The Influence of Media on Political Communication: A Review of Literature

Abstract

Aim: Globally, the media landscape has undergone significant changes in recent years, with the advent of digital technology and social media platforms. Understanding the role of media in political communication is crucial for analyzing its impact on public opinion, political engagement, and democratic processes. This study aimed at determining the role of media in political communication.

Methodology: This was a literature review that followed a systematic approach, conducting a comprehensive search across academic databases, including journals and conference proceedings. Keywords such as “media,” “political communication,” “public opinion,” and “democracy” were used to identify relevant studies. The inclusion criteria comprised empirical studies that examined the role of media in political communication.

Findings: The reviewed studies consistently indicate that media plays a critical role in shaping political communication. The studies highlight the importance of both traditional media channels and emerging digital platforms in disseminating information, framing public discourse, and influencing political engagement. Furthermore, the impact of media on political communication is not only determined by the content but also by the changing patterns of media consumption and the rise of selective exposure.”

Conclusion: It was concluded that media plays a significant role in political communication by shaping public discourse, disseminating information, and influencing political engagement. Understanding the complex interplay between media channels, content, and consumption patterns is essential for analyzing the impact of media on political communication and democratic processes.

Recommendation: Policymakers, political actors, and media organizations should recognize the evolving role of media in political communication and develop strategies to engage with citizens effectively. Ensuring a diverse and balanced media landscape that encourages informed public discourse and promotes democratic values is crucial for maintaining a healthy democracy.