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SYLLABUS

• Meaning, Nature and Scope

• Evolution and Transformation

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POLITICAL COMMUNICATION

Political communication is the process by which individuals and groups convey

information and influence each other's attitudes and behaviors with respect to
politics and government. It is the exchange of information between politicians,
political organizations, and the public.
In a democratic society, political communication plays a crucial role in informing
citizens about their government and facilitating public participation in the political
process.
This chapter will provide an overview of the meaning, nature, and scope of political
communication, as well as its evolution and transformation over time.

IMPORTANCE OF POLITICAL
COMMUNICATION

The study of political communication is important for understanding how political

actors communicate with citizens, how citizens form opinions and make decisions,
and how political systems function as a whole.
Political communication is important for several reasons:

Political communication is essential for informing

the public about political issues, policies, and events. It helps to educate citizens
about their government and how it operates, as well as the political choices and
consequences they face.
 Political communication can also
shape public opinion by influencing how people perceive political issues
and candidates. Political messages can be crafted to appeal to certain
values or emotions, and can be used to sway public opinion in a particular
direction.

Political communication can

promote democratic participation by providing citizens with information and
encouraging them to engage in the political process. It can help to build trust in
government and increase civic engagement.

Political communication can also help to hold

elected officials accountable by providing a platform for citizens to voice their
concerns and opinions. This can help to ensure that elected officials are responsive
to the needs and concerns of the people.

MEANING

Political communication refers to the exchange of information and ideas

between politicians, political groups, and the public.
In a democratic society, it plays a crucial role in informing citizens about their
government and facilitating public participation in the political process.
Effective political communication requires a deep understanding of audience
preferences, media dynamics, and rhetorical strategies.
Political marketing is another important aspect of political communication,
which involves using marketing techniques to promote political candidates
and parties
Social media & News Media is a vital component of political communication,
as political campaigns use different media channels to circulate their message
and shape public opinion.

It holds elected representatives accountable.

 NATURE
Political communication is characterized by its diversity, dependency, contested and
strategic nature. It involves a wide range of actors, channels, and messages, and is
often used to achieve specific goals, such as mobilizing support or shaping public
opinion.

Political actors use communication as a tool to achieve their goals, whether that is
to mobilize support for their policies, to win elections, improving the image of a
leader, or to shape public opinion. Politicians and political parties carefully craft
their messages to maximize their appeal.

Political communication makes liberal use of emotional language, story, and

appeals to create a connection with the audience. It aims to inspire and galvanize as
much as to inform. Facts and evidence are selected and presented in a way that is
persuasive. Counter arguments are often ignored or downplayed.

Another important aspect of political communication is its reliance on symbols and

rhetoric. Political actors use language, images, and symbols to create meaning and
shape public perceptions of political issues and candidates. This can include the use
of slogans, logos, and other visual cues that are designed to evoke emotional
responses and create a sense of identification with a particular political cause or
candidate.

Political communication is also highly contested, as different actors may have

conflicting interests and agendas. This can lead to the spread of misinformation,
propaganda, and other forms of misleading communication that can undermine
public trust in the political process
 SCOPE

The scope of political communication is broad and encompasses a wide range of

activities and actors involved in the political process. It includes both formal and
informal communication channels, such as political campaigns, political journalism,
public debates, social media, and interpersonal communication

One of the primary scopes of political communication is to influence public

opinion and shape political outcomes. This include the use of advertising,
speeches, rallies, to shape public perceptions of political issues and
candidates.
Another scope of political communication is to facilitate dialogue and debate
among different actors and stakeholders in the political process. Political
communication can help to foster constructive conversation and exchange of
ideas, which can lead to better policy decisions and more effective
governance.
Political communication has a broad scope, encompassing various
communication channels, including traditional media, social media, public
speaking, and advertising.
The scope of political communication extends to multiple levels of
government, including national, regional, and local, and involves different
actors such as political parties, interest groups, and civil society organizations.
The scope of political communication expands beyond domestic politics to
also include international relations, geopolitics, diplomacy, and global issues.
Political leaders and diplomats carefully craft their communications to achieve
foreign policy goals and project national interests on the global stage.
The scope of political communication is constantly evolving, as new
technologies and platforms emerge that enable political actors to reach wider
audiences and engage in new forms of communication.
 EVOLUTION

Political communication has a long history, dating back to ancient civilizations such
as Greece and Rome. The evolution of political communication has been shaped by
a variety of technological, social, and cultural factors. From ancient times, when
political leaders communicated through speeches and writings, to the modern era,
where social media has become a dominant platform for political discourse, the way
people communicate about politics has undergone significant changes.
Here are some key developments in the evolution of political communication:

Before the advent of writing, political communication was

largely based on oral tradition. Political leaders would use speeches, storytelling,
and public speaking to pass on information and influence public opinion.

The invention of the printing press in the 15th century

revolutionized the circulation of political ideas, leading to the rise of newspapers as
a means of political communication. Political parties and candidates used
pamphlets, newspapers, and other printed materials to reach wider audiences.

The introduction of radio and in the 20th century revolutionized political

communication, enabling politicians to reach large audiences through live
broadcasts and political advertising.

Television emerged as significant mediums for political

communication in 20th century. Television allowed for visual communication, with
leaders using body language and facial expressions to convey their messages. The
televised debates started shaping public opinion.

With the increasing use of smartphones and other digital

devices, political communication is becoming more adaptable and interactive. With
the rise of blogs and social networking sites, political leaders can now communicate
directly with their followers and supporters, bypassing traditional media outlets.
 In the 21st century, social media has emerged as a
powerful tool for political communication, allowing candidates and
political organizations to reach millions of people with targeted messages
and advertising. Twitter has become a particularly popular platform for
political communication, with many politicians using it to share their views and
engage with their constituents.

Advances in data analytics and machine learning have

enabled political actors to target specific demographics with customized messages
and advertising, further shaping the political discourse.

Overall, the evolution of political communication has been characterized by a shift

towards more interactive and personalized forms of communication. The increasing
use of digital media and data analytics has transformed the way political
communication is conducted, creating new opportunities and challenges for
political actors and citizens alike.

TRANSFORMATION

The rise of social media and 24-hour news cycles has accelerated the pace of
political communication. Politicians respond almost immediately to any
criticism or events. This rapid pace shaped by social media has changed how
political messages are crafted and delivered.

There is a fragmentation of audiences. It is no longer possible to reach a mass

national audience with a single message. Politicians and campaigns have to
tailor their communication for different niches and segments of the public.
They leverage data and micro-targeting to customize their messaging. This
leads to a more polarized political discourse.
 Transparency and authenticity have increased but accountability has
declined. On the one hand, it is easier to hold politicians and public
figures accountable for their words and contradictions. On the other
hand, it is easier for them to pick and choose what information
reaches the public, thus obscuring the truth.

Interactive and engaging features have changed how politicians involve

audiences. Examples include town halls, Q&A sessions, social media Q&A's,
crowdsourcing, and more. However, these interactions tend to mainly reach
those already interested in and supportive of a politician or cause.

Visual communication like photos, videos, livestreams, and stories have

become central to political messaging. However, they require constant
updating and often prioritize going "viral" over substantive policy issues.
They contribute to entertainment and infotainment in politics rather than
informed debate.

Overall, the transformation of political communication has both positive and

negative consequences for how democracy functions. When leveraged
constructively, new technologies can strengthen civic engagement and participation.
But they also enable the spread of misinformation and polarization. Balancing these
effects is crucial for the future of political communication.

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