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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Political Advertising and Propaganda Within Spiral of Silence-Agenda Setting Theory
Author(s)
Hakan ALP
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DOI:10.17265/2160-6579/2016.01.002
Affiliation(s)
Istanbul University, Istanbul, Turkey
ABSTRACT
Political communication is an interactive process
by which politicians transmit information and political discourse to voters and
receive feedback through media. This communication process is a two way process
of communication between politicians and voters by which, on the one hand,
politicians transmit their thoughts and wills to voters, and on the other hand
voters communicate their opinions to politicians, after interpreting, in
different ways, the messages that they received. The key objective of political
communication is to persuade or influence and cause voters, who are the target
audience, to vote for a particular party by convincing them. In order to ensure
the smooth operation of political communication processes it is essential that
the parliament, government, political parties, non-governmental organizations,
environmentalist groups and pressure groups also actually take part in this
process. The decisive and transformative power of mass media and advertising
phenomenon on the political systems has grown to become more and more
influential in the recent years. The use of information considerably increases
in line with the increase in the use of propaganda. No doubt, this information
age has turned the world into “a universal village”. On the one hand, the
concentration in media and on the other hand rapid developments in Internet
technologies expose societies to the bombardment of messages. Being exposed to
or bombarded by numerous varieties of messages in their daily lives lead to the
creation of variabilities and instabilities in individual’s behaviors. Accordingly,
political organizations while trying to convey messages to masses through
political communication and advertising have to deliver systematic,
comprehensible and influential messages by taking the advantage of visualization
as much as possible.
KEYWORDS
political advertising, spiral of silence, agenda setting, communication
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