POLİTİK KAMPANYALARDA İMAJ YÖNETİMİ (GENÇ PARTİÖRNEĞİ)

Öz

Today, where the mass communication technology is developing with
dazzling speed, in a democratic multiparty environment, communication between the governed mass and these who desire to govern them has gained
extra importance. Obtaining the voluntary consent of the governed mass is
depending on their persuasion by the applicants of political power. This
process requires professionally designedand executed political campaigns.
Colorful political campaigns that are born and grown up in the U.S. have
also blossomed in other countries like Turkey too. Agreeing on the importance of political campaigns leads to accepting our modern times politically
as an age of the voter-perceived image, because campaigns have become
marketing stages for these wanting to be introduced to the political scene.
Actually, there exist significant similarities between the presentation of a political leader to the voters and the presentation of Coca Cola to the consumers. This is the result of modern mass marketing techniquesapplied to image
managing. The most striking one of recent examples in Turkey was the political campaign conducted by the Young Party (Genc Parti) and the image
forming work for it’s leader Cem Uzan for the November 2002 General
Elections. In this study we considered and discussed the dynamics that were
effective on this image forming process.