UNIVERSITI TEKNOLOGI MARA

FACULTY OF COMMUNICATION AND MEDIA STUDIES

BACHELOR IN COMMUNICATION AND MEDIA STUDIES (HONS) BROADCASTING

MASS MEDIA & SOCIETY

(COM651)

TITLE:

THE INTERPLAY OF MEDIA AND POLITICS

GROUP:

MC2433SC

PREPARED BY:

NO. NAME MATRIX NO. PHONE NO.

1. NURFARHANA BINTI ZULKIFLI 2022997285 011 - 64357276

PREPARED FOR:

TS NURUL AISHAH AB RAMAN

DATE OF SUBMISSION:
19 June 2023

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 THE INTERPLAY OF MEDIA AND POLITICS

INTRODUCTION

According to the political philosopher Aristotle, in his book 'Politics' (2006), politics is the
activities associated with making decisions in groups or other forms of power relations
among individuals, such as distributing resources or status. Political science is the unit
of social science that analyzes politics and government. The media can influence public
opinion and policy-making by selectively focusing on specific political issues and events,
framing them in a particular way, and shaping the way people perceive them. In turn,
political actors can use the media to communicate their messages, promote their
agenda and shape the public discourse.

Research by (Iyengar & Kinder, 2010) has shown that the media significantly
impacts political attitudes and behavior. The media's selection of news can affect the
salience of issues, the way they are framed, and the information people receive.
Moreover, the media have the power to set the political agenda by deciding what issues
to cover and how to cover them (McCombs & Shaw, 1972). Similarly, political actors can
influence the media through various strategies such as spins, leaks, and media events
(Waisbord, 2018). These strategies enable political actors to shape media coverage and
control the narrative.

The relationship between media and politics in Malaysia has been contentious for
many years. The media landscape in Malaysia is heavily controlled by the government,
which limits the ability of journalists to report on stories critical of those in power. This
has led to concerns about the freedom of the press and the ability of citizens to access
unbiased information. Overall, the relationship between media and politics in Malaysia
remains complex and ongoing efforts are necessary to ensure that the media is free to
report on stories without fear of censorship or reprisals.

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MEDIA INFLUENCE ON POLITICS

Media shapes public opinion and political discourse in several ways. First, media outlets
act as gatekeepers, deciding what information to report and how to report it. This
influences which issues get attention and how they are framed, shaping how the public
understands and prioritizes different policy issues (Delli et al., 1996).

Furthermore, according to research by (McCombs & Shaw, 1972), media can

amplify certain voices or perspectives, marginalizing or elevating certain groups or
issues. Thus, the media can set the agenda for political discussion by determining
which topics are discussed and how often (Bernstein, 1997).

Media outlets significantly influence political agendas and the framing of political
issues. News media, for example, can determine which issues policymakers focus on
by setting the agenda (McCombs & Shaw, 1972). Additionally, media outlets can
influence the framing of political issues by drawing attention to certain aspects of a
problem or solution (Scheufele & Tewksbury, 2007). This can influence how the public
understands and reacts to policy decisions and how policymakers prioritize specific
issues over others.

According to Cappella & Jamieson, 1997, media plays a crucial role in shaping
electoral campaigns and candidate image. Candidates use media outlets to disseminate
their message to voters, which can shape their image and increase name recognition.
Media coverage also influences which candidates receive the most attention and
scrutiny (Bartels, 2000). Media can also shape the public's perception of candidate
characteristics and qualifications (Fridkin & Kenney, 2011).

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MEDIA AS POLITICAL TOOL

Politicians utilize the media to advance their agendas, build public support, and control
narratives. For instance, they can disseminate their message by giving interviews,
appearing on news programs, press releases, or social media posts. Politicians can
pitch their stories to the media, control the timing and content of their messages, and
tailor their communications to particular audiences. They also use advertising to reach
the voters and promote their ideas.

