Quoted in Hürriyet on Mamdani’s campaigning

I responded to a few inquiries about Zohran Mamdani’s NYC mayoral campaign, which were published in Hürriyet Daily. Here are some answers translated:

So, what differences did the communication strategies that led Mamdani to victory create in voter behavior? Prof. Dr. Erkan Saka explains: “Thanks to the effective use of digital campaigns and social media, there was a significant increase in young and diverse voter groups. It is said that different ethnic and socioeconomic groups, especially working-class, immigrant, Black, and Latino neighborhoods, were mobilized on this scale for the first time.”

Noting that the use of social media has had a particularly strong effect on young people, Saka says, “Methods such as TikTok, Instagram Reels, live broadcasts, short and intimate videos, and special press conferences with content creators brought the participation of Gen Z and Millennial groups to record levels, while other elements of the campaign mobilized young people.”

‘VOTERS WERE NOT LOOKED DOWN UPON, BUT SPOKEN TO ON AN EQUAL FOOTING’

On social media, Mamdani’s communication strategies were compared to successful campaigns in local elections in our country. Some experts say there are similarities, but there are also those who argue the opposite. Prof. Dr. Erkan Saka and Assoc. Prof. Dr. Özlem Akkaya’s assessments on this subject are as follows:

Erkan Saka: Mamdani’s campaign was based on grassroots organization, digital innovation, inclusiveness, and bringing together unique young voters. His digital and multilingual strategy seems more advanced and innovative in the American context. His anti-establishment stance is very clear. Even though there is strong opposition to the government in our country, no anti-establishment campaign has been conducted.

‘INCLUSIVE, ANTI-ESTABLISHMENT, AND YOUTH-ORIENTED’

Prof. Dr. Erkan Saka says Mamdani ran a multidimensional election campaign and lists the main communication strategies that stood out in the campaign as follows:

◊ Openly anti-establishment rhetoric: The campaign opposed both the elites within the Democratic Party and the threats made by US President Donald Trump.

◊ Community-based organization: Direct contact with voters was established through door-to-door canvassing, phone calls, and neighborhood events involving more than 50,000 volunteers.

◊ Digital campaign focused on young people and workers: Effective use of new media platforms such as Twitch, Instagram, YouTube, Substack, and X, and collaboration with content creators stood out.

◊ Multilingual, culturally inclusive content: Videos were prepared in Hindi/Urdu, Arabic, and Spanish; young immigrants and various communities were directly reached.

◊ Messages based on real social issues: Achievable promises such as freezing housing prices, free buses, universal daycare, and an increased minimum wage were highlighted.

◊ Memes (visuals and videos that go viral on the internet) and internet culture: The aim was to reach young audiences with humorous and participatory social media content.