Running head: POLITICAL COMMUNICATION AND MEDIA TECHNOLOGIES 1

Political Communication

Name

Institution
POLITICAL COMMUNICATION AND MEDIA TECHNOLOGIES 2

Introduction

Political communication is a branch of political science, as well as, communication. It

involves the production, distribution, and effects of information through the media and

interpersonally in a political context. Political communication deals with the analysis of the role

of the media in liberal democracy, and how changes in media environment will impact on

politics. Global political communication is a crucial part of journalism, as well as, mass

communication. Governments use media during elections and other occasions to gain support of

the public. Global political communication puts emphasis on the analysis of political statements

by world leaders. There are different patterns of political communication in every country.

Political communication is determined by social and economic situations of each country.

Political communication has changed with the developments of the social media

platforms. Globalization and new technologies have adversely changed political communication.

Globalization has led to the expansion of ideas, innovations and options for actions.

Globalization has increased challenges facing international cooperation. Political communication

plays a major role in globalized world. Political communication in globalised world means

communicating political solutions to global challenges. It used as a catalyst for the mediation

process because it supports political decision making.

The development of social media such as Facebook and Twitter has affected political

communication. Recent political unrest in the Arab world was a result of social media. The

social media was used to forward text messages and organize a protest. For the first time, the

social media was used to force out presidents. The social media is widely used in developing and
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developed countries. It is used by politicians to carry out campaigns. Conversely, citizens use

social media to air views and contribute to national issues affecting the welfare of the citizens.

The extensive use of internet and mobile phones in election campaigns has affected

political behavior. New technologies have changed voting pattern in some of the developing and

developed countries. The rise of the internet has reduced over reliance on the television and

newspaper as the main source of information. New media technologies have influenced the

traditional print and electronic media.

Factors that have led to Rise in use of Media Technologies

Today, the world is digital and technology changes every day. People rely on the internet

for information; social media play a pivot role in global connections. The cost of communicating

has greatly reduced. Geographical distances do not hinder people from communicating. Mobile

phones are used to access internet. This has increased the number of internet users. The internet

has become a major source of information. The use of social media has changed political

communication. Politicians use media to conduct campaigns. The social media has formed a

platform that allows politicians and citizens to interact freely. Most governments have created

websites which are used to get instant feedbacks form the public. The new media technologies

have adversely affected political communication.

Technology has made globalization a possibility. Large corporations with the aim of

reducing cost of production have established in various countries. Developing countries are

encouraging direct foreign investment through tax concessions. There has been an increase in

trade between countries as a result of globalization. Countries are forced to develop good

diplomacy practices. Global political communication plays a central role in enhancing

international relations. Countries develop good communication models to come up with various

solutions to the global issues.

Pollution has become a global issue. Countries have met several times to come up with

solution to end pollution. The effects of pollution have forced world leaders to meet on several

occasions to come up with a lasting solution. This has increased the need for effective global

communication. The social media is has played a major role in addressing such global

challenges. People from different parts of the world can air their views. In addition, it is a major

source of information because it informs the public on progress made.

Today, media is not free. In some countries, the government controls the media. Some

constraints have been put up to prevent the media from reporting some stories. Some

newspapers, television, and radio houses have been banned by governments. The freedom of the

media has been compromised. It is not at liberty to air some stories. Control of the government

has undermined the role of the media in political process. The social media cannot be banned.

The social media have provided a platform that allows people to interact without fear of being

banned. The government cannot control text messages and internet. The social media and

internet have changed political communication. Political communication is based on freedom of

choice. This can only be achieved if the media is not influenced by the government. People rely

on social media as a source of information hence it plays a crucial role in global political

communication.

Today, most nations are democratic. The use of media technologies during elections has

increased. Presidential candidates use media platform to gain support of the public. President

Obama heavily relied on the social media during his campaigns. The effects of civil wars have
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forced countries to welcome dialogue. Countries use dialogue to achieve a political solution on a

certain issue. New media technologies have enhanced the democratic process. Moreover, it has

also made dialogue between two nations a possibility.

The Effects of Media Technologies

Election Campaign

The importance of media technologies in political campaigns has grown over the last few

years. In 1192, Bill Clinton placed campaign information on the internet. At the time, very few

people had access to the internet. However, since 2000 media technologies have been widely

used in election campaigns. President Obama used social media effectively to mobilize

supporters. Online presence has become very essential in elections. No candidate can join an

election without having a good online presence. Candidates use various digital media tools in the

political communication process. The tools include; social networks such as Twitter, Facebook

and YouTube, podcasting, blogs, political websites, and video sharing.

