Electoral communication for illiterate voters, face-to-face, and at a distance, and its impact on the environment

Abstract

In the political sector, intensifying competition between political parties aims to win over a significant number of voters. To this end, political parties employ political marketing strategies, using several communication and information tools such as advertising, social media, rallies, and election posters. However, despite the considerable exposure of these voters to the electoral messages disseminated via these channels, some of them in this case, illiterate voters find it difficult to read and grasp the content. Precisely, it is difficult to quantify the illiteracy rate, including political, among voters in Morocco. Widespread use of the traditional method of election posters is employed by the majority of political parties. The aim of this article is to highlight the correlation between election advertising via posters, the population of illiterate voters, and the environment in which they are disseminated.

Keywords

• election campaign
• environment
• illiterate voter
• political illiteracy
• political marketing
• symbol