Examining and explaining the level of citizen participation in elections by emphasizing the propaganda policy of parties and candidates

In political participation, the question is what motivates people to vote,but in the behavioral discussion of citizens'political participation, the main question is what makes voters decide to vote for a particular party or individual. In fact, electoral behavior is one of the political actions of the people,which is considered as an indicator to determine the extent of their political participation in the social system.This research is in the category of descriptive-analytical researches and has been done quantitatively, in a survey method and with the help of a researcher-made questionnaire.Its statistical population was the citizens of Karaj who have reached the legal age to vote in elections.The sampling method was multi-stage cluster method. In this method, first, a sample is randomly selected from the studied population clusters and then a number is randomly selected from the individuals of each cluster.The samplesizewasdetermined based on the "Cochran" formula of 384 people and finally,354 samples were analyzed.Findings showthatin the research, the effect of print and digital media advertising policies was confirmed, but their interaction onindividuals was rejected.Also,the significant effect of party affiliation on determining the propaganda policies of the media was effective,but the effectiveness of the propaganda methods used by the parties was rejected. In the end, the effect of the candidate's social status was confirmed. Given the above and the use of different media by parties, groups and candidates, in such societies, the use of appropriate media propaganda methods used by thepartiesaswellasthepresenceofcrediblecandidatescanbebothinpoliticalparticipationandinIt has a good effect on attracting the opinion of the voters.