Media as a component that dominates the conduct of the political communication area

LANUSSE NAZARENO; GONZALEZ GUSTAVO

Toronto

Conferencia; WAPOR 2019, 72nd Annual Conference. Public Opinion and Democracy; 2019

WAPOR

In this research we take on the challenge of analyze cross relations between three main actors of the political communication: political leaders; journalists; and public opinion. We established that the media are becoming components that dominate the behavior of the system, because the politicians negotiate with media to become visible, and citizens find that the media present and represent their positions and demands. Social media have not changed this asymmetry, for the reason that we do not observe a citizen empowerment which could define a counter power, or as less reduce the powerful conditions established by the media.Also, the political leaders use the new media technologies to transmit their positions and ideologies in a unidirectional way, without an active listening of the people. Even though, media and journalists have been adequate to social media because they generated new ways of produce information and contents taking advantage of interactivity that provides them this moderns tools.