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Chapter 6: Campaign Communication and Media
Campaign communications involve candidates, political parties, organizations, interest groups, news media, and citizens. The flows of communication include elite to media, media to citizens, and elite to citizens–and, to a lesser extent, the reverse flows. This chapter first outlines the actors involved in studying and understanding campaign communication (mainly political parties, media, and citizens). Second, it provides an overview of the developments in campaign communication: campaigns have professionalized and media markets have changed. The chapter focuses thirdly on the regulatory framework within which campaign communication takes place. It considers system characteristics and regulations around political balance in the news, the role of advertising, and the publication of opinion polls.
The chapter fourthly addresses how the three main ...