IDEOLOGICAL MEDIA BIAS AND ADVERTISING: DIFFERENTIATION OF ADVERTISING APPEAL USAGE BETWEEN MAINSTREAM AND CONSERVATIVE ISLAMIC PRINT MEDIA IN TURKEY

Abstract

Author(s): Muge ELDEN, Ugur BAKIR, Murat CELIK

This study has the aim of determining whether there is a distinction in advertisements and their message appeal between those in the conservative Islamic media which have recently gained much popularity in Turkey and those in what can be thought of as the mainstream media. The research was carried out on 180 editions of the six different newspapers with the highest circulations in Turkey, three of which are conservative Islamic media and three represent the mainstream media. Content analysis was made of the advertisements in these newspapers and the appeal of the messages which they contained. In this way an answer was sought to the question of what kind of a connection there is between the ideological bias of the conservative Islamic and mainstream newspapers and the content of the advertisements which they include. 2793 advertisements are analyzed in the study and results of the content analysis showed that the advertising appeals preferred by advertisers varied according to the ideological bias of the newspaper in which the advertisement appeared. Advertisements with appeals more expressive of collective values were prevalent in newspapers with a conservative Islamic ideological bias, while the mainstream newspapers contained more advertisements with appeals which expressed individualistic values.

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