New media on the axis of political communication: A semiotic analysis of YouTube videos AKP/CHP/İYİ Party 2023 General Elections

Political advertisements constitute an important pillar of the election campaigns of political parties. In the studies carried out on the basis of party leaders, the responsible organs of the political party use political advertisements intensively in order to get votes from the electorate. Social media channels are now considered as priority advertising areas by political parties. Thanks to the advertisements made in these channels, it is aimed to leave a positive impression on the voters and to make their voting preferences in favor of their own parties. The aim of this study is to present a different projection on the effect of new media tools on directing voter preferences through the analysis of indicators and to present a current example of how political message readings can be made. Content analysis and semiotic analysis method, which are heavily preferred in video content advertising analysis, were used. In the content analysis section, a coding ruler related to the promotional video was created and classification was applied in order to reach consistent results in the created table. In the semiotic analysis method, Roland Barthes' technique of analyzing plain meaning, connotation and deep meaning was used. Beforehand, visual evaluation of video content was made based on the showing and the shown. The universe of the study consists of Youtube videos. In the research where the deliberate sampling method was preferred; Within the scope of the decree signed by President Recep Tayyip Erdoğan and published in the Official Gazette dated March 10, 2023, within the framework of the 2023 General Elections, the first round of which was held on May 14 and the second round on May 28, one of the videos published by the AKP, CHP and Good Party on their Youtube corporate accounts between March 10 and May 28 is analyzed.