Görsel Seçim Kampanyası ve Instagram Stratejileri: 2020 ABD Başkanlık Seçiminden Bulgular
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Date
2021
Authors
Gizem Melek
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GOLD
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Abstract
Bu çalışmanın amacı 2020 ABD başkanlık seçimi sırasında adayların Instagramı nasıl bir stratejiyle kullanarak seçim kampanyası aracına dönüştürdüklerini irdelemektir. Bu doğrultuda adayların kampanya sürecinin son bir ayını kapsayan paylaşımları odağa alınmıştır. Donald Trump’tan 92 Joe Biden’dan ise 190 olmak üzere toplam 282 görsele Russmann ve Svensson (2016)’ın Instagram’a özel tasarladıkları kodlama cetveli kullanılarak nicel içerik analizi yapılmıştır. Analizde adayların Instagram stratejileri Russmann ve Svensson (2016)’ın kodlama cetvelindeki takip eden kategorilere göre ortaya çıkarılmıştır: (1) kampanya mesajlarını yayınlamak (2) destekçileri harekete geçirmek (mobilizasyon) (3) adayın imajını yönetmek ve (4) diğer kampanya materyallerini güçlendirmek ve tamamlamak (melez kampanya). Tanımlayıcı analiz sonuçlarına göre adaylar Instagram’ı en çok mobilizasyon amacıyla kullanırken yayın yapma stratejisi her iki aday için de takip eden ikinci en yüksek kategori olmuştur. Adaylar imaj yönetimi açısından sadece profesyonel ortamlarda görüntülenmeyi ve hiçbir zaman özel/aile ortamında resmedilmemeyi tercih etmişlerdir. Bununla birlikte imaj yönetiminin ünlüler alt kategorisi her iki adayda da düşük oranda olmakla birlikte tespit edilmiştir. Melez kullanımı ise ne Biden ne de Trump tercih etmiştir.
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Keywords
İletişim-Siyasi Bilimler, İletişim, Siyasi Bilimler, 2020 us presidential elections, instagram, Communication. Mass media, visual political campaign, P87-96, content analysis., görsel seçim kampanyası, 2020 abd başkanlık seçimi, i̇çerik analizi., i̇mge, image
Fields of Science
05 social sciences, 0506 political science, 0508 media and communications
Citation
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Source
İletişim Kuram ve Araştırma Dergisi
Volume
2021
Issue
55
Start Page
130
End Page
145
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