Sociological Analysis of Marketers’ Stance on Political Participation in the Temperate Period

Extended Abstract
1- INTRODUCTION
In democratic political systems, a fundamental objective is to encourage broad societal participation, particularly among pivotal stakeholders such as marketers and economic classes that wield significant influence within the societal economic framework.
2- THEORETICAL FRAMEWORK
Non-uniformity and limited participation among the populace in society often result from dissonance with the governing system and opposition to its objectives and plans. Fostering consensus and bolstering political engagement necessitates a thorough examination of barriers and challenges associated with non-participation. By addressing these obstacles and creating opportunities for increased civic involvement, democratic societies can facilitate the vital political participation of their citizens. The engagement of people within any society is a cornerstone in the pursuit of democracy and development, serving as a dual imperative within democratic systems.
3- METHODOLOGY
This research endeavors to conduct a sociological investigation into the stance of marketers regarding political participation during the period of moderation, notably the 8-year term of Hassan Rouhani's presidency. The study employs a grounded theory approach to elucidate the marketers' disposition toward political participation. Data for this research is sourced from 16 semi-structured interviews, with participant selection being purposefully drawn from Tehran's bazaars, and the sample size was determined based on achieving data saturation. Data analysis involved a systematic coding process where data was deconstructed and subsequently interrelated. In the course of this research, a total of 837 raw data points yielded 387 primary data concepts, culminating in the identification of 58 subcategories and 17 overarching categories.
4- DISCUSSION
The study delineates two distinctive approaches to political participation. The positive participatory approach characterizes a scenario where individuals harbor trust and optimism regarding favorable changes in the economic and political systems of society. In this context, they actively engage in the pursuit of these transformations through social and political partnerships. Conversely, the negative participatory approach emerges in situations where individuals lack trust and hope for constructive changes within the economic and political framework of society. In this perspective, they do not perceive their personal participation or non-participation as contributing positively to the betterment of their political, social, and economic circumstances. This approach embodies a broad spectrum of perspectives and lived
 
 experiences of the interviewees and reflects a palpable erosion of trust between the populace and the government, which has developed and deepened over the years.
      The research findings highlight that the propensity for a positive participatory approach is influenced by decisive agency and a sense of social commitment. Conversely, the negative participatory approach is attributed to political timidity and a prevailing feeling of powerlessness. The economic conditions and well-being of participants, as well as a perceived democratic environment, act as intervening factors in shaping their positive disposition toward participation. Conversely, those who harbor a pessimistic stance toward participation cite the non-democratic social environment and a flawed political-economic management as intervening factors reinforcing their negative outlook.
      Participants who adopt a positive participatory approach envision the political and economic future of their country as amenable to rationality and populism, indicating an anticipated shift toward the satisfaction of the people and increased political and social openness both domestically and internationally. In contrast, individuals subscribing to a negative participatory approach perceive themselves as passive and impotent in the face of external influence, participation, commentary, and opinion. They do not consider their actions as bearing any meaningful impact on the present or future trajectory of the political, economic, and social landscape.
5- CONCLUSION AND SUGGESTIONS
Marketers exhibiting a negative participatory approach lack trust, conviction, and optimism regarding favorable developments and changes within the economic-political landscape of society. This segment of marketers does not view their own political participation or the participation of fellow citizens as influential in altering the political-economic conditions of society.
      In contrast, participants who embrace a positive participatory approach are motivated by their constructive outlook and expectation of positive transformations within the political and social domain of the country, guided by public engagement. Despite past adversities, they maintain a belief that the most fundamental and pragmatic route to ameliorating the country's current situation lies in collaborative and empathetic relations between leaders and the populace. According to these participants with a positive participatory approach, the political structure of the country hinges on the trust and determination of the people.