Introduction
The influence of media on the voting choices made by individuals is evident. The current globalization has impacted immensely on the mass media technology. This forms the basic foundation of social communication networks and application of social media on campaigns and elections in the political arenas.
Media works as a spotlight in elections by influencing campaigns and decisions made by the electorates (Lane, 2007). Ideally, mass media simply stands for the different ways of communication. Sociologists and behaviorists have stressed on the basic influence of the media on peoples social lives, emotional cognition, attitude and behavior (Rutledge, 2012).
Media also influences people through radios, televisions, social networks and other sophisticated communication means. Thus, it remains critical in the global society as a part of great influence on the people’s cognitive thinking, attitude and behavior in general.
It involves a variety of communication channels that have presently undergone considerable transformation and development through intricate communication approaches. This is a vital provision in the media application during elections.
Major Arguments
In the light of massive sociological and technological transformations, the role that the media plays in the development of individual and community behavioral and cognition patterns is evident.
For instance, identification with a particular character due to frequent encounter in the media like the television usually leads to a consequent transformation in behavior or character and attitude. This also influences the voting trends in case of elections.
Moreover, the media has usually been used to host various advertisements, educative forums, as well as awareness creation in the context of voting and public participation.
Individuals can also adopt certain behavioral patterns of their role models in the media to achieve a sense of gratification. This in turn leads to behavioral and change of attitude, which might in turn influence the voting preferences in case of a contest.
Generally, the continued encounter with different forms of media within the society has led to the emergence of diverse media psychology issues within the general society. A conventional example is the issue of media influence on the emotional lives of voters.
The investigation of how these elements impact on voters’ selection trends, social lives, perceptions or viewpoints, behavior and beliefs is necessary (Rutledge, 2012). It is vital to examine these voting influences and note the transformative roles (both constructive and negative) that they can cause in the voting arena.
Analytically, the understanding of this topic is essential for voters and the general public. Moreover, it will play a central role in the future election of leaders as one might be able to clearly note, articulate and caution particular behavioral pattern in the future electorate.
Since the media influences the emotions of the public, the concept and relationship between the two remain a critical area of analysis (Duflo, 2008).
For instance, if individual emotion is to be conceptualized as the mental construct and the media as the psychosomatic cradle of man’s discipline, the study of emotional influence of media on electorates remains significant.
Ancient socio-media analysts already postulated the need to identify the role of emotions and empathy largely drawn from the media (Lane, 2007).
Thus, the recognition of the media-emotions interplay streams from the ancient scholars, who extended their research to emotional issues of response, emotional fulfillment, and the effects of media use on campaigns and political elections.
Voters are more likely to adopt certain behavioral patterns of their role models in the media to achieve a sense of gratification. This in return leads to emotional change. Political aspirants are able to exploit this provision during elections. Extensive research has been conducted on the human psychological processes involved in media reception.
As a result, various theoretical models emerged including the factor model of sensation, the two factor emotional theories as well as the excitation transfer theoretical model. Media seeks to influence the manner in which individuals perceive, interpret, apply, and respond to the information of political nature.
Through this discipline, the media psychologists are able to identify the key benefits as well as challenges and enhance the development of constructive media in the context of voting (Steele, 2012). This is a very important provision in the media application during campaigns and elections. This is a vital provision in the media application during elections.
Conclusion
Media is critical during campaigns and elections due to its societal influences in the voting trends among the electorates (Lane, 2007). Precisely, this concerns the incorporation of psychological frameworks and influences of the voters.
Media influences the emotions of the public with a consequent influence on the voting provisions in the political contexts. Psychology assumes a critical role in comprehending the impact of integrating media technologies amidst the wide-ranging society.
The situation embodies a wide array of human experience of the media. Moreover, media significantly affects the application of campaign events, activities, theoretical models as well as practices.
Media embraces meditated communication. This incorporates pictures, audios, and other provisions. This might in turn influence the voting preferences among the electorates.
References
Duflo, E. (2008). Does the mass-media have political influence?. Web.
Lane, L. (2007). The Influence of the Media in Politics, Campaigns and Elections. Web.
Rutledge, P. (2012). What is Media Psychology?. Web.
Steele, C. (2012). Election 2012: How Social Media Will Convert Followers into Voters. Web.