This paper attempts to analyse what role the mass media played in the formation of public opinion and in the accentuation of the political polarization in the United States during the presidential campaign of 2016. The presidential elections of 2016 have definitely marked the beginning of a new political era in the United States.
But most importantly, they serve as an example of the increasing impact of mass media in political communication and in the performance of basic democratic mechanisms, such as electoral campaigning. Both Hillary Clinton’s and Donald Trump’s electoral strategies reflect the rising influence of social media and other forms of traditional media in the shaping of public opinion.
Table of Contents
1. Introduction
2. Increasing role of mass media in electoral campaigning through the mediatization of political communication
2.1 Mass media as information ressource for the electorate: Image managment of the candidates through the media's news coverage
2.2 Perusasion and advertising: targeted adress of specific electoral groups
2.3 Personification of the elctoral campaigning: self-presentation of candidates and negative campaigning
3. Role of mass media in the shaping of public opinion during the presidential campaign of 2016 in the United States
3.1 Role of mass media in the news coverage and in the managment of the Clinton's and Trump's public images during the electoral campaign
3.2 Use of „big data“ in social networks as important strategy of targeted advertising
3.3 Role of the rivalry between Trump and Clinton in social networks in the building of public opinion and candidate images
4. Conclusion
5. Bibliography
Objectives & Topics
The primary objective of this paper is to analyze the significant influence of mass media and social media platforms on the formation of public opinion and the intensification of political polarization during the 2016 United States presidential election. It investigates how media strategies, such as targeted advertising and candidate personification, shaped voter perceptions and contributed to a fragmented political landscape.
- Mediatization of political communication and its impact on electoral processes.
- Role of social media in targeted advertising and "big data" usage.
- Effects of negative campaigning and the construction of candidate images.
- Influence of "fake news" and echo chambers on political polarization.
- Comparison of communication strategies between the Clinton and Trump campaigns.
Excerpt from the Book
3.1 Role of mass media in the news coverage and in the managment of the Clinton's and Trump's public images during the electoral campaign
The medialization of political communication is reflected in the acceleration of the use of mass media in the modern age. As a complementary form of the traditional news coverage in television and printed press, social media appears as a new way of maintaining the electorate inform about political issues and events on the daily basis (vgl. Gapski/Oberle 2017: 96). Despite of their efforts to adapt to the digitalized and modernized society, traditional news sources, particularly local and national newspapers no longer represent the main information sources of voters that seek to learn about current political issues and developments for an important segment of the American population.
A study of the Pew Research Center of February of 2016 analysed which was the most helpful type of information source among those who learned about the 2016 presidential election. According to the results, 35% of the interviewed citizens between 18 and 29 years cited social media as the most used information resource for learning about the 2016 presidential campaign. News websites and apps made 18% of the used information sources and cable TV news and Radio reached 12% and 11% respectively. In the case of adults between 30 and 49 years, cable TV news represented the main source of information for 21% of the interviewed (vgl. Barthel 2016: online).
Summary of Chapters
1. Introduction: This chapter outlines the rising impact of mass media on democratic mechanisms and establishes the research goal of analyzing its role in the 2016 presidential election.
2. Increasing role of mass media in electoral campaigning through the mediatization of political communication: This section discusses the theoretical framework of media influence, including agenda-setting, framing, and the gatekeeper function in modern political communication.
2.1 Mass media as information ressource for the electorate: Image managment of the candidates through the media's news coverage: This subchapter explores the triangular relationship between political systems, media, and voters, focusing on how complex issues are simplified into understandable images.
2.2 Perusasion and advertising: targeted adress of specific electoral groups: This part details how political campaigns utilize persuasion strategies and big data to target specific audience segments.
2.3 Personification of the elctoral campaigning: self-presentation of candidates and negative campaigning: This chapter analyzes the techniques of positive self-presentation and negative campaigning aimed at discrediting political opponents.
3. Role of mass media in the shaping of public opinion during the presidential campaign of 2016 in the United States: This chapter examines the practical application of media strategies during the 2016 election cycle.
3.1 Role of mass media in the news coverage and in the managment of the Clinton's and Trump's public images during the electoral campaign: This section analyzes how traditional and social media covered the candidates and influenced public perception through news bias.
3.2 Use of „big data“ in social networks as important strategy of targeted advertising: This subchapter investigates how data-driven political targeting changed the landscape of voter mobilization in the 2016 election.
3.3 Role of the rivalry between Trump and Clinton in social networks in the building of public opinion and candidate images: This part discusses how social media interactions, including Twitter and Facebook, intensified political polarization.
4. Conclusion: The concluding chapter summarizes how media influence and digital targeting strategies significantly contributed to political polarization in the United States.
5. Bibliography: This section lists all academic sources and references used throughout the paper.
Keywords
Mass Media, Electoral Campaigning, Political Polarization, Public Opinion, Social Media, Targeted Advertising, Big Data, Mediatization, Negative Campaigning, Candidate Image, Fake News, Agenda-Setting, Framing, Political Communication, United States Election 2016
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines how mass media and social media influenced public opinion and contributed to increased political polarization during the 2016 US presidential campaign.
Which central thematic areas are covered?
Key areas include the mediatization of politics, targeted digital advertising using big data, the impact of negative campaigning, and the role of news coverage in shaping candidate images.
What is the primary research goal?
The goal is to determine how media actors and candidate strategies affected the formation of public opinion and to analyze the correlation between media consumption and political division.
Which scientific methods are employed?
The work utilizes a qualitative literature review and secondary analysis of empirical data from research centers like the Pew Research Center to evaluate media effects.
What topics are discussed in the main body?
The main body covers the theoretical foundations of media influence, the use of big data for voter profiling, and specific analyses of how both the Trump and Clinton campaigns utilized traditional and social media.
Which keywords best characterize the work?
Essential keywords include Political Polarization, Mass Media, Social Media, Electoral Campaigning, Big Data, and Targeted Advertising.
How did social media platforms like Facebook specifically influence the 2016 election?
The paper highlights how Facebook served as a primary platform for targeted advertising and the spreading of "fake news," which contributed to voter mobilization and furthered ideological divisions.
What role did "negative campaigning" play in this presidential race?
Negative campaigning was used to discredit opponents and influence voter perceptions by highlighting controversial traits, which the author argues had a higher impact on public opinion than positive messaging.
- Arbeit zitieren
- Daniela Forero Nuñez (Autor:in), 2019, The influence of mass media in the shaping of public opinion. An analysis of the political polarization in the United States during the presidential campaign of 2016, München, GRIN Verlag, https://www.grin.com/document/1134687
