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Personification of Politics in the Media

Personification of Politics in the Media. Athuman Mtulya, Kapembwa Chungu, Mariagoreth Charles, Liselott Lindström. What is Political Communication?. Winfried Schulz (2008):

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Personification of Politics in the Media

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  1. Personification of Politics in the Media Athuman Mtulya, Kapembwa Chungu, Mariagoreth Charles, Liselott Lindström

  2. What is Political Communication? • Winfried Schulz (2008): • ”Communication is considered to be political if it’s related to exchange of messages among political actors. For example most of what politicians do is political communication. ”

  3. Personification of Politics Focus on individuals instead of issues Langlang (1981): A reciprocal kind of effect of mass media. ”Consequences of a media to a person or an institution as an object of media coverage and not an event”

  4. Mostly used in negative issues • ”IGP Mwema pole, lakini umejifunza” (Mtanzania 22.4.2010) • Sometimes it applies in positive issues • Kikwete in the map (The Express) 14.1.2010 • Kikwete – like the father of the Nation (Mtanzania 22.4.2010)

  5. Impacts of Personification • Defamation • Celebrity Politics • Miss important issues • Invade privacy • Balance story • Misleading the audience

  6. Do we need personification?

  7. Recommendations • No clear party manifestos • Not go too far

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