The Dynamics of Political Communication Chapter 1 Introduction to political communication © 2018 Taylor & Francis

2016 Democratic primary candidate Bernie Sanders The 2016 Election An election of firsts: First woman nominated by a major political party First president without public or military service background First time Twitter was used so regularly to reach so many citizens What else was “new” about the 2016 election? 2016 Democratic primary candidate Bernie Sanders © 2018 Taylor & Francis

How does Political Communication … Affect democracy? Affect us, the public? Although politics today fills many with disgust, it has led to: The abolition of slavery The Civil Rights Act Medicare The minimum wage Welfare Many other social goods President Lincoln used the tools of political communication to convince Congress to pass the 13th Amendment abolishing slavery. © 2018 Taylor & Francis

Defining Political Communication What are the take-aways from these definitions? The flow of messages and information that gives structure and meaning to the political process (Pye, 1993, p. 442) Two sets of institutions – political and media organizations – which are involved in the course of message preparation in much “horizontal” interaction with each other while on a “vertical” axis, they are separately and jointly engaged in disseminating and processing information and ideas to and from the mass citizenry (Blumler, 2014, p. 39) The communicative activity of citizens, individual political figures, public and governmental institutions, the media, political campaigns, advocacy groups and social movements (Jamieson & Kenski, 2014) A complex, communicative activity in which language and symbols, employed by leaders, media, citizens, and citizen groups, exert a multitude of effects on individuals and society, as well as on outcomes that bear on the public policy of a nation, state, or community (Perloff) © 2018 Taylor & Francis

A multilevel phenomenon MACRO level effects Public opinion Institutional change Political activism Public policy micro level effects Individuals’ thoughts Candidate assessments Feelings Attitudes Behavior © 2018 Taylor & Francis

Symbols and language Leaders use “language to move people to think and act in ways that they might not otherwise think and act” (Ball, 2011, p. 42). A symbol is a form of language in which one entity represents an idea or concept, conveying rich psychological and cultural meaning. What are some examples of leaders, media, or citizens using symbols for political communication? © 2018 Taylor & Francis

Media & Mediatization Mediatization emphasizes how media have transformed the structural relations of politics in society. The process by which media have come to play a central role in politics: Influencing institutions Performing strategic functions for political elites Imparting information & misinformation Socializing young citizens into civic society Creating the public spectacle of politics Being the playing field on which politics occurs © 2018 Taylor & Francis

Media Technology Changes in media technology transform politics as well Political communication is now a multi- media game Online messages play a key role in presidential elections Online media reveal content that would have been hushed up years ago Boundaries between private and public have disappeared in politics How would the 2016 election have been different without the Internet and social media? © 2018 Taylor & Francis

Diverse, Multifaceted, Blurred Lines Media “The media” is not singular; there are many media and diverse platforms. Conventional media used to serve as the sole gatekeepers. Today we have a more multifaceted media than ever before. Biased media co-exist with professional journalism and social media. Political communication in an entertainment society is part of the popular culture. © 2018 Taylor & Francis

Interplay among Leaders, Media and Citizens The flow of political communication Leaders and influence agents are the elite The media are the next player Centerpiece is the citizenry/public Messages flow between these groups Elites do not always dominate political communication Where do viral videos fit in this model? © 2018 Taylor & Francis

A global Phenomenon Similarities in the role of media in democratic elections across the world: Candidates adapt their strategies to fit the media Journalists are important for defining and framing political issues Marketing and opinion polling are mainstays Politics is personalized; media communicate candidates’ personalities in addition to issue stances There are still substantial differences due to cultural, structural, and economic factors. Comparative political communication studies the overlap and difference in political media systems around the world. © 2018 Taylor & Francis

Conclusions American presidential elections mix farce, entertainment, policy issues, big money, partisan politics, and democratic values Politics is disparaged, but influences our lives in subtle, direct, and symbolic ways Politics aims to reach consensus on decisions that can benefit the larger community Political communication is… a complex activity bridging political and media institutions the domain of symbols a mediated experience influenced by technology multifaceted defined by a dynamic interplay among leaders, media, and citizens a global phenomenon © 2018 Taylor & Francis