ADALET VE KALKINMA PARTİSİ Ve KARİZMATİK LİDER İMGESİNİN MEDYADA İNŞASI

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ADALET VE KALKINMA PARTİSİ Ve KARİZMATİK LİDER İMGESİNİN MEDYADA İNŞASI Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü İletişim Bilimleri Anabilim Dalı TÜRKİYE’DE SEÇİM KAMPANYALARININ AMERİKANVARİLEŞMESİ: ADALET VE KALKINMA PARTİSİ ve KARİZMATİK LİDER İMGESİNİN MEDYADA İNŞASI Dicle Kavak Ekmekci Yüksek Lisans Ankara, 2017 TÜRKİYE’DE SEÇİM KAMPANYALARININ AMERİKANVARİLEŞMESİ: ADALET VE KALKINMA PARTİSİ ve KARİZMATİK LİDER İMGESİNİN MEDYADA İNŞASI Dicle Kavak Ekmekci Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü İletişim Bilimleri Anabilim Dalı Yüksek Lisans Ankara, 2017 v TEŞEKKÜR Tez çalışmam süresince desteğini gördüğüm pek çok kişiye teşekkür borçluyum. Yüksek lisans hayatımın başlangıcından itibaren bilgi ve deneyimleriyle desteklerini esirgemeyen, tez teslim sürecim boyunca her an yanımda olan değerli hocam sayın Prof. Dr. H. Simten Coşar’a yürekten teşekkür ediyorum. Lisans öğrenimimin ilk yıllarından itibaren yetişmemde emeği olan ve kariyerimi akademi yolunda ilerletmem konusunda ufkumu açan kıymetli hocam Prof. Dr. Çiler Dursun’a teşekkür ediyorum. Tezime katkılarından dolayı sayın jüri üyelerim Prof. Dr. Gamze Yücesan Özdemir’e, Prof. Dr. Suavi Aydın’a, Doç. Dr. Funda Gençoğlu Odabaşı ve Yrd. Doç. Dr. Emek Çaylı Rahte’ye teşekkürü borç bilirim. 2014 yılında çıkarttığı Politik İletişim Sözlüğü için daha lisans öğrencisi olmama rağmen bana güvenerek Amerikalı ve İngiliz profesörlerle çalışıp kitabı için çeviri yapmamı sağlayan Doç. Dr. Fatih Keskin’e teşekkür ederim. Tez konum için Siyasal İletişim alanını seçmemin en büyük sebebi, Politik İletişim Sözlüğü için hazırladığım 50 sayfalık bibliyografya bölümü süresince söz konusu literatüre olan ilgi ve bilgimin artmasıdır. Psikolojik danışmanlıktan kaynak tarama uzmanlığına kadar zorlu tez sürecimde her konuda en büyük yardımcım ve destekçim olan canım babam Adnan Kavak’a, çok sevgili annem ve kardeşlerime minnettarım. Son olarak amaçlarım doğrultusunda çıktığım bu yolda beni yüreklendiren ve destekleyen hayat arkadaşım Mustafa Cem Ekmekci’ye teşekkür ediyorum. Psikolojik danışmanlıktan kaynak tarama uzmanlığına kadar zorlu tez sürecimde her konuda en büyük yardımcım ve destekçim olan canım babam Adnan Kavak’a, çok sevgili annem ve kardeşlerime minnettarım. Son olarak amaçlarım doğrultusunda çıktığım bu yolda beni yüreklendiren ve destekleyen hayat arkadaşım Mustafa Cem Ekmekci’ye teşekkür ediyorum. vi ÖZET KAVAK EKMEKCİ, Dicle. Türkiye’de Seçim Kampanyalarının Amerikanvarileşmesi: Adalet Ve Kalkınma Partisi ve Karizmatik Lider İmgesinin Medyada İnşası, Yüksek Lisans, Ankara, 2017. Siyasal kampanyalar 1932 yılında ilk kez Amerika Birleşik Devletleri’nde (ABD) başlamış ve günümüze kadar farklı tekniklerle devam ederek gelişmiştir. ABD’de 1950’li yıllardan itibaren kullanılan pazarlama, kitle iletişim araçları ve yüksek bütçeli imaj çalışmalarıyla yapılan seçim kampanyaları, 1960’lı ve 1970’li yıllardan itibaren Avrupa’da katılımı artırmak ve halkı siyasete dâhil etmek için kullanılmaya başlar. Böylece Amerikan seçim teknikleri ABD coğrafyası dışına yayılarak küreselleşme dönemine girer. Pazarlama tekniklerinin ve iletişim teknolojilerinin kullanıldığı, medyatikleşmenin yoğun bir biçimde yer aldığı, özellikle kararsız seçmeni yakalamak için hazırlanan kampanyaların üretildiği ve “karizmatik, güçlü lider” söylemi, Amerikanvarileşen kampanyaların en belirgin özellikleridir. Zamanla tüm dünyada kullanılan ve kendine özgü propaganda tekniklerini içinde barındıran Amerikanvarileşmenin bileşenlerinden “karizmatik lider” imgesi seçim kampanyalarında önemli olan ve başarılı uygulandığı takdirde ilgili partiyi iktidara getirebilecek bir stratejidir. Amerikanvarileşmeye özgü “Karizmatik Lider” olgusunun Türkiye’de nasıl işletildiği dikkate değer bir konudur. Amerikanvarileşme kavramı bağlamında “Karizmatik Lider” olgusu, Türkiye’de bir kitle partisi olarak konumlanan ve 2002 yılından bu yana iktidarda yer alan Adalet ve Kalkınma Partisi’nin (AKP) seçim kampanyalarında ön plandadır. Partinin 2002, 2007,2011 ve 2015 genel seçimlerinde inşa ettiği karizmatik lider imgesi, Türkiye’de Amerikanvarileşen seçim sistemin kavranabilmesi açısından önem arz eder. Anahtar Sözcükler Amerikanvarileşme, Karizmatik Lider, Seçim Kampanyası, Adalet ve Kalkınma Partisi, Siyasal İletişim vii ABSTRACT KAVAK EKMEKCİ, Dicle. Americanization of the Electoral Campaigns in Turkey: Justice and Development Party and the Construction of the Charismatic Leader Image in the Media, Yüksek Lisans, Ankara, 2017. Political campaigns date back to 1932 where the first ones were run in the United States of America. Since then, political campaigns evolved and shaped around various techniques and continued to be a part of politics. Political campaigns supported by marketing, mass communication and