Political communication and the population Essay Example

intent to impact the political landscape.

The vital element that renders communication as political is not the origin or form of the message, as referred back to the focus on public discourse, but its content and objective (Macnair, pp 11-12). The intentionality of public communication involves meaningful discussion about politics. This includes - 1. All types of communication conducted by politicians or other political figures in order to accomplish certain goals. 2. Communication directed towards these figures by non-political entities such as voters and newspaper writers. 3.

The discussion of these individuals and their enterprises, as presented in news articles, opinion pieces, and various other types of political discourse in media. When we refer to political communication, we're not just talking about spoken or written words, but also visual cues such as clothing, cosmetics, hair styling, and logo development - i.e., all forms of communication that potentially form a political persona or identity. The examination of political communication guides us to understand the connection between its components in the procedure through which political activities are conceptualized and implemented.

Political Structure: - This encompasses political actors, specifically those people who desire to make an impact on the decision-making process by utilizing organizational and institutional tools. Their aim might be to acquire governmental or constituent assembly power (political) to introduce favored policies. If they are in opposition, their aim would primarily be to impede existing power holders and ensure their replacement by other options.

Political groups: - This classification includes traditional political parties which are comprised of individuals of similar perspectives who unify within a mutually agreed organizational and ideological structure to pursue shared objectives. These objectives are often indicative

of their deep-seated value systems or ideologies, alongside socio-economic and state-related matters. Regardless of ideological differences that may be prevalent amongst political parties in contemporary democracies, they all believe in abiding by constitutional methods to realize their goals. They strive to enlighten the greater populace about the righteousness of their ideas and subject their strategies to the judgement of regular elections.

Elections don't merely serve as a judgment on the current government's performance, but crucially highlight the matters that voters deem significant. For instance, an imminent threat of a terrorist strike tends to heighten public anxiety around terrorism, swaying their votes towards the candidate they perceive as more capable of combating such threats (Iyengar; "Who Said What? Issue Advertising and the 2006 Vote").

They comply with the constitutional regulations of the political entity they function in once their rulings are either approved or dismissed, and they respect the constraints on their authority to execute or challenge decisions until another voting chance arises. It is evident for political parties that their capacity to interact with those who will support and authenticate them is mostly responsible for the seamless operation of the above-mentioned process. Up until recently, political parties were relying on different types of interpersonal communication like public gatherings, rallies supported by newspaper publicity to engage their constituents.

Political communication has become an essential tool for political parties now, as they implement current management theories and methods to attain their principal political goals, including maintaining their power. They incorporate marketing techniques (like corporate strategy), which can shape public behavior in competitive circumstances. Due to market demands, news agencies worldwide are shifting their focus towards more engaging styles of reporting.

This change makes it more challenging for passive citizens to naturally come across in-depth political information.

The transition towards "soft news" has resulted in a significant reduction of international bureaus and staff, an effect worth noting. News programming with a heavy focus on domestic issues offers limited chances for its audience to learn about foreign affairs (Iyenger &Morin, “Differences in Public Knowledge about Domestic and Overseas”). Large-scale media is fundamentally focused on marketing products, while people's media caters to a wider audience. There are now a few self-interested corporate domains that virtually monopolize America's mass media sources for both news and information (Hightower, “The People's Media Reaches More People Than FOX Does”).

The process of political marketing bears a strong resemblance to that of commercial marketing, as both aim to engage targeted audiences (constituents) through mass communication channels in a competitive setting to gain support (votes). Citizens (akin to consumers) are offered a choice amongst various brands (political parties). However, the yardstick for success in politics is not profit, but the voting share and ability to wield power. Much like in the corporate world, advertising serves as a potent tool used to persuade and galvanize constituents.

Political parties utilize the perceived influential power of mass media for their own advantage. This style of political dialogue employs mass media to distinguish between political entities (such as parties and candidates) and to present the public with diverse options. Different levels exist within the realm of political communication. For instance, public relations is a sector where ruling political parties in government can control media and information dissemination to execute strategies that guarantee maximum positive exposure and minimal negative depiction for

their party.

