Investigating the relationship between demographic characteristics and influence of print and digital publicity media on voters in Mazandaran Province based on the Miller’s comprehensive analytical paradigm

Because of the great influence of mass media as well as use and impact of the traditional media, the way they are used for election campaign is of considerable importance. The aim of this study is to investigate the relationship between demographic characteristics and influence of the print and digital publicity media on voters’ behavior in northern Iranian Province of Mazandaran with a normal population and cultural diversity. The study is data-based and conducting of interviews in the said province. At the quantity stage, 718 people involved in the election were selected for filling the questionnaires. Based on the result of the investigation, the impact and influence of publicity of the print and digital media in election was confirmed but their impact on people were dismissed and at the same time the meaningful impact of party loyalty on the campaign policies of the media was also confirmed. However, the impact of the campaign strategies was irrelevant. According to the results of this research work it could be said that the most effective election campaign method for each group or faction with any level of income and social status, is focusing and paying attention on the candidate himself. Paying attention to the background, education, profession, personality, morality or any other characteristics of the candidate will influence the decision of the voters in casting their votes. The study also showed that parties and party structures have the least possible influence on voters.