The main objective of this book is to highlight the most effective use of storytelling in several areas related to communication and the media. Thus, gender studies, political communication, digital media, advertising, crisis communication and PR activities as well as corporate social responsibility have been surveyed with regard to storytelling. The topics covered are: the use of storytelling techniques in advertisements from a gender perspective, storytelling in global advertising, storytelling in corporate social responsibility campaigns through social media, storytelling in Public Relations, storytelling in crisis communication, ‘storytelling’ in the construction of political power: Image creation for political leaders in Turkey.
‘Storytelling’ in the Construction of Political Power: The Turkish Example of Generating a Political Image for Leaders (Oğuz Göksu / Ceyda Birol)
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Oğuz Göksu & Ceyda Birol
‘Storytelling’ in the Construction of Political Power: The Turkish Example of Generating a Political Image for Leaders
Abstract: In the 21st century, when image and design have come forward, political leaders begin to represent political power. The increasing number of shows and entertainments in every field, the homogenization of the promises and ideology have led to the need for new arguments in the positioning and differentiation of leaders in politics. In the background of the efforts to convert political figures into political leaders and political leaders into political brands lie the leaders’ personal ‘stories’ that appeal to the voters. In this context, a leader chosen in Turkey to represent Turkey’s political culture has appeared at different stages of politics and has a personal story. The case of Recep Tayyip Erdogan, who is the ongoing president and was once the prime minister and the chairman of a political party in Turkey, will be analyzed. The study is limited to a single political leader. Erdogan’s ‘political history’ covers his political life between the years of 1994–2016. In the study, with a political communication perspective, the image of the leader in the political scene is examined based on the “storytelling” literature, and the image-building concept is discussed through stages in the shaping of a political image of the leader.
Keywords: Storytelling, political leader, Recep Tayyip Erdogan, Turkey, political image, political communication
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