The new media has enhanced global political communication. First, new technologies

have developed diverse ways of political engagement. For instance, politicians can participate in

the online debate, create blogs or use social networks. Politicians have more ways of engaging

citizens. The social media is widely used in political campaigns. Use of new technologies has

increased political engagement. Candidates continue to use social media to carry out extensive

campaigns. In the future, media technologies are expected to develop further and improve

political campaigns by increasing opportunities for political engagement (Negrine, 2007).

Second, online services have reduced the cost of participation for participation for

citizens. Citizens can access the internet anytime and place. Citizens cost of participation has
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been reduced in terms of time and effort. They can access diverse information any time as long

as they have access to a computer or a phone. Today, most people have access to the internet

hence well informed. The internet provides citizens with information on politics, and civil life

hence electorate is more informed today. Politicians use internet to reach out to many people at a

low cost. Internet has lowered the cost of communication. It is also accessed by many people

making it an easy way to reach out to many people at a low cost.

Finally, internet has allowed citizens to interact with politicians during campaigns.

Citizens give instant feedback on certain issue on the social media. The internet allows direct

contact. Citizens raise concern on certain issue and receive instant feedback from campaign

headquarters. The campaign appears to be more accessible to average citizens (Tang, 2013). The

average citizens use internet to air views on certain issue and receive feedback as well. The

internet services have created a new public space to discuss politics.

Political Knowledge

One of the major roles played by new media is to inform the public. Citizens’

participation is encouraged in democratic societies. It is only possible if citizen is well informed.

The new media technologies have become the main source of information. Citizens can access

diverse information at a low cost on the basis of time and effort (Esser, 2004). During campaigns

voters learn about political issues, and platforms of each candidate. This information allows

electorate to make an informed decision. Recent studies show that the increased exposure to

online services is positively linked to political knowledge.

Digital media use has several effects on the citizens. At first it encourages citizens to visit

the internet to acquire more information. The number of internet users has increased over time.
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The internet has become a reliable source of information. Many citizens use the internet to access

information on certain political issues. This has changed the level of people’s knowledge and

attitudes. Knowledge empowers the citizens motivating political action by citizens. The digital

media has empowered citizens and brought about psychological satisfaction by making public

feel more engaged in the political process.

Political Participation

Political participation is activity that is intended to affect government action directly or

indirectly. Citizens are encouraged to participate in the political process. In democratic society

voters are allowed to elect their leaders. Citizens are encouraged to participate in the political

process. They are supposed to ensure that leaders are accountable (Howard, 2006). Citizens

actively participate by taking political actions to influence government actions on a certain issue.

Use of media technologies has increased political participation. Citizens are well

informed on the day to day activities of the government. They get diverse information on the

actions of the government from websites, blogs, and online newspaper. During elections, citizens

can participate in the political process. The social media has made it possible for citizens to

actively participate in the campaigns (Pretsch, 2011). Social media provides citizen with a

platform of airing views and getting confirmations from politicians. Politicians and citizens can

interact (Safranek, 2012). In addition, Citizens can mobilize in social media and organize a

protest to influence government actions.

Use of Digital Media in Political Communication in Developed and Developing Countries

Developed Countries
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Most developed countries have embraced democracy. Democracy can only be achieved

through freedom of information and discussion. The media plays a central role in the

achievement of a free democratic society. The media establishes political debates and provides a

forum for open discussions. In developed countries, new media has played a pivotal role in

promoting democracy.

Political parties in developed countries distribute information through the internet. They

interact with citizens directly and get instant feedbacks. Politicians use these feedbacks to change

their policies and priorities. President Obama’s campaign is one of the best examples of how

developed countries are using new media to as a tool of political communication. It is estimated

that president Obama conveyed his message to about 30% of American citizens through social

media (Dimitrova, 2013). President Obama launched a website which was used to disseminate

information on election campaigns throughout the world.

In developed countries, many people can access the internet. This has increased the use of

media technologies in political communication. The social media is widely used by politician

during campaigns. An online presence has become very important to political candidates. The

social media is not only used during campaigns. Government has established websites to allow

citizens to participate in the political process. Governments are making citizens feel as part of

the government by establishing platforms that allow them to air views on national issues.

Citizens use social media to depict their attitude towards a certain political issue (Tuman, 2008).

New media has increased political knowledge and participation in the developed

countries. Citizens widely use the internet as a source of information. They have created websites

and blogs to discuss national issues. Most people can access the internet in developed countries
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hence have more access to political information (McNair, 2011). Political knowledge empowers

citizens in developed countries. They are in a good position to participate in national issues

because they are well informed. Moreover, use of new media technologies in election campaigns

has made voters make informed decisions. The citizens chose leaders wisely. It has developed a

system of good governance since leaders are accountable for their actions.

