Primary roles of media for influencing government and its citizens
Media is not limited to commercial enterprise these days and participate as a watchdog for government and its citizens. Media influencing the government and the general public by performing four significant roles. Media performs these roles by
- Setting the public agenda.
- Determining the behavior of officials and government candidates
- Influencing political views of voters
- Supporting citizens to understand government operations
Setting the public agenda:
Electronic media and print media help citizens to learn about social issues. Media influence the government by focusing on specific social issues while ignoring others. In this way, the government aligns its operations and performs the role of government “Watchdogs.”
For instance, the American government uses the power of government to highlight a particular issue. In this way, the government sets its agenda by continuously broadcasting a particular issue. Hence, the general public thinks about the issue and its importance.
Determining the behavior of officials and government candidates:
The use of media can swing government circumstances by getting things done. During the elections, the media determine the behavior of officials and government candidates to make crucial decisions. Photo opportunities, as well as the media events, stage office for government candidates and officials.
For instance, Franklin Roosevelt used the media channel to communicate to citizens directly. On the radio, he directly communicated with citizens to soothe the pain that disturbed people due to war and economic depression.
Influencing political views of voters
Media is a compelling substantial for influencing voting preference of undecided voters. Hopmann (2010) argued, “Voters influence the overall effects on party choice of how parties were portrayed in television news during an election campaign.”
For instance, the media performs social services to investigate, broadcast, and expose government actions to influence voters’ political views.
Supporting citizens to understand government operations
Media educates citizens on understanding government operations.
For instance, media educate people on how the PDF system operated and how corrupt politicians could abuse it.