Digital Transformation and Administration Innovation 4 Serial Number 12 2026 04 01 Social and Entertainment Motives Affecting Maximum Audience Attraction of Iraqi Television Political Programs Social and Entertainment Motives Affecting Maximum Audience Attraction of Iraqi Television Political Programs 1 14 10.61838/dtai.224 EN Journal Article 2025 08 01 <p class="Abstract"><span style="font-family: 'Palatino Linotype',serif;">The main objective of the present study is to identify and analyze the social and entertainment motivations influencing maximum audience engagement in Iraqi television political programs. This research was conducted using a mixed-methods approach (qualitative and quantitative). In the qualitative phase, the study was carried out exploratorily through in-depth interviews with experts in the field of television and political programming. The credibility of the interviews was assessed using appropriate scientific techniques. The quantitative phase employed a descriptive–survey method, and the data collection tool was a questionnaire developed based on the findings of the qualitative phase. The qualitative statistical population consisted of 14 experts and specialists in television and political programs, selected purposefully. In the quantitative phase, the statistical population included 8,000 viewers of television political programs, from which a sample size of 383 individuals was determined using the Morgan table. Face and content validity of the questionnaire were evaluated by experts, and its reliability was confirmed using Cronbach’s alpha coefficient. The results indicated that Cronbach’s alpha for social factors was 0.71 and for entertainment factors was 0.82, demonstrating acceptable reliability of the measurement instrument. The collected data were analyzed using SMART PLS software (structural equation modeling) and SPSS version 22. The findings revealed that social motivations—including understanding the analytical and documentary aspects of programs, becoming informed about experts’ viewpoints across different orientations, benefiting from multidimensional analyses, interacting with viewers, creating spaces for dialogue, and emphasizing plurality of voices and diversity of perspectives—had a correlation coefficient of 0.961. Furthermore, entertainment motivations—including gaining general awareness of the current political situation, filling leisure time, reducing concern about political problems, obtaining precise and up-to-date information regarding the political condition of the country, and becoming aware of domestic developments—were also confirmed with a correlation coefficient of 0.961.</span></p> https://www.journaldtai.com/index.php/jdtai/article/download/224/200