Üsküdar University Communication Faculty Journalism Department Head Assoc. Dr. Gül Esra Atalay evaluated the effects of traditional media and digital media in the election campaigns. With the development of technology, the language, methods and tools used in my election periods also change. Evaluating the differences, positive and negative aspects of traditional media and digital media used in election campaigns, Assoc. Dr. Gül Esra Atalay said that social media has become an important tool for election campaigns today. Assoc. Dr. Gül Esra Atalay stated that while traditional media campaigns are made with emotional highlights and the aim of reaching large audiences, digital media campaigns have a more targeted, interactive and interesting approach.
Emotional communication in traditional media, direct communication in digital media
Assoc. Dr. Gül Esra Atalay said, “In traditional media, candidates turn to media such as newspapers, television and radio to promote their campaigns and try to reach voters through press conferences, interviews and rallies. In this process, candidates often use rhetoric and emphases that appeal to the emotional side of voters.” said.
Social media is used to reach voters
Noting that digital media has become an important tool for election campaigns in recent years, Assoc. Dr. Gül Esra Atalay said, “Candidates can now reach voters through social media channels, websites and other digital platforms. Digital media can provide an advantage as it allows candidates to communicate with voters in a more direct and interactive way.” used the phrase.
The advantage of digital media is targeted advertising
Stating that the biggest advantage of digital media for political propaganda is that it allows targeted advertising, Assoc. Dr. Gül Esra Atalay said, “With micro-profiling, it is possible to show targeted advertisements according to the demographics, interests and even worldviews of social media users. On the other hand, these processes are criticized for undermining democracy because they are not transparent.” he said.
Campaigns keep up with the media
Pointing out that the candidates' policies and discourses can be made more interesting and understandable, Assoc. Dr. Gül Esra Atalay said, “The regular structure of the traditional media requires that election campaigns be prepared according to a certain line in these media. However, digital media offers platforms where control is limited and social norms can be relaxed. Therefore, political communication campaigns keep up with the structure of these media.” said. Assoc. Dr. Gül Esra Atalay said that the humorous language and style used by politicians on social media and the sincerity of their posts are examples of this attempt to keep up.
Social media flows are also used by politicians
“The trends in social media, fashion sözcüWe see that slogans and slogans are also used by politicians,” said Assoc. Dr. Gül Esra Atalay said, “In order for any content on social media to reach a large number of people, it must be either very entertaining or interesting in a good or bad way. We witness that politicians turn to entertainment (elements such as dance, humor) or attention in order to gain more visibility in these media.” he said.
Allows more people to be reached faster
Noting that social media has become an important tool for election campaigns today, Assoc. Dr. Gül Esra Atalay said that social media platforms allow campaign messages to spread quickly and allow direct interaction with voters.
More engagement with the voter
Noting that the use of social media has the potential to affect election campaigns positively or negatively, Assoc. Dr. Gül Esra Atalay listed the positive effects of social media on election campaigns as follows:
“The ability of social media to reach wider audiences allows campaign messages to be shared quickly and even to go viral.
Through social media, candidates can interact more with voters. Voters can comment, share or like campaign messages. These interactions can help campaigns capture voter attention and gain support.
-Political communication activities in social media can be carried out at less cost than traditional media.
False information can undermine the credibility of campaigns
Assoc. Dr. Gül Esra Atalay listed the negative effects of social media on election campaigns as follows:
“Social media can spread false or manipulated information about candidates or parties during election periods. This can make it difficult for voters to access accurate information and undermine the credibility of campaigns.
- Again, during election periods, social media can cause polarization and conflicts among voters who adopt different views. Voters can express different views by commenting on or sharing campaign messages. This can sometimes lead to polarization and conflict.”