Content Analysis of 2nd Round Campaigns of Candidates for the Presidency in the 2023 Turkish Presidential Election

Abstract

This study aims to determine the tone and subject matter of the campaign speeches of the candidates competing in the 2nd round of the 2023 Turkish Presidential election. Content analyses in the field of political communication examine which types of messages—positive, negative, or defensive—politicians frequently use in their campaigns and which policies/issues they focus on. In this study, the speeches made by the candidates Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu between May 14 and May 28 in the 2nd round of the 2023 election were analyzed using qualitative content analysis. The results indicate that Erdoğan's campaign predominantly employed a positive tone, while Kılıçdaroğlu's campaign was characterized by a negative tone. Both candidates preferred to conduct their campaigns through praise, attack, and defense categories based on topics rather than on individuals and values. The primary focus in both candidates' campaign speeches was the election process and alliances. After the election process and alliances, it was determined that the candidates focused on different topics. Erdoğan emphasized terrorism, while Kılıçdaroğlu focused on corruption and degeneration. Other implications and findings have been discussed.