Recep Tayyip Erdogan won the first round of the Turkish presidential election on 14th May. With 49.5% of the vote, against 44.9% for Kemal Kilicdaroglu, he is in a favourable ballot for the second round.
He has used a strategy that has already proven its worth to rally his voters behind his candidacy. The most successful slogan of his campaign is the demonstrative pronoun 'those', says Samim Akgönül, a political scientist at the University of Strasbourg.