The use of social media in the political behavior of generation Z in the 2024 Turkish municipal elections

In this study, the state of social media was determined by determining the factors affecting the political attitudes and behaviors of Generation Z voters in the 2024 Turkish Municipal Elections. While conducting a literature review in the study, the characteristics of Generation Z and the theoretical structures of voter behavior were examined. In the literature; voter behaviors specific to Generation Z were evaluated with theories. As a generation that grew up in the digital world and is directly exposed to technology, Generation Z effectively uses social media platforms to shape social and political events using both a means of expression and a humorous language. In addition, Erdal Beşikçioğlu's Instagram posts were also examined within the scope of our research. In this context, the relational screening method, which is one of the quantitative research methods, was used. The survey form to be used in the study consists of four sections. These sections consist of demographic questions created by the researcher, Political Participation Scale on Twitter, Social Media Trust Scale and Social Media Usage Scale. The surveys were applied to at least 400 university students online via Google Forms. Data were collected online via Google Forms. Data were evaluated using SPSS 23 program. Kolmogorov-Smirnov test or Shapiro-Wilk test was performed to determine whether the data showed normal distribution. According to the results of both tests, parametric or non-parametric methods were preferred depending on whether the scale data showed normal distribution. T-test and ANOVA tests were used to compare the sociodemographic characteristics of the participants. Correlation analysis was performed to determine the relationships between the scales. As a result of our research, it has been determined that Generation Z has created an interaction environment where their interest in political figures is reinforced through humorous memes and caps, strengthening the digital bond between the younger generation and politicians. The use of photos, image management, and establishing emotional connections with voters on social media platforms, especially Instagram, has become an important strategy for politicians. Photos serve as a powerful tool for politicians to indirectly convey their political messages. A similar strategy can be observed in Beşikçioğlu's Instagram posts; particularly, visuals that reinforce his power and leadership qualities were found to aim at instilling trust in voters and facilitating a more personal relationship with the public. Additionally, by sharing family photos or snapshots from everyday life, Beşikçioğlu strives to create an image of a leader who is closer to and more accessible to the public. These types of posts are an effective method for appealing to the younger voter base and highlighting the leader's human side. According to the research findings, significant and strong relationships were found between Political Expression and various forms of political participation. Particularly, positive high relationships were observed between Political Expression and Local Government and Aid, Propaganda, Participation in Marches and Strikes, Participation in Political Debates, and Political Participation on X. This indicates that individuals' political expression through social media influences not only online but also offline forms of political participation. Behaviors such as interacting with local government, engaging in physical actions like protests, or actively participating in political debates are directly related to the individual's level of political expression. These results suggest that the forms of expression on digital platforms can significantly impact individuals' motivations for political participation.