Questions and Answers
How do political actors use media to communicate with their target audiences?
What is the role of media organizations in democratic political systems?
What are the examples of digital platforms used for political communication?
What is the key objective of political communication from the perspective of the communicator?
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Which of the following is NOT a potential effect of political communication on the audience?
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What is the significance of the relationship between 'public opinion' and politicians and media organisations?
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What is the role of pressure groups and NGOs in political communication?
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What is the key difference between traditional media and digital platforms in political communication?
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What is the primary goal of organizations that use terror tactics?
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Which of the following tactics is commonly associated with terrorist organizations?
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How can political communication be categorized based on audience size?
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What dual audience is addressed during the BERSIH demonstration?
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What is an example of a political communication aim?
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What kind of communication is used in billboard advertisements?
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State terrorism often occurs when which entities commit acts of violence?
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What is the role of target publics in the context of terrorist organizations?
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What is the primary way political parties aim to gain voter support?
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What is the main objective of political advertising?
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What is a key tactic employed by political parties in public relations?
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How do political parties measure their success, in contrast to commercial businesses?
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Which of the following is NOT a principle of political marketing?
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What is a key difference between political marketing and commercial marketing?
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How does political advertising differ from traditional advertising?
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What is the primary function of public relations in political parties?
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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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Description
Learn about the communication strategies used by political parties to target their audience and influence voting decisions.
