8.1 The use of media in political communication
4 min read•august 16, 2024
Media plays a crucial role in political communication. Traditional outlets like TV and newspapers still hold sway, while allows politicians to connect directly with voters. This mix of old and new shapes how political messages are crafted and spread.
The media landscape is constantly evolving. 24-hour news cycles and targeted digital ads have changed how politicians communicate. They now use data to tailor messages across multiple platforms, trying to reach specific groups of voters effectively.
Media's Role in Political Communication
Traditional vs. New Media
Top images from around the web for Traditional vs. New Media
Media and Politics in the U.S. Presidential Election: A Virtual Roundtable - CJMD View original
Is this image relevant?
Functions of Mass Communication | Introduction to Communication View original
Is this image relevant?
The evolving relationship between social media and news: Three 2016 charts for perspective View original
Is this image relevant?
Media and Politics in the U.S. Presidential Election: A Virtual Roundtable - CJMD View original
Is this image relevant?
Functions of Mass Communication | Introduction to Communication View original
Is this image relevant?
1 of 3
Top images from around the web for Traditional vs. New Media
Media and Politics in the U.S. Presidential Election: A Virtual Roundtable - CJMD View original
Is this image relevant?
Functions of Mass Communication | Introduction to Communication View original
Is this image relevant?
The evolving relationship between social media and news: Three 2016 charts for perspective View original
Is this image relevant?
Media and Politics in the U.S. Presidential Election: A Virtual Roundtable - CJMD View original
Is this image relevant?
Functions of Mass Communication | Introduction to Communication View original
Is this image relevant?
1 of 3
- Traditional media (television, radio, newspapers) and new media (social media, blogs, podcasts) serve distinct yet complementary roles in modern political communication strategies
- New media platforms enable direct communication between politicians and constituents bypassing traditional gatekeepers and allowing for rapid dissemination of messages
- Traditional media maintains significance in political communication due to its perceived credibility and ability to reach broader, more diverse audiences
- Convergence of traditional and new media led to hybrid communication strategies (live-tweeting debates, sharing TV clips on social platforms)
- Political campaigns increasingly utilize data-driven approaches to tailor messages across various media channels optimizing reach and engagement
Media Landscape Evolution
- 24-hour news cycle accelerated by new media fundamentally altered the pace and nature of political communication strategies
- Media fragmentation resulted in the need for politicians to diversify their communication strategies across multiple platforms to reach different demographic groups
- Social media platforms offer highly targeted advertising options allowing for precise audience segmentation and message customization
- Digital advertising including programmatic and native ads offers scalability and measurability but faces challenges with ad blockers and banner blindness
- Effectiveness of media channels measured through metrics (reach, engagement, conversion rates, return on investment)
Media Channels for Target Audiences
Traditional Media Effectiveness
- Television remains a powerful medium for reaching older demographics and creating emotional connections through visual storytelling
- Radio provides intimate audio-based communication channel particularly effective during commute times or for multitasking audiences
- Print media while declining in overall readership maintains influence among certain demographics and is associated with in-depth analysis and credibility
- Different media channels have varying levels of effectiveness in reaching specific demographic groups requiring strategic selection based on audience characteristics
Emerging Media Platforms
- Podcasts offer intimate audio-based communication channels effective for engaging audiences during commute times or multitasking
- Social media platforms enable highly targeted advertising options allowing for precise audience segmentation and message customization
- Digital advertising including programmatic and native ads provides scalability and measurability but faces challenges (ad blockers, banner blindness)
- Effectiveness of emerging media platforms often measured through metrics (reach, engagement, conversion rates, return on investment)
Media Coverage and Political Agenda
Agenda-Setting Theory
- theory posits that media coverage significantly influences which issues the public perceives as important thereby shaping political priorities
- or the way issues are presented can impact public opinion and policy discussions potentially altering the political agenda
- Symbiotic relationship between politicians and media outlets creates a cycle of influence where media coverage and political priorities mutually reinforce each other
- Intermedia agenda-setting occurs when coverage by elite media outlets influences the agenda of other news organizations amplifying certain issues
- Social media has disrupted traditional agenda-setting processes by allowing grassroots movements to gain traction and influence mainstream media coverage
Political Communication Strategies
- Concept of "media logic" suggests political actors adapt their behavior and communication to fit media formats and routines potentially skewing political agendas
- Agenda-building strategies (press releases, media events, leaks) employed by political actors to influence media coverage and by extension the political agenda
- Political campaigns utilize data-driven approaches to tailor messages across various media channels optimizing reach and engagement
- Hybrid communication strategies (live-tweeting debates, sharing TV clips on social platforms) developed to leverage both traditional and new media platforms
- Direct communication between politicians and constituents through new media platforms bypasses traditional gatekeepers allowing for rapid message dissemination
Media Ownership and Bias in Politics
Media Concentration and Bias
- Media concentration and conglomeration can lead to narrowing of viewpoints presented to the public potentially influencing political discourse and voter perceptions
- Editorial policies and ownership structures of media outlets affect framing and selection of political stories introducing bias in coverage
- Phenomenon of "echo chambers" and "filter bubbles" in digital media can reinforce existing political beliefs and limit exposure to diverse viewpoints
- Partisan media outlets play significant role in shaping political narratives and mobilizing their respective bases potentially increasing political
- Decline of local news outlets and rise of national media conglomerates impacts coverage of local political issues and representation of diverse community interests
Media Literacy and Critical Evaluation
- education has become increasingly important in helping audiences critically evaluate news sources and recognize potential biases in political communication
- Concept of "manufacturing consent" suggests media systems influenced by ownership and advertising models can shape public opinion aligning with dominant political and economic interests
- Importance of understanding media ownership structures and potential conflicts of interest in news organizations
- Critical evaluation skills necessary for identifying and analyzing framing techniques used in political news coverage
- Recognition of the role of algorithmic content curation in social media platforms and its potential impact on political information exposure
Key Terms to Review (18)
Agenda-setting: Agenda-setting is a communication theory that describes the ability of the media to influence the importance placed on the topics of the public agenda. It essentially argues that while media may not tell people what to think, it significantly shapes what they think about by highlighting certain issues and topics over others. This concept connects to various aspects of media, including its role in shaping public perceptions, influencing consumer behavior through advertising, affecting political discourse, and raising ethical questions regarding media responsibility.
