Social Media and Political Communication in Morocco: A Comparative Analysis of NRI and Jdp Digital Strategies

While the effects of social media on identity, mental health, and the economy have been extensively examined, its influence on political communication—especially in Morocco—has not been as thoroughly explored. As traditional media's dominance in political discourse diminishes, social media platforms have emerged as vital tools for political figures to connect with citizens. This study investigates the social media tactics of two major political parties: the ruling National Rally of Independents (NRI) and the opposition Justice and Development Party (JDP). By analyzing the content on their social media channels, the research identifies significant themes, types of content, and digital strategies employed to advance political goals and engage Moroccan youth. Metrics of public engagement—like likes, shares, and comments—are assessed to understand the level of interaction and the impact of these strategies on shaping political discourse. Grounded in theories of political communication and digital activism, this study provides fresh insights into the changing role of social media in encouraging political involvement among Moroccan youth, addressing a crucial gap in the understanding of the relationship between politics and digital media in the region.