Political advertising movies as a political communication instrument: secondary analysis of the political advertising movies broadcast on social media at the local elections of 31 March

In this research, it is aimed to reveal how the social media commercials, which are widely used in the new media and communication ecosystem, have a look in the 31 March 2019 local elections and what kind of meaning they form the basis of production. In the local elections of March 31, 2019, the social media usage characteristics of the Ak Parti and CHP Istanbul Metropolitan Mayor candidates were examined, the current situation was described, and the effects of the social media advertising process, which is one of the new media tools, on the political advertising process were revealed through this sample. As a result of the examinations, the official Youtube accounts of the AK Parti and the Cumhuriyet Halk Partisi shared a total of 370 videos until the election day within the scope of the 31 March Istanbul Elections. The universe of the research consists of advertisement campaigns made using social media in political elections, and the sample consists of youtube advertisements prepared by the AK Parti and CHP for the Istanbul Metropolitan Municipality mayoral candidates in the 31 March 2019 local elections, selected by random selection method. According to the results of the research, conventional language is used in the political context in the commercials examined. The conventional language used is considered as a propaganda tool of the political parties demanding votes. While the ideological approach of the Justice and Development Party is common in the commercial for Binali Yıldırım, the candidate's own ideological approach is widely used in Ekrem İmamoğlu's commercial. Projects and activities were actually the strategy that the AK Parti candidate and the party in general focused on, while the CHP candidate carried out projects on orientations such as turning the negative atmosphere in Istanbul into a positive one, establishing a bond of love between people, and saving Istanbul from mismanagement. Family and cultural values come to the fore in Binali Yıldırım's commercial. At the same time, due to the fact that Istanbul municipality was in the Adalet ve Kalkınma Partisi in the past, a constant reference is made to the past and the past is affirmed. Everything in Ekrem İmamoğlu's commercial film, except ideology and past affirmation, is parallel to Binali Yıldırım's commercial. Combining cultural values with the value they give to animals and humans, as a composition in both commercials, he tells the way to walk with the people. As a result of the examples, it shows that cultural values, codes, recalling history, claiming modernity should be evaluated entirely on the level of conventional policy.