high budget image campaigns could be seen in the United States of America in 1950s. Later in 1960s and 1970s the very campaigns could be seen in Europe, aiming to attract masses into politics and increase political participation. Thus, American election techniques exceeds the borders of The United States of America and become a globalized practice. Marketing techniques, communication technologies, mediatization, political campaigns targeting undecided voters and a “charismatic, strong leader” discourse, were the prominent features of Americanized campaigns. With offering unique propaganda techniques by nature, the “charismatic leader” discourse is a prominent component of Americanization and has been adopted globally. When applied properly, it has a significant role in election campaigns in a sense that it could be the strategy that can be credited for the win of a political party. The practices of “The Charismatic Leader” phenomenon of Americanization in Turkey is a remarkable topic. The current ruling party in Turkey, The Justice and Development Party (AKP) has been in power since 2002 and the “Charismatic Leader” concept of Americanization has been prominent in their election campaigns. The charismatic leader image built by the party during the 2002, 2007, 2011 and 2015 general elections, has a significant importance in an overall understanding of the Americanization of the electoral system in Turkey. Key Words Americanization, Charismatic Leader, Election Campaign, Justice and Development Party, Political Communication viii İÇİNDEKİLER KABUL VE ONAY ........................................................................................................ i BİLDİRİM .................................................................................................................. ii YAYIMLAMA VE FİKRİ MÜLKİYET HAKLARI BEYANI ................................................... iii ETİK BEYAN.............................................................................................................. iv TEŞEKKÜR ................................................................................................................. v ÖZET ........................................................................................................................ vi ABSTRACT .............................................................................................................. vii İÇİNDEKİLER........................................................................................................... viii 1. BÖLÜM: GİRİŞ .................................................................................................... 1 1.1. AMAÇ VE KAPSAM ...................................................................................... 1 1.1.1. Araştırmanın Sorunsalı ................................................................................ 6 1.1.2. Yöntem ve Örneklem .................................................................................. 7 1.2. VARSAYIMLAR ............................................................................................ 8 1.3. LİTERATÜR TARAMASI ................................................................................. 9 2. BÖLÜM: AMERİKANVARİLEŞME, KAVRAMLAR, PRATİKLER ............................... 12 2.1. SİYASAL KAMPANYALAR VE AMERİKANVARİLEŞME ................................... 12 2.1.1. Siyasal Kampanyaların Başlangıç Dönemi, ABD ........................................ 12 2.1.2. Amerikanvarileşme Kavramı ..................................................................... 14 2.1.2.1. Siyasal Pazarlama ............................................................................... 16 2.1.2.2. Siyasetin Medyatikleşmesi ................................................................. 18 2.1.2.3. Suskunluk Sarmalı .............................................................................. 21 2.1.2.4. Gösteri Toplumu ......................................................................................... 22 2.1.3. Amerikanvarileşen Siyasal Kampanyaların Tarihsel Süreci ................................. 23 ix 2.2. TÜRKİYE’DE SEÇİM KAMPANYALARININ AMERİKANVARİLEŞMESİ ........................ 27 2.2.1. Türkiye’de Seçim Kampanyalarının Amerikanvarileşmesi ve Siyasal Reklamın İlk Örnekleri 27 2.2.2. Türkiye’de Seçim Kampanyalarının Amerikanvarileşmesi ve Siyasal Reklamın Dönüşümü; 1983, 1987, 1991, 1995, 1999 Genel Seçimleri .............................................. 30 2.2.2.1. 1983 Yılı Genel Seçimleri ............................................................................. 30 2.2.2.2. 1987 Yılı Genel Seçimleri ............................................................................. 34 2.2.2.3. 1991 Yılı Genel Seçimleri ............................................................................. 40 2.2.2.4. 1995 Yılı Genel Seçimleri
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