ELECTION STRATEGIES AND POLITICAL CAMPAIGNS OF THE AK PARTY: ANALYSIS OF THE PERIOD OF 2002-2014

The aim of the political communication is to be the first choice for the citizens' minds by influencing the unstable voters. The philosophy of political communication has the idea of being visible in the media, strengthening the views of the potential choice, convincing the unstable electorate. The symbols, music and colors used in the election campaign are influential in building an institutional image for both the political party and the political candidate. This research aims to determine how the leader in the AK Party's election campaigns is presented to the public in the political communication axis. The problematic of the study is, “What are the basic dynamics of AK Party's selection strategies and election campaigns?” In the study, 2002, 2011, 2011 general elections, 2004, 2009 and 2014 local elections are examined in the context of Recep Tayyip Erdoğan on the axis of political communication. Political campaigns were discussed in the context of election strategy, election discourse, promises, slogans, rallies, election songs, Erdogan's television programs, political advertisements, new media and social media. In the research, a descriptive analysis is performed by using qualitative research method. The study was conducted with content analysis technique. The way in which the actor is tried to be presented as a political leader is examined through both visual text and literary texts. As a result, Erdoğan is the subject of campaigns in the 6 election campaigns examined in terms of political communication codes. In the context of political communication, AK Party emphasized its projects. The use of new media and social media has been active since the 2011 local elections. The most comprehensive and organized election campaign was a campaign for the 2014 local elections.

Keywords

Political communication, political campaign, political advertesing, AK Party, Recep Tayyip Erdoğan