Audience engagement: Audience engagement refers to the way in which individuals interact with and respond to media content, often influencing how messages are received and interpreted. This interaction can include activities such as commenting, sharing, liking, or participating in discussions about the content. The level of audience engagement plays a crucial role in shaping media narratives and can drive changes in content strategy across different platforms.
Broadcast journalism: Broadcast journalism refers to the process of gathering, reporting, and disseminating news and information through electronic media platforms, such as television and radio. It combines storytelling techniques with audio and visual elements to engage audiences and convey important events in real-time, making it a crucial tool for informing the public and shaping political discourse.
Cultivation Theory: Cultivation theory posits that long-term exposure to media content, particularly television, shapes viewers' perceptions of reality. This theory suggests that heavy media consumers are more likely to adopt beliefs and attitudes that reflect the repeated themes and messages portrayed in the media, which can influence societal norms and values.
Fake news: Fake news refers to misinformation or hoaxes presented as legitimate news, often created to mislead or manipulate public perception. This phenomenon significantly impacts how society consumes information, shapes public opinion, influences political communication, and raises questions about the balance between free speech and social responsibility.
Marshall McLuhan: Marshall McLuhan was a Canadian philosopher and media theorist, best known for his work on the effects of media on human communication and culture. His famous phrases 'the medium is the message' and 'global village' illustrate how different forms of media shape perceptions, social interactions, and cultural experiences.
Media accountability: Media accountability refers to the responsibility of media organizations and journalists to provide accurate, fair, and balanced reporting, ensuring that they serve the public interest. This concept emphasizes the need for transparency, ethical standards, and mechanisms for holding media outlets accountable for their content and actions. In the realm of political communication, media accountability plays a critical role in shaping public perception, influencing political discourse, and promoting informed citizen engagement.
Media ethics: Media ethics refers to the principles and standards that guide the conduct of individuals and organizations involved in the creation and distribution of media content. It encompasses issues such as truthfulness, fairness, accountability, and respect for privacy, all of which are essential for maintaining public trust in media. In the context of political communication, media ethics plays a crucial role in shaping how information is reported and consumed, influencing public perception and democratic processes.
Media framing: Media framing refers to the way information is presented in the media, which shapes how audiences interpret and understand news events, issues, or narratives. This presentation can influence perceptions by highlighting certain aspects while downplaying others, impacting public understanding and opinions on critical topics like race, gender, politics, and celebrity culture.
Media influence: Media influence refers to the significant effect that various forms of media have on public perceptions, opinions, and behaviors. It encompasses how media shapes societal norms, frames political discourse, and impacts individual attitudes, ultimately guiding people's understanding of the world around them. The powerful role of media in communication emphasizes the necessity for critical analysis, as it can directly sway political views and collective behavior.
Media literacy: Media literacy is the ability to access, analyze, evaluate, and create media in various forms. It empowers individuals to critically understand and engage with media content, recognizing its influence on perceptions, attitudes, and behaviors in society.
Polarization: Polarization refers to the increasing division and contrast of opinions, beliefs, and ideologies within a society, particularly in the context of political discourse. It often manifests as individuals aligning strongly with one side of a political spectrum, leading to greater animosity between opposing views and diminishing common ground. This phenomenon can significantly affect how media is utilized and how political attitudes and behaviors are shaped.
Public sphere: The public sphere is a concept that describes a space where individuals can come together to freely discuss and identify societal problems, and through that discussion influence political action. This realm is crucial for democracy as it allows for the exchange of ideas and opinions outside of government or corporate influence, making it essential for political communication and shaping public opinion. The public sphere is often facilitated by media platforms that enable dialogue among citizens.
Social media: Social media refers to digital platforms and applications that enable users to create, share, and exchange content and information with others in virtual communities. These platforms play a significant role in shaping public opinion, fostering social connections, and influencing popular culture through interactive and user-generated content.
Soundbite: A soundbite is a short, catchy, and memorable phrase or statement often used by politicians and media figures to convey complex ideas in a digestible manner. It is designed to grab attention and is typically easy to repeat, making it effective for communication in the media landscape. Soundbites often simplify messages, making them suitable for news broadcasts and social media, where brevity is crucial.
Spin: Spin refers to the practice of presenting information in a biased or slanted way to influence public perception, especially in political contexts. This technique is often employed by politicians, political parties, and media outlets to shape narratives and manage how events or issues are understood by the public. By emphasizing certain aspects while downplaying others, spin can effectively alter the perceived meaning of information, impacting opinions and behaviors.
Uses and gratifications theory: Uses and gratifications theory is a framework that explores how individuals actively seek out media to fulfill specific needs and desires, emphasizing the audience's role in interpreting and utilizing media content. This theory helps to understand why different people engage with media in various ways, depending on their motivations, which can include entertainment, information, social interaction, and personal identity.
Walter Lippmann: Walter Lippmann was a prominent American journalist, political commentator, and author, known for his influential ideas about the media's role in shaping public opinion and perception. His work emphasized the importance of the media in creating a 'manufactured reality,' where the public's understanding of events is largely mediated through news coverage and the narratives constructed by journalists. Lippmann's theories highlight how media can influence political communication and affect political attitudes and behaviors in society.