"Utilizing Communication Activities in Building the Public Image of the Independent High Electoral Commission: An Analytical Study of the Commission’s Facebook Page"

Abstract

This study investigates the role of public relations communication activities in shaping the public image of the Independent High Electoral Commission (IHEC) in Iraq, through a content analysis of its official Facebook page. The significance of the research lies in its focus on a pivotal constitutional institution striving to strengthen public trust and encourage electoral participation amid a climate of political instability and institutional distrust. Adopting a descriptive-analytical methodology, the study employed both quantitative and qualitative content analysis tools to examine 750 posts published between July 1 and December 31, 2023.The findings indicate that the Commission primarily relies on awareness-driven activities with a behavioral orientation, utilizing a news-style approach and integrating textual and visual elements to deliver its messages. The analysis also reveals a clear use of persuasive strategies aimed at constructing and reinforcing the Commission’s image. The study concludes that the Facebook page functions as a central tool in building a positive public perception, yet calls for greater stylistic and multimedia diversity to enhance audience engagement and expand digital reach.