نوع مقاله : مقاله پژوهشی

نویسندگان

• سعید نادری اصل ¹
• اسحاق سلطانی ²

¹ جامعه شناسی سیاسی، دانشکده معارف اسلامی و علوم سیاسی، دانشگاه امام صادق علیه السلام، تهران، جمهوری اسلامی ایران.

² گروه علوم سیاسی و روابط بین الملل دانشگاه شهید بهشتی

چکیده

با گذشت زمان و پیچیده‌تر شدن جوامع مدرن، مفهوم مشارکت (سیاسی)، ابعاد و سویه‌های مختلفی یافته و بالتبع جایگاه و ابعاد آن در حوزه‌های مطالعاتی مختلف از جمله بازاریابی سیاسی دچار تحولات و تطوراتی شده است که بدون در نظرگرفتن این تحولات، هیچ‌گونه تجویزی ممکن نخواهد بود. از این رو در مقاله حاضر با استفاده از روش کیفی و راهبرد پژوهشی مطالعه موردی به این سؤال پرداخته می‌شود که «از منظر بازاریابی سیاسی، مشارکت سیاسی ایرانیان در دوره مشروطه چگونه رقم می‌خورد؟». برای دستیابی به پاسخی تحلیلی از چارچوب مطالعات بازاریابی سیاسی برای تبیین بازار سیاست بهره برده و با استفاده از مدل ذینفعان سیاسی فلیپ کاتلر و نیل کاتلر (1999)، پنج ذینفع (1)روحانیون، (2)مطبوعات، (3)بیگانگان، (4)حاکمان و (5)مردم مورد شناسایی قرار گرفت. بر این اساس روشن می‌شود که حاکمان دارای رویکردی سنتی و محصول‌محور، مطبوعات دارای رویکردی سنتی و محصول محور و به صورت کل رویکرد فروش‌محور، بیگانگان رویکرد فروش محور، مردم نیز دارای رویکرد فروش محور بوده و روحانیون طرفدار آیت الله شیخ فضل الله نوری دارای رویکرد سنتی و محصول‌محور و بخش دیگر روحانیون متأثر از روشنفکران دارای رویکرد فروش محور بودند. همچنین مشارکت در عصر مشروطه برهم کنش تلاش‌های ذی‌نفعان مختلف بازار بوده است و قطعاً میزان مشارکت هرکدام از ایشان متأثر از درکشان از عملکرد و بازیگری سایر ذی‌نفعان بوده است.

کلیدواژه‌ها

• بازاریابی سیاسی
• مشارکت
• مشارکت سیاسی
• بازار سیاسی
• مشروطه

موضوعات

• مسائل ایران

عنوان مقاله [English]

Political Participation of Iranians from the Perspective of Political Marketing: A Case Study of the Constitutional Revolution

نویسندگان [English]

• Saeed Naderi Asl ¹
• Eshagh ُُSoltani ²

¹ Political Sociology, Faculty of Islamic Studies and Political Sciences, Imam Sadiq University, Tehran, Islamic Republic of Iran.

² Assistant Professor, Department of Political Science and International Relations, Shahid Beheshti University

چکیده [English]

