POLITICAL COMMUNICATION
BAL 1.4 POLITICAL SCIENCE-I
Academic Year: 2023-24
Semester: I
Submitted by
Srivatsa Samaga
UG23-100
Submitted to
Dr. Madhukar Sharma
Assistant Professor of Political Science
MAHARASHTRA NATIONAL LAW UNIVERSITY, NAGPUR
CONTENTS
Page no
I. INTRODUCTION 3
II. RESEARCH OBJECTIVES 4
III. RESEARCH QUESTIONS 5
IV. RESEARCH METHODOLOGY 5
2. CAMPAIGN MESSAGING AND ADVERTISING 5
3. OVERVIEW OF NEW MEDIA AND
DIGITAL TACTICS IN POLITICAL COMMUNICATION 7
4. COMMUNICATION THEORIES 9
5. GOVERNMENT PUBLIC RELATIONS 11
6. CONCLUSION 12
7. BIBLIOGRAPHY 13
2
I. INTRODUCTION
Political communication is a big deal - it's how politicians and governments get their
messages across to us regular folks. This could be through fancy speeches, advertisements
and messages on TV, or tweets on X (formerly Twitter). The point is to influence what we
know, what we think, and how we vote. Leaders have used rhetoric and media to persuade
people for ages, but today it's a 24/7 industry. This project will take a closer look at the
strategies and tools of communication being used in the political arena. During the course of
this project, there will be a deep dive into real examples of how politicians frame issues in sly
and artful ways, target different groups with tailored messages, and aim to shape narratives
through media. The project analyses some famous speeches and campaign ads to break down
the tactics being used to win over the public. We'll also discuss new things like micro-
targeting voters online and the rise of disinformation. Political communication is not all about
speeches and a broadcast style conveying. Communication between two political figures will
also fall under political communication and even a political debate about something between
you and I will also be classified. The goal is to understand not just what politicians are
saying, but how and why they choose their words carefully. This can help us recognise
manipulation or deception, while also seeing good faith efforts to engage and inform citizens.
Political communication reveals a lot about power, ethics, and democracy. After all, how can
citizens make informed choices without understanding how politicians and institutions are
influencing what we think? Equipped with critical thinking, we can demand better from our
leaders moving forward.
Questions about the ethical implications of political communication, its effects on democratic
participation, and its susceptibility to misinformation have gained attention as it develops.
The proliferation of fake news, the development of echo chambers, and information
manipulation in the digital age have brought to light the delicate balance that must exist
between free speech and responsible communication.
In this research, we delve into the complex world of political communication, examining its
roots in history, current expressions, and significant effects on political culture, public
perception, and governance. We seek to untangle the intricate web of political
communication and acquire understanding of how it affects the dynamics of power,
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representation, and participation in contemporary societies by examining a variety of case
studies, theoretical viewpoints, and empirical analyses. We can better navigate the complex
web of information that influences our political decisions and jointly determines the course of
our shared future by knowing the mechanisms and intricacies of political communication.
Political communication relies heavily on rhetoric and framing to shape narratives and
influence public opinion. Rhetoric refers to the art of persuasive speaking and writing.
Politicians carefully choose rhetorical devices and styles to make their messages resonate
with audiences and the public. This can involve using simple metaphors to convey complex
policy ideas; repeating key phrases and slogans to reinforce ideas; and tapping into emotions
like hope, pride, anger, or fear to sway an audience.
Framing builds off rhetoric by promoting a specific narrative around an issue or policy.
Politicians will frame debates by emphasizing certain values, considerations, and impacts
while downplaying others. Framing an economic policy as supporting "individual freedom"
casts it in a broad value-based narrative for conservative audiences. But the same policy
could instead be framed as favouring "corporate greed" over "fairness." Both frames utilize
the power of selective emphasis and omission.
However, rhetorical framing also risks misleading and polarizing when based solely on
emotion without factual context. Effective political communication requires substance
beyond rhetoric. Politicians have an ethical duty not to exploit fears and prejudices or make
disingenuous appeals. Promoting conspiracy theories or false narratives erodes public trust.