Certain activities under the umbrella of public relations, such as organizing party conferences, are primarily aimed at garnering favorable media attention in today's political landscape. Press conferences allow political factions to control the narrative during election campaigns. They even use public relation strategies to manage crisis scenarios, including efforts such as persuading journalists, putting a positive spin on potentially harmful narratives, and withholding potentially damaging information. It signifies how media has evolved into a soundboard for those wielding power.

Instead of contesting the deceptive allegations, our media has functioned as a transmission system for the government's falsehoods. The Pentagon understands that leveraging the American media yields greater influence than any weapon. This impacts multiply when a handful of pro-war and pro-government media barons strengthen their control over most news platforms. Media domination and a militaristic stance are closely interwoven (Goodman ;Goodman; “Why media ownership matters”). The need for an informed and aware citizenry necessitates that Democratic Party politicking be conducted openly in the public domain.

The understanding and data that citizens or populations possess can act as a check to the actions of political parties. Impact of political dialogue: The deliberate communicative actions by political players, for example, political adverts, symposiums, and addresses, have the potential to sway the perspectives and actions of their targeted audiences at a small-scale level. The marginal effect of issue advertisements on voting preferences doesn't automatically render them futile or resource-wasting.

Advertising is not just about promoting products or services, but it also serves to intensify political bias (Iyengar; “Who Said What? Issue Advertising and the 2006 Vote”). At a broader level, individual reactions to public communications are consolidated in the form

of public sentiment surveys and collective political intent. Transparent political discourse facilitates democratic societies and enhances their operation. Its impact permeates all sectors as it primarily delivers information through print and electronic channels. Political leaders and parties are well aware that news media controls their portrayal to the electorate; the more influential the top-tier media, the more considerable their sway over politicians and national strategies. Astute politicians handle all major corporations with caution. Nonetheless, they treat the most formidable media corporations with almost a veneration (Bagdikian ,pp28). For instance, media conglomerates aren't the sole "industry" whose owners have turned monopolistic in the American market. However, media products stand out in one essential aspect.

Rather than producing tangible goods like nuts and bolts, these entities are responsible for shaping societal and political landscapes. Advances in technology have greatly amplified the influence of commercial mass media, granting them an unparalleled control over the collective consciousness and morality of the nation. In a relatively short span - less than a generation - five major American media corporations have seen their reach extend into every aspect of an individual's life, including homes, schools and workplaces. The manner in which mass media can manipulate the nature of messages is significantly determined by journalists and commentators. The impacts of each individual communique can be discerned and quantified based on personal receptivity or wider societal, environmental or psychological criteria.

The perceived meanings and reactions to messages are influenced initially by the context in which they are received, considering elements like the political views, age, gender, and ethnicity of the recipient. Further influences include the nature of the message delivered. An example of this can

be seen in party election broadcasts on media, which are often highly driven. Politicians and their organizations communicate politically charged information to viewers, but these messages undergo transformations during the news production and interpretation process. As such, what the politician intended to convey may not match with media's representation of their statements.

The media engages in political discourse and influences the political climate through editorials, commentaries, and interviews. Politicians often make inflated statements on national television without any hesitation, expecting their words to be readily accepted. Given that the media is the primary source of public affairs information for most Americans, the lack of surprise is understandable. Similarly, any event not highlighted by news media barely makes an impression on the public. Hence, the potency of media imagery significantly impacts political life.

Political dialogue is no longer limited to just electoral and campaign cycles; routine governmental operations now regularly employ media strategies, a tactic utilized by both private entities and political contenders alike. This tendency to appeal to the public has expanded even into areas not commonly linked with party politics. The coverage and inquiry into events such as the 9/11 attacks or Hurricane Katrina illustrate this trend in political reporting. The exploitation and control of mass media for political gain has revolutionised leadership and governance practices.