Political participation is one of the main challenges facing every politician today. In the new democratic system, political participation and institutionalization are two main tools for building trust (Radaddi, 2011: 184). Trust that every political system needs to maintain its structure. Political marketing, as an interdisciplinary approach based on a participatory political space, tries to determine and represent the place of political participation in the political market and to maximize and continuously achieve the goals of political stakeholders.
Placing political participation in political marketing in Iran requires that a specific time frame be considered in order to control variables and have an appropriate historical depth. In this way, the Constitutional Revolution, as a specific historical phenomenon, can be considered. In this movement, the religious and political spheres, in confrontation with each other, have come together to fight for the rights of the people. On the other hand, until this historical event, there had never been such a wide effort by the general public to infiltrate power.
This research attempts to use the theoretical framework of political marketing to provide a detailed analysis of the first political arena of contemporary Iran, in which we witness the widespread participation of various components of Iranian society. In this way, a complete picture of the political participation achieved in this period is presented. Undoubtedly, achieving such a goal by using interdisciplinary studies such as political marketing can be the beginning of a deep understanding of the developments in the field of political participation of Iranians in the contemporary period.
As time passes and modern societies become more complex, the concept of (political) participation has found different dimensions and aspects, and consequently, its place and dimensions in various fields of study, including political marketing, have undergone changes and developments. Without considering these developments, no prescription will be possible. Therefore, in this paper, using the qualitative method and case study research strategy, the question is answered that "How is the political participation of Iranians during the Constitutional Revolution, from the perspective of political marketing?"
To achieve an analytical answer, the framework of political marketing studies is used to explain the political market, and using the model of political stakeholders Philip Kotler and Neil Kotler (1999), five stakeholders (1) clergy, (2) press, (3) foreigners, (4) rulers and (5) people are identified. Accordingly, it becomes clear that the rulers have a traditional and product-oriented approach, the press has a traditional and product-oriented approach and generally a sales-oriented approach, foreigners have a sales-oriented approach, the people also have a sales-oriented approach, and the clergy who are supporters of Ayatollah Sheikh Fazlollah Nouri had a traditional and product-oriented approach, and the other part of the clergy under the influence of intellectuals had a sales-oriented approach. Also, participation in the Constitutional era was the interaction of the efforts of various stakeholders in the market, and certainly the level of participation of each of them was affected by their understanding of the performance and actions of other stakeholders.
In the Constitutional era, the government adopted a traditional and product-oriented approach, making no effort to change its views or products. The press of this era sought to present its product to the people by changing their views. Therefore, intellectuals published a large part of the press, and some of them printed and prepared their works abroad. Foreigners also had a sales-oriented approach and were willing to change people's minds to present their product, although they had a traditional and product-oriented approach to the government. However, they were generally sales-oriented. The people, who were seeking to overthrow despotism, also preferred to present their ideals with a sales-oriented approach. In this regard, they tried to influence other actors, including foreigners. Finally, some of the clergy, in support of Sheikh Fazlollah Nori, followed a traditional and product-oriented approach, while others adopted a sales-oriented approach, following the example of intellectuals and the people. Of course, the product offered by each of these two groups was fundamentally different and sometimes contradictory.
Participation in the Constitutional era was the interaction of the efforts of various stakeholders in the market, and certainly the level of participation of each of them was affected by their understanding of the performance and actions of other stakeholders. For example, the role of foreigners and the understanding of this role by the clergy added to the activism of some of them (led by Sheikh Fazlollah Nori) and they preferred to prevent the weakening of the government under these conditions. In any case, the phenomenon of constitutionalism was not the effect of the activism of a single stakeholder, and the political market was composed of all the stakeholders mentioned. Similarly, the products of this movement, including elections, are also a joint product, and its guild nature, following the role of merchants or the consideration of the principle of high-ranking scholars based on the activism of the clergy, was only part of the effects of the activism of the stakeholders in this era. But in any case, elections are also the product of the political market of the Constitutional era with all the requirements listed.
Political participation in the Constitutional era had important religious roots, although constitutionalism cannot be considered the product of the clergy in this era, and some of them opposed constitutionalism. However, the political participation of different stakeholders was the product of the active activism of the clergy. An activism that had not been manifested to this extent before. Although constitutionalism did not have a good end, and the presence of some stakeholders prevented it from being maximized and prevented the adoption of correct and rational positions. But it was the beginning of the dynamism of the clergy in directing political participation. In a way that after the activism of Sheikh Fazlollah Nori and his decisive role in representing constitutionalism and the role of various stakeholders, including foreigners and those affiliated with foreigners, Ayatollah Madani was present as a representative of the Majlis and he had such effective activism that the court, out of fear of his position and positions, first exiled him and then martyred him, just as Sheikh Fazlollah Nori was martyred. However, the success of this movement was achieved with the influence of Ayatollah Kashani during the Pahlavi era and the nationalization of the oil industry and the cutting off of the hands of foreigners, and finally, the clergy led a revolution under the leadership of Imam Khomeini (RA) to permanently eliminate despotism and foreigners. And he was able to lay the foundation for national political participation in a way that national interest was taken into account.

کلیدواژه‌ها [English]

• Political marketing
• participation
• political participation
• political market
• constitutionalism