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?

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

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

Emotional detachment. Signup and view all the answers

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

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

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

To promote the interests of specific groups or causes. Signup and view all the answers

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

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

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

To achieve political objectives Signup and view all the answers

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

Assassination Signup and view all the answers

How can political communication be categorized based on audience size?

Broad and narrow Signup and view all the answers

What dual audience is addressed during the BERSIH demonstration?

The Malaysian people and the government Signup and view all the answers

What is an example of a political communication aim?

To persuade and influence Signup and view all the answers

What kind of communication is used in billboard advertisements?

Broad communication Signup and view all the answers

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

Government authorities Signup and view all the answers

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

To be made aware of organizational objectives Signup and view all the answers

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

By effectively communicating their message to potential voters. Signup and view all the answers

What is the main objective of political advertising?

To differentiate political products and create meaning for voters. Signup and view all the answers

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

Securing positive media coverage. Signup and view all the answers

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

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

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

Focusing on maximizing profit margins. Signup and view all the answers

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

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

How does political advertising differ from traditional advertising?

Political advertising seeks to influence voter behavior. Signup and view all the answers

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

To build relationships with the media and public. 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.