Media has vital impact over the politics of any country, but nowadays there is new concept of political media had emerged across the world. Traditional means of communication and information exchange is now become non-relevant to current politics.
Political strategies for campaign have been changed after revolutionary impact in US during Obama`s election in 2008. The Same tactics were followed in larger scale by Trump in 2016. India also witnessed the change in media after Narendra Modi`s 2014 election campaign. General election 2014 in India was a form of presidential election instead of federal structure of Indian democracy.
Political media are forms of communication that facilitate the production, dissemination, and exchange of political content on platforms and within networks that accommodate interaction and collaboration. They have evolved rapidly over the past three decades, and continue to develop in novel, sometimes unanticipated ways.
New Media have wide-ranging implications for democratic governance and political practices. They have radically altered the ways in which government institutions operate and political leaders communicate. They have transformed the political media system, and redefined the role of journalists. They have redefined the way elections are contested, and how citizens engage in politics.
The emerging of new media has quite complicated the political media system. Traditional media consisting of established mass media institutions that predate the Internet, such as newspapers, radio shows, and television news programs, coexist with new media that are the outgrowth of technological innovation. While traditional media maintain relatively stable formats, the litany of new media, which includes websites, blogs, video-sharing platforms, digital apps, and social media, are continually expanding in innovative ways.
Mass media designed to deliver general interest news to broad audiences have been joined by niche sources that narrowcast to discrete users. New media can relay information directly to individuals without the intervention of editorial or institutional gatekeepers, which are intrinsic to traditional forms. Thus, new media have introduced an increased level of instability and unpredictability into the political communication process.
The relationship between traditional media and new media is symbiotic. Traditional media have incorporated new media into their reporting strategies. They distribute material, information and data across an array of old and new communication platforms. They rely on new media sources to meet the ever-increasing demand for content. Despite competition from new media, the audiences for traditional media remain robust, even if they are not as formidable as in the past.
Political observers and scholars contemplated the advent of a “new media populism” that would engage disenfranchised citizens and facilitate a more active role for the public in political discourse. New media had the potential to enhance people’s access to political information, facilitate wider-ranging political discourse, and foster participation.
Initially, the public responded positively to the more accessible communication channels, calling in to political talk programs and participating in online town hall meetings. However, new media’s authentic populist potential was undercut by the fact that the new political media system evolved haphazardly, with no guiding principles or goals. It was heavily dominated by commercial interests and those already holding privileged positions in politics and the news industry.
In India also we can see huge change media’s role in politics in past few years. Political parties have even started their own media platforms to connect with public. In addition to our traditional electronic and print media we got social media like facebook, whatsapp, twitter, youtube, blogging, video blogs and many others. Social media is putting huge impact over the urban and rural population equally. Traditional means of communication are becoming non relevant due to emerging of social media and new means of communication.