As a general rule, the effects of political communications of whatever kind are determined not by the content of the message alone, or even primarily, but by the historical context in which they appear, and especially the political environment prevailing at any given time. The ‘quality’ of a message, the skill and sophistication of its construction, count for nothing if the audience is not receptive. President Clinton’s media adviser in the 1996 re- election campaign, Dick Morris, writes in his memoir that ‘if the public won’t buy your basic premise, it doesnt matter how much you spend or how well your ads are produced; they won’t work’. The aforementioned are conceptual difficulties, arising from the complexity of the communication process itself. They remind us that successful communication of a message (political or otherwise) cannot be taken for granted, but must be worked for by the sender.
Posted on: Tue, 24 Jun 2014 04:29:16 +0000
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