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ÖZETSİYASAL İLETİŞİMDE ALGILAMA YÖNETİMİ: 2014 YEREL SEÇİMLER ADALET VE KALKINMA PARTİSİ ÖRNEĞİSiyasal iletişimde algılama yönetimi, son yılların en önemli güncel konularındandır. Demokrasinin vazgeçilmez unsurlarından olan partiler, siyasal iletişimde başarı elde etmek için seçim kampanyalarıyla seçmen algılamalarını yöneterek, iktidar olma amacını gerçekleştirmek isterler. Bu sebeple partiler, günümüzde yoğun bir rekabet ortamı içindedir. Kitle iletişim araçlarını etkin kullanan partiler, profesyonel kampanyalar yaparak seçmenlerin gözünde farklılık oluşturan diğer partiler arasında tercih edilen bir parti olmak için uğraşırken seçmenlerin zihinlerinde doğru ve olumlu algılanmayı amaçlamaktadırlar. Çünkü siyasal iletişimde seçmenlerin partileri ve parti liderlerini algılama süreci önemlidir. Bu bağlamda partilerin seçmenler tarafından doğru ve olumlu algılanması, siyasal iletişim ve siyasal seçim kampanyaları sürecinde siyasal partilerin algılama yönetimine ve algılama yönetimi kurallarına ne kadar uygun hareket ettikleriyle yakından ilgilidir. Önemli olan ise seçmenlerde istenilen yönde bir algı oluşturmak ve oluşturulan bu algılamaların davranışa dönüştürülmesini sağlamaktır. Bu düşünceden yola çıkılarak hazırlanan çalışmada siyasal iletişim, seçim kampanyaları, siyasal iletişimde algılama yönetimi ve kuralları teorik olarak ele alınarak 2014 Yerel Seçimlerinde Adalet ve Kalkınma Partisinin (Ak Parti) siyasal iletişim sürecinde algılama yönetimini nasıl yaptığını ve algılama yönetiminin seçmenlerin zihinlerinde nasıl algılandığını ortaya çıkartmaya yönelik bir araştırmaya yer verilmiştir. Yapılan araştırma sonucunda tezin hipotezlerinin doğrulandığı görülmüştür.Anahtar Kelimeler: Siyasal İletişim, Algılama, Algılama Yönetimi, 2014 Yerel Seçimleri, Adalet ve Kalkınma PartisiABSTRACTPERCEPTION MANAGEMENT IN POLITICAL COMMUNICATION: INSTANCE OFJUSTICE AND DEVELOPMENT PARTY (JDP) IN 2014 LOCAL ELECTIONSPerception management in political communication is one of the most important and current subject in recent years. Parties, which have indispensable elements in democracies, tried to be achieve in power, to be successful in political communication with the managing electorate perceptions through political campaigns.Therefore, parties in current situation always in a intense competition between each other.With the use of mass media effectively, parties, through professional campaigns, tried to be different in the eyes of voters, when dealing with preferred party among other parties, they also intended tobe perceived correct and positive in the minds of voters.Because, in the political communication, it's important that parties and party leaders be perceived by voters. Hence, parties' right and positive perception by voters, is related to the political communication and political election campaigns to how much political parties comply with the perception management and the rules in the process of perception management. With the direction of the desired perception of voters is important to provide for converting existing perceptions to behavior. Hence, from this point of view, in this research, the subject of communication management, election campaigns, perception management and perception management rules in political communication handled with theoretically and then political communication in perception management of the Justice and Development Party during the 2014 Local Elections described and how efforts to uncover the structure of the political communication in the process of perception management and also perceptions in the minds of the voters of the perception management will be studied. With the result of research three hypothesis accepted. Key Words: Political Communication, Perception, Perception Management, 2014 Local Elections, Justice and Development Party (JDP)

The Turkish Justice and Development Party has repeatedly won the general elections, both the Parliamentary and the Municipal, from 2002 until 2014. Its latest big victory has been the one that was held in March 30, 2014, in which the Party maintained control over the main and important cities such as Ankara and Istanbul. There are a number of reasons for such a repeated victory, among the most important of which is the Party's internal policy that is represented by rescuing the critical economic situation the country was suffering from. Among the reasons are also allowing for a wide space of public freedom and enhancing the standards of democracy and human rights. A further reason for the Party's repeated victory is the gradual nullifying of the military institution which had ruled the country for a long period of time and led many military coups that deteriorated Turkey in all aspects of life. Moreover, the Party has neutralized the judicial institution and made a real effort to establish an independent judiciary system. In addition, the Party has paid a great attention to the health sector as well as the social, cultural and educational fields. In this latter regard, the government of the Justice and Development Party has witnessed the biggest budget for education in the history of the Republic. All those efforts have contributed to the increase of the public credit of the Justice and Development Party. Thus, the Party's internal policy has witnessed a big success in the process of the comprehensive reform. DOI:10.5901/mjss.2015.v6n4s1p318