Political Parties and Communication Strategies
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Questions and Answers

How do political actors use media to communicate with their target audiences?

  • They engage in political debates and discussions to showcase their expertise.
  • They create their own media platforms to bypass traditional media outlets.
  • They utilize the media to disseminate policy statements, election appeals, and pressure group campaigns. (correct)
  • They provide financial support to media organizations for favorable coverage.

    • What is the role of media organizations in democratic political systems?

  • They exclusively serve as platforms for political advertising and campaigns.
  • They exclusively function as transmitters of political messages originated outside their organizations.
  • They solely act as neutral observers and reporters of political events.
  • They function both as transmitters of political messages and creators of political messages. (correct)

    • What are the examples of digital platforms used for political communication?

  • Only online news providers and social networking sites.
  • Only websites operated by established media organizations.
  • Only social networking sites like Facebook and Twitter.
  • Websites operated by established media organizations, online news providers, and social networking sites. (correct)

    • What is the key objective of political communication from the perspective of the communicator?

    <p>To influence the political behavior of the recipient in a way that aligns with the communicator's agenda.</p> Signup and view all the answers

    Which of the following is NOT a potential effect of political communication on the audience?

    <p>Emotional detachment.</p> Signup and view all the answers

    What is the significance of the relationship between 'public opinion' and politicians and media organisations?

    <p>It showcases the role of political communication in shaping public opinion and political agendas.</p> Signup and view all the answers

    What is the role of pressure groups and NGOs in political communication?

    <p>To promote the interests of specific groups or causes.</p> Signup and view all the answers

    What is the key difference between traditional media and digital platforms in political communication?

    <p>Digital platforms offer greater reach and speed of information dissemination.</p> Signup and view all the answers

    What is the primary goal of organizations that use terror tactics?

    <p>To achieve political objectives</p> Signup and view all the answers

    Which of the following tactics is commonly associated with terrorist organizations?

    <p>Assassination</p> Signup and view all the answers

    How can political communication be categorized based on audience size?

    <p>Broad and narrow</p> Signup and view all the answers

    What dual audience is addressed during the BERSIH demonstration?

    <p>The Malaysian people and the government</p> Signup and view all the answers

    What is an example of a political communication aim?

    <p>To persuade and influence</p> Signup and view all the answers

    What kind of communication is used in billboard advertisements?

    <p>Broad communication</p> Signup and view all the answers

    State terrorism often occurs when which entities commit acts of violence?

    <p>Government authorities</p> Signup and view all the answers

    What is the role of target publics in the context of terrorist organizations?

    <p>To be made aware of organizational objectives</p> Signup and view all the answers

    What is the primary way political parties aim to gain voter support?

    <p>By effectively communicating their message to potential voters.</p> Signup and view all the answers

    What is the main objective of political advertising?

    <p>To differentiate political products and create meaning for voters.</p> Signup and view all the answers

    What is a key tactic employed by political parties in public relations?

    <p>Securing positive media coverage.</p> Signup and view all the answers

    How do political parties measure their success, in contrast to commercial businesses?

    <p>By the number of votes received and their influence in power.</p> Signup and view all the answers

    Which of the following is NOT a principle of political marketing?

    <p>Focusing on maximizing profit margins.</p> Signup and view all the answers

    What is a key difference between political marketing and commercial marketing?

    <p>Political marketing focuses on promoting ideas, while commercial marketing promotes products.</p> Signup and view all the answers

    How does political advertising differ from traditional advertising?

    <p>Political advertising seeks to influence voter behavior.</p> Signup and view all the answers

    What is the primary function of public relations in political parties?

    <p>To build relationships with the media and public.</p> Signup and view all the answers

    Study Notes

    Political Parties and Communication Strategies

    • Political parties agree to abide by the constitutional rules of the political system they operate in, respecting the limitations on their power to implement or oppose policy.
    • To get people to vote for them, political parties primarily focus on communicating with their target audience, using various strategies and tactics.

    Marketing Strategy

    • Similar to commercial marketing, political organizations target audiences from whom they seek electoral support, using channels of communication in a competitive environment.
    • Political parties measure success in terms of voting share and effective power, not profit.

    Political Advertising

    • Political advertising is founded on principles originally worked out by the business sector to exploit the persuasive potential of mass media.
    • This form of political communication uses mass media to differentiate political products (parties and candidates) and give them meaning for the consumer.

    Public Relations Strategy

    • Public relations involve media and information management tactics to ensure a party receives maximum favourable publicity and minimum negative publicity.
    • Activities covered by public relations include:
      • Media management
      • Information management
      • Lobbying of NGOs and pressure groups

    Effect of Political Communication on the Audience

    • Manipulation?
    • Persuasion?
    • Agenda setting?
    • The politician's visual image can shape voters' perceptions.
    • Biased media coverage can impact election outcomes.
    • The relationship between public opinion and agendas set by politicians and media organizations.

    Elements of Political Communication - The Media

    • The media functions as transmitters of political communication and senders of political messages constructed by journalists and producers.
    • The digital platform includes:
      • Websites operated by established media organizations
      • Online news providers like MalaysiaKini
      • Blogs and independent sites devoted to reporting on political issues
      • Social networking sites like Facebook and Twitter

    Elements of Political Communication - The Audience

    • The target of persuasion is the audience, the second key element in the political communication process.
    • The audience may be broad or narrow, depending on the objective of the political communication.
    • Examples of audience targets include:
      • Billboard advertisements intended to persuade an entire nation of voters
      • Editorial content in leading newspapers
      • Facebook pages of political parties
      • Demonstrations like BERSIH, which have multiple levels of meaning and target multiple audiences.

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    Introduction to Political Communication and Concepts PDF

    Description

    Learn about the communication strategies used by political parties to target their audience and influence voting decisions.

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