Dr. Ge­orge Farha - Mes­sages & Promises

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Most of the cam­paigns this year are very straight­for­ward, with easy mem­o­rables punch­lines... Do you find it to be an ef­fec­tive strat­egy that can have an im­pact on how vot­ers vote?

It is no se­cret that the Lebanese po­lit­i­cal scene has been branded by in­tensely po­lar­ized opin­ions, with a high per­cent­age of cit­i­zens hav­ing al­ready made up their minds re­gard­ing their vote.

The en­tire set of po­lit­i­cal cam­paigns of all po­lit­i­cal par­ties aim to bring to­gether the cru­cial un­de­cided swing votes and stim­u­late par­ti­san vot­ers, with each camp so­lic­it­ing the cit­i­zen to vote for its can­di­dates.

Straight­for­ward po­lit­i­cal ad­ver­tis­ing ed­u­cates vot­ers be­cause of the pow­er­ful way it trans­mits its is­sue con­tent. This strat­egy makes po­lit­i­cal cam­paign ad­ver­tise­ment ef­fec­tive due to its sim­plic­ity, rep­e­ti­tion, and sight-sound co­or­di­na­tion. The value of this com­bined

Dr. Ge­orge Na­jib Farha, Dean of Com­mu­ni­ca­tion Arts School at the Amer­i­can Univer­sity of Science & Tech­nol­ogy ad­mits be­ing con­fused by an over-sat­u­rated me­dia land­scape with most of the cam­paigns lack­ing sub­stance. He ex­plains why.

April 2018 strat­egy should not be dis­missed, be­cause when a po­lit­i­cal com­mer­cial takes an out­door net­work or so­cial plat­form or tele­vi­sion ad to state clearly and di­rectly how a can­di­date feels about a ma­jor cam­paign is­sue, the elec­torate is be­ing helped to make a more in­formed choice on Elec­tion Day.

Un­for­tu­nately, na­ture does not al­ways fill this vac­uum in a good way, as most of the po­lit­i­cal cam­paigns of all can­di­dates have just took off, they have al­ready left the Lebanese peo­ple with un­pleas­ant af­ter­taste of a void filled by cre­ative yet un­sub­stan­ti­ated slo­gans and coun­ter­pro­duc­tive ar­gu­ments. In other words, spend­ing a lot of money to sat­u­rate the me­dia with a can­di­date’s mes­sage is no guar­an­tee of suc­cess. The com­mu­ni­ca­tion mes­sages of these elec­tion cam­paigns seem to have be­come an end in them­selves, rather than a means to an end.

This sim­ply in­di­cates that the strate­gies ap­plied may not for­mu­late the ex­pected im­pact on how vot­ers will per­form.

How do you as­sess a good and ef­fec­tive po­lit­i­cal cam­paign?

The best way for a can­di­date to in­crease fa­vor­a­bil­ity among vot­ers is to run a pos­i­tive cam­paign. Neg­a­tive cam­paign­ing re­duces the to­tal num­ber of cit­i­zens in­volve, thus un­der­min­ing the power of the peo­ple to voice their opin­ions.

Vot­ers’ knowl­edge about the can­di­dates and their is­sues, lik­ing for can­di­dates, and in­ter­est in the cam­paign should in­crease af­ter ex­po­sure to a good po­lit­i­cal cam­paign. For this rea­son, we no­tice a re­in­forced and pos­i­tive re­la­tion­ship is pre­dicted in most of the

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