Journal of Political Studies, Vol. 1, Issue 2, 161-173
Effects of New Media Technologies on Political Communication Saqib Riaz ♣ Abstract Today we are living in the age of web where world is moving on the tips of our fingers. The New Media Technologies have changed the world drastically. Even the traditional print and electronic media have been influenced significantly by the new media technologies. The growing radius of new media can be seen in the developed as well as developing countries. The revolution of new media technology has changed the pattern of political communication. This paper particularly elaborates the influence of new media technology on political communication. The paper demonstrates the extensive use of internet and mobile phones in the election campaigns in some of the developed and developing countries and its effects on political behavior. The paper also suggests some new horizons of political communication through new media technology especially in the developing countries. Effect of new media technologies on political behavior and voting pattern is the focal point of this paper. Key Words: New media, political communication, digital media, election campaigns, campaign Our lives are being heavily influenced by the TV News channels running their broadcasts round the clock. The influence of new media technology is a matter of great concern for media scholars and the society at large. The advancement of new media technologies in the new horizons of the 21st century is an important issue of concern for the modern societies. The world has become Global Village due to the rapid and fast growth of new media. People sitting in different parts of the world are closely in touch with each other through their mobile phones and internet. The new media has not only strengthened the traditional print and electronic media but it has had a great impact on the lives of the common people in different parts of the world. In addition to other spheres of media influences, the new media technology has put a great influence on political communication. Political Communication is one of the most important areas of Journalism and Mass Communication. Political Communication includes the use of media by the governments and political parties to obtain public support whether in the election times or other than the election times. The subject of ♣
Author is Assistant Professor at Allama Iqbal Open University, Islamabad.
Political communication has its roots in the fields of Political Science and Mass Communication and both of these fields are closely interlinked. The different dimensions of political communication include the analysis of the media messages and also the political statements of the leaders of the political parties of the country as well as the prominent world leaders belonging to different countries. There are different patterns of political communication in different parts of the world depending upon their own socio-cultural and economic situations. But one thing is very much clear that democratic societies, whether developed or developing, depend greatly on political communication. Different scholars and experts defined political communication in different ways. For example, Robert E. Denton and Gary C. Woodward describe political communication in the form of intentions of its senders to influence the political environment. In their words "the crucial factor that makes communication 'political' is not the source of a message, but its content and purpose" 1 . Brian McNair provides a similar definition by saying that political communication is "purposeful communication about politics" 2 . This means that this not only covers verbal or written statements, but also visual representations such as dress, make-up, hairstyle or logo design. In other words, it also includes all those aspects that develop a "political identity" or "image". Today, we are living in digital world where new media...
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