دور الحملات الإعلامية في تشكيل الرأي العام الوطني بالتطبيق علي حملة الانتخابات الســودانية لعام 2015

Abstract

This study aims at knowing media campaigns and the extent of their role in formation the national public opinion and this through application on the campaign of the Sudan elections of 2015, and for recognizing the nature of the media campaigns used in the elections and their influence on the Sudanese public opinion, and for revealing the relation between the media programmes and formation of public opinion, the researcher used the historical methodology and the descriptive one for analyzing the media programmes which concern with the elections of 2015, and for reaching the trends of the Sudanese public opinion towards the election campaign. that are relevant to the subject of media and public opinion formation. The research contains four chapters and an introduction, where the introduction included the importance of the research, its problem, queries and hypothesis concerning the subject , and the frame of the research. In the first chapter, the researcher tackled the concept, elements, means and mechanism of media campaigns, and discussing the most important types of media campaigns and the media planning for them. And in the second chapter the researcher tackled the concept of public opinion and its types, and the connection of mass media with forming public opinion, but in the applied chapter, the researcher discussed a historical brief on Sudan elections since the first elections and till elections of 2015, discussing in such chapter the methodological procedures for the field study together with evaluation of the media campaign through interviews carried out with a group of media experts. The researcher also prepared a form/questionnaire and distributed it to experts and specialists so as to know their trends towards the electoral campaign in 2015. And the researcher deduced from this research a number of results and proposals, and the most important results are : 1-The study clarified the relation nature between media and public opinion, that media influences the public opinion in different influential levels through different media programmes and various methods. 2-The study showed the role which the media campaign played in Sudan elections of 2015, that the media campaign covered all activities concerning the elections and conveyed widely the electoral mission to the Sudanese people, and this coverage had a big influence on the Sudanese public opinion. 3-The study clarified the means and mechanism which were used during the period of the Sudan elections of 2015, on different levels , and the posters are among the mass media which had a great role in following the Sudanese street, followed by the TV channels in different levels, then radio stations. 4-The study proved that good planning for media campaigns and implementing them in a scientific way has a big output in achieving the objectives of the media campaigns whatsoever their types. The researcher also , and through the results he concluded, he formulated a number of proposals, and the most importantthereof are: 1-For conducting media campaigns, there should be put in consideration the level of the public as to their general culture and the suitable means for addressing them. 2-It is of necessity to use the direct oration and programmes that target directly issues and interests of the natives. 3-Intensification of media efforts by the parties which have direct connection with the public such as civil community organizations in issues targeting the Sudanese people, due to the great backing that parties have from the people. 4-Using largely the modern technology like social communication sites to convey the electoral message to different categories of the society.