Post-Truth Pazarlama
Post-Truth Marketing

Author(s): Ahmet Tan, Barış Armutçu
Subject(s): Politics, Electoral systems, Politics and communication, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Marketing; post-truth; political marketing; digital marketing;
Summary/Abstract: The concept of post-truth, which is among today's political discourses and has rapidly spread in many languages, has now entered our lives as an indispensable element of popular politics. Among the main factors in the emergence of the concept of post-truth is the increasing number and use of false / incomplete / false news that politicians say to market themselves during election periods. The concept of post-truth has been frequently discussed in the international literature in recent years and has entered the political life and literature of Turkey today. In this respect, it can be stated that post-truth is still in its infancy in the national and international literature in terms of word and content. In this context, when the word post-truth is analyzed conceptually, it is translated and used in Turkish as 'post-truth', 'post-real' or 'post-truth'. Trump's victory in the elections held in the United States of America in 2016 and the campaign conducted during the Brexit referendum in 2016 are important factors in the emergence and frequent use of the concept of post-truth in political life. In addition, another important factor is the fact that the Oxford dictionary chose the concept of post-truth as the word of the year in 2016. All these factors have paved the way for the effective use of the concept of post-truth in political life and today's era has begun to be defined as a post-truth era. Undoubtedly, the role of social media applications brought about by digitalization is undeniably important in a post-truth era where lies are no longer distinguishable. When the role of social media is evaluated in terms of manipulative content in favor of political leaders, it reveals the reality of the post-truth concept. In this context, a study conducted by PolitiFact research company found that 69% of Trump's statements and posts during the election process and 26% of his rival Clinton's statements and posts during the same election were found to be lies and false. The production and frequent use of content that does not reflect the truth enables politicians to gain a superior competitive advantage over their rivals. This shows the power and effectiveness of the post-truth concept. In this respect, it is expected that the concept of post-truth marketing, which is in its infancy, will make significant contributions to the national and international literature by addressing all aspects of the concept. In this study, the definition of the concept of post-truth, its importance, historical development, its role in political marketing and digital marketing, and a general review of studies in the field of post-truth will be made.

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