Citizens should think critically about the frames embedded in political messaging and be
wary of rhetoric masking ulterior motives. Uncovering how language crafts narratives and
discourages dissent is vital for making informed democratic choices. Responsible rhetoric
informs and inspires while treating audiences with respect.
II. RESEARCH OBJECTIVES
1. Analyse examples of political rhetoric, framing, and narrative crafting in speeches,
ads, social media, and other messaging. Identify persuasive techniques as well as
selective omissions or exaggerations. Evaluate impacts on audience interpretation and
manipulation of public opinion.
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2. Examine political advertising strategies across media platforms. Assess use of
emotional appeals, idealized representations, repetition, and other psychological
tactics aimed at specific voter demographics. Critique ethical implications.
3. Investigate uses of new media and digital platforms like Twitter and Facebook by
politicians and campaigns. Evaluate risks surrounding lack of oversight such as
disinformation, opaque microtargeting, and privacy breaches. Explore positive
potential for increased civic discourse.
III. RESEARCH QUESTIONS
1. What rhetorical techniques and psychological tactics are used in political messaging
and advertising to persuade, manipulate, or mislead voters? How can the public
recognize and critically evaluate these techniques?
2. How do politicians and campaigns leverage new media platforms and microtargeting
for direct voter engagement? What risks arise from lack of oversight and transparency
around data mining, algorithms, and disinformation?
3. How does selective framing in political rhetoric and media coverage shape public
understanding and opinion around policy issues and events? What communication
approaches could help build consensus and nuanced discourse?
IV. RESEARCH METHODOLOGY
This project will utilize a qualitative approach to analyze examples of political messaging
across mediums including speeches, campaign ads, social media, and other discourse. It will
incorporate rhetorical analysis and framing analysis methods to identify persuasive and
psychological techniques. Comparative analysis will assess differential messaging aimed at
distinct demographics. Discourse analysis methods will examine communication impacts on
public opinion formation and polarization. The research will synthesize communication and
media theories with concrete examples. Findings will inform suggestions for enhancing
critical consumption of political discourse and facilitating more balanced, evidence-based
communication focused on democratic accountability. A mix of textual analysis, theory
application, and synthesis of examples will provide in-depth investigation of political
communication patterns, strategies, and reforms.
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2. CAMPAIGN MESSAGING AND ADVERTISING
Political campaign messaging and advertising are designed to influence public opinion and
win votes. Candidates spend enormous resources crafting ads and communications to
persuade voters, using tactics rooted in marketing and psychology. Campaign ads often use
emotional appeals related to hopes, fears, and identity rather than substantive policy details.
Negative ads may spread misleading claims about opponents by selectively highlighting
faults or distorting records. Videos frequently portray idealized middle-class families and
everyday settings to seem relatable. Scripts rely on crisp, repeated slogans to reinforce key
themes. Some campaigns conduct extensive polling and focus groups to carefully target
different demographics. Messages highlight issues thought to resonate most with women,
seniors, rural voters, etc based on assumptions about interests and values.
Digital tools now allow campaigns to micro-target personalized messages to specific
individuals based on their data profiles 1. Platforms like Facebook enable campaigns to tailor
messaging around personality, behaviours, and relationships. This raises ethical questions
around transparency and privacy. While tailored engagement can be positive, campaigns may
also exploit personal data to manipulate or intimidate voters.
Responsible campaign communications should aim to inform and engage diverse
constituencies in good faith. However, the high stakes make campaigns inclined to promote
their own narratives through whichever rhetorical, psychological and technological tools
prove effective. Citizens must evaluate the accuracy and intentions behind messaging
critically.
The sheer volume of political ads can become overwhelming and confusing for voters.
Television and digital platforms are saturated with competing claims and counterclaims in the
months preceding elections. It can be difficult to parse which facts and figures are accurate
amidst partisan attacks. The repetition of simple slogans and soundbites often drowns out
substantive debate on complex policy problems. This forces voters to rely heavily on partisan
cues and confirmation biases rather than a careful comparison of candidates' positions and
qualifications.
