The Role of social media in the Electoral Campaign for Jordanian Woman: The Nineteenth Parliament Elections of 2020

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Dr. Zeyad Mahmoud Al-Shakhanbeh, Dr. Huda Mohammed Al Zoabi


The importance of social networks has gone beyond individuals' social affairs to influencing their various kinds of economic, political and practical life affairs. These networks have become closely linked to political, social and commercial promotion and marketing. They have an important place for disseminating ideas and exchanging opinions and information (1) especially in controversial or pluralistic issues of opinion such as the parliamentary elections, which has competitive in nature.Today, social media networks are used in a way that exceeds the media (2), and it has an exceptional presence in campaigns and electoral fields, as well as the candidates in many countries use it as a place for their propaganda and electoral programs due to the intensity of its use. The speed of its spread among the people, with its influence that exceeds the traditional means of propaganda, and its ability to influence on individuals and forming public opinion and supporting it.

Jordanian woman found what she wanted in her electoral campaign. Social networks have contributed to covering the gap between her and the parliamentary elections that need constant communication, activity and very intense meetings that women in our eastern society may not be able to do, which is governed by some social restrictions in conservative societies that restrict women, while men exercise their freedom of movement and communication with voters at all times.

The role of social media networks is important for women to help them in electoral competition in light of a very uncomfortable atmosphere for movement within the mass base and also in light of the Corona pandemic that limits meetings, and therefore these networks are an important option for communication in light of the widespread use of their use in the Jordanian society, which has a number of accounts in these networks are 10.9 million accounts, while the population is approximately 10 and a half million. These accounts are distributed among Facebook, Twitter, Instagram, Snapchat, and Linked In. (3)

Therefore, the role of social networks in the electoral campaign for Jordanian women raises many of the ideas discussed in this research in its four chapters.

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