Author : Sevilay USLU DİVANOĞLU
Number of pages : 399-415


Political campaigns are a series of events organized to reach elections and win their support. Moreover, within the complexity of political space, political campaigns support the political communication process as a result of the efforts of recruited parties and political candidates to support the election. In the process of political communication, it is necessary to identify and observe the political actors, in other word political determinants, that give symbolic credibility to political events. Being observers of political campaigns, the determinants involved in the political communication process are obliged to provide voters with information about the ideology, program, goals and principles of the political formation they are in. In this direction, voters are more informed when performing voting behavior. In addition to benefiting from the political marketing of voters to satisfy their wishes, needs and expectations, there are also benefits in terms of knowing what factors constitute voters' political preferences. One of them is to develop marketing staff. The other one is that it shows how voters can be directed (İslamoğlu, 2002: 81). In this direction, by determining the factors underlying the preferences of the voters. voters are trying to develop positive attitudes towards a particular party. For this reason, political marketing requires the formation of voter behavior and the actors that influence it. These actors can be considered as political parties, political power, public opinion, political market, pressure groups, voters, ideology, political participation, lobbying that take place directly in the political process. These political determinants pioneered the execution of political campaigns that took place during the political marketing process.


Political Communication, Political Campaign, Political Party, Voter, Political Determination

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