The use of new media in political competition, in the context of persuasion strategies and campaign communication: An evaluation within the framework of young voters' approaches and social media management of political parties

The thesis titled "The Use of New Media in Political Competition, In The Context of Persuasion Strategies and Campaign Communication: An Evaluation within the Framework of Young Voters' Approaches and Social Media Management of Political Parties" deals with the use of new media in the context of persuasion strategies and campaign communication in competitive political environment in Türkiye. Political parties and voters; which are at the center of the political system, are among the most important elements and are evaluated within the framework of political campaign communication in social media. In this study, a survey was conducted with individuals between the ages of 18-24. In addition, semi-structured in-depth interviews were conducted with the representatives of political parties that participated in the general elections held on June 24, 2018. In the study, evaluations were made within the framework of the approaches of "young" voters to social media channels in the context of political campaign communication and the approaches of political parties to campaign communication and management in social media. In addition, a framework has been drawn within the scope of similar examples in the world and a model framework has been tried to be created for practice in Türkiye. Social media channels, which are important channel for political parties to inform and persuade the voters, and campaign communication activities in these channels are considered important in terms of ensuring and maintaining participation in democratic politics. Keywords: Political communication, New media, Social media, Campaign communication.