| Abstract [eng] |
The spread of social media platforms has provided a new environment for the implementation of political communication and public relations strategies. Political communication and public relations strategies carried out during political election campaigns are not limited to rally squares and television programs, but also moved to a new platform through social media. In terms of political communication social media platforms’ importance is high as they provide fast communication, allow a clear communication language and are open to interaction between users. Due to its features among social media platforms, Twitter also stands out in political communication. Since the days when Twitter’s use became widespread, this social media platform has been used by many political leaders for political communication purposes. Although political communication strategies have been carried out many times through social media platforms, in Turkey specifically, there are just a few existing studies on the framework in which the political communication and public relations strategies implemented by political leaders on social media are shaped. The aim of our study is to define, examine, and understand the political communication and public relations strategies implemented by the presidential candidates on the Twitter platform during the 2023 Turkish Presidential election, which we implemented for the research. Our study has the following research objectives: 1) to offer a comprehensive perspective on the concept of political communication and public relations and its utilization on social media platforms by conducting a theoretical analysis of scientific literature; 2) to analyze existing theoretical models and empirical studies on political communication and public relations on Twitter, focusing on issues relevant to Turkey; 3) to conduct a content analysis of the posts shared by presidential candidates on Twitter during the 2023 Turkish Presidential election campaigns, in terms of political communication and public relations, through a theoretical framework based on scientific literature analysis.; 4) to describe the communication strategies of presidential candidates on Twitter, the public image they aim to create and the communication performance they exhibit, also to evaluate the relationship between these strategies and the political agenda and voter persuasion through qualitative content analysis and case studies. A qualitative research strategy was chosen and together with content analysis, a case study was conducted. To achieve the research objectives, the period of three months until May 28, 2023, which is the completion date of the Turkish Presidential elections, was taken into consideration. Twitter posts made by presidential candidates over the specified period were examined, and posts categorized in terms of political communication and public relations were taken into content analysis. This study scrutinized the configurational aspects of political communication and the implementation of public relations strategies by presidential candidates throughout the 2023 Turkish Presidential election campaigns, with a particular emphasis on Twitter posts. The study is grounded in a systematic and scholarly theoretical examination encompassing the definition and historical evolution of political communication and public relations. Key focal points include their roles in political elections, the utilization of social media within political campaigns, and the impact of communication and public relations on voter persuasion. The study specifically centered on the role of social media, particularly Twitter, in political communication, underscoring its influence on the dynamics of political campaigns. This evaluative framework provided the foundation for a meticulous content analysis of social media strategies adopted by presidential candidates, offering nuanced insights into the fluid nature of political communication. By examining the interaction between public relations, communication, and voter persuasion, the study probed the strategies within political communication aimed at influencing voters' decision-making processes. The study executed a content analysis of Twitter posts by Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu, the respective presidential candidates, during the specific period of the 2023 Turkish Presidential Election campaign. The analysis discerned overarching political communication and public relations strategies employed. Guided by formulated research questions, the study systematically analyzed how presidential candidates deployed communication and public relations strategies to impact voters and societal opinion. An examination of the influence of political ideologies on the selected communication strategies facilitated the identification of both commonalities and distinctions in the approaches of the candidates. Synthesizing the outcomes derived from the content analysis within the context of the theoretical framework yielded targeted findings. This study significantly contributes to the comprehension of political communication and public relations strategies by presenting a thorough analysis of their application in a pivotal political election for Turkey. Beyond shedding light on the employed political communication strategies in the 2023 Turkey Presidential election, the study extends to offer insights into the intricate dynamics and correlations between political communication, public relations, and social media within the contemporary political environment. |
