Digital transformation and political communication in political parties in Türkiye: A comparative analysis of The Justice and Development Party and The Republican People's Party

This thesis analyzes the digital transformation processes of political parties in Turkey and examines how this transformation influences their political communication strategies. The study focuses on two major parties represented in the Grand National Assembly of Turkey: the ruling Justice and Development Party (AK Party) and the main opposition Republican People's Party (CHP). Their institutional structures, levels of digital engagement with voters, and strategic communication approaches are evaluated through a theoretical framework and unique data sets. The research adopts a qualitative methodology, supported by literature review, conceptual models, semantic network analyses, and interviews conducted with party representatives. The digitalization processes of the AK Party and CHP are examined not only as technological advancements but also as reflections of institutional practices, internal party cultures, and evolving modes of voter interaction. Findings indicate that parties employing digital political communication strategies more effectively tend to achieve higher levels of voter engagement. However, this increased interaction does not necessarily translate into a direct impact on voter preferences. Especially in relation to younger voters, diversifying digital outreach and building trust-based, sustained communication in digital environments are found to be crucial for enhancing political participation. Moreover, by drawing on comparative cases from North America, Europe, and other regions, the thesis evaluates the current positioning of Turkish political parties within the global digital political communication landscape. Overall, the study demonstrates that digital transformation for political parties is not merely a technical adaptation but a strategic, cultural, and institutional process. The findings shed light on the future of digitalization in Turkish politics and underline the necessity of adopting more comprehensive, inclusive, and systematic approaches in digital communication.