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EMAC 2024 Annual


X Platform Showdown: Comparing Presidential Candidates' Campaign Communication Strategies
(A2024-119490)

Published: May 28, 2024

AUTHORS

Gozde Akdeniz, Manisa Celal Bayar University; Birce Dobrucalı Yelkenci, Izmir University of Economics; Burcu ILTER, Dokuz Eylül University

ABSTRACT

This study analyzes the distinct political campaign discourses propagated by Turkish Presidential candidates, Mr. Recep Tayyip Erdoğan of the People's Alliance and Mr. Kemal Kılıçdaroğlu of the Nation Alliance, on the X platform during the 2023 Presidential elections. Employing Benoit's Functional Theory of Political Campaign Discourse as an analytical framework, this study analyzes 1091 posts shared between February 14, 2023, and May 27, 2023. Consequently, it is seen that the acclaim function has been more frequently employed by Mr. Erdoğan for both policy and character topics, with a primary focus on past deeds and future plans. While Mr. Kılıçdaroğlu mainly posted acclaim messages regarding their policy, predominantly centered on future plans, and character topics were also accentuated for acclaim. Both candidates commonly utilized attack messages, whereas defense-oriented messages were infrequent in the candidates' posts.