The role of social media in political marketing: A research on 31 march 2019 Ankara local elections

In the current period, with the development of communication tools and their functions, tendencies towards new information and communication technologies that bring together different social segments have increased, and these developments have led to a change in size and scope in socialization. As a device brought about by this change in scope, social media, society-state-individual-civil society-nature etc. In the world of communication. On the axis, it is a phenomenon that directs or affects social relations. In this respect, social media tools have a wide range of influence as a determining and guiding factor for all realities of daily life and have surrounded all social life. In this thesis research, the relationship between the concept of social media and political marketing has been examined, and the subject of the thesis is the content analysis of Mansur Yavaş and Mehmet Özhaseki's use of social media on the political marketing activities of the candidates in the Ankara Metropolitan Municipality elections. After the conceptual framework of political marketing and social media was drawn in the thesis research, the content analysis of the discourses of the Nation Alliance candidate Mansur Yavaş and the People's Alliance candidate Mehmet Özhaseki on their official Twitter accounts between 3-30 March 2019 were carried out in the 2019 Ankara Mayoral Election process. With this aspect, the thesis, as the main problem, has an impact on the political marketing activities of the candidates' use of social media (Twitter) within the framework of the social and political effects created by the Metropolitan Municipality elections in Ankara, which is the capital city of Turkey and a metropolitan city? seeks an answer to the question. Considering the recent world history, only the Twitter discourses of the candidates were taken into account due to its ability to cause mass movement and being one of the social media tools effectively used in political marketing. The data was subjected to not only a quantitative analysis, but also a content analysis, which is a qualitative analysis. Candidates' tweets of these dates relationships (including text and images) were analyzed through the Maxqda 2020 program, made of 20 ketagorid relationships. As a result, one-way communication opportunities (to be produced from within) that each candidate evaluates the possibilities of social media as limited are well combined, but talking about interaction, quoting … is about two options. The candidate who won the final election in the future used social media less actively than the candidate who was unsuccessful in the election, and it was his counter that seemed inadequate in the future to choose the only social media where the social media preselection would have a future in the working situation.