عدالت سیاسی در ساختار سیاسی جمهوری اسلامی ایران مبتنی بر شاخص مشارکت و گزینش سیاسی برابر با تأکید بر آرای نخبگان سیاسی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
عدالت سیاسی به عنوان نمادی از عدالت اجتماعی است که با اجرای آن، حقوق شهروندی تحقق می یابد و زمینه انتخاب، مشارکت و نظارت شهروندان فراهم می آید. هدف از نگارش این پژوهش، بررسی شاخص های عدالت سیاسی در ساختار جمهوری اسلامی ایران است. نتایج نشان داد که به منظور تحقق عدالت سیاسی و فراهم آوردن شرایطی برابر برای همه جهت مشارکت در امور اجتماعی و سیاسی، شاخص کلیدی مشارکت و گزینش سیاسی برابر ایفای نقش می کنند و توزیع برابر فرصت ها در جامعه، اعتنا به مفهوم نظارت، جلوگیری از تمرکز گرایی سیاسی ، تلاش برای جلوگیری از یکسویه نگری و آزادی احزاب و نهادهای مدنی در چهارچوب قانون در جامعه و... می توانند به تحقق عدالت سیاسی کمک کنند. روش مورد استفاده در این مقاله، مصاحبه نیمه ساخت یافته است. جامعه آماری بخش کیفی پژوهش شامل خبرگان و افراد ذیصلاح در زمینه سیاسی اند که سوابق اجرایی در سطوح تصمیم گیری داشته و دارای کتب و مقالاتی در این حوزه بوده اند. روش تحقیق، توصیفی است وگرد آوری اطلاعات به سه روش فیش برداری، مصاحبه با نخبگان و تحلیل مضمون صورت گرفته است.Political Justice in the Political Structure of the Islamic Republic of Iran: Equal Political Participation, Selection, and the Opinions of Political Experts
Introduction In the field of marketing, the most desirable scenario involves the company maintaining an optimal level of market share with an increasing trend over time, as well as preventing any decline or reduction in the market share. Concerning political marketing and elections, there is even more necessary to have such a favorable scenario. Based on the significance of customer retention, this approach maintains that a party can win if it secures the largest market share while minimizing customer attrition. It seems to be an essential approach given the nature of political marketing characterized by the intense competition among political parties, the unavoidable impact of social media, the uncertainty about fulfilling campaign promises, and the risky nature of political transactions (cash vs. credit imbalance) —all of which can contribute to the vulnerability of political marketing, hence a declining trend in the voter turnout. Relationship marketing, as a modern marketing technique, can help political activists to mitigate these challenges, offering effective solutions to minimize campaign costs and increase the likelihood of success in elections. Political relationship marketing has been the subject of inquiry in several studies (e.g., Afjeh’i & Khademi-Garashi, 2016; Talari & Mousavi-Shafaei, 2015). Rizan et al. (2014) delved into the impact of relationship marketing on customer loyalty.A declining trend in the number of electoral votes is one of the challenges faced by political parties in Iran. The issue appears to be rooted in their marketing strategies. In fact, political marketing strategies can potentially present a persuasively alluring image of the candidate’s integrity and virtue while covering up their flaws. Consequently, the politician who has been getting promoted is often perceived as an ideal figure. In most cases, voters may not understand the techniques used in campaigns, succumbing to the persuasive tactics employed by the candidate and thus increasing the likelihood of making a mistake in their choice and experiencing early regret. In fact, insufficient knowledge about the candidate or party contributes to such mistakes on the part of voters. Moreover, the inability to retain voters, driven by factors such as a loss of trust and unfulfilled promises, can result in costly and sometimes irreparable damages to political parties. Considering the drawbacks of short-term marketing in the political arena for those involved and the political parties’ desire for sustained power, relationship marketing seems to be a suitable approach to address the shortcomings without compromising market share, fulfill political parties’ electoral aspirations (e.g., frequent wins), and to ensure that voters get to know candidates and political parties adequately and accurately. In this line, the present research investigates the influential factors in political relationship marketing, addressing the following questions: Can relationship marketing help overcome the challenges in political elections? And what factors are influential in establishing and maintaining the relationship?Materials and Methods There are numerous factors behind party wins in the electoral market. However, according to the theoretical framework of this research, establishing and maintaining a robust relationship between parties and voters, leading to voter loyalty, plays a pivotal role in the electoral success of political parties. Relying on a multi-stage conceptual model, the present study aimed to investigate the connection between relationship marketing and the success of parties in the political market and electoral contests. The study is located within the intersection of political science and marketing management. As an applied research involving field work, it adopted a descriptive–survey, correlation-based approach to investigate the research questions. First, the analysis focused on the effect of relationship marketing variables (i.e., commitment, fulfillment of promises, communication, competence, and trust) on satisfaction. The second step involved examination of the effect of satisfaction on voter loyalty. Finally, the research explored the correlation between loyalty, recommendations to others, and revoting, as influential factors contributing to the success of political parties. In the data analysis, the Pearson coefficient and the correlation coefficient were used to understand the relationships between the research variables.Results and Discussion The research findings indicated a significantly direct correlation between relationship marketing principles and voter satisfaction. The results of regression analysis demonstrated that these principles can predict satisfaction. There was also a significant relationship between satisfaction and loyalty, as well as between loyalty and both revoting and recommendation to others. Finally, a significant relationship was observed between success and revoting and recommendation to others.Conclusion The research results confirm that the success of political parties hinges on both retaining existing voters and attracting new ones. This process involves distinct stages: generating satisfaction by applying relationship marketing principles, enhancing and transforming satisfaction into loyalty and fandom through the practical implementation of the principles, adopting fan-driven marketing as a result of the loyalty cultivated, and finally giving recommendations to others. The first and second stages are executed through strategic planning and initiatives of strategists, along with the genuine and reassuring conduct of candidates and party executive agents. The third and fourth stages, on the other hand, rely on the active participation of party loyalists and supporters. Furthermore, two practical methods can be employed to attract new voters: direct and indirect recruitment. In the direct recruitment, the party itself leverages relationship marketing principles to draw in a collective of voters. In contrast, the indirect recruitment is facilitated by party loyalists and supporters—mostly represented by previous voters—and their efforts to embark on fan-driven marketing and give recommendations to other voters.
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