Effects of Communication Channels in Political Communication - Research Paper Example

? Effects of Channels of Communication in Political Communication The research report is about political communication which is the stud of how information is transferred from the political elites to the voters and vice versa. The objectives of the study are to understand political communication and the role it plays in influencing the minds of the voters either positively or negatively. Political communication has been in existence and was started b Aristotle around 350 BC. The research was carried among the political class, the voters and the media people among whom 500 were interviewed. Questionnaires were used to collect the data using the correlation design. The data was analyzed b use of tables and presented in a pie chart. Television, internet and the newspapers were widely used to transfer and get political information. Further research should be done to determine how politicians can clear their damaged images through political communication. A research should also be carried out to analyze how the political classes manipulate the channels of communication used in political communication to achieve their goals. People should also be able to choose the best channel of communication to ensure political success through political communication. Table of Contents Abstract 2 Table of Contents 3 Chapter one 5 1.0 Background information 5 1.1 Problem statement 6 1.2 Objectives of the study 6 1.3 Significance of the study 6 1.4 Limitations of the study 7 1.5 Theoretical framework 7 Chapter Two 7 2.0 Literature review 7 2.1 Political communication 7 2.2 Channels of communication 9 2.2.1. Television 10 2.2.2. Newspapers 10 2.2.3. Internet 10 2.2.4. Radio 11 2.2.5. Other channels of communication 11 Chapter Three 11 3.0 Research methodology and Design 11 3.1 Research design 11 3.2. Study location 12 3.3. Target population 12 3.4 Sample and the sampling procedures 12 3.5 Research instrument 12 3.6 Data collection methods 13 3.7 Data analysis 13 3.8 Data presentation 13 Chapter four: 13 4.0 Data Analysis 13 4.1 Data Analysis 13 Table 1: show the various channels of communication used in political communication, their use and the number of people the reach and the effects the have on the population. 13 Figure 2: A Pie Chart showing the percentages of the frequency of the channels used in political communication 14 Chapter five 15 5.0.Conclusion 15 6.0.Recommedations 15 References 16 Chapter one 1.0 Background information Graber (2005) argues that the study of political communication came into existences since the early days during the Aristotle’s rhetoric’s and politics written around 350 BC. Predictions have also been made that it could have started around 2,000 years. Political communication has it roots from communication and political science. It is concerned with the transfer of information and how this information influences the political world. It is mainly concerned with transfer of information during the political campaigns and the governments’ role in information technology, laws and regulations regarding communication policies and news broadcasting. In the modern day political communication addresses issues regarding power relationships, icons, the individual’s activities, political considerations as regards to the candidates and the symbolic structure of politics (McNair, 2003). The main goal of political communication is to pass a message that will influence the voters’ population. To be able to gauge their capabilities, political candidates are involved in the public debates where it is determined who has the power to endorse, allow proper distribution of resources, ability to make concrete decisions and has social standings just like in America. Information in political communication moves across among the political elites, from the public to the relevant people in [power and from the political class down to the public. Information is organized and passed on by the political actors such as the parties and other groups interested in the politics (Nimmo, 1990). Political communication makes use of written words, verbal communication or graphics to convey the message and to enhance the political image or identity. 1.1 Problem statement There has been increased concern among various groups involved in the political arena such as the pollsters, advertising staff, political analysts and consultants to ensure that the information is strategically passed and reaches the concerned parties (McNair, 2003). However, little research has been carried out in the other areas of political communication but little has been addressed on the channels of communication in political communication and their influences on the general population in the political environment which this research seeks to establish. 1.2 Objectives of the study To identify the various channels of communication used in political communication To identify the role of channels of communication in influencing the general population in the political environment 1.3 Significance of the study The study will help the learners to identify the various methods that the politicians can use to get more voters on their side. This will help them in future to be able to design and choose the best methods of communication to engage in. It will also add to the body of literature since little research has been done in this field. It will provide an opportunity for continuous research to the scholars in political communication. 