As of July 2024, there were 5.45 billion internet users worldwide, which amounts to 67.1 percent of the global population.
Political campaigns today are not the same as they were decades ago. In the early 1900’s the only kind of media that could influence politics was newspapers.
In the mid-1900s that was updated to the influence of radio media on politics. Later, television media began to influence politics in society, and now we are influenced by social media. Social media plays a significant role in influencing not just political campaigns and elections, but also the general political mindset and opinions of society.
As individuals, people decide what they believe, what values they find important, and what their opinions are. With the rise in media, people are being exposed to the beliefs, values, and opinions of people who are different from them.
This exposure leads people to develop their political beliefs and ideals, and they can either choose to adapt to the differences or they can choose to stay the same. A political decision has to do with politics or government structure. Media just helps people see things that are different from what they would normally be exposed to. Because of the exposure, the media affects political attitudes and decisions. This, in turn, means that media plays a large role in our political campaigns and elections. The power that media has to influence elections comes from the power that individuals give it. During elections, people often use media to educate themselves on the current events and issues going on, and they educate themselves on the candidates to see if they feel like they agree with what that candidate stands for. The media’s influence on politics also comes from being given the space to have political debates, which may cause people to learn new things or reiterate their ideas.
If the media is not used well, it can lead us to;
1. Misinformation and disinformation: Media outlets may spread false or misleading information, which can harm political amateurs who lack experience verifying facts.
2. Sensationalism and bias: Media coverage can be sensationalized or biased, leading to distorted public perceptions and unfair representation of political parties.
3. Scrutiny and criticism: Media attention can subject political amateurs to intense scrutiny and criticism, potentially damaging their reputation and credibility.
4. Lack of context: Media reports may lack context or nuance, oversimplifying complex issues and misleading the public about political parties’ positions or actions.
5. Sound-bite culture: Media often focuses on brief, attention-grabbing soundbites, which can be misleading or taken out of context, harming political members who may not be experienced in crafting concise messages.
6. Social media amplification: Social media can amplify media coverage, spreading misinformation or negative coverage quickly and widely, potentially harming a political party’s mobilization strategies, integrity and reputation.
7. Pressure and stress: Media attention can be stressful and pressure-filled, potentially affecting political amateurs’ mental health and well-being.
8. Lack of control: Political amateurs may have limited control over media narratives or coverage, making it difficult to correct misinformation or present their message effectively.
9. High expectations: Media coverage can create high expectations or hype around political amateurs, leading to disappointment or criticism if they fail to meet these expectations.
10. Distraction from policy: Media may focus on personality or controversy can distract from policy discussions and substantive issues, hindering political members’ ability to communicate their message and ideas effectively.
The recent systematic review of 24 prevalence studies in Uganda found that 22.9% of Ugandan children below the age of 18 years, and 24.2% of adults were suffering from mental illness. Out of the above; some of them do hold big offices, drivers, and social workers etc.
Therefore, the political masters of these mobilisers should streamline the role of PR in these relevant political offices.
The author is an NRM Cadre and Media Analyst.
Tel: +256756523763