Çağdaş siyasal ideolojiler bağlamında Z kuşağı seçmenlerinin siyasal reklam araçları algısı ve beklentisi üzerine bir araştırma
[ X ]
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kırıkkale Üniversitesi
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Bu çalışma Z kuşağı seçmeninin çağdaş siyasal ideolojiler bağlamında siyasal reklam araçlarına yönelik algı ve tutumunun ölçülmesi amacıyla yapılmıştır. Çalışmada ilk olarak çağdaş siyasal ideolojiler kavramsal çerçevede açıklanmış daha sonra siyasal pazarlama kavramı üzerinde durularak siyasal pazarlama kavramının tanımı ve amaçları üzerinde durulmuştur. Üçüncü bölüm olarak siyasal reklamcılık incelenmiş ve kavramsal çerçeve, amaç, önem ve siyasal reklamcılık adına yapılmış çalışmalar ve gelişiminden bahsedilmiştir. Z kuşağı seçmeninden bahsedildikten sonra çalışma için yapılmış anket çalışmasının yöntem ve bulguları paylaşılmıştır. Z kuşağı seçmeninin çağdaş siyasal ideolojiler bağlamında siyasal reklam araçlarına yönelik algı ve tutumunun ölçülmesine yönelik gerçekleştirilen bu çalışma için hazırlanan anket formu 349 katılımcıya online olarak uygulanmıştır. Toplanan tüm veriler SPSS 15.0 programında analiz edilerek yorumlanmıştır. Çalışmaya başlamadan önce gerçekleştirilen literatür taramasında siyasal pazarlama ve siyasal reklamcılık konuları hakkında yayınlanmış çok sayıda kaynak incelenmiş ve siyasal hayatın yeni aktörleri diyebileceğimiz Z kuşağı seçmenin siyasal pazarlama ve siyasal reklam çalışmalarına yönelik algısı ve beklentisinin ölçüldüğü çalışma sayısının az olduğu saptanmıştır. Çalışmamızda hedef kitle daraltılarak Z kuşağı seçmeni üzerinde durulmuş ve yapılan anket çalışması sadece 1997 ve 2005 yılları dâhil olmak üzere bu yıllar arasında doğan bireylere uygulanmıştır. Çalışmadan elde edilen bulgular sonucunda Z kuşağı seçmeninin geleneksel medya olarak adlandırabileceğimiz kitle iletişim araçlarından etkilenme oranının çokta düşük olmadığı bunun yanı sıra internet ve sosyal medyada uygulanan çalışmalardan da etkilendiği sonucuna varılmıştır. Gerçekleştirilen bu çalışmanın temel amacı tamamen farklı bir teknolojik ortam ve farklı bir düşünce yapısına doğmuş olan Z kuşağı seçmeninin daha iyi anlaşılması ve bu seçmen kitlesinin nasıl etkilenebileceği konusuna bir açıklama getirmeye çalışmaktır. Z kuşağı seçmeninin beklentinin ölçülmesinin yanı sıra geleneksel siyasal pazarlama ve siyasal reklam çalışmalarına yönelik algının ölçülmesi de amaçlanmaktadır.
This study was conducted to measure the perception and attitude of Generation Z voters towards political advertising tools in the context of contemporary political ideologies. In this study, firstly, contemporary political ideologies are explained within the conceptual framework, then the concept of political marketing is emphasized and the definition and purposes of the concept of political marketing are emphasized. As the third part, political advertising is examined and the conceptual framework, purpose, importance and studies on behalf of political advertising and its development are mentioned. After mentioning the Generation Z voter, the methods and findings of the survey conducted for the study were shared. The questionnaire prepared for this study, which was conducted to measure the perception and attitude of Generation Z voters towards political advertising tools in the context of contemporary political ideologies, was applied online to 349 participants. All collected data were analyzed and interpreted in SPSS 15.0 program. In the literature review conducted before the start of the study, a large number of published sources on political marketing and political advertising were examined and it was determined that the number of studies measuring the perception and expectation of Generation Z voters, who we can call the new actors of political life, towards political marketing and political advertising studies was low. In our study, the target group was narrowed down to Generation Z voters and the survey was applied only to individuals born between 1997 and 2005. As a result of the findings obtained from the study, it was concluded that the rate of Generation Z voters being affected by the mass media, which we can call traditional media, is not very low, but also affected by the studies applied on the internet and social media. The main purpose of this study is to try to better understand the Generation Z voters who were born in a completely different technological environment and a different mindset and to explain how this constituency can be affected. In addition to measuring the expectation of Generation Z voters, it is also aimed to measure the perception of traditional political marketing and political advertising efforts.
This study was conducted to measure the perception and attitude of Generation Z voters towards political advertising tools in the context of contemporary political ideologies. In this study, firstly, contemporary political ideologies are explained within the conceptual framework, then the concept of political marketing is emphasized and the definition and purposes of the concept of political marketing are emphasized. As the third part, political advertising is examined and the conceptual framework, purpose, importance and studies on behalf of political advertising and its development are mentioned. After mentioning the Generation Z voter, the methods and findings of the survey conducted for the study were shared. The questionnaire prepared for this study, which was conducted to measure the perception and attitude of Generation Z voters towards political advertising tools in the context of contemporary political ideologies, was applied online to 349 participants. All collected data were analyzed and interpreted in SPSS 15.0 program. In the literature review conducted before the start of the study, a large number of published sources on political marketing and political advertising were examined and it was determined that the number of studies measuring the perception and expectation of Generation Z voters, who we can call the new actors of political life, towards political marketing and political advertising studies was low. In our study, the target group was narrowed down to Generation Z voters and the survey was applied only to individuals born between 1997 and 2005. As a result of the findings obtained from the study, it was concluded that the rate of Generation Z voters being affected by the mass media, which we can call traditional media, is not very low, but also affected by the studies applied on the internet and social media. The main purpose of this study is to try to better understand the Generation Z voters who were born in a completely different technological environment and a different mindset and to explain how this constituency can be affected. In addition to measuring the expectation of Generation Z voters, it is also aimed to measure the perception of traditional political marketing and political advertising efforts.
Description
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı
Keywords
İşletme, Business Administration
