Fight Against The Economic Crisis: Communication Campaign Samples in Turkey

TitleFight Against The Economic Crisis: Communication Campaign Samples in Turkey
Publication TypeConference Paper
Author(s)Kilic, N. P.
Affiliation (1st Author)Ankara University
Section or WGMediated Communication, Public Opinion and Society Section
DateThurs 27 June
Slot CodeMCPT3a
Slot Code (Keyword)MCPT3a
Time of Session14:00-15:30
Session TitleMedia and Social and Economic Change
Submission ID7015

Following the bankruptcy of big financial corporation’s of United States in 2008, economic crisis deepened and became widespread. Affects of global crisis also seen in Turkey as narrowing trade volume and increasing unemployment rate. Therefore economic-based two big organizations launched campaigns to cope with the economic crisis. The first campaign ran by Turkish Union of Chambers and Commodity Exchanges, -which is private sectors’ professional association and legal representative in Turkey-, and with the cooperation of other labor and employers' organizations. This campaign called with its main slogan “if there is crisis, solution exists”. The second campaign ran under the leadership of the Industry Council on Advertisement and other advertisement organizations and uses “with shopping enliven the economy” as its main slogan. Both campaigns aimed at raising the consumption in domestic market. This work analyzed two campaigns to find the answers about how they define the crisis, how they designate the crisis’ solution and who their target groups are. For this aim, content analysis method has used on campaign’s posters, television adverts, texts and the other activities to discuss key features in the campaigns and their discourse. It emerged that two campaigns’ target group is households. They define economy like a production-consumption-employment spiral and their solution is to increase the households’ consumptions. Furthermore the campaign texts emphasize ‘the family’ and ‘unity and solidarity’. In their discourse, Turkish public as a big family can overcome the crisis only in unity.

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