Q: Has the digital revolution radically changed the media’s influence over citizens?

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The digital revolution since last century has radically changed the entire world in multiple ways. The development and advancement of digital technology from the late 1950s had led the beginning of the information era of human being. There is no doubt that the media technology, including print media, broadcast media and digital media, has reached a mass communication and influence as the development of digital computing and communication technology. As acting the basic function of providing news and information, mass media also has virtual influence on the societies.
However, scholars have different opinions and arguments regarding to the media’s influence on citizen. In addition, numerous theories have been proposed over years to examine the role of the media in society. For example, Benyahia (2014: 136) stated the different thinking of media’s responsible for societal problems in her book about Media Studies, wherein the early model claims that the media has a very direct impact on its audience, while the contemporary thinking believes that the extent to media’s impact on the society in shaping the public opinions depends on how audience access to the media.
Among the various impacts of mass media has had on society, the influence and relationship between mass media and politics has been increasing significant in democratic societies. This essay will address the subject of changing media’s influence on politics, especially the influence on campaigns and elections, during the development of digital technology. The discussion and arguments will bring up ideas and theories proposed by scholars over decades. Furthermore, this essay will refer to a number of campaign case studies to support the arguments.

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...or Radio? How Viewers and Listeners Reacted Differently to the Third Leaders' Debate in 2010. The British Journal of Politics & International Relations. Vol. 14 (1), p. 1-18.


Armonk, N.Y. (2002). The election of the century: and what it tells us about the future of American politics. London: M.E. Sharpe.

Benyahia, S.C., et al. (2014). Media studies: the essential resource, 2nd edn. London: Routledge.

Campbell, J.E. (2000). The American campaign: U.S. presidential campaigns and the national vote. College Station: Texas A&M University Press.

Graber, D.A. (2010). Mass media and American politics, 8th edn. Washington, DC: CQ Press.

Pomper, G.M. (2001). The election of 2000: reports and interpretations. New York; London: Chatham House Publishers.
Media and politics
The reasoning voter
Handbook of party politics Chapter 13. (Brian J. Brox and Daron R. Shaw)

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