Folklor/Edebiyat (Nov 2015)
The Importance of Facebook As a Political Communication Tool to Influence Voting Decisions: The Case of TRNC 2013 Early Parliamentary Elections / BIR SIYASAL İLETIŞIM ARACI OLARAK FACEBOOK’UN SEÇMENLERIN OY VERME KARARI ÜZERINDEKI ETKILERI: KKTC 2013 MILLETVEKILLIĞI ERKEN GENEL SEÇIMLERI ÖRNEĞI
Abstract
The purpose of this study is to explore the importance of Facebook as one of the social media tools used in the political communication process, in helping political parties, leaders/candidates to communicate their messages to the voters and influencing their voting decisions. For this purpose, data gathered from a comprehensive field survey conducted shortly after Turkish Republic of Northern Cyprus 2013 Early Parliamentary Elections were analyzed with descriptive methods. Findings indicated that Facebook has a very high potential in terms of delivering the political messages and posts of political parties, leaders/candidates to a very broad group of voters. It was also found that the level by which voters were influenced by the messages communicated to them by the political parties, leaders/candidates does not vary depending on the demographic features of that population. Additionally, the frequency by which voters read, watch or listen to the Facebook messages and posts of political parties, leaders/candidates increased, so did the level by which their decisions were influenced by these messages and posts. In light of these findings, it was concluded that Facebook has turned into a very important political communication tool in influencing the voting decisions of voters during a political campaign
