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Caramani (ed.) Comparative Politics
Section IV: Actors and processes
Chapter 19:
Political communication
by Rachel K. Gibson and Andrea Römmele
Chapter 19: Political communication
Introduction (1/1)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
The field of political communication studies the interactions between media
and political systems.
The control of information and communication has become a
central determinant of political power in “information societies”.
New media technologies led to the emergence of a new, more citizendriven than mass-based form of political communication.
Chapter 19: Political communication
Communication
and democratic politics (1/1)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
The main actors of political communication:
Politics
Voters
Media
Political parties are still the key actors in linking citizens to government.
However, the new information and communication technologies (ICTs)
increased the importance of candidates and NGOs / social movements.
Chapter 19: Political communication
Approaches to
political communication (1/2)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
In communication research, four phases of media effects have been
distinguished:

1st phase (1900s - 1930s): Media were considered to have a direct
and decisive impact in shaping public opinions.

2nd phase (1930s – 1960s): Media were seen as having only a
minimal impact due to mediating factors.

3rd phase (>1960s): The spread of television led to a revival of the
concept of powerful media.

4th phase (today): Focus on the agenda-setting power of media (not
what to think, but what to think about).
Chapter 19: Political communication
Approaches to
political communication (2/2)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
How do parties react to the changes of the media system?
Demise of mass-parties and the emergence of new models of party
organization (from inward to outward orientation).
Declining role of parties?
 Parties were adapting to the changing demands of media and society,
but they are not necessarily weaker:
Parties played an important role in professionalizing political
communication
Development of new campaign styles (permanent campaign)
Strengthening of their headquarters
Chapter 19: Political communication
Electoral campaigns (1/2)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
Campaign research distinguishes three different historic phases of political
campaigning:
(1) Pre-modern campaign:
Local party organizations and face to face contacts
(2) Modern campaign:
Centralized party organization and mass media
(3) Professionalized campaign:
High degree of personalization (e.g. Internet, direct mail)
Chapter 19: Political communication
Electoral campaigns (2/2)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
Different media systems and media logic bring different styles of political
communications (Hallin & Mancini 2004):
(1) Mediterranean or pluralist type:
Media system closely related to politics
(2) North Atlantic or liberal type:
Commercial media, institutional separation from political parties, little
state intervention
(3) Democratic corporatist type:
Coexistence of commercial and political media, media seen as social
institutions, state interventions
Chapter 19: Political communication
The new political communication (1/2)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
What are the effects of the new media (ICTs) on political communication?


Equalization theses: Smaller players gain voice
Normalization theses: Established players profit most
In the early days of ICTs they mostly reproduced the logic of previous
media communication. Limited innovation and limited importance of
internet-based political communication (Web 1.0 communication).
Chapter 19: Political communication
The new political communication (2/2)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
The term Web 2.0 communication describes a new era in digital
communication. It brought an increase in the level of autonomy and control
of media use. Participatory web (blogging, tagging, wikis).
Four key developments:
Message distribution (from “one to many” to “many to many”)
Rising role of information “brokers”
Conversion of technologies
Increase in bottom up channels from citizens to policy-makers

The ability of traditional players to control information is eroding.
Chapter 19: Political communication
Conclusion (1/1)
Introduction
Communication and democratic politics
Approaches to political communication
Electoral campaigns
The new political communication
Conclusion
There are conflicting trends in political communication:

Smaller groups have a far better chance to reach a potential global
audience.

Regardless of the fragmentation of public space, there is a tendency
to seek out established voices.