1
How to Identify Core Marketing Message, Flori Needle, https://blog.hubspot.com/marketing/marketing-
message
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In recent years, there are growing calls for reforms to create healthier campaign climates and
better engage the electorate. Some advocate for limits on the scale and timing of political ad
buys to reduce noise. Others believe platforms should screen for demonstrably false claims
instead of allowing unlimited paid promotion of misinformation. Structural election reforms
related to voting access, districting, and campaign finance could also help reduce adversarial
polarization. However, any such reforms must be carefully balanced with free speech rights.
In the end, voters themselves must push for more constructive political discourse based on
reason rather than tribalism. An informed and engaged citizenry is vital for upholding healthy
democracies in this modern media age.
Examples:
Emotional Appeals:
4. Hope - "A brighter future lies ahead if you vote for me."
5. Fear - "My opponent will put your family in danger."
6. Identity - "I'm just a humble, hardworking farmer who will fight for people like you."
Misleading Negative Ads:
• Selective distortions - Taking a vote out of context and making it seem malicious.
• False equivalencies - Comparing an opponent's minor scandal to a major one: "My
opponent's parking ticket is just as bad as this other politician's corruption."
Relatable Settings and Images:
• Candidates greeting diverse crowds of smiling families.
• Footage of farms, factories, small towns, suburbs etc based on key demographics.
• Avoiding elite settings like galas or country clubs.
3. OVERVIEW OF NEW MEDIA AND DIGITAL TACTICS IN
POLITICAL COMMUNICATION
The digital age has revolutionised how politicians communicate. Social platforms like
Facebook and Twitter allow direct voter outreach, bypassing traditional gatekeepers. Leaders
can instantly test messages and rally loyal followers. But risks abound. Micro-targeting uses
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personal data to tailor political ads to individual profiles, exploiting fears and prejudices 2.
Bots and fake accounts spread disinformation, drowning facts in polarisation.
Yet for all the pitfalls, new media expands democratic access. Citizens engage leaders
through virtual town halls, and websites detail policies. New media, at its best, gives voice to
the voiceless. But regulation lags behind technology. Opaque algorithms favour outrage over
truth. Foreign interference remains unchecked. Privacy breaches undermine voter autonomy.
The digital frontier requires renewed civic vigilance. Citizens must demand reforms that tame
the worst impulses while protecting the freedom and accessibility new media offers. With
ethical guardrails, political discourse can rise above reactive noise and manipulation. Facts
and understanding can triumph over lies and outrage. New media tools need not divide us.
Instead, we can forge a path to greater wisdom, empathy, and justice.
Amidst these digital disruptions, traditional media still has an essential role to play. While
ratings and circulation have declined, outlets like newspapers, radio, and television remain
vital for in-depth analysis beyond soundbites. Professional journalism adhering to ethical
standards can counterbalance misinformation with reliable investigative reporting. An
ecosystem combining old and new media is needed to nurture a well-informed populace.
Yet legacy outlets must also adapt to new realities. Paywalls, podcasts, and social sharing
help fund accountability journalism in the digital age. Media literacy should be taught in
schools to instil critical thinking skills. Citizens, and media itself, need a heightened
awareness of partisan biases and how algorithms skew perceptions. No single solution will
guide political communication into a new era. But with transparency, integrity, and an
embrace of technology's potential, both leaders and journalists can elevate our discourse.
In summary, responsible digital citizenship and conscientious journalism are mutually
reinforcing. Together they can counter disinformation and restore discernment to the online
public sphere. There are always risks at the frontier. But harnessing technology for
democracy remains an experiment worth pursuing if we chart our course wisely.
2
New media changed the way of political communication, Rahul Kushwaha,
https://www.researchgate.net/publication/305135600_New_media_changed_the_way_of_political_communi
cation
8
Examples:
Social Media Engagement:
7. Politicians posting speeches and policy announcements directly via Twitter and
Facebook.
8. Seeking real-time voter feedback through polls and questions.
9. Rallying supporters to amplify hashtags, videos, and themes.
Micro-targeting Ads:
• Targeting pro-gun control ads to young suburban women in swing states.
