As close observers of Turkey already know, the rise of Recep Tayyip Erdogan and his ruling Justice and Development Party (AKP) was very much tied with the economic performance of the country. The 2001 economic crisis was a significant factor for the electoral success of Erdogan and the AKP in 2002. Their ability to maintain growth ensured their longevity.
Bearing this in mind some have insinuated that with Turkey’s economy on the ropes with the devaluation of the lira against all major currencies, Turkey’s current account deficit, inflation, the lack of independence of the central bank and the President’s unconventional instance that low interest rates reduce inflation, could lead to the opposition doing well in the polls. Some say perhaps they might even win if not the Presidential elections, then at least prevent the AKP from having a majority in parliament.
But at this exact moment Turkey is not in recession or financial crisis, but rather on the proposes of one. There are dark clouds on the horizon but they are not quite on top of us yet. Therefore, the extent to which economic uncertainty will be detrimental to Erdogan and the AKP depends on the success of their political campaigns as well as those of the opposition. A couple of weeks ago I touched on an important component of electoral campaigns, political branding. But now, allow me to discuss the importance of the political slogan.
In simple terms, a slogan is an effective, easily identifiable and repeatable refrain or motto which encapsulates the message or ideology of the candidate and/or political party. Just like a brand it is supposed to capture an emotional and intellectual connection with voters and accompany them into the voting booth. It can be chanted at campaign rallies, feature on billboards and uttered by politicians in a speech.
There have been some excellent political slogans over the years. Margaret Thatcher’s 1979 “Labour isn’t working” managed to capture widespread public discontent with Britain’s ruling Labour party’s inability to get to grips with the recession. Barack Obama’s “Yes we can” was simple, uplifting and catchy. Love it or hate it Donald J. Trump’s “America First” was effective, albeit terrifying for the student of history. Perhaps the greatest of all time was the slogan of the American Revolution, “No taxation without representation”, a rallying cry against British imperial rule during the 18th century and currently used by residents of DC who strangely find themselves constitutionally without congressional representation. My personal all-time favourite slogan is “Up Yours, Delores!”. Not affiliated to a particular party per se, it was first featured in a 1990 British tabloid newspaper headline. The phrase was then chanted at demonstrations in reaction to the French politician Jacques Delores’ advocating the ECU, the precursor to the Euro.
A couple of weeks ago, President Erdogan handed the opposition a slogan on a silver platter when he stated that all the Turkish people had to do was say “tamam” and he would step down, in this context “tamam” meant “enough”. And sure enough, millions of Turks were tweeting #Tamam.
The good news for the Republican People’s Party (CHP), the dominant party of the National Alliance (CHP, IYI, SP, DP) and its presidential candidate Muharrem Ince is that they used a variation of “tamam” in their slogans – “Artik tamam” meaning “enough already” is an obvious allusion to the hashtag. The CHP’s other slogan, “Millet icin geliyoruz!” roughly meaning “we are coming for the nation” is also a play on the Erdogan speech where he says all the nation has to do is say enough. Another CHP and Ince slogan is the rhyming “Turkiye’ye guvence Muharrem İnce”, roughly translating to "Muharrem İnce, an assurance to Turkey".
Quite catchy with clear messages, the CHP’s slogans have so far been ok, not bad, pretty good. But they are not exactly wow either. Although certainly an improvement on the CHP’s lame June 2015 election slogan, “Milletce alkisliyoruz" meaning “we clap as a nation”, the CHP’s 2018 message does not hit hard enough, especially not on the economy. A really good political slogan finds the incumbents’ weak spot and presses it hard and relentlessly until something gives way.
A good example of this is another all-time great, Bill Clinton’s “It’s the economy, stupid”. Coined by James Carville, one of the best politically campaigners of the modern era, the Clinton slogan was able to beat the incumbent US President George Bush Snr in the 1992 elections. The fact that Clinton won was remarkable as he defeated an incumbent US president who was basking in the glory of the successful Gulf War. In 1991 Bush enjoyed a whopping 90% approval rating. However, having found Bush’s weak spot, the recession of the previous year, Clinton was relentless on economic issues until slowly but surely Bush’s popularity all but evaporated. With this in mind the CHP’s slogans, quite frankly, need to be better, especially on the economic downturn on the horizon.
Now let’s evaluate the slogans of the current ruling party and president, the dominant forces of the People’s Alliance, a coalition between the AKP, the Nationalist Movement Party (MHP) and the smaller Great Unity Party (BBP).
So far, the AKP’s election slogans, just like its campaign in general, have not exactly been thrilling. “Vakit Turkiye vakti” roughly translating as “the time is Turkey’s time” is somewhat effective in that it relates to the time conscious period of the holy month Ramadan when Muslims fast during the day and break bread at sundown. The use of religious motifs in AKP electioneering is not new. Back in November 2015, one of the AKP’s main slogans was “Haydi Bismillah", a common religious refrain in Turkey. The AKP’s other current slogan is “Guclu Meclis, Guclu Hukumet, Guclu Turkiye” meaning “Strong parliament, strong government, strong Turkey” which echoes President Erdogan’s ambitions to transform Turkey’s political system.
But this message has already been made, especially during last year’s constitutional referendum. The slogan is therefore rather dull. Not only did the AKP already win the constitutional referendum, but the slogan also recycles the June 2015 AKP phraze “İstikrara oy verin" (vote for stability). Back then, the AKP only won just under 41 per cent of the popular vote, something which the AKP will hate to repeat this time round. The stability card in my opinion, is quite desperate, almost as needy as the November 2015 election re-run slogan of “İlk gunku askla" which roughly translates to “with the same love of the first day”, as if the people’s relationship with the AKP was one of a married couple trying to rekindle the magic of times past. Erdogan and the AKP needs to up their game if they want to win their majority in parliament and the presidential run-off in the first round.
Let’s have a look at Meral Aksener and the IYI Party, part of the National Alliance. The slogan "Türkiye ve milletimiz iyi olacak", which roughly translates to “Turkey and our nation will be good” is certainly cheesy, but it’s not terribly bad either. It suffers the same problem as the CHP in that it does not hit hard enough about the economy, the soft underbelly of Erdogan and the AKP. However, the underlying message is one of positivity, and it has the potential to make the voter link their patriotic views of Turkey with the party whose very name means “good” when it’s time to cast a vote.
The best political slogan in this race is that of the HDP, “Senle degisir”, meaning “it changes with you”. It is a very empowering phrase and encapsulate the liberal and democratic spirit of the HDP. It is also clever as words can be put in front of the slogan, for example, “one man rule, it changes with you” or “everything, changes with you”. This is not unlike the 2014 election slogan of Selahattin Demirtas, "Bir Cumhurbaskani Dusunun" meaning “imagine a president…” a phrase left open ended so that another word or two may be added such as “who unites”, “brings peace”, “doesn’t discriminate”, etc. Obamaesque, no doubt. Also for the 2018 election there’s the rhyming “Yurttas, Yoldas, Arkadas Demirtas” (countryman, comrade, friend, Demirtas). This is also quite effective too. The problem of the HDP and Demirtas is not their slogans or branding, but their ability to campaign which is severely crippled due to security constraints and politically motivated attacks against this largely Kurdish party. Yet the HDP might just get past the 10 per cent threshold if they continue to do and say the right things.
As the campaigning continues I’m sure you will notice that some slogans will be dropped and others adopted. It is always interesting to observe what catches on and how the nature of campaigning evolves during an election cycle. I’m sure some new slogans will be ringing in our ears over the next few years. I can’t wait to hear them.
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