Thesis (Ph.D.) - Cairo University - Faculty of African Researches and Studies - Department of Anthropology

Media play an important role in shaping public opinion, and the ways the audiences perceive the world. Media is used in different life fields especially by politicians to convince electors to vote. In the last 20 years, the use of political media campaigns has become increasingly popular; this is evident particularly in the African countries. Since female, recently, are having a great role in political arena, most of the candidates are targeting females vote. However, the extent to which these media campaigns influence female voting behavior is unclear. This led the researcher to deeply examine the role of media on female participation in political elections choosing Egypt{u2019}s and Morocco{u2019}s political media campaigns. Within the theoretical framework of feminist, feminist communication and third person effect, the researcher conducted a comparative study on the Egyptian and Moroccan media political campaigns, in addition to their impact on the female political participation. The researcher focused on the year 2019 to reflect a contemporary perspective on the role of media on female participation in political elections. The study employed different research methodologies; descriptive and analytical research methods. It used the triangulation technique in both qualitative and quantitative research methods in reaching the conclusion. Data were collected from 400 questionnaires accompanied by interviews and focus groups to discover the media effect on female voting behavior. The study explored thoroughly how different forms of media can affect the voting decision in the feminist context, yet the data was brought from different demographics in Egypt and Morocco. The results drawn from the analysis of Egyptian and Moroccan media, is of a highly transformative and dynamic systems, indicated that has both confronted significant challenges over different historical phases, and undergone a number of major changes especially in the last 10 year. This research revealed the important trends that need to be addressed by the media to avoid the decline in the distrust of the voters and how it articulates within the implications of the feminist theories

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