1 INTRODUCTION...................................................................................................................................1
2 THEORETICAL DISCUSSION: POLITICS, DEMOCRACY AND MEDIA.......................................................1
2.1 Five functions of the communication media in ‘ideal-type’ democratic societies........................1
2.2 Shortcomings of the political structures and the media environment.........................................3
2.3 The role of the media towards democracy (Essay).......................................................................5
2.4 Three categories of politics and media production......................................................................6
3 THEORETICAL DISCUSSION: POLITICAL ADVERTISING.........................................................................8
3.1 Political advertising (Essay)..........................................................................................................8
3.2 Case study..................................................................................................................................10
A political advertisement from your country of residence...............................................................10
3.2.1 A detailed discussion on the advertisement.......................................................................10
3.2.2 Interpretation of the political advertisement......................................................................12
3.2.3 Why I believe the selected advertisement is a “political advertisement”...........................12
4 CONCLUSION.....................................................................................................................................13
SELF-ASSESSMENT AND SELF-REFLECTION..........................................................................................14
SOURCES CONSULTED..........................................................................................................................15
, 1 INTRODUCTION
The following assignment will provide information in relation Political and
Government Communication. five (5) functions of the communication media in ‘ideal-
type’ democratic societies will be discussed, and the shortcomings of the political
structures and the media environment. Additionally, an essay on political advertising
will be written providing an overview of political advertising, the concepts of image
management and its importance, and an argument against political advertising.
Lastly, a political advert will be chosen and explained and interpreted.
2 THEORETICAL DISCUSSION: POLITICS, DEMOCRACY AND
MEDIA
2.1 Five functions of the communication media in ‘ideal-type’
democratic societies
1. Inform citizens
They must first inform the public of what is going on in the world around them (what
we may refer to as the "surveillance" or "monitoring" functions of the media) (McNair
2011: 19).
2. Educate
Second, they must provide knowledge on the relevance and meaning of the "facts"
(the importance of this function explains the seriousness with which journalists
protect their objectivity, since their value as educators presumes a professional
detachment from the issues being analysed) (McNair 2011: 19).
1
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