The requirements and characteristics of a superior electional discourse: (case study: 2017 presidential election)

The requirements and characteristics of a superior electional discourse: (case study: 2017 presidential election)Voting behavior and the reason why a candidate win an election has always been a notable subject in social studies, particularly political sociology. Thus, with respect to discourse analysis and case study of 2017 presidential election, present research seeks to explain this important issue in Iran. In this research, first we have discussed the theoretical frameworks and then based on this framework, the reason for the victory of Rouhani's discourse –moderation discourse- have been explained. I believe that the reason for the Rouhani's victory is that first he created a more proper discourse. Secondly, he made the best use of context in order to reinforce his discourse. And thirdly, he used non-discourse factors such as a proper political activism, public authorities and social networks. Key words: election discours, 12th presidential election, Inter-discourse factors, context, non-discourse factors