Traditional election campaigns must now go digital!

Stating that the use of printed materials such as flags, posters and brochures in election campaigns has traditionally existed from past to present, experts say that materials such as posters and brochures were used to be permanent in the minds of the voters in the March 31 elections.

Emphasizing that election campaigns should now focus on digital marketing and communication strategies, Assoc. Prof. Gül Esra Atalay stated that "Approximately 65 percent of voters in Türkiye are under the age of 50. The largest group of voters is individuals between the ages of 18-24. Considering such a target group, it does not make sense to fill the streets with posters and leaflets to be thrown on the ground, and it also causes environmental pollution."

Üsküdar University Faculty of Communication Journalism Department Head Assoc. Prof. Gül Esra Atalay evaluated the intensive use of consumables such as flags, brochures and posters for the March 31 local elections and their impact on the campaigns.

"Brochures and posters are used to be permanent in the minds of voters"

Stating that the use of printed materials in election campaigns has traditionally existed from the past to the present, Assoc. Prof. Gül Esra Atalay said that "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 make a presence, to say 'I am here' or to stick in the minds of the voters. During election periods, when we walk down the road, sometimes party leaflets are almost forcibly held in our hands. In a way, the candidate or political party is trying to gain a place in the minds of the voters by force and imposition.”

Digital marketing and communication strategies in election campaigns...

Noting that political parties and candidates still continue to use materials such as brochures and posters to reach all segments of the society, considering that some voter groups do not have access to the Internet or will not prefer to use digital materials, Assoc. Prof. Gül Esra Atalay stated that "Brochures are prepared to be distributed to voters, especially at public meetings where face-to-face interaction is intense. However, given the growing popularity and effectiveness of digital communication tools, election campaigns now need to turn to digital marketing and communication strategies."

There is no need for expense or pollution of the environment...

Stating that political communication campaigns are created primarily by considering the target audience, Assoc. Prof. Gül Esra Atalay expressed that "If your target audience, that is, your voters, is an audience that cannot reach your campaign adequately through channels such as television and the Internet, for example, if they are mostly elderly or have a low level of education, then it may be a necessity to use printed materials. However, we cannot say this for Türkiye. About 65 percent of voters in Türkiye are under the age of 50. The largest group of voters is individuals between the ages of 18-24. Considering such a target audience, it does not make sense to fill the streets with posters and brochures to be thrown on the ground, and it also causes environmental pollution. Moreover, research 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. As such, there is no need for expense or pollution of the environment..."

It causes visual and environmental pollution

Stating that the posters, flags and brochures used before the election cause both visual pollution and environmental pollution as they are scattered on the ground, Assoc. Prof. Gül Esra Atalay expressed that election materials such as posters, flags, banners and brochures are generally produced using paper or plastic, and in this respect, nature is destroyed.

Stating that most of the printed brochures became waste after the election, Assoc. Prof. Gül Esra Atalay said that "Brochures that do not reach recycling facilities or cannot be recycled properly are left as waste in landfills or the environment."

Is it right to still make old generation campaigns in the digitalizing world?

Noting that digitalization and mobile technologies have deeply penetrated society, Assoc. Prof. Gül Esra Atalay stated that "We are in an era where no one lifts their head from the phone in their hand. In such a situation, there is really no point in filling the streets with posters and squeezing leaflets into people's hands. Instead, digital media should focus on creative and extraordinary content that can attract the attention of the electorate, and political communication campaigns should be adapted to this culture, considering the culture created by social media. Young people and their perspectives must be included in the teams that carry out political communication campaigns."

What should an environmental campaign look like?

Emphasizing that one can focus on digital marketing and communication strategies instead of traditional brochures and posters, Assoc. Prof. Gül Esra Atalay concluded her remarks as follows:

"Voters can be reached through digital channels such as social media platforms, web sites, email newsletters, and mobile apps. If the use of materials is inevitable, products that are recyclable or made from recycled materials can be preferred.

On the other hand, giving environmentalist messages to voters and raising awareness should also be part of the campaigns. Voters can be informed by holding online discussions and seminars on local environmental issues. Voters can engage directly with the community by engaging them in tree-planting campaigns or environmental-themed educational programs. Informative and impressive digital content on environmental issues can be produced. An effective discourse and messaging strategy that emphasizes the importance of environmentally friendly policies can be developed."

Üsküdar News Agency (ÜNA)