Religion & Communication

The Impact of Social Networks on the Persuasiveness of Electoral Advertising (Case Study: The Tenth Parliamentary Elections in Tehran)

Document Type : Scientific-Research Article

Authors

1 PH.D. candidate of Culture and Communication at Islamic Azad University

2 PhD in Political Science, Imam Sadegh University

Abstract

The increasing role of online social networks in shaping individuals' socio-political actions highlights the importance of studying the impact of these networks on elections as the most significant arena of political competition. This research examines how the use of social networks influences individuals' decision-making in the process of media framing during elections. The main research question is whether the use of social networks has transformed the influence of traditional framing sources and processes on voters' political actions. To answer this question, a qualitative method has been employed. The lived experience of voters regarding the impact of virtual space on the formation of discursive frameworks affecting political action and their voting behavior was collected through in-depth interviews and analyzed using the "PADAM" discourse analysis method. The research focused on the tenth parliamentary elections of the Islamic Consultative Assembly in Tehran, with sampling from actors who voted for the reformist list

The analysis results show that in terms of identity formation, virtual space had a weak foundational role in political identity for the tenth parliamentary elections, and its reinforcing role should be more considered. However, given the emotional and transient nature of electoral competitions, even this level of identity formation can be significant. Evidence of the virtual space's influence in constructing a moderate identity or moderating political tendencies has also been observed.

These findings indicate a strengthening of the "interpretive resistance" current against the framing of virtual space. This means that social network users are not merely passive recipients of political messages but actively participate in interpreting and redefining these messages. These results demonstrate that the relationship between social media usage and political behavior is more complex than can be reduced to a one-sided influence. Instead,this relationship is reciprocal and dynamic, in which users play an active role in shaping political discourses

Keywords

Main Subjects

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Religion & Communication
Volume 31, Issue 2 - Serial Number 66
religion and communication
January 2025
Pages 793-830