Introduction to Political Communication

Definition, scope, and importance

o
o Political communication vs. general communication

Definition of Political Communication:

Political Communication is a specialized area of communication that deals with the creation,
transmission, reception, and interpretation of messages related to political processes, issues, and
institutions. It is the process through which political ideas, policies, values, and decisions are
communicated between different stakeholders—such as politicians, political parties, government bodies,
the media, and the general public.

In this process, political information is not only shared but also strategically crafted to influence public
opinion, shape political agendas, and mobilize people toward civic and political participation (e.g.,
voting, protesting, supporting a cause). Political communication can take place in speeches, press
conferences, election campaigns, political advertisements, social media posts, news reports, debates, and
even informal discussions about politics.

It plays a crucial role in any democratic society, as it helps to:

 Build awareness of political issues and policies;

 Foster dialogue between citizens and policymakers;
 Hold leaders accountable;
 Enable citizens to make informed decisions.

Scholarly definition:

1. Brian McNair (2003)

Definition: “Political communication is the purposeful communication about politics.”
Source: McNair, B. (2003). An Introduction to Political Communication. Routledge.

Explanation: McNair emphasizes that political communication is not random—it is intentional,

strategic, and designed to inform, influence, or persuade political audiences.

2. Denton & Woodward (1998)

Definition: “Political communication is the exchange of symbols and messages to influence political
decisions and public behavior.”
Source: Denton, R. E., & Woodward, G. C. (1998). Political Communication in America. Praeger .

Explanation: This definition stresses the symbolic and persuasive nature of political
communication. From campaign slogans to national flags, everything aims to influence decision-
making and behavior.

3. Doris A. Graber (2001)

Definition: “Political communication refers to the role of communication in the political process.”
Source: Graber, D. A. (2001). Processing Politics: Learning from Television in the Internet Age. University of Chicago Press.
 Explanation: Graber defines political communication in terms of its functional role in
politics—how it supports governance, participation, and institutional operation.
4. Swanson & Nimmo (1990)
Definition: “Political communication concerns the creation, dissemination, processing, and effects of
information that is specifically political in nature.”
Source: Swanson, D. L., & Nimmo, D. D. (1990). New Directions in Political Communication: A Resource Book. SAGE .

Explanation: They highlight the entire communication cycle: from producing political
content → spreading it through media → receiving and interpreting it → resulting effects on the
public.

5. Pippa Norris (2000)

Definition: “Political communication is the structured interaction between political actors, the media,
and the public.”
Source: Norris, P. (2000). A Virtuous Circle: Political Communications in Postindustrial Societies. Cambridge University Press .

Explanation: Norris describes political communication as a triangular interaction between:

 Political actors (e.g., leaders, parties)
 Media (journalism, broadcasting)
 Public (voters, civil society)

In Simple Terms: Political communication can be understood as:

"Communication about politics, by political actors, through various media channels, aiming to
influence people's political thoughts, opinions, and actions."
This means it is not just about what is said, but who says it, how it is said, and why it is said—all of
which shape how the public understands and responds to politics.

Scope of Political Communication:

The scope of political communication is vast, as it connects multiple disciplines like political science,
communication studies, media studies, sociology, psychology, and even cultural studies. It includes how
political messages are created, delivered, interpreted, and acted upon in various social and media contexts.
The aim is to influence political behavior, shape public opinion, and build engagement in civic life.

Here are the key areas of its scope—each explained below:

1. Election Communication

This includes all types of communication related to electoral processes. It involves:

 Campaign strategies
 Party manifestos
 Election advertisements
 Public speeches by candidates
 Live debates and media appearances

Such communication aims to persuade voters, gain support, and define political choices during elections.
2. Government Communication
Refers to official communication by the government, including:
 Policy announcements
 National addresses (e.g., Prime Minister’s speech)
 Press conferences
 Government circulars, gazettes, and notices
This keeps the public informed and helps in building trust and transparency in governance.

3. Media and Politics

Involves the role of media in shaping political narratives. It includes:
 How news media covers political events
 Agenda setting (what the public talks about)
 Framing of news by journalists and editors
 Ownership influence on media bias
Media acts as a bridge between politicians and the public but can also manipulate or distort messages.

4. Political Propaganda and Persuasion

This is the strategic use of:
 Emotional appeal
 Symbolic images or language
 Selective or misleading information

Its goal is to influence mass opinion, build support for a regime or policy, or discredit opponents.

