Presenting the political marketing model for the Islamic Council elections: a qualitative survey with the foundation's data approach

Today, due to the increasing acceleration in the development of communication technologies and its impact on all aspects of life and the formation of new conditions in the political and social scene all over the world, political marketing has taken on new dimensions and has become much more complicated than before. Due to the extent of these changes, it is necessary to use new generations of political marketing. In the current research, a qualitative study has been conducted in order to present a political marketing model for the country's elections. In this research, the foundation method of Strauss and Corbin's model was used and it was progressed to the satisfaction of the interviewees. A total of 26 in-depth semi-structured interviews were conducted. From the text of the interviews, 2027 open codes and 21 categories were identified. Atlas TI software version 8 was used for coding, and the identification components and conceptual model of the research were drawn. The central phenomenon of the research is "political rationality mediated by reality." "Objectives" and Strategies include: (differentiation and anti-discrimination, sharing awareness and definition of soft norm) and consequences (including: civil awareness, citizenship rights, political and human development, pluralism in power and strengthening democracy).