Effects of outdoor elections campaign on Bahraini Youth

Abstract EN

Mass media has long been perceived as a power tool that is always used by the different parties in a society in order to affect the public in a certain way.

Nevertheless politicians and election candidates are one of those parties that highly depend on the different media to convey their messages to the public in order to affect their cognitive, affective, and behavioural systems.

The researcher is aiming to know the effect of outdoor campaign in the latest election in Bahrain and whether it encouraged people to vote and feel the importance of their vote.

In addition to understand the level of awareness of each candidate and the information they knew through the outdoor campaign.

This study can be considered a descriptive study portraying the effect of the exposure to outdoor elections campaign in Bahrain among Bahraini youth.

The research will be mainly concerned with presenting this effect in relevance to their awareness, attitude, and behaviour.

Its main question: Does the exposure of the studied sample (50 male and female aged 18-25) to outdoor election campaign, has an effect on their cognitive, affective and behavioural systems? The results of the survey stated that 100% see the outdoor ads in the election campaign and the rate of seeing outdoor election per week, 62.16% of the questionnaire takers answered that they see it more than 9 times a week, 8.10% see it 7- 9 times a week, 16.21% see it 4- 6 times a week, and 13.51% see it 1- 3 times a week.

This shows the effect of the repetition of those ads.