Download Personification of Politics in the Media

Athuman Mtulya, Kapembwa Chungu,
Mariagoreth Charles, Liselott Lindström


Winfried Schulz (2008):
”Communication is considered to be political
if it’s related to exchange of messages
among political actors. For example most of
what politicians do is political
communication. ”
Focus on individuals instead of issues
Langlang (1981): A reciprocal kind of effect of
mass media.
”Consequences of a media to a person or an
institution as an object of media coverage
and not an event”

Mostly used in negative issues
◦ ”IGP Mwema pole, lakini umejifunza” (Mtanzania
22.4.2010)

Sometimes it applies in positive issues
◦ Kikwete in the map (The Express) 14.1.2010
◦ Kikwete – like the father of the Nation (Mtanzania
22.4.2010)

Defamation

Celebrity Politics

Miss important issues

Invade privacy

Balance story

Misleading the audience
 Do
we need personification?

No clear party manifestos

Not go too far