Media in Political Campaigns

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Influence of Media in Political Campaigns

Introduction

In a democratic country where the public officers are chosen by the people through election , campaign is a necessary tool in gaining the citizen 's vote . Through campaign , the candidate makes his identity known to the electorates . In addition , the candidate 's future plans are made known to the people . The electorate , in return , would be assessing their choice according to the result or information they gathered from the campaigns . The candidate 's popularity would further depend

on the affectivity of the campaign tools that he or she utilized

Media as Tool in Political Campaigns

One of the commonly used tools in political campaign is the media Media is commonly known as a means by which data or information flows from the source to the receiver . It can be in the form of news television , radio , and even internet . Before television was widely used political candidates were commonly using print media or news to campaign . However , in 1960 's , television was rated as the highest or foremost source of the electorates about political issues . News was rated second followed by radio (Polsby , Wildavsky , and Hopkins 79

The use of television was believed to have been primarily influenced by the televised debates between presidential candidates John F . Kennedy and Richard Nixon (Polsby , Wildavsky , and Hopkins 79 . As a result , the result of the election was assessed to have been influenced by the media . Since then , television was highly by the candidates in wooing the electorates ' votes . Print media or news was also strengthened by the journalists in featuring different candidates in their column . Radio , on the other hand , served as the source of information for those who do not have television (Polsby , Wildavsky , and Hopkins 79

Through times the use of media was intensified . The political candidates highly regarded the effectiveness of the media , while media owners found election as a tool for financial gains . From 1972 to 1988 political advertisements were used as a during segments in television , radio , and even in columns in newss . This way criticisms from journalists leaves a bearing on the viewers listeners , and readers ' decision-making (Gottlieb . As a result media 's influence in campaigns heightened

In 1990 's , the media created new avenues for candidates to intensify political campaigns . These were in the form of talk show interview electronic town hall meeting , infomercial , and Websites (Ginsberg Through talk shows , the candidate addresses the listeners and viewers about their candidacy and policies without criticisms or questions from journalist or show hosts (Ginsberg . Candidates such as Pat Buchanan used this method . Similarly , town meetings enable the candidate to address the voters and have a chance to highlight their needs and concerns directly . The only difference is the setting , as it is done in town halls . On the other hand , infomercial involves buying an airtime in television where a candidate can present his or her views on different issues that concern the whole nation (Ginsberg...