Many believe that the mainstream news media does not adequately address the range of urgent societal challenges facing all citizens. These issues often become lost or overshadowed amidst other news. Nonetheless, a significant portion of trustworthy polls indicate that at the end of the 20th and beginning of the 21st centuries, most Americans were highly worried about the systematic funding

shortages for their children's education, health care access, rising unemployment, homelessness crisis, and gradual decay of urban and state financial conditions. Methods used by policy makers often mimic those utilized by election candidates.

The surge of assaults and counter-assaults have nurtured skepticism concerning the electoral process and the act of voting. The spectator's role has been marginalized from being active participants and intermittent activists to disillusioned observers. The winners in elections tend to be those who are skilled in giving vivid images and symbolism, rather than those who provide valuable expertise, potent political experience, or practical solutions. The exercise of politics through the media amounts to a public tragedy - individual actors could exploit the media for their benefit, but ultimately, the general public and the politician both suffer.

While the influence of media politics has heightened the sensitivity of policy makers to public opinion, it doesn't automatically imply that these opinions dictate policies. Media politics promote superficial problem-solving instead of addressing the root cause among public officials. The news media is anticipated to create an open forum, known as the public sphere, where voters can gain various viewpoints on issues concerning them. Essentially, media outlets, including news and public affairs programs, are anticipated to encourage the expression of informed opinions. Moreover, the press has a significant role as a representative of the public to oversee the actions of government officials.

The common populace does not have the means to continuously scrutinize the conduct of their rulers; the media is appointed to oversee such duty. Democratic ideologies portray news agencies as versatile public service entities. Nonetheless, numerous modern media systems fail to fulfill their societal duties as per

these theories. The pursuit of profit, private ownership, and control of media by a handful corrupts the fundamental essence and purpose of media. The overpowering influence of private funding in public politics not only undermines many public policies but also obstructs lawful resolutions to issues in mass communication.

The issue with major media is not confined to national policies, it extends beyond. With minimal restrictions, these media giants have been exploiting the culture and standards to an alarming low. Almost all major opinion-shaping platforms, including television, radio, newspapers, magazines, books, and films, are controlled by a similar group that adheres to the same narrative. Although there seems to be divergent views, the reality is quite the opposite with a lack of genuine dissent or alternative viewpoints that could provide the average people with different perspectives that may challenge those propagated by the media authorities.

The world is presented from a single perspective where all sources strongly echo the ideas of racial equality, the undeniable truth of the Jewish "Holocaust" story, the critique on trying to stop non-White foreigners from crossing our borders, the risk in allowing civilians to acquire and hold weapons, the moral parity of all sexual preferences, and the advantage of a "pluralistic," cosmopolitan community over a homogeneous, White one. This perspective of the world is tailored by media hegemonies for their own benefits—and the pressure to comply with such a view is immense.

Individuals adapt their viewpoints according to it, align their votes with it, and mold their lives around it (Strom; "why they are biased"). Summing up, it is prominently clear from the previous discourse that political communication pervades all facets of public

existence. The media, covering nearly all sectors, have an unmistakably notable influence over the populace, especially in the twenty-first century. The impact of political communication on society spans across its citizens, its economic fabric, its political operations, its public diplomacy, its culture, attitude and behavior and it possesses the power to shape public perception.

Often, the general perspective is that political communication usually manipulates facts and leverages information to earn public trust, but this isn't always the case. People do not just accept political communication passively; instead, they sift, ignore, and interpret the given information with critical thinking. The more enlightened and literate individuals have the capacity to take advantage of a broader spectrum of news outlets and party communications, using them to gather information that can help in making informed political decisions.

The field of political communication usually boosts understanding of government policies and facilitates the growth of political viewpoints. However, several inherent issues are prevalent in the media structures, including private ownership, monopoly, the pursuit of profits, and the circulation of money. Unless these issues are rectified, we cannot ensure the transparency and efficacy of political communication. Rather than criticizing the media's portrayal of politics, focusing on the actual problems may yield more effective solutions.