أثر وسائل الدعاية الانتخابية في زيادة مستوى المشاركة الانتخابية لدى الشباب الجامعي الأردني

Abstract EN

The present study aims at revealing the ability of the campaigning methods in predicting the increase of the electoral participation of university students through identifying the various methods used in campaigning and if this correlates with the electoral participation level of university youth.

Adopting the analytic statistical method, the multistage cluster sample including (753) male and female students was used.

To gather data, the researcher used an especially-designed questionnaire the reliability and validity of which was verified.

The main findings include: • The traditional campaigning methods were the most used followed by the digital ones, then the civic methods were the least employed.

The level of youth participation and the effect of campaigning methods through social media were of a medium degree.

• There was a direct and positive relationship between traditional and digital methods of campaigning on the one hand and the level of university students’ electoral participation.

Thus, the study recommends that technology be invested to promote democracy by increasing the level of political participation in general, and electoral participation in particular, as well as encouraging decision-makers and candidates to use social media, to reduce the gap between candidates and voters and to motivate them to participate politically and electorally.