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12 New Media and Political Communication

12 New Media and Political Communication - New Media...

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New Media Technology and Political Communication
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Schedule Politics Media Politics Three Ages of Media Politics New Media Politics Optimist Arguments Pessimist Arguments Entertaining Politics
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Politics Macro-politics is a struggle between different groups in society to gain influence over the means to shape the resource-allocation and decision-making processes of the state in society. Micro-politics is personal: the opinions you hold, what you individually care about, what matters to you in your life. What is the relationship between macro and micro-politics?
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Media Politics Political struggles are mediatized. Parties must convince use of the legitimacy of their leadership. The particular interests of each party are represented as the general interest of all people in society. ‘Hegemony’: a competitive struggle to organize public consent so as to attain a position of moral leadership. Each political party wages a mediatized struggle to legitimize its particular viewpoints as society’s general view.
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Three Ages of Media Politics Mediatized politics has changed over time. Since World War II, there have been “three ages.” Each has been shaped by developments in information and communication technologies. Each new comm. tech has provided a new means of mediatized politics by politicians and parties.
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First Age of Mediatized Politics Post-WWII - 1960 Citizens related to and participated in politics through long-term party affiliations Political ideology entrenched in communities and families reinforced through partisan print media Mass mediatized politics didn’t play a big role Simple one-dimensional messages Political leaders talked about issues that mattered to them; they weren’t afraid to express unpopular opinions or changes they wanted to make.
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Second Age of Mediatized Politics Mid 1960s, era of TV Party control of members loosened Party clubs, newspapers, and other organizations declined. TV became the new means of mediatized politics, a new space of politics. TV screens enabled mass audience reach; also, tap new audiences that were previously out of reach. Party identification moved from long to short-term, Parties adopted new media savvy strategies—sought to shape the agenda, stay on line, press conferences, news briefings, interviews, and broadcast discussions. Political parties started dispatching representatives to partake in televised discussions, paying for political advertisements, and participating in debates. Daisy http://www.youtube.com/watch?v=63h_v6uf0Ao Politicians were discouraged from ‘speaking their minds’ directly to the public.
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