An analysis of mayoral candidates' election campaigns within the context of persuasive communication: The case of the 2024 local elections

This research was conducted to examine the persuasion strategies used by muhtar candidates in their election campaigns in the Çapanoğlu neighborhood of the Central District of Yozgat Province during the 2024 local elections. In this thesis study, the brochures of 11 muhtar candidates from the Çapanoğlu neighborhood of Yozgat Province in the March 31, 2024 local elections were analyzed. The candidates' election brochures were analyzed using discourse analysis and semiotic analysis techniques, which are qualitative research methods. These methods allowed for an in-depth examination of the verbal and visual elements in the brochures. The theoretical framework of the research was built on Aristotle's persuasion arguments (ethos, pathos, logos) and Robert Cialdini's principles of persuasion. The findings revealed that while the majority of village head candidates used ethos, pathos, reciprocity, liking, and consistency strategies, principles such as logos, social proof, and scarcity were weak. Consequently, although candidates adopted a sincere and service-oriented language, the balanced use of strategies and concrete details were identified as deficiencies. These findings aim to fill a gap in the local political communication literature and provide guidance for future mayoral candidates.