POLITICAL PUBLICITY AND ELECTIONS RESULTS: AN EXPLORATORY STUDY ON TURKISH ELECTIONS

Abstract

Author(s): ?brahim AYVAZ, Davut ELMASTA?

Political publicity can be defined as ?the task of securing editorial space?as opposed to paid space ? in mass media to promote a product, in this case a political party.? It seems as a free marketing communication tool for the media space or time, but there are related costs in the process of production and transmission of press conferences, stories and activities and getting through the gatekeepers. It can be used on behalf of any political individual or party. If used properly, it can be a very effective way of political marketing communication compared to other promotional tools, due to its higher credibility. In all democratic countries, politics is a competitive field, where all parties try to use media -which inform publics on political events- either to create positive publicity or to prevent negative publicity or vice versa for their strong opponents, as the ultimate goal of political parties is to convince people to vote in favor of them. In this paper, we tried to find an association between the area devoted to - the leaders, spokesmen and activities of - political parties on the first page of newspapers and the national and local success in the elections. All the national newspapers, with serious news, and with at least 50 000 mean daily circulation before the five national and three local elections are inspected by simple random sampling procedures. Our aim is to have a practical tool that can be useful to predict the future elections in Turkey.

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