Publication: Siyasal iletişimde propaganda ve reklam bir örnek olay: 28 Mart 2004 yerel seçimlerinde adalet ve kalkınma partisi
Abstract
TEZ ÖZETİ Bu çalışmanın amacı, propaganda ve siyasal reklamın halkla ilişkiler çatısı altında kuramsal bir açıklamasını yapmak; uygulamada seçtiğimiz Adalet ve Kalkınma Partisi'nin 2004 yerel seçimlerindeki uygulamalarını izleyerek bir durum değerlendirmesinde bulunmaktır. Çalışma konumuz olan, propaganda ve siyasal reklam konularının bir birliktelik ve süreklilik içinde olması ve birbirlerini etkilemeleri dolayısı ile konuya tüm bu bilimlerin çıkış noktası olarak iletişim ve siyasal iletişimden başlamak ve konuya halkla ilişkiler yönü ile bakmak gerekmiştir. Birinci bölümde: iletişimin tanımı, süreci, türleri ve işlevleri; etkili iletişimin koşulları, iletişimi zorlaştıran engeller, siyasal iletişim, siyasal toplumsallaşma, siyasal meşruluk ve bilinç açıklanmıştır. İkinci bölüm olan Halkla İlişkilerde; halkla ilişkilerin tanımı, tarihçesi ve süreci, Türkiye'de Halkla İlişkiler, Halkla ilişkiler ve Reklam, Halkla ilişkiler ve Propaganda ve Siyasal Halkla İlişkiler değerlendirilmiştir. Üçüncü Bölümde; Propaganda kavramı değerlendirilmiş; propagandanın tanımı, amacı, çeşitleri, araçları, yöntemleri ve kuralları üzerinde durulmuştur. Dördüncü bölüm olan siyasal reklamcılıkta: reklam ve siyasal reklam kavramı tanımlanmış, siyasal reklamların amacı ve işlevleri, siyasal reklamla ticari reklam arasındaki farklar; siyasal reklamın çeşitleri ve araçları, siyasal reklam etkinlikleri örneklerle açıklanmıştır. Tezimizin hazırlanmasında konuyla ilgili kaynak taraması yapılmış ve kaynakçada gösterilen yayınlardan yararlanılmıştır. Ayrıca çalışmamızda Adalet ve Kalkınma Partisi İstanbul İl Başkanlığı tarafından 2004 Yerel Seçim Kampanyası öncesinde yapılan anket çalışması, yerel seçim kampanya stratejileri, kampanya sırasında kullanılan reklam araçları ve seçim sonuçlarına yer verilmiştir. THESIS
The aim of this study is to make a theoretical explanation of propaganda and political advertisement within the realm of public relations; and to make a case study, observing the implementations of our sample, Justice and Development Party's 2004 local elections. Since propaganda and political advertisement are involved in continuity and mutual interaction, it is necessary to introduce communication and political communication as a starting point and to approach the topic from an aspect of public relations. In the first section, definition of communication, its process, types and functions; conditions of effective communication, the obstacles that complicate communication, political communication, political socialization, political legitimacy and consciousness are represented. In the second section, the notion of public relations, its definition, short history and process; public relations in Turkey, public relations and advertisement, public relations, propaganda and political public relations are evaluated. In the third section, the notion of propaganda, its definition, purpose, types, instruments, methods and principles are emphasized. In the fourth section, the notion of advertisement and political advertisement is defined; the purpose and functions of political ads, the differences between political and commercial ads, types and tools of political advertisement, and the political advertisement activities are exemplified. The references, which are utilized in the thesis, are explored, and demonstrated in the bibliography. Our study also includes the survey that was made by Justice and Development Party's İstanbul City Presidency before the 2004 Local Election Campaign, the strategies of local election campaign, the advertisement tools that were used during the campaign, and the results of the elections.
The aim of this study is to make a theoretical explanation of propaganda and political advertisement within the realm of public relations; and to make a case study, observing the implementations of our sample, Justice and Development Party's 2004 local elections. Since propaganda and political advertisement are involved in continuity and mutual interaction, it is necessary to introduce communication and political communication as a starting point and to approach the topic from an aspect of public relations. In the first section, definition of communication, its process, types and functions; conditions of effective communication, the obstacles that complicate communication, political communication, political socialization, political legitimacy and consciousness are represented. In the second section, the notion of public relations, its definition, short history and process; public relations in Turkey, public relations and advertisement, public relations, propaganda and political public relations are evaluated. In the third section, the notion of propaganda, its definition, purpose, types, instruments, methods and principles are emphasized. In the fourth section, the notion of advertisement and political advertisement is defined; the purpose and functions of political ads, the differences between political and commercial ads, types and tools of political advertisement, and the political advertisement activities are exemplified. The references, which are utilized in the thesis, are explored, and demonstrated in the bibliography. Our study also includes the survey that was made by Justice and Development Party's İstanbul City Presidency before the 2004 Local Election Campaign, the strategies of local election campaign, the advertisement tools that were used during the campaign, and the results of the elections.