Investigation of political marketing practices through Donald Trump's candidacy process in the 2016 US elections

This study examines the political marketing practices through the candidacy process of Donald Trump in the 2016 U.S. elections. Elections have always been a cornerstone of democracy, serving as a means for people to choose their leaders and hold them accountable. The development and change of the world have also manifested on the political stage. The acceleration of communication and the ease of access to information have led to changes in voter behavior. At this stage, political marketing has emerged to guide voter behavior and create a resonant, persuasive political narrative. The discipline of political marketing emerged from the adaptation of marketing elements to politics. The increase in production power following the industrial revolution and the rise in product diversity with globalization have increased the importance of the marketing concept. Brands aim to position themselves and act according to consumer perceptions to be effective in a highly competitive environment. This process, which is valid for products, similarly finds its place in the political arena. Parties and political figures must perform brand positioning to access voters' minds and influence their voting behavior. For this process to function properly, political figures need to analyze their target audience. It is important to identify voters' needs, analyze their political attitudes, and differentiate by carefully examining their reactions to current events. This study examines the political marketing practices during Donald Trump's candidacy in the 2016 U.S. elections, focusing on how Trump positioned himself as a new political brand and his rhetoric. Trump distinguished himself from his rivals and his own party with a unique rhetoric, establishing his place on the political stage with the clear emphasis of the slogan "Make America Great Again." He created his brand perception by criticizing immigrants, advocating for the creation of new job sectors, and questioning the U.S.'s role as the world's policeman. He targeted the working class and middle class, who sought economic empowerment and were affected by the influx of immigrants. By developing effective rhetoric tailored to this target audience, he promoted protectionist policies supporting domestic production and garnered widespread support. Through his campaign, Trump challenged the existing status quo, bringing new dynamics to the U.S. political landscape. The study seeks to answer how Donald Trump utilized political marketing tools during his campaign and how these strategies influenced the election outcomes. By analyzing Trump's rhetoric through the lens of political marketing strategies, the study evaluates the impact of these strategies on the election results. Discourse analysis was employed as the qualitative research method, and Trump's rally speeches were analyzed in detail using Voyant Tools. This study aims to contribute to the literature by demonstrating how Trump successfully conducted a campaign through his populist rhetoric.