This study aims to examine political communication through its theoretical and practical dimensions by focusing on the structural transformation experienced in the process of digitalization. Political communication is defined as a multidirectional interaction process occurring among political actors, the media, and public opinion, and it plays a decisive role in the functioning of democratic systems. The study first presents the conceptual and theoretical framework of political communication and explains its fundamental components, including political actors, public opinion, political discourse, message construction, perception management, and political image, within the context of the academic literature. Subsequently, major theoretical approaches such as propaganda, persuasion, the two step flow model, agenda setting, and contemporary political communication models are systematically discussed.

The process of digitalization has significantly transformed the instruments, actors, and operational logic of political communication. Social media platforms, in particular, have enabled political actors to establish direct, rapid, and interactive communication with voters, thereby relatively weakening the centralized and one directional structure of traditional media. This transformation allows political messages to be tailored to specific target groups, disseminated to large audiences in a short time, and integrated into the political process through instant public feedback. However, digital political communication has also introduced new areas of risk, including disinformation, information pollution, manipulation, political polarization, and ethical challenges.

Within the context of the case of Türkiye, the analysis demonstrates the emergence of a multi channel communication structure in which traditional media and digital platforms are used simultaneously in political practices. In conclusion, the study reveals that political communication in the digital age is not merely a technical communication activity but a strategic field that directly shapes public opinion, political participation, and democratic processes. In this respect, the study aims to contribute theoretically to the literature and to provide a conceptual framework for future empirical research.