Ch. 9 Political Communication How politicians talk to people?how they run for office, what tactics they use, what media they use, etc. Modern politics relies on media Politicians run for office with their personality, persona, and their ?brand? 2008 election is the best example of packaging politics through media Communication in politics is vital Wealthy countries have a lot of media More outlets (channels, radio stations, websites, etc) Why do bigger democracies have bigger media More people Less constraints/control in the media Media is a more efficient way to communicate and/or get in touch with people Can reach an infinite number of people Party machine Series of ventures to get people to vote?generally directly Face-to-face Had to find people that had time to listen to candidate Generally, the educated and the wealthy were the ones that drove politics You could tell them what you want Two-Step Model Talk to people involved The message (1) Opinion leaders (2) Have time Educated Spread views, etc to public Many times this is a journalist The wealthy and educated usually react/respond more?more access to media Media makes politics more emotional More graphic Indirect affect of mass media is social change Government tells its own story, but public can see images, videos, etc. gov?t tells one story, and the media says ?no? and disproves mass media leads people to be more egocentric starts to make politics an entertainment aspect Different types of mass media Newspapers Merging Losing revenue Politics get covered less in print media because it takes away from advertising revenue Most cities only have one big daily newspaper Wire services Associated Press Originally, they focused on big news but also providing for local news Elite media Big newspapers, based out of big cities New York times Times of London Chicago Tribune Journalist become the biggest opinion leaders Radio Today, generally an outlet for extreme political views (lembaugh, etc) Half of the stations are owned by three companies (Clear Channel?) The only competition is NPR Allows personality to show through in ways print doesn?t **Television** Revolutionary in the way politics reach the public Fed right to you Gives you what print and radio cannot do Has the ability to take you somewhere [right to the story] Least amount of effort required [for viewers/audience] Favors a flare for the dramatic Breaks away from the need of a party machine Creates apathy in politics Sound-bites Campaign stump-speeches today Create a photo opportunity Press Release Candidates can control what gets out to the media Web Simple Always there People have a lot of choice Problems: Bias Anyone can post anything Harder to recognize what?s credible and what?s not Special interest can raise money Issue advocacy When a political message goes out and relates an issue, but not in a political standing PSA bringing up issues, not indorsed by a specific party?but brings the issue to the public
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