Literature Review : Awareness of Public in Selecting Local Leaders

Topics: Mass media, Politics, Media influence Pages: 7 (2495 words) Published: June 20, 2013
Literature Reviews
Selections of the local leaders grab a highly attention to many local residents and peoples. This proved that participation of the population in selections of their leaders is an increasingly as common event nowadays. According to Alexander D (2007), state that the phenomenon also happened in country such as India, United States and Australia facing a huge number of populations that involved during the general elections process to determine their favoured leaders. According to Alex Gusmao (n.d), the practiced of democracy would increase the number of participation of local people in choosing the right leaders. Due to the democracy practices, peoples are more become aware about their responsibilities and their power to choose the leader who can lead the community and bring hopes and changes to the future of their areas. Mass Media Influence the people’s awareness to select their leaders The impacts of mass media bring the greater attention and awareness of the public towards political concern. According to Johnson L (1969), stated that the relationship between political and mass media is inseparable as media gives impact to the American politics. He added that media had the power to create leaders by painting a good image of a person such as Ted Kennedy. According to Zaller (1999), political leaders communicate with the public primarily through news media that they do not control. The news media now stand between politicians and their constituents. Politicians speak to the media; the media then speak to the voters. During election campaigns, the media become a vital component for both the politicians (the candidates) and the public. The media act as the connector between the public and the politicians. According to Zaller (1999), politicians rely on the media to get their messages and attention across to the public. The public on the other hand rely on the media for information on candidates, their policies and also their personalities. This is important because who they select for will depend on the information they receive from the media.

There are several of theories related with mass media communication that supported the influence of mass media. According to Armin W. (2010), agenda- setting theories bring the impacts to the media coverage to influence and create the public attention and select some issues and topic related to public discourse. The purpose is to create the public noticed (awareness), as well as salience makes the issue become more important (priority). According to Graber (1997), audiences would follow the media guidance but not slavishly. Therefore, agenda setting theories approach is used to influence of media coverage on the choice and salience of topics or issues to make it more interesting topic and public debated. According to political scientist Ralph Negrine (1996), the mass media act; (1) as an important link between the public, and the opinion of the public and the decision-making processes of government;(2) as a key player in the construction or creation of the public opinion;(3) as a means by which the public can come to play a direct and indirect part in the democratic process.

There are several medium used by mass media to create the awareness of peoples in selecting their local leaders: 1) Television
Television become as a major source of political information compared to internet usage. Despite those different patterns in media usage, in almost every modern society the majority of people name television as their most important source of information about politics. According to Plasser (2002) has compared survey data from 35 different countries and found that in Northern America 70% of the respondents rely on TV as their primary source of political information, in Latin America the average number is 77%, in Western Europe 74%, in Eastern and Central Europe 69%, in Australia 69%, and in East Asia 74%. These data could assume that the relevance of news...

References: 1) Salman A, Ibrahim F, Mohd Yusof & Mahbob M. ( 2011). The Impact of New Media on Traditional Mainstream Mass .Media The Innovation Journal: The Public Sector Innovation Journal, Vol. 16(3), 2011, article 7. Retrieved on 25th May, 2013 at http://www.innovation.cc/s cholarlystyle/ali samman_new+media_impac116v3i7a.pdf
2)Oakeshott, M. (n.d ). Political Maturity. Retrieved on 25th May, 2013 at http://www.michael-oakeshott-association.com/pdfs/mo_political_maturity.pdf.
3) Katz E, (n.d). The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis. Annenberg School for Communication Departmental Papers (ASC), University of Pennsylvania. Retrieved on 25th may, 2013 at http://repository.upenn.edu/ cgi/view content.cgi?article=1279&context=asc_papers.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay on Local Literature
  • Literature Review on Brand Awareness Essay
  • Literature Review Essay
  • Literature Review Essay
  • Literature Review Essay
  • local literature Research Paper
  • Social Media Literature Review Essay
  • Essay on Local Literature

Become a StudyMode Member

Sign Up - It's Free