Using Grounded Theory: The Case of Political Marketing and Women Candidates in the 2014 Parliamentary Election in the Kingdom of Bahrain
This paper discusses the process of Grounded Theory (GT) to analyze the behaviors of female candidates in the 2014 Parliamentary Election in the Kingdom of Bahrain (KoB). Women candidates in the 2014 Parliamentary Election used political marketing strategies to win the election. This study uses...
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Format: | Article |
Language: | English |
Published: |
International School for Social and Business Studies
2019-06-01
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Series: | International Journal of Management, Knowledge and Learning |
Subjects: | |
Online Access: | https://www.issbs.si/press/ISSN/2232-5697/8_25-42.pdf |
Summary: | This paper discusses the process of Grounded Theory (GT) to analyze the
behaviors of female candidates in the 2014 Parliamentary Election in the
Kingdom of Bahrain (KoB). Women candidates in the 2014 Parliamentary
Election used political marketing strategies to win the election. This study
uses Grounded Theory. Data were collected from two sources: in-depth
semi-structured interviews and documentation. Twenty-two female candidates
stood for the 2014 Parliamentary Election in the KoB. Ten out of 22 female
candidates were selected as informants based on a purposive sampling
method. The research findings show that the candidates’ behavior was
controlled and influenced by the Gulf Cooperation Council culture, notably:
masculinity, tribalism, stereotype, and uncertainty avoidance. Findings also
show that the candidates circumvent cultural factors by expanding their networks
with stakeholders. Moreover, the findings show that female candidates
can be described as relationship-oriented. |
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ISSN: | 2232-5107 2232-5697 |