Can­di­dates ex­plore me­dia op­tions to reach vot­ers

Kuwait Times - - LOCAL -

KUWAIT: Can­di­dates run­ning for the 2016 par­lia­men­tary elec­tions seek with all means to lure vot­ers in­clud­ing the lat­est in­te­grated and so­phis­ti­cated ad­ver­tis­ing and me­dia tools. Such com­bi­na­tion of me­dia and ad­ver­tis­ing means, ac­cord­ing to me­dia pro­fes­sors at Kuwait Uni­ver­sity, in­cludes us­age of tra­di­tional tools such as ra­dio, tele­vi­sion and news­pa­pers, in ad­di­tion to the mod­ern tech­niques such as us­ing the In­ter­net, posters and the so­cial me­dia out­lets, not to for­get the face-to­face con­tact with the vot­ers.

All avail­able op­tions

Me­dia Pro­fes­sor at Kuwait Uni­ver­sity Dr Mahmoud Al-Hashemi said that many can­di­dates use the lat­est tech­no­log­i­cal ad­ver­tis­ing means and spe­cial­ized com­pa­nies to run their elec­toral cam­paigns. He added that such com­bi­na­tion of tra­di­tional and lat­est cam­paign­ing tools make the voter de­cide whether this can­di­date will be able to ful­fill his or her prom­ises.

Hashemi noted that stud­ies have proven that the well-pre­pared ad­ver­tise­ments can play a big role in di­rect­ing the voter to go ahead and cast his bal­lot for a spe­cific can­di­date, call­ing for ad­her­ing to the law in terms of set­ting up ad­ver­tise­ments which must be ra­tio­nal. He also called on the can­di­dates to ad­dress the en­tire com­mu­nity and not for a cer­tain group of af­fil­i­a­tion, say­ing the can­di­date rep­re­sents the whole so­ci­ety.

Dr Fawaz Al-Ajmi, an­other me­dia pro­fes­sor, said that emo­tional per­sua­sion plays a big role in di­rect­ing vot­ers’ con­vic­tions, fol­lowed by the in­tel­lec­tual and the ges­tures the can­di­date uses to dis­sem­i­nate his or her mes­sage to the vot­ers. He added that many can­di­dates have no time to sub­stan­ti­ate their mes­sage to the vot­ers, how­ever, in­stead they tend to re­sort to di­rect con­tact with the vot­ers and take part in me­dia pro­grams, be­sides us­ing the var­i­ous so­cial me­dia tools.

Get­ting the mes­sage out

Dr Khaled Al-Qahs, also a me­dia pro­fes­sor at Kuwait Uni­ver­sity said that the ideal elec­toral cam­paign for any can­di­date must in­clude us­age of me­dia tools be­sides the tra­di­tional ones in or­der to reach a big por­tion of the sought vot­ers. He added that there are some can­di­dates who do not have ad­e­quate money to take ad­van­tage of such tools but that does not mean he or she must stop, rather, he or she should fo­cus on the best fea­si­ble means to get his or her mes­sage across to the vot­ers. He also urged can­di­dates to per­son­ally con­tact their vot­ers through pay­ing vis­its to their di­waniyas, say­ing that di­rect con­tact is an es­sen­tial mean in the Kuwaiti so­ci­ety. — KUNA

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