Voter behavior in following local candidates on social media: The case of ankara in the march 31, 2024 local elections

This study examines the relationship between digitalization and political communication dynamics through the example of Ankara during the local elections of March 31, 2024. Social media is not merely a technical tool in today's political communication; it also stands out as a strategic platform that facilitates direct contact with voters. In this context, the study analyzes how frequently, with what type of content, and with what strategic approach local candidates used social media platforms during the local election period. The focus of the study is specifically on the candidates' messaging style, visual usage, crisis management strategies, and communication practices with voters.. The field phase of the research consisted of semi-structured interviews conducted with participants aged 18 and over from various socio-cultural backgrounds who voted in elections. Thematic analysis was used to analyze this age group's perception of social media, their assessment of local candidates' digital performance, and the relationship between digital content and voting preferences. While the majority of participants were not active social media users, they reported using these platforms during election periods to follow current events, evaluate leaders, and participate in socially conscious campaigns. This demonstrates the importance of social media in raising political awareness and developing candidate image. The findings demonstrate that digital campaigns conducted on social media influence voters' feelings of trust, sincerity, and representation, reshaping their political preferences. Particularly in the campaigns conducted in Ankara, candidates' use of simple and direct language, demonstrating sensitivity to local issues, fostered a stronger connection with voters. The research results demonstrate that social media facilitates political participation and provides an opportunity for communication with candidates, not only for young voters but also for participants aged 18 and over. In this respect, the study contributes to understanding the local practices of the digitalized political sphere and creates opportunities for political actors to develop strategic recommendations sensitive to their target audience.