COMPARISON OF PERSUASIASIVE AND STYLE FACTORS IN POLITICAL SPEECHES WITH SOCIO-DEMOGRAPHICAL ATTRIBUTES OF VOTERS IN ACCORDANCE WITH THEIR POLITICAL PREFERENCES

This study aims to determine whether the persuasive and style factors in the leaders' speeches differentiate with the socio-demographical attributes of the voters based on the identification of their political opinions or not. In accordance with this purpose, a field study has been done using questionnaire technique from quantitative approaches in province of Sanlıurfa. Descriptive statistics, factor analysis, one-way ANOVA and independent sample t test have been used in analysis of data collected in the study. As a result of analyses conducted, it has been concluded that the dimensions of persuasive components and the dimensions of style scale have been assigned differently meaning depending upon the voters' socio-demographical characteristics. While all of the style dimensions differentiate from socio-demographical variables, the persuasion dimensions show difference with only education and political opinion from independent variables. When considered the differentiations determined, the voters' persuasibility changes depending on learning and political opinion. On the other hand, when analyzed the differentiations between the style dimensions and independent variables, it is reached to the findings supporting that the education and income level will decrease while the voters' participation in the statements related to conflict style of the speeches. The study has a unique structure from its equivalents in the body of literature due to carrying out assessments about the persuasive components and styles in the leaders' speeches by asking questions to the voters.