Analysis of the "No Vote" Campaign on Twitter Based on the Garth S. Jowett and Victoria O’Donnell’s Analytical Model of Advertisement Camping

 The purpose of this study was to analyze and evaluate the “No Vote Campaign” (#NotVotingForIR) on Twitter platform during the 2020 presidential election in Iran. The theoretical framework of study was based on Garth S. Jowett and Victoria O’Donnell’s (2012) analytical model of advertisement campaign. The research design was based on quantitative content analysis. The population of the study were all the date with the hashtag of “No Vote” on the Twitter platform one month before the election.
The results of the study show that this campaign has been run during one of the most sensitive time (election time) and under an inflamed socio-political situation. In terms of organization, the lacks of a clear executive structure for the campaign was obvious. In terms of media use, it has tried to use different media channels and mechanism. Despite its widespread use of propaganda techniques (a combination of 23 techniques), about 93% of its messages were "emotion-based" and only 7% of them were "persuasive". In terms of "engaging" of the target audience, the campaign has not been very successful, so that 88% of its messages received zero "likes".
In the final evaluation of the "no vote" campaign, it should be said that this campaign did not succeed in achieving its main goal, which was to reduce the number of voters in the elections. There are also very few reasons to attribute the decline in turned out to the 1400 elections to the impact of the "no vote" campaign. In fact, due to various reasons such as inability to engage the audiences, restrictions of the Twitter in the country, neutralizing this campaign through positive and anti-advertising campaign, and etc., there is no empirical evidences that shows this campaign was highly effective in persuading people not vote.