Political marketing with regards to transformation into a consumption society 1983-1987 Turgut Özal prime ministry period

Our research titled "Political Marketing with regards to Transformation into a Consumption Society; Prime Ministry Period - Turgut Özal's Press Speeches" has addressed the transformations experienced in the political and social structure due to economic transformations. In this respect, political marketing and its history were analyzed to show the integration of a consumption society and the tools and functions of political marketing. The effect of media on the prevalence and intensity of this dual structure was examined in order to assess how media transformed these structures. Turgut Özal's 22 press speeches were selected from his 1st Prime Ministry Period in order to discuss these indicators and the speeches were addressed with regards to transformation into a consumption society and political marketing. Analysis results revealed that political marketing, which had gained a leader-oriented quality due to the nature of the consumption society, recurred through determinant structures in Özal's speeches. In this context; economy, which was dominant in Özal's discourse, emptied the political field and prioritized consumption as a battle field. Özal also tried to legitimize this whole structure by emphasizing the concept of nation based on historical and social conditions. Consequently, how it transformed the political and social structure with regards to the consumption society built by neoliberalism and how this shaped the leader's discourse have been discussed.