1.4 Limitations of the study The study will be limited to political communication and the channels of communication and their influences on the political environment 1.5 Theoretical framework The agenda setting theory of the media impact theories helps in identifying the various approaches of analyzing the effects of the media information on the voters. According to the theory the views the voters have regarding politics, are greatly influenced by the information they get from the media regarding the political activities, the qualities of the political actors and other circumstances. Chapter Two 2.0 Literature review 2.1 Political communication Political communication refers to the studies of the relationships between media and the political structures, both locally, nationally and globally. In political communication focus is given to the content, the political actors, their effects and impacts on the political world. It also looks into how they impact on the media and the effects of media on the political structures (Gibson and Rommele, 2007). Political communication concentrates on the media, the politicians and the voters. This is because they are the key players in the political industry. According Graber, (2005), voters require information regarding the politicians to help them make decisions in the voting process. Similarly the politicians need to communicate with the voters to know their needs. Voters and the politicians can reach each other using the various channels of communication such as the television, newspapers, radio, internet and other sources. Garber (2005) further argues that the government should take part in facilitating the public discussions that allows for such interactions. For example during the concluded presidential elections in the United States of America, public debates were held between the two party leaders so that they would show the public how they would address the problems facing America. Over the last years political communication has been dominated by the political actors, today the candidates are playing a major role. This has been facilitated by the advancement in information technology and the use of television as the media of information transfer (Gibson and Rommele, 2007). According to Norris (2004) there has been an increase in new communication and information technologies coupled with the use of internet. The political parties have begun using internet to reach the masses. They are also being involved in social movements and makes use of the media. Political communication also helps to determine the amount of information that is passed on onto the audience covering the election campaigns and other social events, the campaign policies and other issues of concern (Graber, 2005). The recent advancements in political communication include covering the political scandals and the lower social class minorities in the political environment. To gain political power is dependent on the appeal the political actor makes on the people and their party (Emruli and Bara, 2011). In today’s world politics has become a major component of the internet which has increased the flow of information. It has also helped the key decision makers in their decision making. The adoption of internet in political communication has also increased transparency in the political world. Dolan & Holbrook, (2001), argues that communication is the bond that links all societies. In the political world there is a need to control information and communication to ensure political success. Success can only be achieved by the political actors and their associates by communicating effectively. 2.2 Channels of communication McNair B. (2003) highlights the various channels of communication used in political communication. Mass media plays a great role in influencing the opinions and the way individuals conduct themselves. The effects of media on the viewers or voters are greatly influenced by the time and place that these events are happening. Other factors that affect the channels of communication include, the environmental factors such as the governments interests and the legislature, the rapid changes occurring in technology, and other historical events. There has been frequent research that has been carried out to determine the role of media news through providing information to the citizens that need to fulfill their civic tasks. It helps individuals have knowledge regarding the political world. Most of the voters however have been ignorant regarding political communication (Kaid, 2004). Media greatly influences the opinions of the society. Media people used to manipulate the opinions just as they pleased or according to their political affiliations. Television has become a powerful channel of communication with adverse effects in the individuals’ social life. Media communications helps reinforce the information but may also not bring any change. Political communication has embraced many changes during the current era such as the change from the old methods of information transfer such as the televisions, radio and newspapers to internet communication (McNair, 2003). Internet communication is faster and cheaper mode of communication. 2.2.1. Television The television has become the most preferred mode of communication among the various politicians. Information is transferred to the viewers through air waves (Kaid, 2004). People are able to view what had happened earlier in the political world, what is happening and hence be able to predict the future. This greatly influences the voters since it enables them to gauge the various candidates and hence make a decision on whom to vote for. It is mainly accessible to those who can afford it. 2.2.2. Newspapers Various people around the world read newspapers. These are media prints that are used to pass information across people of all generation. Due to their accessibility and their affordability people are able to read the news regarding politics which makes it easier for them to make their voting decision (McNair, 2003). 2.2.3. Internet This involves the transfer of information through the electronic media. The internet has become the fastest mode of information transfer and has become preferred by most politicians to reach their voters. The information provided regarding the political actor greatly influences the mind of the voter (McNair, 2003). Negative comments that are posted online may lead to low votes while positive comments may translate to higher votes. The internet can be accessible everywhere and to a larger population. 2.2.4. Radio Radio use waves in the transfer of information. Voters and other political actors get information from the radio which greatly influences their attitude towards the party or the politician. Some people listen to the debates and may judge the people through their voices, speech and coherency since they are not able to see them. This can greatly lead to either positive or negative reaction among the voters towards the political actor (McNair, 2003). 