The Political Campaigners’ Role in Exploiting the News Essay

The Political Campaigners’ Role in Exploiting the News Essay

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During the election campaign, the candidates, the campaigner and the journalist play the role as the main actors. Every actor has a different interest in the election campaign. The candidates’ interest is to win the election, the campaigners’ interest is to promote the candidate, and the journalists’ interest is to fulfill the routines of the news organization. However, their target is the same, which are the voters. Then, during the play, they are work together and need each other. The journalist is chasing the candidate and campaigner as the candidate activity on campaign become newsworthy. The candidate would hire the campaigner to make them look good on news and attract voters’ attention. And then, campaigners would eager to try to influence journalist and exploit the routines of the news organization for selling the candidate and persuading voters’ behavior. In this essay, I try to answer how campaigners could exploit the routines of news organization in the time of election campaign. Then, what kind of strategies they use to influencing the news and promoting the presidential candidate on news?

The collaboration in news production.
News organizations tend to present recognition to few numbers of campaign and some favorable candidates. By this means, such campaigns would be obtaining tremendous amount of coverage on prime news and few candidates position would be enhancing by news in the voters’ eyes. Because, according to Semetko (2010), it is problematic for news to cover all of the contending candidates, so the news editor would only choose to cover candidates or campaigns which have news values. Then, Blumler and Gurevitch (1995) said that the news organizations have shifted their role on reporting politics, as an o...


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Marlowe, B. 2011, Why He Matters, Whorunsgov from The Washington Post, [online], Available at: [Accessed: 16 MArch 2011]
TV-One, 2009, Lingkaran Survei Indonesia: Denny JA (part 1), [video online], Available at: [Accessed, 6 March 2011].
Vivanews, 2009, Denny JA Akui Bikin Iklan Pemilu Satu Putaran, Vivanews, [online], Available at: http://us.politik.vivanews.com/news/read/72230-denny_ja_akui_bikin__pilpres_satu_putaran_ [Accessed: 6 March 2011].

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