Publication: İkna Edici İletişimde Siyasal Mesaj Tasarımı: 43. Muhtarlar Konuşması Örneği
Abstract
Siyasal mesajların ana hedefi, mesajın alıcısı olduğu düşünülen, genellikle seçmen kimliğine sahip birey ve grupları ikna etmektir. Bu hedefe ulaşmak siyasal davranışın temel motivasyon kaynağıdır. Bu nedenle siyasal iletişim çalışmalarında gerek kuramsal açıdan, gerek de uygulamayla ilişkili olarak ikna konusu oldukça yoğun araştırmalara konu olmuştur. Buradan hareketle, çalışmada ikna edici siyasal mesajların seçmen kitlesini nasıl ikna ettiği ele alınmıştır. Çalışmada Motivasyonel İkna Kuramları’ndan biri olan Maslow’un İhtiyaçlar Hiyerarşisi Kuramı üzerinde durularak, söz konusu kuramın ikna edici mesajlar ekseninde Türk siyasal hayatında örneklenmesi amaçlanmıştır. Bu çerçevede önce ikna kavramı hakkında; daha sonra da motivasyonel ikna kuramları üzerinde durulmuştur. Çalışmanın devamında araştırmanın temel dayanağı olan Motivasyonel İkna Kuramları’ndan bir olan Maslow’un İhtiyaçlar Hiyerarşisi Kuramı detaylı olarak incelenmiştir. Son olarak Cumhurbaşkanı’nın 43. Muhtarlar Konuşması örneklem alınarak, ikna edici mesajlar ekseninde analiz edilmiştir. Sonuç olarak konuşmada, Maslow’un kuramındaki tüm basamak ve aşamalara sırasıyla gönderme yapıldığı, ikna edici bir unsur olarak muhtarların farklı ihtiyaçlarına farklı konularla seslenildiği belirlenmiştir.
The primary aim of political messages is to persuade individuals and groups with voter identity who are generally considered to be recipients of the message. Achieving this goal is the main motivation for political behavior. Therefore, persuasion both theoretically and practically has been a major field of study in political communication studies. With th is motion, this study examines the persuasive ways of convincing a mass of voters. Among the many Motivational Persuasion Theories, Maslow’s Hierarchy of Needs Theory was chosen to exemplify particularly persuasive messages in the Turkish political life. For aforementioned purpose a thorough examination of concept of persuasion followed by analysis of Motivational Persuasion Theories has been completed. Furthermore one of the mainstream persuasion theories Maslow’s Hierarchy of Needs Theory has been examined in detail. Finally, in accordance with persuasive message techniques President's 43rd Conference Speech to Town Mayor’s of the entire nation has been analyzed. (Muhtar Referred as town mayor- the elected head of a village or of a neighborhood within a town or city). As a result, it has been determined that Maslow 's theory is referred to in all stages and stages in sequence, and as a persuasive element, different needs of the mayors were addressed.
The primary aim of political messages is to persuade individuals and groups with voter identity who are generally considered to be recipients of the message. Achieving this goal is the main motivation for political behavior. Therefore, persuasion both theoretically and practically has been a major field of study in political communication studies. With th is motion, this study examines the persuasive ways of convincing a mass of voters. Among the many Motivational Persuasion Theories, Maslow’s Hierarchy of Needs Theory was chosen to exemplify particularly persuasive messages in the Turkish political life. For aforementioned purpose a thorough examination of concept of persuasion followed by analysis of Motivational Persuasion Theories has been completed. Furthermore one of the mainstream persuasion theories Maslow’s Hierarchy of Needs Theory has been examined in detail. Finally, in accordance with persuasive message techniques President's 43rd Conference Speech to Town Mayor’s of the entire nation has been analyzed. (Muhtar Referred as town mayor- the elected head of a village or of a neighborhood within a town or city). As a result, it has been determined that Maslow 's theory is referred to in all stages and stages in sequence, and as a persuasive element, different needs of the mayors were addressed.