Political actors employ various strategies and techniques to shape media

coverage and manipulate public perception. One of these is framing, which involves
presenting information in a way that supports a particular viewpoint and influences the
public's understanding of a particular issue. Politicians may also use spin or media
manipulation to interpret events in their favor. They also use the selective release of
information and the manipulation of news cycles to get their message across, and
techniques such as astroturfing construct the appearance of a grassroots movement
when in reality, it is driven by political operatives.

Media can be an effective platform for political activism and mobilization, as

evidenced by the role of social media in recent political movements such as the Arab
Spring or the Black Lives Matter movement. The impact of media, however, can be
limited when people perceive bias or distrust in news sources. Journalists have also
expressed concerns about politicians framing stories and shaping narratives to their
advantage.

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MEDIA BIAS AND ETHICS

Media bias occurs when personal beliefs, political affiliations, or societal factors
influence media reporting and analysis. The implications of media bias on political
reporting and analysis are immense. It can cause skewed understandings of events and
policies, spread misinformation, marginalization of certain groups, and manipulation of
public opinion. According to a report by the Pew Research Center, "partisan media
outlets offer up differing accounts of the same event or issue, furthering ideological
divides and fueling ideological polarization." This can result in a polarized society where
individuals are not able to engage in constructive dialogue and collaboration.

Media organizations have certain ethical obligations to ensure transparency,

accuracy, and fairness in their coverage of political events and figures. Media
organizations maintain transparency by disclosing their sources and stating their
potential biases in articles, such as their political affiliations and interests. To ensure
accuracy, media outlets fact-check their articles and issue corrections if necessary.
Fairness is upheld by presenting multiple perspectives and avoiding sensationalism or
propaganda.

Citizens must be equipped with the skills to navigate media bias in order to make
informed political decisions. According to a study by the Knight Foundation, "most
Americans feel that they have the ability to be discerning consumers of news, but many
lack confidence in their ability to navigate digital information environments." Citizens can
navigate media bias by cross-checking multiple sources, ensuring diverse perspectives,
and being aware of potential biases in news outlets. Fact-checking websites such as
PolitiFact and FactCheck.org can also aid in discerning the accuracy of news stories.

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NEW MEDIA LANDSCAPE AND DEMOCRATIZATION

Social media and digital platforms have revolutionized the relationship between media
and politics by enabling politicians to communicate directly with constituents, bypassing
traditional media intermediaries. This has led to the emergence of new forms of political
participation and engagement, including online petitions, social media campaigns, and
citizen journalism. Moreover, social media has become a central platform for political
mobilization and protest, as evidenced by the function of Facebook and Twitter in the
Arab Spring and other social movements (Castells, 2012; Tufekci & Wilson, 2012).

The democratization of media in the political sphere has both advantages and
disadvantages. On the one hand, it allows for greater participation and public scrutiny of
political processes, empowering marginalized groups and fostering a more inclusive
democracy (Delli et al., 1996; Jenkins, 2006). Thus, Sunstein, (2001) argues that it can
spread misinformation and political polarization, with audiences self-selecting into
like-minded echo chambers and consuming news that reinforces their preexisting
beliefs.

Studies by Allcott & Gentzkow, 2017 stated that the rise of misinformation and
fake news poses a significant challenge to the integrity of political discourse, as it
undermines the trust and credibility of traditional news sources and fuels the spread of
conspiracy theories and polarizing rhetoric. This phenomenon has been facilitated by
the ease with which false information can be disseminated through social media and
digital platforms, which often prioritize user engagement over factual accuracy (Woolley
& Howard, 2016). As a result, there is a growing need for media literacy and
fact-checking initiatives to help audiences distinguish between reliable and unreliable
sources of information.

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CONCLUSION

In conclusion, the interplay of media and politics is complex and dynamic, influencing
each other. The media can significantly impact public opinion and policy-making, while
political actors can use the media to advance their agenda. While media outlets have a
role in informing the public and holding politicians accountable, there have been
instances where media ownership and biases have influenced reporting and coverage.

This interplay is essential for understanding how political messages are

communicated and processed in contemporary societies. Overall, the relationship
between media and politics in Malaysia continues to be controversial and debated.

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