The use of social media as a form of strategic communication by political parties in Morocco: A theoretical study

Recours aux médias sociaux comme forme de communication stratégique des partis politiques au Maroc: Une étude théorique

Nouha Anka Idrissi and Rachid Smouni ()
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Nouha Anka Idrissi: FSJES - Faculté des Sciences Juridiques, Economique et Sociales de Mohammedia - UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar)
Rachid Smouni: FSJES - Faculté des Sciences Juridiques, Economique et Sociales de Mohammedia - UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar)

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Abstract: n a world where social media are playing an increasingly central role in political life, this article aims to present a systematic analysis of their use by political parties and analyzes their impact on political strategy and communication, especially in the Moroccan context. By examining the conceptual, historical and theoretical framework of social media, as well as the definitions and characteristics that accompany them, we have identified the main factors influencing their use by political parties. Through this study, we will also attempt to deduce a theoretical model of the relationship between political communication and social media users. This theoretical model will be based on a set of key hypotheses concerning the interaction between social media,political parties and users. By analyzing the impact of social media on the strategic communication of political parties, this study also examines the factors that influence this impact, while carrying out a comparative study of the use of social media bypolitical parties in other contexts. Analysis of current social media use practices by political parties in Morocco reveals a growing adoption of these platforms to reach and mobilize their target audiences, particularly during the 2021 elections. However, the effectiveness of social media depends on various factors, such as the social and economic structure of society, political culture and the organizational structure of political movements. To better understand the impact of social media, we also carried out a comparative analysis of their use in different contexts, such as protest movements in Egypt and elections in the USA. In conclusion, this study underlines the importance of a systematic analysis of the impact of social media in the communication and strategy of political parties in Morocco, while highlighting the local specificities that need to be taken into account for an effective use of these tools. The knowledge gained from this research can guide political decision-makers, activists and researchers in the development of mobilization and political communication strategies adapted to Moroccan realities.

Keywords: Social media political parties political communication JEL Classification : M3; M31 Paper type : Theoretical article; Social media; political parties; political communication JEL Classification : M3 (search for similar items in EconPapers)
Date: 2023-06-20
New Economics Papers: this item is included in nep-ara, nep-pay and nep-pol
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Published in International Journal of Accounting, Finance, Auditing, Management and Economics, 2023, ⟨10.5281/zenodo.8064062⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04138939

DOI: 10.5281/zenodo.8064062

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