AJIT-e: Academic Journal of Information Technology

Öz

Values are socio-psychological elements that serve as guidance in evaluating events and choosing between options. Values, which are an important factor in preference and choice making, are also associated with the political decision-making process. Because in political activities, every discourse put forward by political actors covers values, and voters carry out their political choices in consideration of those values. For this reason, the 23rd June 2019 Istanbul Metropolitan Municipality election was determined as the subject of the study. The election of the Istanbul Metropolitan Municipality, where there was great competition in the 31 March 2019 local elections, was canceled due to irregularities in the election committee and it was decided to renew the elections on 23 June 2019.The 23 June 2019 election have become one of the most important elections in Turkish political history due to a renewed election and a fierce competition between the candidates. In the study, the discourses made by the two candidates, Binali Yıldırım and Ekrem İmamoğlu, who obtained the majority of the votes in the elections held on 23 June 2019, were analyzed within the framework of Schwartz Values Theory. In this study, the period of one month before the election, in which political communication studies are concentrated, is taken into consideration. The political communication activities were intensified and the one-month period before the election was taken into consideration and the political discourses of the candidates on the official Facebook, Twitter and YouTube pages between May 22 and June 22, 2019 were archived. However, the Facebook and Twitter posts of the candidates were found to be identical in both quantity and quality and the analysis was limited to the discourse of Twitter and Youtube. In the research, qualitative content analysis was used as the research method. The discourses of Istanbul Metropolitan Municipality candidates on Twitter and YouTube were examined in the context of values, and the values that were prominent in the discourse of the candidates and the values that won or lost the election were tried to be revealed. As a result of the analyzes, Ekrem İmamoğlu, who won the Istanbul Metropolitan Municipality election on 23 June 2019, was found to be the most cited values for determining his own purposes, being responsible, social justice, honesty, social power, success and equality. It was observed that the other candidate Binali Yıldırım was constructing his discourses on the values of self-determination, protecting public image, being successful, social power, social justice and honesty. Although no major differences were observed in the values cited by the candidates in the 23 June 2019 Istanbul Metropolitan Municipality election, it was found that there were various discourse differences in providing functionality to related values.