Developing Countries

Developing countries have embraced democracy. The movement is not free because the

media has been regulated by the government. This has made the new media technology a good

source of information because the government cannot regulate social media (Lilleker, 2006). Use

of media in political communication has had positive impacts and negative impacts in developed

countries. Some politicians use social media to spread hate speeches and cause civil wars.

Access to the internet is limited in the developing countries. The internet is not easily

accessible. Developing countries are characterized by high levels of poverty. A report by United

Nations, indicated some people live below the poverty line. However, level of technology has

improved and more people can access the internet in developing countries. The levels of

illiteracy are still high in some nations. Some people are not educated hence cannot read and

write. Illiterate people cannot use the internet as a source of information. The internet is widely

used by the wealth and the rich in developing countries.

Use of internet has increased in developing countries. In 2008, Ghana presidential

candidate John Atta Mills used new media technologies to campaign. He developed websites and

used social media to conduct his campaign. The use of media technology has increased in the

developed countries. Political parties are using social media to gain public support and win an
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10

election. Citizens are also using the social media to participate in the political process. More

people are using social media in the developing countries. Governments have regulated the

media hence people are using social media to interact.

Social media played a major role in the recent Arab uprising. People mobilized to protest

through social media networks. This has led to the end of the regime of dictatorship in some

African countries such as Egypt and Libya. The use of social media has not fully developed in

African but with time the situation will change rapidly. The use of internet, as well as, mobile

phones is increasing every day. Moreover, Western countries are encouraging developing

countries to fully embrace democracy.

Social media has also been used negatively in the developing countries. It has been used

to spread hate speeches causing ethnic crushes. The new technologies have not been regulated.

Some politicians are using websites to spread hate speeches for personal benefits. Democracy

has not been achieved in the developing countries. In addition, elections are not free and fair.

Use of media technologies in developing countries is yet to achieve good results.

There is a wide gap between developed and developing countries. Developed countries

have advanced technology while developing countries lack in the technological developments. In

developing countries, many people can access the internet. Most people have mobile phones

hence easily access the internet. The cost of using internet services is considerably low in

developed countries making it a convenient source of information. However, some countries in

Africa and Asia have a limited access to the internet. The cost of using the internet is higher

compared to the developing countries. Some countries in Asia such as China have regulated the

use of social media preventing people from airing views on social media. There is a need to
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bridge the gap between developed and developing countries. The rich nations have a moral duty

to help poor nation by providing them with media facilities. The developed countries should help

developing countries increase accessibility to new media technologies. This way the citizens will

take part in the political process. This will enhance democracy in the developing countries.

Conclusion

New media technologies have had an impact on global political communication. It has

changed the way campaign process. Leaders have incorporated the new media technologies in

the campaign process. The new media technologies are not only used in the campaign process.

Citizens use social media to contribute to national issues. People air their views on social media.

It has increased political knowledge and political process. Citizens are able can access

information at a low cost. Voters are more informed hence make an informed decision. Citizens

become part of the political process by interacting with politician directly in the social networks.

The new media technologies are widely used in developing countries. This is because

most people can access the internet services. The developed countries have achieved high levels

of democracy because there is freedom of information. Citizens actively participate in the

political process. On the other hand, developing countries have limited access to new

technologies. Developing countries are trying to embrace democracy hence the major

improvements in media facilities. Developed countries should provide African countries with

media facilities to bridge wide gap in political communication between developing and

developed countries.
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References

Dimitrova, D. (2013). 3The Effects of Digital Media on Political Knowledge and Participation in Election
Campaigns: Evidence From Panel Data. Journal of Cambridge , 1-20.

Esser, F. (2004). Comparing Political Communication: Theories, Cases, and Challenges. Cambridge:
Cambridge University Press.

Howard, P. N. (2006). New Media Campaigns and the Managed Citizen. Cambridge: Cambridge
University Press.

Lilleker, D. ( 2006). Key Concepts in Political Communication. London: SAGE.

McNair, B. (2011). An Introduction to Political Communication. New York: Taylor & Francis .

Negrine, R. (2007). The Professionalisation of Political Communication. New York: Intellect Books.

Pretsch, B. (2011). Political Communication in the Era of New Technologies. CENTRAL EUROPEAN
JOURNAL OF COMMUNICATION , 1-8.

Safranek, R. (2012). The Emerging Role of Social Media in Political and Regime Change. Social Media &
Regime Change , 1-14.

Tang, W. (2013). Political Communication China Media. London: Routledge.

Tuman, J. (2008). Political Communication in American Campaigns. London: SAGE Publications.