5. Public Opinion Formation

Involves the feedback process between politicians and citizens through:
 Public opinion surveys or polls
 Social reactions (likes, shares, comments)
 Focus groups and discussions

This helps in understanding how people perceive political messages and shaping future strategies.

6. Digital Political Communication

A rapidly growing field where political communication takes place online. It includes:
 Social media platforms like Facebook, Twitter, YouTube, TikTok
 Memes, emojis, and viral content used to simplify complex messages
 Hashtags and digital activism, such as #BlackLivesMatter or #SaveTheEnvironment

Digital media allows politicians and citizens to engage directly, instantly, and creatively.
7. Political Satire and Entertainment Media
This area explores how humor and entertainment are used to talk about politics. It includes:
 Editorial cartoons
 Stand-up comedy or political parodies
 Talk shows that blend news with entertainment

While entertaining, these forms often offer critical commentary and help people think differently
about political issues.

Importance of Political Communication:

Political communication plays a central role in maintaining a functioning democracy. It creates the bridge
between politicians and citizens, ensuring that both voices are heard. In the age of mass media and digital
platforms, its importance has only increased.

Here are the key reasons why political communication is essential:

1. Facilitates Democracy

Political communication helps sustain democratic principles by:

 Providing information to citizens so they can make informed decisions (e.g., during
elections).
 Promoting transparency, where the public knows what leaders are doing.
 Enabling accountability, as leaders are held responsible through communication
channels like media and public debates.

2. Shapes Public Opinion

 Political messages influence how people perceive leaders, policies, ideologies, and
national issues.
 Framing and narrative strategies can change public attitudes—positively or negatively.

3. Mobilizes Citizens

 Encourages active participation through voting, campaigning, protesting, or engaging

in civil society activities.
 Raises awareness on important political or social issues.

4. Holds Power to Account

 Through critical journalism, investigative reporting, and public discourse,

communication exposes misuse of power.
 Acts as a watchdog mechanism that checks corruption and abuse.

5. Builds Political Identity

  Political parties and leaders use communication to present their ideology, promises,
and vision.
 Helps create a unique brand or identity that connects with target voters.

6. Crisis Communication

In times of political unrest, pandemics, natural disasters, or war, timely and effective
communication:

 Reduces panic
 Clarifies government actions
 Maintains public trust

Political Communication vs. General Communication

Though political communication and general communication both involve the exchange of messages,
they differ significantly in terms of purpose, content, audience, and context. Understanding these
differences helps clarify the unique role of political communication in society.

1. Purpose ( )

 Political Communication:
The goal is to influence political behavior, shape public opinion, gain support, promote policies, or
ensure accountability in governance.
 General Communication:
The purpose can be informational, emotional, social, or personal, such as sharing ideas, feelings,
instructions, or daily conversation.

2. Content ( )

 Political Communication:
Focuses on politics, governance, ideologies, power relations, elections, or public policy.
 General Communication:
Covers a wide range of topics, like personal interests, education, entertainment, business,
emotions, or general knowledge.

3. Audience ( / )

 Political Communication:
Often directed toward the public, voters, political opponents, interest groups, or institutions.
 General Communication:
Can be aimed at anyone—friends, family, co-workers, customers, or strangers.

4. Channel/Medium ( )

 Political Communication:
Uses mass media, speeches, political ads, social media, press conferences, or campaign
materials.
  General Communication:
Can occur through face-to-face talk, letters, phone calls, emails, chatting apps, etc.

5. Nature and Strategy ( ও )

 Political Communication:
Usually strategic and purposeful—it involves planning, rhetoric, framing, and persuasion.
 General Communication:
Can be spontaneous, casual, or informal, and may not have a persuasive goal.

Summary Table:
Feature Political Communication General Communication

Influence politics, inform/mobilize

Purpose Express, inform, relate, or entertain
citizens

Content Political ideas, campaigns, policies Any topic (personal, educational, social)

Audience Public, voters, political entities Anyone (friends, family, peers)

Conversations, social media, personal

Medium Media, speeches, press conferences
tools

Tone &
Strategic, persuasive, formal/informal Casual, neutral, emotional, or informal
Strategy

Example:

 A Prime Minister addressing the nation about economic policy = Political

Communication
 A teacher giving a lecture = General Communication

Real-world Context (Bangladesh Example):

 Political rallies during elections where leaders give speeches are classic examples of
political communication.
 The 7th March speech by Bangabandhu Sheikh Mujibur Rahman is one of the most
historic instances of political communication in Bangladesh.
 Facebook live videos by political figures (e.g., Khaleda Zia, Obaidul Quader) are
modern tools of political communication in Bangladesh.