The Role of Visual Media in the Political Decision-Making Process from the Perspective of the Political and Media Elite in Jordan

Abstract

The study aimed to identify the impact of visual media and its interference in the political decision-making process from the perspective of the political and media elite in Jordan. The study used the descriptive analytical method, The study used the descriptive survey method, by distributing (600) questionnaires, from which (524) questionnaires valid for analysis were retrieved. The study reached results, the most important of which were: There is a correlation between visual media and the decision-making process, and that visual media constitutes one of the effective means used by political and media elites to influence political decision-makers in Jordan. Political elites depend on visual media to complete their news information, and visual media is at the forefront of the media that political decision-makers rely on to guide political decisions. The study recommends the need to update the political programs presented on visual media channels and broadcast them with all credibility, away from favoritism and courtesy. Jordanian television channels, especially the official ones, should hold training courses for media professionals in various visual media departments. The study also recommended conducting more studies to identify the role of Visual media in influencing Jordanian public opinion.Keywords: Visual Media, Political Decision-Making, Political Elites, Jordan