Media affected political elections and shaping public opinion

Term Paper, 2009

10 Pages, Grade: A



Political elections are seen to be very important to every country, so in the agenda setting, media gate-keepers tends to rank it very high and show on prime time to attract audiences. Attractive pictures, figures and larger fonts are adopted in order to around public awareness. The images of candidates are all depends on how media shape them and the way of reporting. Public opinions will then form after audiences receiving different kind of information from media. In a certain extent, I believe the effect of media in political elections is influential to voters. Media has bias in transmitting the message and thus attract different group of political elections voters. In advertisements of elections, the quantity, use of words and variation of targeted voters can affect voters’ selections in political elections. Yet, accumulated believes and value system is not easy to change under the perceived predisposition. The selective perception and selective retention set limits towards the effect of mass media.

Agenda setting of Media in political election

The agenda set for political elections are mainly daily news programs or partly mediated talk shows formats and televised debates. This kind of television presence is based on professional news management, spin control, camera-ready scripted event marketing, strict message discipline and impression management[1] . Often, candidates are not given enough time to say all they prefer, instead they are focusing on some points and defeat opponent. Candidates only have five to eight chances to talk in a debate and almost one third of time was taken up by introductions, questions, and commercial breaks[2] . Moreover, the above events are called “pseudo-event” which is purposely making up to giving out certain kind of impressions to viewers. Pseudo event often served some purpose for publicity, attention seeking and create noise from the crowds, and these can be seen mainly before elections. For example, President Bush in a 2004 television spot accused Senator Kerry of “engaging in a level of doublespeak that makes most voters wince.” An ad for Kerry in that campaign declared that he possessed “strength of character, toughness, good values.”[3] Throughout these kinds of shows, politicians always presented themselves charming and as smart as they can in front of the camera. Dress up, delivering tones, personal aim presentation took up essential role on targeting the voters thus helps gaining supporting. Although the significance of the above mention are doubted, it is believe that there are influences and even so, it sometimes can change the result of the Election Day. Therefore, the effect of mass media should never be underestimated, it is critical in some cases. A huge sum of money is used in advertising budget suggested the effect of mass communication is valid and worthwhile to spend. All politicians want to buy the media effect as much as they can. Political advertisement is tailor made to fit audience political attitude and standpoint.


[1] Johnson, Dennis W.. Routledge Handbook of Political Management (Routledge International Handbooks). 1 ed. New York: Routledge, 2008.253

[2] William L. Benoit, Communication in political campaigns. New York: Peter Lang, 2007. 68

[3] William L. Benoit, Communication in political campaigns. New York: Peter Lang, 2007.30

Excerpt out of 10 pages


Media affected political elections and shaping public opinion
Catalog Number
ISBN (eBook)
ISBN (Book)
File size
494 KB
Quote paper
Joyce Ho (Author), 2009, Media affected political elections and shaping public opinion, Munich, GRIN Verlag,


  • No comments yet.
Read the ebook
Title: Media affected political elections and shaping public opinion

Upload papers

Your term paper / thesis:

- Publication as eBook and book
- High royalties for the sales
- Completely free - with ISBN
- It only takes five minutes
- Every paper finds readers

Publish now - it's free