There are four factors of change that have affected media,
power and political culture:
1. The
changing character of political publicity and news management: Contemporary
television systems with added visual performance have made television a
‘theatre of political performance’. It is not only a ‘theatre of voices’ but
also one of faces, bodies and actions. Politicians and their aides work to get their
actions and their views into the news
frame in the most positive possible way and try to limit the impact of opposing
views or the damage that follows from reporting of ‘bad events’ that reflect
negatively upon their policies and decisions. Television has become a crucial
space within which aspects of the political contest become visible and heard by
the general public.
2. The
changing profile and tone of political journalism within a changed media
economy: Political mediation, including that through journalism, is reflecting
some of the broader changes in the media industry, as it becomes more
market-driven, competitive and linked to the provision of entertainment. As
there is increased emphasis on political personality, there is also increased
scope for stories of scandal and flow of political gossip. Combinations of
traditional ‘hard’ and new ‘soft’ stories and the extensive use of
Internet-based sources, together with email linkage, greatly increases the
number of informal routes through which a story can develop. Thus, the
relationship between publicity and journalism is an interactive one involving
uncertainty and struggle in contributing to relative power, benefit and
concession.
3. Shifts
in the nature of ‘citizenship’, in the way that people relate to their rights
and obligations within the political system and use the media in this relation:
Due to economic development and shifts in social structure and popular culture,
the relationship of ordinary people to the official political process has
changed in many democratic countries. The increasing emphasis on consumer identity,
purchase of goods and services, are significant. The ‘citizen’ role and the
‘consumer’ role have been brought into new kinds of alignment or convergence
due to changes in the economic character of everyday life. This has led to a
stronger emphasis on ‘consumer identity’.
4.
The consequences of new communications technology:
New media technology like television, with its multi-channel system, the
internet, etc, play a vital role in the propagation of politics. e.g. Today
bloggers have wider independent use of information and commentary to their
story building. The broad idea of ‘political culture’ is a useful one for
relating different elements in the complex politics-media-people pattern. It
gives emphasis to questions of value and meaning and to the baselines of
popular experience that the activities of politics and of the media help form
and from which they also take their cues and fashion their appeals.
Ref: Media, Power and Political Culture – John Corner in Media Studies
– Eoin Devereux, Sage Publication, 2007.