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    Türkiye'de siyasal iletişimin seçmen zihnine etkisinin nöropolitik bağlamda incelenmesi
    (Hitit Üniversitesi, 2025) Kartal, Meryem; Varel, Anıl; Orhan, Ertuğrul Buğra
    Neuropolitics is an innovative field of research that brings together methods and theories from different disciplines such as neuroscience, political science and psychology to understand the brain mechanisms underlying political decisions and behaviors. Going beyond the limited explanations offered by traditional voting behavior theories focusing on cognitive and external factors, neuropolitics examines the role of the voter's mind in the decision to vote and provides a comprehensive and detailed understanding of the neural processes underlying this decision. Within the scope of neuropolitics, implicit responses of voters to decision-making processes are analyzed, usually through stimuli such as political symbols, slogans and leader images. This research examines the effects of the themes emerging from the economic, social and political speeches of the Justice and Development Party, Republican People's Party, Nationalist Movement Party and Good Party leaders in rallies held in different cities between March 10 and May 28 during the 2023 election period in Turkey, on the neurological and cognitive processes affecting the voters' voting decisions. The study comprehensively examines the neurological elements that motivate the decisions of voters, which are the background of their attitudes, perceptions, decisions and behaviors under the influence of political leaders' discourses. In this context, the main purpose of the study is to determine the physiological and neurological activations created by the speeches in the voters' brains through neurometric and biometric data and to reveal the effect of these activations on the voting decision. Thus, it is aimed to determine the evaluation criteria that shape voters' voting decisions regarding political leaders' discourses. The data related to the study will be obtained through the Electroencephalography (EEG) and Eye Tracker techniques used in neurometric and biometric measurements, as well as the semi-structured interview technique, which is one of the qualitative research methods, namely a three-way data set. This study was conducted with a total of 30 participants. The participants are master's and doctoral students (15) studying in the Department of Political Science and Public Administration of the Faculty of Economics and Administrative Sciences at Fırat University, and faculty members in the same department (15). The use of devices such as EEG, GSR, fMRI and Eye Tracker to understand the political behavior of individuals in Turkey is quite new in terms of political science literature. Therefore, it is possible to state that neuropolitical studies are an original and pioneering field for Turkey. This study aims to contribute to the evaluation of political behavior and communication in Turkey from a neuropolitical perspective; to fill the theoretical and methodological gap in the field with its approach combining political psychology and neuroscience, and thus to provide original contributions to the literature. Within the scope of the research, it has been determined that the neurometric and biometric responses that voters develop against economic, political and social stimuli are important variables that shape their voting decisions. In the research, it has been determined that the voting decision is based not only on cognitive but also on neurophysiological processes. In this context, it has been determined that the element that affects the voting decision of voters the most in terms of neurometric, biometric and cognitive is the economic crisis. Voters gave stronger and more distinct neurophysiological responses to political discourses related to the economic crisis compared to all other themes.