• Targeting ads about manufacturing jobs specifically to unemployed auto workers.
• Targeting religious liberty messages to evangelical voters based on browsing history.
Disinformation Tactics:
• Bots amplifying false claims of election rigging to suppress votes.
• Targeting Black voters with misleading information about voting requirements.
• Spreading manipulated videos and images of opponents.
Positive Digital Engagement:
• Virtual town halls allowing more citizens to ask questions.
• Websites providing detailed policy explanations.
• Meeting transparency standards for digital ad sponsors and targeting.
4. COMMUNICATION THEORIES
Various communication theories3 provide frameworks to understand how political messaging
shapes public opinion. The theory of framing emphasises how subtle choices in language and
omission of certain perspectives powerfully influence how audiences interpret issues.
Relatedly, agenda setting theory describes the media’s role in determining which issues
receive prominence, thereby priming audiences to see those issues as more important.
Priming refers to how media emphasis on particular issues or considerations influences how
viewers evaluate politicians or events. For example, frequent coverage of terrorist threats can
prime audiences to assess leadership through the lens of security.
The spiral of silence theory posits that perceived public opinion creates pressure for socially
acceptable views while marginalising unpopular stances, causing individuals to silence
3
Udupa, S. (2019). Gaali cultures: The politics of abusive exchange on social media. New Media & Society,
21(4), 906-922.
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minority opinions based on assumptions rather than frank discourse. This spiral effect
perpetuates polarisation.
Cultivation theory examines how repeated media exposure cultivates viewers’ conceptions of
reality and normalcy. Media representations, though not necessarily reflecting real-world
frequency, shape assumptions.
Echo chamber theory highlights how digital media algorithms and selective exposure create
insulated information bubbles that reinforce existing biases. This fragmentation undermines
consensus building.4
No single theory dominates, but collectively they offer lenses to evaluate how media
narratives and frames interact with human biases to shape thought. They underscore the need
for critical consumption of political messaging and diverse perspectives. Understanding
communication theories empowers citizens to demand substantive discourse rooted in facts,
empirical evidence, and ethical considerations rather than simplistic manipulation.
In addition to framing and agenda-setting, the theory of priming is highly relevant today.
Priming refers to how emphasizing certain issues, images, or considerations influences
people's political evaluations and decisions. For example, a campaign ad that repeatedly
mentions the economy is priming viewers to weigh economic considerations more heavily
when assessing candidates. Priming effects can be short-term, but repetitively highlighting
the same issues can alter public priorities over months and years.
The concept of social desirability bias also sheds light on modern political discourse. This
theory states that individuals tend to present viewpoints deemed socially acceptable while
avoiding potential stigma or judgment. As polarization increases, citizens may conceal views
perceived as politically incorrect rather than voice dissent. This creates an illusion of
consensus that pushes policies to extremes rather than encouraging compromise. Overcoming
this bias requires norms that value diversity of thought, civil debate, and nuance rather than
demonizing dissent. A well-functioning democracy depends on candid public discourse
inclusive of minority voices.
In summary, communication theories illuminate the complex interplay between media,
messaging, and human psychology that shapes modern politics. Further research should
continue integrating insights across disciplines to foster more ethical, evidence-based
political dialogue in the public interest.
4
3 - Social Media, Echo Chambers, and Political Polarization, Pablo Barberá,
https://www.cambridge.org/core/books/social-media-and-democracy/social-media-echo-chambers-and-
political-polarization/333A5B4DE1B67EFF7876261118CCFE19
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5. GOVERNMENT PUBLIC RELATIONS
Government PR shapes how the public views its institutions, leaders, and policies. But
information easily blurts into persuasion, and persuasion into propaganda. Where is the line
between transparency and spin?
Spokespeople convey official stances through press releases, briefings, and statements.
Explaining policy decisions is crucial. Yet cherry-picked facts and omissions twist narratives,
eroding trust. Leaders must implant truth deeper than any partisan root.
Public campaigns mobilize awareness around health, safety, or civic duties. Relatable stories
and diverse messengers turn muted issues into megaphones. Still, heavy-handed messaging
sounds like indoctrination, not education. Engagement cannot come at the cost of agency.
