POS 363: Political

Communication

What is Communication?
Communication is the
actionable transfer of
information from one person,
group, or place to another by
writing, speaking, or using a
medium that provides a means
of understanding. Every
communication consists of a
minimum of one sender, a
receiver, and a message. The
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transmission of a message from
sender to recipient risks being
affected by many things
because communication impacts
how people interact. These
include the location, medium
used to communicate, the
cultural situation, and the
emotions involved. However,
communication helps people to
interact and share various
aspects of life.
Concept of Communication

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Communication involves
transmitting non-verbal and
verbal information in a channel
that includes a sender, medium
of communication, and a
receiver. The following are the
essential concepts of
communication:
Sender and Receiver
The person sending the
information and the one
receiving the information must
be present for communication to
be effective.
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The Message
The information conveyed
should be available for the
sender to transmit to the
receiver. Communication works
when people hear, see, feel, and
understand what a sender is
trying to convey; this ensures
that concentration and attention
are given to important details,
allowing for the smooth transfer
of information. It is vital to
understand that once a sender
has granted information through
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a communication channel, it
cannot be reserved; once the
recipient receives the
information, the sender cannot
take it back.
The language used
The language must be
understandable to both the
sender and the recipient for
communication to be effective.
The Channel
The means of transmitting the
message is the channel.
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Examples of channels are the
human voice and the human
body, e.g., hands and face,
fiber-optic cables, print
materials, and radio signals.
The Medium
The medium is the means
through which the
communication passes to reach
the recipient. Examples of
mediums include mobile
phones, newspapers, social
media outlets, television shows,
among others.
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Feedback
Communication is a give-and-
take scenario, and therefore all
parties involved must actively
ensure that the message is well
understood.

Types of Communication
Verbal Communication
Verbal communication happens
when we participate in talking
with others. It mainly occurs
over the telephone or face-to-
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face. Verbal communication can
be formal or informal. Informal
verbal communication can be a
chat with a friend on the street.
Formal verbal communication
can be an office meeting to
discuss the strategic plan.
Non-Verbal Communication
Non-verbal communication
means sending messages
through our body language.
Body language can include eye
contact and movement, facial

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expressions, sighing, posture,
touch, and hand movements.
Written Communication
Written communication is a
form of communication where
messages are in a physical type
like paper or an online medium
like email and passed from a
sender to a recipient. Examples
of written communication are
emails, messages, memos, and
reports, among others.

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 Political Communication
Political communication is an
interactive process concerning
the transmission of information
among politicians, the news
media, and the public. It is the
process by which a nation’s
leadership, media and citizenry
exchange and confer meaning
upon messages that relate to the
conduct of public policy. The
distinguishing characteristic of
political communication is that
messages are concerned broadly
with governance or the conduct
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of public policy.

The process operates downward

from governing institutions
toward citizens, horizontally in
linkages among political actors,
and also upward from public
opinion toward
authorities.Political
communication, among other
things, includes how (political)
information is communicated to
the electorate, how media cover
parties and politicians, how
issues in the media affect
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politics, how political actors
communicate with each other,
and interpersonal
communication on political
topics.For example, citizens
may direct political messaging
toward their elected officials to
influence their governance.
Conversely, elected officials
can direct political
communication toward their
constituents.

It is, therefore, the

dissemination of information,
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ideas and attitudes about
governmental or public affairs.
A well-planned political
communication effort involves
people and empowers people to
take rational and informed
policy decisions through
appropriate knowledge,
inculcates necessary skills and
optimism, facilitates and
stimulates pertinent action
through changed mindsets and
modified behaviours. All
governments and opinion
makers or leaders put out vast
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amounts of political
communication in order to
influence public opinion. Such
communication is disseminated
through a variety of means or
agencies. Perhaps the most
important of the agencies of
political communication are the
mass media, both print and
electronic and in recent times,
the social media. Other
important agencies of political
communication are political
parties, legislators, pressure
groups or their functionaries,
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and the recognised opinion
leaders in the society.

Legislators, pressure groups and

opinion leaders also undertake a
wide variety of activities, which
are designed to influence the
views of the electorate, win
support for particular policies,
disseminate information about
the activities of the government
or sensitise the government to
the wishes and views of the
people.
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It should be obvious at this
stage that the flow of political
communication is not a one
sided process involving the
downward transmission of ideas
and information from the
government to the governed. On
the contrary, ideas, demands
and opinions are being
communicated from the citizens
to the rulers as well. In other
words, the flow of political
communication is from the
government to the governed and
vice versa.
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Type of political
communication include:
1. Mass Media
Communication: This
includes communication
through television, radio,
newspapers, and online news
outlets. Political leaders often
use mass media to reach a
broad audience and convey
their messages.
2. Campaign
Communication: Political
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 candidates and parties use
campaign communication to
reach voters. This involves
campaign speeches, debates,
campaign ads, and social
media campaigns.
3. Public Relations: Political
figures and parties employ
public relations strategies to
manage their image and
reputation. This can involve
press releases, media events,
and crisis management.

