Political Media Marketing in Election Campaigns The 2024 Iraqi Kurdistan Parliament Elections as a Mode

Abstract

This research aims to examine the practices of political marketing during the electoral campaigns of the sixth session of the Kurdistan Region Parliament, held on October 20, 2024. The study highlights the emergence of new and unconventional approaches to political promotion, particularly through the intensive use of digital tools. The researchers adopted descriptive, analytical, and comparative methodologies to analyze the strategies employed by the three leading electoral lists: the Kurdistan Democratic Party, the Patriotic Union of Kurdistan, and the New Generation Movement.

The study reached several key findings, most notably: the growing effectiveness of digital marketing in engaging young voters, especially in urban areas; the significant influence of emotional messaging on voter behavior; the rise of political personalization; and the relative decline of traditional media in favor of digital platforms. Moreover, some parties benefited from the support of social media influencers and artists, which helped broaden their electoral base, while negative marketing strategies, though effective in mobilizing protest votes, often damaged the image of the targeted candidates or parties.

In light of these findings, the research recommends the implementation of clear legislative frameworks to regulate digital campaign content and prevent defamation and misinformation. It also calls for the training of electoral staff in modern political marketing techniques, the promotion of a critical political culture among the public, and the encouragement of professional, positive campaign discourse to enhance transparency and foster informed and active participation in the democratic process.

Keywords: Marketing, Political Marketing, Election Campaigns, Electoral Behavior.