KODLAMA-KODAÇIMI BAĞLAMINDA AK PARTİ 30 MART 2014 YEREL SEÇİM REKLAMLARININ İZLEYİCİLER ÜZERİNDEKİ ETKİLERİNE YÖNELİK ALIMLAMA ANALİZİ: NEVŞEHİR ÖRNEĞİ

The purpose of this study is to reveal through the reception analysis method what kind of effects the political adverts belonging to the Justice and Development Party (AK Party) broadcasted on televisions during the process of March 30 2014 local elections had on audiences, and their memorability. The stance the viewing mass exhibited in the face of media texts was investigated using Stuart Hall's “Encoding-Decoding” method. Saying that the receiving mass displayed three different forms of reading, Hall defined these reading forms as dominant reading, the negotiated reading and the oppositional reading. In this study, 132 commercial films belonging to AK Party were analyzed by conducting in-depth interviews with 15 people from different ages, genders, classes and educational levels. The responses that the participants gave were analyzed according to the reading methods identified by Hall.