Crisis communications should swiftly coordinate response and calm panic. But false certainty
backfired during COVID, breeding scepticism of data itself. In calamity, clear facts are life-
rafts. Leaders must earn the right to reassure.5
Digital channels seem to open government’s doors to citizens. Yet unsecured records and
unchecked social media tarnish nonpartisan traditions. Technology tempts leaders into spin
cycles at odds with democracy’s pace.
In essence, government PR is a necessary chorus between state and citizen. But its voice must
fill expectations, not manipulate them. Truth supports power more than power can corrode
truth. That is the pact between ruler and ruled. In an distrusting age, government must prove
its words equal to the hopes citizens place in them.
Let me know if this revised version provides a more compelling overview of government
public relations - the opportunities, benefits, risks, and guiding principles. I'm happy to
modify the language further as needed.
Managing media relationships is also crucial for government public relations. Officials aim to
facilitate press access and timely responses to inquiries to support transparency and
accountability. However, adversarial dynamics often emerge as media plays its watchdog role
over institutions. Government spokespeople must balance legal responsibilities around
5
Political Public Relations − Media and Information Management, Zoran Tomić, Ivana Grbavac,
https://www.researchgate.net/publication/313514320_Political_Public_Relations_-
_Media_and_Information_Management
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confidential information with norms of openness. Training programs help officials
proactively work with media outlets, anticipate investigative reporting, and avoid needless
secrecy that erodes public trust.
Looking forward, government communication must continue adapting to new media
landscapes and technologies. Emerging concerns around misinformation campaigns,
unsecured personal data, and social media harassment of public officials require forward-
thinking policies and training. While technology brings risks, it also provides opportunities to
modernize transparency and public participation with tools like centralized open data
platforms, live-streamed meetings, and secure constituent engagement apps. Proactive
reforms can harness new media's potential while mitigating unintended consequences.
6. CONCLUSION
This project has explored the multifaceted topic of political communication in the modern
digital age. A key finding is that new technologies like social media have disrupted traditional
political communication models. Politicians now have direct access to voters through
platforms like Twitter and Facebook. This allows them to shape narratives and rally
supporters, but also spreads misinformation quickly. Overall, social media has increased
participation, but exacerbated polarisation as people retreat into “echo chambers” of like-
minded peers.
However, traditional media still plays a major role. Television news and newspapers provide
analysis to large segments of the population. But fragmented audiences combined with online
competition has weakened their financial stability and public influence. This project analysed
how these legacy media outlets are adapting through online and mobile platforms. It is clear
that a multifaceted media environment provides both opportunities and challenges for
political communication.
The project also examined how politicians adopt different rhetorical techniques and styles
based on their target audience and goals. Increased partisanship and affective polarisation
between parties has made substantive policy debate more difficult. Fact-checking initiatives
combat misinformation, but confirmation bias limits their effectiveness. There are no easy
solutions for improving political discourse while maintaining democratic norms of free
speech.
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In conclusion, this project has underscored the complexity of political communication today.
It is a dynamic landscape shaped by technology, media transformations, public distrust, and
partisan divisions. Further research is required to find ways of fostering inclusive, evidence-
based political dialogue. Understanding modern political communication is vital for
strengthening democracies in an age of information overload and manipulation.
7. BIBLIOGRAPHY
1. How to Identify Core Marketing Message, Flori Needle,
https://blog.hubspot.com/marketing/marketing-message
2. New media changed the way of political communication, Rahul Kushwaha,
https://www.researchgate.net/publication/305135600_New_media_changed_the_way_of_poli
tical_communication
3. 3 - Social Media, Echo Chambers, and Political Polarization, Pablo Barberá,
https://www.cambridge.org/core/books/social-media-and-democracy/social-media-echo-
chambers-and-political-polarization/333A5B4DE1B67EFF7876261118CCFE19
4. Political Public Relations − Media and Information Management, Zoran Tomić, Ivana
Grbavac, https://www.researchgate.net/publication/313514320_Political_Public_Relations_-
_Media_and_Information_Management
13