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4. Political Advertising:
This includes paid
advertisements in various
media, such as TV
commercials, radio spots,
print ads, and digital ads, to
promote a political candidate
or issue.
5. Social Media and Online
Communication: With the
growth of the internet and
social media, political
communication has expanded
into these platforms.
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 Politicians and organizations
use platforms like Twitter,
Facebook, and Instagram to
engage with the public.
6. Public Speeches and
Rallies: Politicians often
deliver speeches and
participate in rallies to
connect with voters. These
events are important for
conveying their messages
directly to the public.
7. Political Debates: Debates
between candidates are a
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 common form of political
communication, allowing
candidates to discuss and
defend their positions on
various issues.
8. Legislative
Communication: Elected
officials communicate with
constituents through
newsletters, town hall
meetings, and other means to
update them on legislative
activities and solicit
feedback.
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9. Government Reports and
White Papers: Governments
often produce reports and
white papers to inform the
public about policies,
research findings, and
important issues.
10. Advocacy and Lobbying:
Interest groups and lobbyists
engage in political
communication to promote
their agendas and influence
policy decisions.

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 11. Political Opinion:
Political analysts,
commentators, and opinion
writers provide their
perspectives and analysis on
political issues in
newspapers, magazines, and
on television.
Media and Politics:
Media Ownership and
Influence: Imagine media
companies as big puzzle
pieces that are owned by
different people. These
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 owners can have their own
interests or beliefs, which can
influence what news gets
covered. For instance, if a
media company is owned by
someone who supports a
particular political party, the
news from that company
might have a certain bias.
 New Media and Digital
Politics: This is all about
how the internet and social
media have shaken things up
in politics. It's like the old
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 way of doing things was with
newspapers and TV, and now
there's a whole new
playground online where
political battles and
movements take place. Social
media, in particular, lets
people quickly share their
political views and organize
for change.
Political Campaigns and
Messaging:
Message Development and


Targeting: Think of political

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 campaigns as a big store with
different products. They need
to create the right messages
to sell those products, which,
in this case, are politicians
and their ideas. These
messages are tailored for
different groups of people.
For example, the same
politician might have one
message for young voters and
another for older voters.
 Negative Advertising: In the
world of politics, sometimes
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 advertisements focus on
making the opponent look
bad rather than highlighting
their strengths. It's like
saying, "Don't vote for the
other person because they did
this bad thing." These ads are
designed to convince us that
the other candidate is a bad
choice.
Political Communication
Ethics:
Truth in Political
Communication: In this
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context, truth means telling
the facts as they are.
Politicians and the media
should provide accurate and
honest information to the
public. When they make
claims or present
information, they should be
able to back it up with
evidence. Ethical concerns
arise when they stretch the
truth, omit key facts, or make
false statements to gain an
advantage.
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 Fairness and Objectivity:
Fairness in political
communication means giving
all sides of an issue a chance
to be heard. It is about
presenting a balanced view
without favouring one
perspective over another.
Objectivity is like being
neutral and not taking sides.
In journalism, for example, it
means that reporters should
report the news without
letting their own opinions or
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 biases influence how they
present the story. Ethical
discussions often revolve
around whether the media or
politicians are being fair and
objective in their
communication.
Media Bias and Objectivity:
Types of Bias: Media bias


