Özet:
This dissertation examines the function and transformation of political propaganda in
contemporary democratic regimes. It asserts that political propaganda resembles
increasingly to commercial campaigns. This study links this transformation with the
models of political party. Nowadays, political parties in most of the competitive
regimes have demonstrated two main tendencies. One of them is that organizational
structures of political parties have been eroded and increasingly become leaderoriented.
The effect of party organizations on party activities, particularly electing
candidates and decision-making process, has decreased. Party competition and
loyalty to the party have been superseded by leader competition and personal loyalty
to the leader. Thus, election campaigns, increasingly have been focused on
personalities of leaders. Parties have maintained their central roles at establishing
communication and influence networks, financing and providing voluntary support
etc., but they have become campaign tools of leaders. Secondly, election campaigns,
increasingly, have been adapted to marketing techniques. Rather than following
ideological programmes, political parties have carried out winning strategies. In
order to analyse “voters in the political market”, political parties have required
marketing techniques and professionals. This study, by applying a descriptive
research, aims at finding out general characteristics of 2007 and 2011 election
campaigns carried out by JDP and RPP in terms of transformation of political
propaganda. In this research, different kinds of materials have been used like party
programmes and statutes, election manifestos, parliament speeches, election songs,
slogans, meeting speeches, television debates, political ads, opinion polls, reports etc.
Findings of this study have shown that the professionalization of election campaigns
in Turkey have been increasingly proceeded in terms of financing, technology usage,
media communication, personalization and roles of professionals.
