siyasal reklamlara yaklaşımı
Abstract
Benlik Saygısı, Siyasal Reklama Yönelik Şüphe ÖZET BENLİK SAYGISI VE ŞÜPHE DURUMLARI YÖNÜNDEN GENÇLERİN SİYASAL REKLAMLARA YAKLAŞIMI Siyasal reklamcılık, demokrasi seviyesinin yükselmesiyle birlikte Türkiye’de giderek gelişen bir olgudur. Siyasal partilerin/ adayların seçim kampanyası dönemindeki siyasal iletişim uygulamaları arasında siyasal reklamlar gerek etkisi gerekse de yüksek maliyetleriyle dikkat çekmektedir. Buna karşın siyasal reklamlarla ulaşılmak istenen hedef kitlenin psikografik durumunun anlaşılmasına yönelik yapılan araştırmaların sayısı oldukça azdır. Bu çalışmada hedef kitlenin benlik saygısı düzeyi ile siyasal reklamlara yönelik şüphe durumu arasındaki ilişki incelenmiştir. Çalışma kapsamında İstanbul’da yer alan dört farklı üniversiteden toplam 500 öğrencinin yer aldığı nicel bir araştırma gerçekleştirilmiştir. Self-Esteem, Skepticism Towards Political Advertisements
THE ATTITUDE OF YOUTH TOWARD POLITICAK ADVERTISEMENTS IN TERM OF THEIR SELF-ESTEEM AND SKEPTICISM LEVEL Political advertising, with the increasing level of democracy, is a ever-developing phenommenon in Turkey. Within the political communication applications of political parties/ candidates in political campaign periods, political advertising attracks attention with either its effects or its high costs. On the other hand, the number of studies to understand the target market’s, that is wanted to be reached via political advertisements, psychographic condition is quite a few. In this study, the relation between the self-esteem level and skepticism position toward political advertising of target market is studied. Within the scope of the study, a quantitative research has been realised which involves 500 students from four different universities of Istanbul.
THE ATTITUDE OF YOUTH TOWARD POLITICAK ADVERTISEMENTS IN TERM OF THEIR SELF-ESTEEM AND SKEPTICISM LEVEL Political advertising, with the increasing level of democracy, is a ever-developing phenommenon in Turkey. Within the political communication applications of political parties/ candidates in political campaign periods, political advertising attracks attention with either its effects or its high costs. On the other hand, the number of studies to understand the target market’s, that is wanted to be reached via political advertisements, psychographic condition is quite a few. In this study, the relation between the self-esteem level and skepticism position toward political advertising of target market is studied. Within the scope of the study, a quantitative research has been realised which involves 500 students from four different universities of Istanbul.