Assoc. Prof. emphasized that election campaigns should now focus on digital marketing and communication strategies. Dr. Gül Esra Atalay said, “Approximately 65 percent of voters in Turkey are under the age of 50. The largest voter group is individuals between the ages of 18-24. Considering such a target audience, it is not only not meaningful to fill the streets with posters and brochures to be thrown on the ground, but it also causes environmental pollution.” said.
“Brochures and posters are used to be permanent in the minds of the voters.”
Assoc. Prof. stated that the use of printed materials in election campaigns has traditionally existed from past to present. Dr. Gül Esra Atalay said, “Party officials and campaign managers think that these materials are still effective, and we witnessed posters, banners and brochures covering the streets and avenues in the March 31 elections. Parties and candidates use these materials to show their presence, to say 'I'm in too' or to remain permanent in the minds of the electorate. While walking on the street during election periods, sometimes party brochures are almost forced into our hands. In a sense, the candidate or the political party is trying to gain a place in the minds of the voters by force and imposition.” said.
Digital marketing and communication strategies in election campaigns…
Assoc. Prof. noted that political parties and candidates still continue to use materials such as brochures and posters to reach all segments of society, considering that some voter groups do not have access to the internet or do not prefer to use digital materials. Dr. Gül Esra Atalay said, “Brochures are being prepared to be distributed to voters, especially at rallies where face-to-face interaction is intense. However, given the increasing popularity and effectiveness of digital communication tools, election campaigns now need to turn to digital marketing and communication strategies.” he informed.
There is no need to spend money or pollute the environment...
Assoc. Prof. stated that political communication campaigns are created, first of all, by taking the target audience into consideration. Dr. Gül Esra Atalay said, “If your target audience, that is, your voters, is an audience that cannot reach your campaign sufficiently through channels such as television and the internet, for example, if they are mostly elderly or have a low level of education, then using printed materials may be a necessity. But we cannot say this for Türkiye. Approximately 65 percent of voters in Turkey are under the age of 50. The largest voter group is individuals between the ages of 18-24. Considering such a target audience, it is not only not meaningful to fill the streets with posters and brochures to be thrown on the ground, but it also causes environmental pollution. In addition, research conducted in this field shows that political communication campaigns have minimal impact on Turkish voters and that completely different factors play a role in voting behavior. In this case, there is no need to spend money or pollute the environment..." he said.
It causes visual and environmental pollution
Assoc. Prof. stated that the posters, flags and brochures used before the election caused both visual pollution and environmental pollution as they were scattered on the ground. Dr. Gül Esra Atalay said that election materials such as posters, flags, banners and brochures are generally produced using paper or plastic, and in this respect, nature is destroyed.
Assoc. Prof. also stated that most of the printed brochures became waste after the election. Dr. Gül Esra Atalay: “Brochures that do not reach recycling facilities or cannot be recycled properly are left in garbage dumps or as waste in the environment.” said.
Is it right to still run old generation campaigns in a digitalizing world?
Noting that digitalization and mobile technologies have deeply penetrated society, Assoc. Dr. Gül Esra Atalay said, “We are in a period where no one looks up from their phone. In such a situation, there really is no point in filling the streets with posters and shoving brochures into people's hands. Instead, emphasis should be placed on creative, extraordinary content that can attract the attention of the electorate in digital media, and political communication campaigns should be adapted to this culture, taking into account the culture created by social media. "Young people and their perspectives should definitely be included in the teams that carry out political communication campaigns." He expressed his views as follows.
What should an environmentally friendly campaign look like?
Assoc. Prof. emphasized that digital marketing and communication strategies can be focused on instead of traditional brochures and posters. Dr. Gül Esra Atalay concluded her words as follows:
“Voters can be reached through digital channels such as social media platforms, websites, email newsletters and mobile applications. If the use of materials is unavoidable, products made from recyclable or recycled materials may be preferred.
