Experts stating that the use of printed materials such as flags, posters, and brochures in election campaigns has traditionally continued from the past to the present, say that materials like posters and brochures were again used in the March 31 elections to remain permanent in the minds of the electorate.
Emphasizing that election campaigns should now turn to digital marketing and communication strategies, Assoc. Prof. Dr. Gül Esra Atalay said, “Approximately 65 percent of voters in Turkey are under 50 years old. The largest voter group consists of individuals aged 18-24. Considering such a target audience, filling the streets and avenues with posters and brochures to be thrown on the ground is not only meaningless but also causes environmental pollution.”
Assoc. Prof. Dr. Gül Esra Atalay, Head of the Journalism Department at Üsküdar Üniversitesi Faculty of Communication, evaluated the intensive use of consumable materials such as flags, brochures, and posters for the March 31 local elections and their impact on campaigns.
“Brochures and posters are used to remain permanent in the minds of the electorate”
Stating that the use of printed materials in election campaigns has traditionally continued from the past to the present, Assoc. Prof. Dr. Gül Esra Atalay, “Party officials and campaign managers still think these materials are effective, as we witnessed posters, banners, and brochures covering streets and avenues again in the March 31 elections. Parties and candidates use these materials to show their presence, to say ‘I am here too,’ or to remain permanent in the minds of the electorate. During election periods, while walking on the street, party brochures are sometimes almost forced into our hands. In a way, the candidate or political party tries to establish a place in the voter’s mind by force, by imposition.”
Digital marketing and communication strategies in election campaigns…
Assoc. Prof. Dr. Gül Esra Atalay noted that political parties and candidates continue to use materials like brochures and posters to reach all segments of society, thinking that some voter groups do not have internet access or prefer not to use digital materials. She added, “Especially in rallies where face-to-face interaction is intense, brochures are prepared for distribution to voters. However, considering the increasing popularity and effectiveness of digital communication tools, election campaigns should now turn to digital marketing and communication strategies.”
No need for expense, nor to pollute the environment…
Stating that political communication campaigns are first and foremost created by considering the target audience, Assoc. Prof. Dr. Gül Esra Atalay, “If your target audience, that is, your voters, are a group that cannot sufficiently access your campaign through channels like television and the internet, for example, if they are mostly elderly or have a low level of education, then using printed materials might be a necessity. However, we cannot say this for Turkey. Approximately 65 percent of voters in Turkey are under 50 years old. The largest voter group consists of individuals aged 18-24. Considering such a target audience, filling the streets and avenues with posters and brochures to be thrown on the ground is not only meaningless but also causes environmental pollution. Furthermore, research in this area shows that political communication campaigns have a minimum impact on Turkish voters, and entirely different factors play a role in voting behavior. Given this, there is no need for expense, nor to pollute the environment…”
Causes visual and environmental pollution
Assoc. Prof. Dr. Gül Esra Atalay stated that posters, flags, and brochures used before the elections cause both visual pollution and environmental pollution as they are scattered on the ground. She also mentioned that election materials such as posters, flags, banners, and brochures are generally produced using paper or plastic, which in turn destroys nature.
Assoc. Prof. Dr. Gül Esra Atalay also pointed out that a large part of printed brochures become waste after the elections, saying, “Brochures that do not reach recycling facilities or cannot be properly recycled are left as waste in landfills or the environment.”
Is it still appropriate to run old-generation campaigns in a digitized world?
Noting that digitalization and mobile technologies have deeply permeated society, Assoc. Prof. Dr. Gül Esra Atalay, “We are in an era where no one lifts their head from their phone. In such a situation, filling the streets with posters and shoving brochures into people’s hands truly has no meaning left. Instead, the focus should be on creative, extraordinary content on digital platforms that can attract the interest of the electorate, and political communication campaigns should be adapted to the culture created by social media, taking this culture into account. Teams running political communication campaigns must definitely include young people and their perspectives.”
How should an environmentally friendly campaign be?
Emphasizing that digital marketing and communication strategies can be focused on instead of traditional brochures and posters, Assoc. Prof. Dr. Gül Esra Atalay concluded her words as follows:
“Voters can be reached through digital channels such as social media platforms, websites, e-mail newsletters, and mobile applications. If material use is unavoidable, products made from recyclable or recycled materials can be preferred.
On the other hand, giving environmental messages to voters and creating awareness should also be part of the campaigns. Voters can be informed by organizing online discussions and seminars on local environmental issues. Direct interaction with the community can be provided by involving voters in tree-planting campaigns or environment-themed educational programs. Informative and impactful digital content on environmental issues can be produced. An effective discourse and messaging strategy emphasizing the importance of environmentally friendly policies can be developed.”