refers to any unfairness in

how news is presented. There
are different types of bias,
including partisan bias
(favouring one political
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 group), sensationalism
(making news more exciting
than it is), and bias by
omission (not reporting
certain facts or perspectives).
Media outlets are expected to
provide a balanced and
objective view of events, but
sometimes they may
unintentionally or
intentionally show bias.
 Media Literacy: This is
about teaching people to be
smart consumers of news. It's
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 like having the skills to spot
when the media is being
unfair or biased. Media
literacy helps you recognize
when information is
presented in a way that's
meant to influence your
opinion. For example, it can
help you identify when a
news story is using
emotionally charged
language to make a point.
Government
Communication:
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 Crisis Communication:
When something bad
happens, like a natural
disaster or a major accident,
the government needs to
communicate with the public.
This is crucial for managing
the situation and reassuring
people. How they talk to the
public during these times can
affect how people respond.
For instance, clear and
reassuring messages can help
prevent panic.
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 Presidential
Communication: In
countries with a president,
they often speak directly to
the nation through TV
broadcasts and press
conferences. These are
moments when the leader
talks about important issues,
like new laws or foreign
relations. How they
communicate can influence
public opinion and even
impact the nation's mood.
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Political Satire and Comedy:
Satire as Political Critique:
Satire is like using humour to
make fun of or criticize
something, often political issues
or figures. Comedians,
cartoonists, and satirical shows
use exaggeration, irony, and
humour to highlight the flaws,
absurdities, or contradictions in
politics and society. Satire
serves as a form of critique,
drawing attention to issues that
need reform. For example, some
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shows on TV often ridicule
politicians' actions and
decisions, aiming to entertain
and inform the public.
Influence of Satire on Public
Opinion: Satirical content can
have a significant impact on
public perception and
understanding of political
issues. When humour is used
effectively, it can make
complex topics more accessible
to a broad audience. By poking
fun at politicians and their
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policies, satire can influence
people's views and provoke
them to think critically about
current events. For example,
satirical sketches that mock a
politician's behaviour may lead
viewers to question the
politician's actions and
motivations.

Research Methods in Political

Communication:
Researchers use a variety of
research methods in the study of
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political communication. Each
of these research methods
serves a unique purpose in the
study of political
communication. Researchers
select the most appropriate
method based on their research
questions, objectives, and the
nature of the phenomena they
are investigating. These
methods enable scholars to gain
insights into the dynamics of
political communication and its
impact on public opinion,
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political behaviour, and society.
The methods include:
Content Analysis: Content
analysis is a research method
that involves systematically
analyzing and coding the
content of media, such as
newspapers, television
programs, websites, or social
media posts. Researchers use
this method to study the
frequency and patterns of
specific themes, messages, or
symbols in political
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 communication. For example,
they might analyze news
articles to understand how
often certain political issues
are covered or how different
candidates are portrayed.
 Surveys and
Questionnaires: Surveys are
a common tool in political
communication research to
gather data on people's
opinions, attitudes, and
behaviours. Researchers
design questionnaires that
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 include questions related to
political topics and
communication preferences.
By collecting responses from
a representative sample of the
population, they can draw
conclusions about public
opinion and the effectiveness
of political communication
strategies.
 Experiments: Experiments
involve controlled settings
where researchers manipulate
one or more variables to
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 understand their impact on
political communication
outcomes. For example, a
researcher might conduct an
experiment to test the
influence of negative political
advertising on voters'
perceptions. By comparing
groups exposed to different
types of ads, they can assess
the effects of these ads on
attitudes and behaviour.
 Qualitative Research:
Qualitative research methods,
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 such as in-depth interviews
and focus groups, are used to
gain a deeper understanding
of individuals' experiences,
perspectives, and motivations
in the context of political
communication. Researchers
ask open-ended questions to
explore the nuances of
people's political beliefs and
reactions to communication
strategies.
 Social Network Analysis: In
the digital age, social
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 network analysis is a valuable
method to examine the flow
of political information and
influence through social
media platforms. Researchers
use network analysis tools to
visualize how political
content spreads, who the key
influencers are, and how
information travels within
social networks.
 Case Studies: Case studies
involve an in-depth analysis
of specific political
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 communication events,
campaigns, or individuals.
Researchers examine a
particular case in great detail
to uncover unique insights
and understand the dynamics
at play. Case studies are
particularly useful when
exploring complex, real-
world scenarios.
 Field Observations:
Researchers often conduct
field observations at political
events, rallies, or campaign
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 activities. This method allows
them to witness political
communication in action and
gather firsthand data on how
politicians interact with the
public and how the public
responds.
 Textual and Discourse
Analysis: Textual analysis
involves examining the
language and rhetoric used in
political communication.
Researchers may analyze
political speeches, debates, or
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 campaign materials to
understand the persuasive
techniques, framing, and
messaging strategies
employed by political figures.
 Longitudinal Studies:
Longitudinal studies involve
tracking political
communication and its
effects over an extended
period. Researchers collect
data at multiple points in time
to identify trends and changes
in public opinion, media
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 coverage, or communication
strategies.
 Big Data Analysis: With the
availability of vast amounts
of data, researchers use big
data analysis techniques to
explore political
communication patterns in
digital spaces. They may
analyze large datasets from
social media or online forums
to identify trends and
sentiments related to political
topics.
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