Public Policy Issues and Campaign Strategies: Examining Rationality and the Role of Social Media in a Legislative Election Within a Middle Eastern Context

While most studies from western countries emphasize rationality in electoral behavior, the present study proposes that rationality is also a driver of candidates’ behavior in a non-Western context. The purpose of the present study is to map campaign content as well as campaign strategies of 214 candidates in the 2015 United Arab Emirates legislative elections. The qualitative analysis showed rational consideration drove the selection of both campaign strategies and public policy positions. Candidates decided to include patriotism and social and economic policy issues in their campaigns to attract votes. In addition, while candidates utilized social meda in their campaigns hoping to maximize their voter outreach, doing so was not necessarily decisive in garnering more votes. Thus, juxtaposed with social meda channels like Twitter, Facebook, Instagram, YouTube, SnapChat, and GooglePlus, traditional campaigning strategies remained very potent.