2.2.5. Other channels of communication According to (McNair, 2003), other channels of communication include face to face, faxes, telephone, posters and letters and many more. These are likely to make the character known to the voters and hence may be able to fetch higher votes. Chapter Three 3.0 Research methodology and Design Research design is the scheme or plan that generates answers to the solutions of the research problems. 3.1 Research design The researcher used correlation design which helped in determining the relationship that exists between political communication and the various channels of communication. It also helped the researcher to understand how the independent variable affects the dependent variable. That is how the channels of communication used in political communication impacts either negatively or positively on the political candidates. 3.2. Study location The study was carried in Ohio State in America. This helped in reducing the costs that would have been involved in travelling to get the data. Target population the target population are the politicians, media personnel and the voter. 3.3. Target population The target population was 1000 people who included the politicians, the voters and the media personnel. The population included both men and women. This population was chosen to ensure accuracy of information of the data that was given. This was because for the correct data to be obtained it would require the involvement of a large population during the research. 3.4 Sample and the sampling procedures The sample involved specific people in the political arena, voters and the media industry who were selected using random sampling using the alphabetical order and ensuring that no alphabet was skipped. The researcher used a sample of 50% and the sample was selected using probability sampling. The elements were selected making sure that no letter of the alphabet was drawn heavily more than the others. Therefore, data was carried out among 500 people from the total population. 3.5 Research instrument The researchers used questionnaires that were sent to the selected individuals. The questions were well formulated with questions that were derived from the research objectives. 3.6 Data collection methods The data that was collected was from secondary data. Questionnaires were used and respondents were given adequate time to respond to the questions. The questionnaires were then collected and the results were recorded in tables before they were finally analyzed. 3.7 Data analysis The data was analyzed using graphical whereby the relationships between the dependent and independent variable were established. 3.8 Data presentation The data was presented by drawing a table and a pie chart. This is because they are used to present categorical or discrete data. Chapter four: 4.0 Data Analysis 4.1 Data Analysis Table 1: show the various channels of communication used in political communication, their use and the number of people the reach and the effects the have on the population. Channel of communication Number of people reached Effects on the population Television 100 Behavior change Radio 75 Behavior change Journal 15 Behavior change Newspaper 120 Behavior change Internet 180 Behavior change Others(e.g. phone, face –face) 10 Behavior change Figure 2: A Pie Chart showing the percentages of the frequency of the channels used in political communication The pie chart shows that most people use the internet which has 129.6% to get information regarding politics. The information the get influences their behaviour and attitudes towards the political icons. It also shows that other get information from the televisions which has a percentage of 72%. Various individuals get information from newspapers which greatly influences their attitudes towards the political icons and parties. Radio which represents 54% has also been widel used in passing information in the political arena. The other methods used for communication such as phones, face-to-face and other mediums of adverstisements such as poster represent the lowest percentage of 7.2% Chapter five 5.0.Conclusion From the data obtained political communication has become widely used in the modern day to pass information to the voters for the political icons to create their image. The various method of communication have either positive or negative effect in the lives of the voters which greatly influences which candidate they will vote for. The internet, television and newspaper have become the major modes of communication between the political class and the voters. 6.0.Recommedations This study recommends that further research should be carried out to determine how the politicians can be able to clear their damaged images among their voters through political communication. The study also reccommends that all the stakeholders in political communication should be able to determine the best modes of communication and device and utilize them maximumly to be able to achieve their goals. Another study should also be carried out to establish how the political class manipulate the various channels of communication to achieve their desired results. References Gibson, R. K and Rommele A. (2007). Political Communication: Comparative Politics, Oxfrod: Oxford University Press. Graber, D. A. (2005). Political Communication Faces The 21st Century. Journal of communication. P, 479-498 Kaid, L. L. (2004). A Handbook of Political Communication Research. Mahwan, NJ.: Lawrence Erlbaum Associates. McNair B. (2003). An Introduction to Political Communication, London: Routledge, p.24 Negrine, R. and James, S. (eds) (2007). The Political Communication Reader. New York, NY: Routledge. Nimmo,D. (1990)"New Directions in Political Communication: A Resource Book." Thousand Oaks: Sage, p. 9. Dolan,K. A., & Holbrook, T. M. (2001). Knowing Versus Caring: The Role of Affect and Cognition in Political Perceptions, Political Psychology, vol.22, 27–44 Read More