Introduction Political campaigns are widely structured to evoke certain reactions among different populations and even influencing them to take specific actions regarding the message being popularized. The media has remained a key tool in the transfer of the political message from the political entities to the masses since the history of man (Bennette & Segerberg, 2016; Fiske & Hancock, 2016). The main advantage about the use of media, which in this case refers to all communication tools and platforms, is that the information can reach many people within a short time, thus able to influence populations within a short time. Bennette and Segerberg (2016) note that the Arab uprisings are the best illustrations of some of the effects of media
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According to McChesney (2015), in his work titled Rich media, poor democracy: Communication politics in dubious times, the media is being used by the few wealthy people to only portray information that fails to recognize the realities of society, especially in the US. Despite the illegitimacy of the information being presented, masses are easily influenced into believing what is being presented by the media since these wealthy are willing to spend their money and other resources including connections to package the information as they prefer (McChesney, 2015). Democracy is founded on belief systems and virtues like free speech and ability to determine the future through influencing governance. In this regard, McChesney (2015) argues that although this wealthy class are free to indulge with other institutions as they prefer, they should be prevented from manipulating societies into specific perceptions that are contrary to their societies as these are selfish …show more content…
Perhaps that 2008 election was considered the ultimate solution of the minorities and thus the grassroots campaigns as noted by Gibson (2015) were inspired by the need to influence change in the country. Although the CIC framework by Gibson (2015) proves to offer a solution for such minorities towards propagating their agendas, Bimber et al (2015) are against the belief that specific theories created about the utilization of media to influence perceptions in specific places may be applicable in other communities like the UK. Based on their studies, the use of digital media may not be directly related to the population participation in elections. Based on such arguments, it may be incorrect to argue that the societal injustices and manipulation of perceptions by influential figures may influence action to change political destinies. Nonetheless, it remains evident that the utilization of media, both traditional and emerging are able change societal perceptions either in the positive or negative. Whereas others will take mass action based on the information and even while using the same media and vote to influence change, others will simply ignore and continue with the new perceptions about their
According to McChesney (2015), in his work titled Rich media, poor democracy: Communication politics in dubious times, the media is being used by the few wealthy people to only portray information that fails to recognize the realities of society, especially in the US. Despite the illegitimacy of the information being presented, masses are easily influenced into believing what is being presented by the media since these wealthy are willing to spend their money and other resources including connections to package the information as they prefer (McChesney, 2015). Democracy is founded on belief systems and virtues like free speech and ability to determine the future through influencing governance. In this regard, McChesney (2015) argues that although this wealthy class are free to indulge with other institutions as they prefer, they should be prevented from manipulating societies into specific perceptions that are contrary to their societies as these are selfish …show more content…
Perhaps that 2008 election was considered the ultimate solution of the minorities and thus the grassroots campaigns as noted by Gibson (2015) were inspired by the need to influence change in the country. Although the CIC framework by Gibson (2015) proves to offer a solution for such minorities towards propagating their agendas, Bimber et al (2015) are against the belief that specific theories created about the utilization of media to influence perceptions in specific places may be applicable in other communities like the UK. Based on their studies, the use of digital media may not be directly related to the population participation in elections. Based on such arguments, it may be incorrect to argue that the societal injustices and manipulation of perceptions by influential figures may influence action to change political destinies. Nonetheless, it remains evident that the utilization of media, both traditional and emerging are able change societal perceptions either in the positive or negative. Whereas others will take mass action based on the information and even while using the same media and vote to influence change, others will simply ignore and continue with the new perceptions about their