Neuro politics: The effects of political communication on the consciousness in building political decision

The relations between voters and political actors who want to grab the power in the political space are increasing the importance of political communication day by day. In the postmodern era where communication flows fast, this situation pushes the political actors who want to get political power to new searches in order to understand the expectations of the voters. The interdisciplinary approach adopted in many fields in recent years has also come to the forefront in the field of political communication. To understand the political perceptions and attitudes underlying the behavior of voters in the political communication area using the research techniques offered by neuroscience has led to the emergence of a field that sprouted and called neuropolitics. Composed of the combination of many different disciplines such as neuroscience, politics, communication, psychology, sociology and biology, neuropolitics prevents voters from manipulating the research results in contrast to traditional research techniques. This study, unlike traditional researchs on public opinion, aims to reveal the motivational and emotional interest of the voters in their unconscious toward political leaders and their economic-political discourses. In this study that focuses on the neuropolitics has been analyzed the neurobiological basis of political behavior in the first part and the psychological and sociological structure of political behavior in the second part. And also political behavior and political persuasion has been analyzed in the third part of study. In the fourth part of study neuropolitics' techniques and studies, has been handled. In the fifth part of the study motivational and emotional reactions of voters unconsciously towards political leaders and their discourses has been analyzed. In the study conducted with AK Party, CHP, MHP, HDP, IP voters, not voting behaviors are examined but the influence of political leaders and their discourses on voters' unconsciousness is examined. The research focuses on the unconscious effect of political personalities and their discourses on voters. The limited study in the Turkish literature on neuropolitics makes the study important. In addition, unlike traditional research techniques, it is another important aspect of the study that neuropolitics' techniques eliminate consistency problems such as misrepresentation and inability to express correctly with participants' verbal statements. "The political preferences of people are compatible with biometric and neurometric signs." and "Political factors influencing people can be derived from biometric and neurometric data." When we look at the results of the study that investigates hypotheses with neuropolitics' techniques, first hypothesis is confirmed partly and second hypothesis is confirmed completely. In addition, the results of the study reveal that social structure and current conditions as well as biological and psychological structure are determinant on political behavior due to political perceptions. Keywords: Neuropolitics, Political Communication, Political Perception, Political Behavior, Political Discourse