SİYASAL PAZARLAMA AÇISINDAN SOSYAL MEDYA KULLANIMI: ISPARTA İLİ ÖRNEĞİ

Surekli degisen secmen davranislari, gelisim halinde olan teknoloji, yine secmen davranislarindaki bireysel farklilik ve ihtiyaclar ozellikle siyasal pazarlama uygulamalarinda bir takim farklilasmalara gidilmesine neden olmustur. Geleneksel pazarlama uygulamalarinin vazgecilmez paradigmalari 2000’li yillarin ortalarindan itibaren basta ABD olmak uzere (Obama 2008 Secim Zaferi), sirasiyla Avrupa ulkelerinde ve Turkiye’de de degisme gostermistir. Kahvehane toplantilari, ev ziyaretleri, kapi kapi dolasma gibi geleneksel pazarlama uygulamalarinin yaninda, bazi milletvekilli adaylari sosyal medyanin bas dondurucu etkileme gucunden faydalanma yoluna gitmeye baslamislardir. Ozellikle internet ve akilli telefon kullaniminin yayginlasmasiyla, siyasi partilerin milletvekili adaylari genis kitlelere daha kolay ve daha hizli erisim imkânina kavusmustur. Bu calisma da, 1 Kasim 2015 Turkiye Genel Secimleri oncesinde Isparta ili milletvekili adaylarinin Facebook’u kullanim amaclari ve yogunluklari incelenmistir. Anahtar Kelimeler: Siyasal Pazarlama, Sosyal medya, Yerel Siyasal Pazarlama Jel Kodu: M31 ABSTRACT Voting behavior of voter which changes constantly, technology that evolves invariably and individual differences and needs of voter behaviors have particularly caused a number of divergences in political marketing practices. Indispensable paradigms of traditional marketing practices have showed changessince the mid-2000s in such countries as (especially) the USA (Obama: 2008 Election Victory), Europe and Turkey, respectively. In addition to traditional marketing practices like tea house meetings, home visits, going from door to door, some parliamentary candidates have begun to exploit the dizzying power of social media. With the widespread use of the Internet and smart phones, in particular, parliamentary candidates of the political parties have gained easier and faster access to a wider audience. In this study, Isparta parliamentary candidates' aims and intensities of Facebook uses on the eve of the general elections of Turkey November 1, 2015, have been investigated. Keywords: Political Marketing, Social Media, Local Political Marketing Jel Code: M31