Persuasive Strategies on the Official Website of the Iraqi Government

Abstract

This study aimed to analyze the persuasive techniques used in the news content of the official website of the Iraqi Media Network when addressing government services. The study employed a survey methodology and content analysis of a sample of 657 publications. The results showed that the website relied most heavily on an approach that emphasized authority and power, followed by clear objectives, promises, and linking content to public needs. Evidence and arguments were used to enhance the credibility of the media messages. The findings revealed the dominance of the executive branch as the primary actor in the news content, with the Prime Minister and ministers being the most frequently featured figures. The website also relied heavily on official government sources for its news. Regarding presentation styles, selective awareness-raising presentations were the most prevalent, followed by directive presentations, reflecting a focus on promoting public awareness and highlighting government achievements. The study concludes that the news content of the official website employs an integrated system of persuasive techniques that combine official authority with rational arguments, contributing to shaping public opinion regarding government services and enhancing the image of government performance in the service sector.

1. Introduction: This study analyzes the persuasive techniques used in the news content of the Iraqi Media Network's websites concerning government services. These services are directly linked to citizens' daily lives and the level of government performance across various service sectors. News content is no longer limited to simply reporting the news; it now contributes to shaping public perceptions through the way information is presented, messages are formulated, and evidence and facts are selected to enhance public understanding of the nature and various dimensions of government services.

The importance of studying persuasive techniques in news content stems from the significant role that online news sites play in influencing public opinion, particularly in societies undergoing political, economic, and social transformations, such as Iraq. These websites contribute to directing public attention towards various service-related issues such as electricity, water, health, education, and infrastructure, employing diverse persuasive techniques to influence public opinion and shape attitudes towards these issues.

Therefore, any study must identify a phenomenon that warrants investigation, monitoring, interpretation, and analysis, motivating researchers to study it. The main research question can be formulated as follows: (What persuasive techniques are used in the content of the official Iraqi government website regarding government services?)