Publication: Siyasal iletişim sürecinde siyasi parti liderlerinin markalaşması üzerine bir analiz
Abstract
Siyasal iletişim ve siyasal pazarlama kavramları artık siyasal yaşamın vazgeçilmezleri arasına girmiştir. Siyasal iletişim, siyasal partiler, adaylar ve seçmenler arasında gerçekleşen bir iletişim süreci olarak tanımlanmaktadır. Siyasal pazarlama ise demokrasinin yaygınlaşması ve bilgi toplumuna geçilmesiyle birlikte ihtiyaç duyulan önemli bir siyasal iletişim aracı olarak değerlendirilmektedir. Batı’da II. Dünya Savaşı sonrasında hızla gelişen ve ülkemizde de 1980’li yıllarda önemi anlaşılan siyasal iletişim, günümüzde bütün siyasal partilerin en fazla önem verdiği konuların arasına girmiştir. Kendi parti rultusunda halktan oy almak isteyen siyasal partilerin en büyük kozlarından biri partinin lideridir. Siyasal iletişim sürecinde halka sunulan siyasal ürün paketinin en önemli unsuru olan lider için oluşturulan imaj hayati önemdedir. Siyasal iletişim kampanyaları çok geniş bir çerçevesi olmakla birlikte lideri her zaman öncelemektedir. Siyasal iletişim kampanyalarının bazıları, seçmene siyasal marka olarak sunulan lider üzerinden yürütülmekte ve liderlerin başarısı partinin başarısını büyük oranda etkilemektedir. Türkiye siyasi tarihinde bu ve benzeri örnekleri sıkça görmek mümkündür. Bu nedenle özellikle de bizim ülkemizde lider ve liderlik kavramı büyük önem taşımaktadır. Çünkü, siyasal tarihimizi incelediğimizde bütün seçimlerde liderlerin her zaman partilerin en büyük kozu olduğu ortaya çıkmaktadır. Eğer liderin kamuoyu üzerindeki etkisi ve algısı olumlu ise bu partilerin başarılı olma ihtimalleri her zaman yüksek çıkmaktadır. Bu çalışmada siyasal marka, siyasal iletişim, siyasal pazarlama ve itibar yönetimi kavramları incelenerek, Barrack Hüseyin Obama, Turgut Özal, Süleyman Demirel, Bülent Ecevit ve Recep Tayyip Erdoğan’ın markalaşmış kişilik özelliklerinden örnekler verilmektedir.
Political communication and political marketing concepts are become indispensable of political life. Political communication is defined as a communication process between political parties, candidates and voters. On the other hand political marketing is considered as an important political communication tool which is became needed with the widespread democracy and information society. Today, political communication which was developed rapidly after the Second World War in the West and whose importance was understood in 1980’s in our country became one of the most important subjects of political parties. One of the major chances of political parties which are try to get votes from public with their party doctrine is their leader. The image which is created for the leader most important component of the package of political product in the process of political communication is vitally important. Political communication campaigns always give leader priority even though they have a wide outline. Some of the political communication campaigns are applied over the leader who is presented as political brand to the voters and success of the leader affects success of the political party majorly. It is possible that this kind of examples can be seen in Turkish political history. Because of that especially in our country the leader and the concept of leader have major importance. Because, when we study our political history, we can see that in all elections the leader is always the major chance of the political parties. If the effect and perception of the leader on public is positive, chance of these parties to be successful is higher. In this study the concepts of political brand, political communication, political marketing and esteem management are studied and some examples are given from Barrack Hussein Obama, Turgut Özal, Süleyman Demirel, Bülent Ecevit and Recep Tayyip Erdoğan’s characteristics.
Political communication and political marketing concepts are become indispensable of political life. Political communication is defined as a communication process between political parties, candidates and voters. On the other hand political marketing is considered as an important political communication tool which is became needed with the widespread democracy and information society. Today, political communication which was developed rapidly after the Second World War in the West and whose importance was understood in 1980’s in our country became one of the most important subjects of political parties. One of the major chances of political parties which are try to get votes from public with their party doctrine is their leader. The image which is created for the leader most important component of the package of political product in the process of political communication is vitally important. Political communication campaigns always give leader priority even though they have a wide outline. Some of the political communication campaigns are applied over the leader who is presented as political brand to the voters and success of the leader affects success of the political party majorly. It is possible that this kind of examples can be seen in Turkish political history. Because of that especially in our country the leader and the concept of leader have major importance. Because, when we study our political history, we can see that in all elections the leader is always the major chance of the political parties. If the effect and perception of the leader on public is positive, chance of these parties to be successful is higher. In this study the concepts of political brand, political communication, political marketing and esteem management are studied and some examples are given from Barrack Hussein Obama, Turgut Özal, Süleyman Demirel, Bülent Ecevit and Recep Tayyip Erdoğan’s characteristics.