Family Discourse of Presidential Candidates in the 2023 Presidential Elections: A Thematic Analysis

Abstract

The 2023 Turkish presidential election marked a period during which the concept of family was extensively used in political communication as a tool for drawing both ideological and cultural boundaries. This study aims to examine how presidential candidates utilized the concept of family in their election campaigns, the value systems upon which these discourses were based, and how they were linked to gender. The study conducted a comparative analysis of the family-related rhetoric used by Recep Tayyip Erdoğan and Kemal Kılıçdaroğlu during the election campaign; it also analyzed the relationship between this rhetoric and issues of gender, values-based politics, and election strategies. The study’s sample consisted of rhetorical units selected equally from both main candidates and based on verifiable sources. As part of the qualitative research, content analysis and thematic analysis were applied together; the distribution of key concepts such as “family”, “women”, “children”, “equality”, “protection”, “spiritual values” and “gender” was examined in detail. The findings show that Erdoğan constructs the family as a bearer of national and spiritual values, an institution vulnerable to external threats and in need of protection; whereas Kılıçdaroğlu views the family within the framework of social justice, welfare, equality, and state guarantees. In conclusion, the study has demonstrated that family discourse serves as a powerful tool in value-based politics, making ideological differences visible during election periods and facilitating the establishment of emotional bonds with voters.