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Challenges to Political Campaigns in the Media: Commercialization, Framing, and Personalization


Gerth, M; Rademacher, P; Pühringer, K; Dahinden, U; Siegert, G (2009). Challenges to Political Campaigns in the Media: Commercialization, Framing, and Personalization. Studies in Communication Sciences, 9(1):149-170.

Abstract

Due to an increasing interdependence between mass communication and political processes, the role of media in political campaigns generated much debate.In this paper, we identify commercialization, framing and personalization as three key challenges to the way the media face political campaigns. We theoretically derive three hypotheses, one for each of those challenges. Based on data from expert interviews as well as from a content analysis, the validity of each hypothesis is surveyed.
The results do not confi rm an assumed lack of providing campaign relevant news in the media coverage as proposed by considering the media as purely commercially driven organizations. Further they demonstrate the use of different frames for the presentation of competing positions in a political debate. Finally, personalization appears as an important strategy of news selection, focusing on a small number of prominent actors.

Due to an increasing interdependence between mass communication and political processes, the role of media in political campaigns generated much debate.In this paper, we identify commercialization, framing and personalization as three key challenges to the way the media face political campaigns. We theoretically derive three hypotheses, one for each of those challenges. Based on data from expert interviews as well as from a content analysis, the validity of each hypothesis is surveyed.
The results do not confi rm an assumed lack of providing campaign relevant news in the media coverage as proposed by considering the media as purely commercially driven organizations. Further they demonstrate the use of different frames for the presentation of competing positions in a political debate. Finally, personalization appears as an important strategy of news selection, focusing on a small number of prominent actors.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:political campaigns, commercialization, framing
Language:English
Date:2009
Deposited On:11 Aug 2009 15:15
Last Modified:05 Apr 2016 13:18
Publisher:Universita della Svizzera Italiana, Facolta di Scienze della Comunicazione
ISSN:1424-4896
Official URL:http://www.scoms.ch/current_issue/abstract.asp?id=425
Related URLs:http://www.nccr-democracy.uzh.ch/nccr/publications/workingpaper/pdf/WP20.pdf
Permanent URL: https://doi.org/10.5167/uzh-20005

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