Olumlu ve Olumsuz Mesaj Stratejileri Bağlamında Siyasi Liderin Seçmen Algısı Üzerine Etkisi: 31 Mart 2019 Mahalli İdareler Seçimi Örneği

Abstract

Leadership, in its most general definition, is the ability to bring together, influence, manipulate and mobilize a group of people for a particular purpose. Leadership is one of the most important factors in the political arena. It will not be wrong to say that political leaders have positive or negative effects at every stage of our country's political history. Especially in the electoral process, the struggles of political leaders who oppose the people and try to persuade them and get their support had a direct impact on election results. The strategies used in the election process are similar to those applied in battlefields. Political actors wishing to be able to do so did not avoid attacking each other or making negative statements. All kinds of political communication activities have been used for this purpose. Positive and negative message strategies were also implemented in these activities. Every society has a form of government, whatever its style. Some countries have strong electoral systems, while others are dominated by reigns, tribalism or dictatorship. In societies where the democratic system settles, power is transferred to political actors through representation. For this purpose, elections are held and political parties, which have the support of the majority, come to work for certain periods. This process is a mechanism that works by combining many factors. The role of political leadership is very important among these factors. Political leaders in countries with high political participation are often identified with their parties and sometimes even in front of them. In this context, the positive and negative messages obtained from the election declarations issued by Ak Parti and CHP for the March 31, 2019 Local Administrations Election were examined by qualitative content analysis method and the scale was developed and directed to the participants. As a result of the research conducted with 430 students studying at various departments of Aksaray University, it is understood that the message strategies used by the political leader were effective on the participants.

Bi̇li̇msel Çalişmalarda Karma Yöntem Nasil Kullanilir?

“…Nitel analizle elde edilen olumlu ve olumsuz mesaj kodları ve ağırlıkları anket sorularını oluşturmakta kullanılmıştır. Böylece araştırmacılar siyasi liderlerin mesaj stratejilerinin katılımcılar üzerindeki etkisini nitel ve nicel analizin sıralı kullanıldığı keşfedici tasarım ile ölçmüşlerdir (Can ve Güllüpunar, 2020).…”