Election News Coverage on Kurdistan24 Website: A study in political marketing

Abstract

This study aspires to analyze electronic election coverage via the political marketing, adapted by the news websites affiliated with Kurdish media institutions, and case-studying Kurdistan24 Arabic. The study Depended on the sample survey methodology through the approaches of case study and qualitative and quantitative content analysis. The study randomly and regularly analyzed a purposeful new sample published on the website throughout a limited time span of 30 days out of 90 days, covering the periods prior, during and after the 2024 Kurdistan Region Parliament Elections. News coverage of the election process received top priority in the publication of news material on the website. The results also showed a significant focus on the orientations, achievements, and activities of the Kurdistan Regional Government, highlighting the political figures functioning within parties, in particular the activities of the Prime Minister and Deputy of the Kurdistan Democratic Party, Masrour Barzani. In addition, the results confirm that the website depended on a persuasive approach through the extensive presentation of information and news. There was also a focus on empathy and influencing the public through publishing mechanism. This synchronized with a noticeable increase in the website's visitors during the election month. The research concludes that the Kurdistan24 website plays an effective role as a tool for political marketing in elections, by employing an editorial policy that prioritizes a specific political agenda.