22 Temmuz 2007 Genel Seçimleri'nde Negatif Siyasal Reklam Kullanımı: “Partiler, Konular ve Stratejiler”

Şükrü Balcı; Enes Bal

Şükrü Balcı

Enes Bal

Nasıl Atıf Yapılır

Balcı, Şükrü, & Bal, E. (2007). 22 Temmuz 2007 Genel Seçimleri’nde Negatif Siyasal Reklam Kullanımı: “Partiler, Konular ve Stratejiler”. Demokrasi Platformu, 3(11). Geliş tarihi gönderen https://www.demokrasiplatformu.com/dergi/article/view/96

Özet

Tony Schwartz ürün reklamcılığından bahsederken “reklamlara anlamını veren şeyin onları kuşatan çevre olduğunu” bildirmekte ve “bunların etkisinin ürünün satın alınmasını belirlediğini” söylemektedir. Bu bulgu seçmenlerin kampanya mesajlarını birçok farklı kaynaktan (bunların içinde reklamlar, haberler, tartışmalar, eğlence programları) elde ettikleri siyasal kampanyalar dünyasına özellikle uygun düşmektedir. Söz konusu mesajlar birbiriyle ve seçmenin mevcut bilgisiyle etkileşime girerek seçmenin zihnindeki nihai imaji oluşturabilirler. Bu nedenle parti ya da adaylar için en uygun strateji vatandaşın mevcut bilgisiyle uyumlu yeni bilgiler (ister reklam biçiminde isterse haber biçiminde olsun) üretmek ve sunmak olacaktır.

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