ARNEDO, SHAINA

I. The Crisis of Civic Communication

- Crisis communication is the strategic practice of effectively managing and

disseminating information during times of emergencies or critical events in order
to minimize damage, maintain public trust, and guide appropriate actions and
responses.

- The connection concerning politics and citizens and the interaction modes that connect
these groups to each other. In a crisis situation, businesses need to communicate
quickly with both employees and external stakeholders. Crisis management
teams need ways to disseminate key information to protect employees, reassure
the public, and minimize negative impacts as much as possible.

EXAMPLE:
BP’s crisis communication during the Deepwater Horizon oil spill

II. Linkages Between the Mass Media and Politics

Mass Media:

- Mass media is used to inform, educate, influence, and generate purchases. Mass media
informs audiences about current events and issues of community interest.
- Mass media educates audiences about a myriad of issues related to health, safety,
government, people, etc. Mass media influences by presenting opinions and ideas. Mass
media generates purchases through advertisements.

politics

- Politics is the set of activities that are associated with making decisions in groups, or
other forms of power relations among individuals, such as the distribution of status or
resources.
- The relationship between mass media and politics is one of influence and information.
Politicians and governments use mass media to provide details about issues, candidates, and
government action. Mass media is especially important during elections or votes about
issues. Politicians keep informed about the concerns, values, and beliefs of their constituents
 through monitoring mass media trends. Mass media research helps to inform and shape
messaging.

III. Politicians and the Press: An Essay on Role Relationships

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- The role of the journalist is supposed to be to inform the public debate so that the
audience can make educated choices.
- The role of politicians is supposed to be to represent those who elected them, and to
ensure that the concerns of that electorate are listened to, considered and appropriate,
acted upon.
- In such a political system, the journalist should act on behalf of the viewers to ensure
that the politicians do their jobs.

The journalist also needs to explore and cover the issues that concern their readers and
listeners. The relationship between the two is that they both have a significant impact on the
functioning of a fair and just society

What is clear is that the relationship between journalists and politicians can have a
significant impact on the functioning of a fair and just society.

Politicians make decisions and take action on behalf of the public. Journalists scrutinize
those decisions and report the implications to the public.

GUDITO, HEAVEN MARY

V. Towards a Comparative Framework for Political Communication

Research

This essay explores the central argument of Jay Blumler and Michael Gurevitch's 1995
book, "The Crisis of Public Communication," focusing on their proposed comparative
framework for political communication research. The authors argue that understanding the
complex interplay between political institutions, media institutions, and audience orientations
is crucial for analyzing the effectiveness and challenges of public communication in a
democratic society
A Systems Approach to Political Communication

Blumler and Gurevitch posit a "systems outlook" as a valuable tool for examining
political communication, arguing that it can enrich research by linking diverse bodies of
evidence and preventing the overemphasis of any single element within the system. They
identify four key components within this system:

Political Institutions: These institutions, in their communication aspects, act as articulators of

interests and mobilizers of social power for political action.

Media Institutions: These institutions, in their political aspects, possess a unique capacity to
deliver audiences to politicians, shaping the timing and character of political events and
defining crisis situations.

Audience Orientations: The authors emphasize the importance of understanding audience

roles, such as the partisan, the liberal citizen, the monitor, and the spectator, in shaping their
expectations and engagement with political communication.

Political Culture: This overarching framework influences the normative relationships between
political and media institutions, shaping the communication system's overall structure and
dynamics.

VI. Comparative Research: The Extending Frontier

Jay Blumler and Michael Gurevitch's 1995 book, "The Crisis of Public Communication,"
delves into the complex relationship between political institutions, media institutions, and
audience orientations, arguing that a comparative research framework is crucial for
understanding the dynamics of public communication in a democratic society. Chapter 6,
"Comparative Research: The Extending Frontier," outlines the authors' vision for a robust
comparative approach to political communication research, emphasizing the need to move
beyond simplistic comparisons of isolated elements and towards a more nuanced understanding
of interconnected systems.
The Limitations of Traditional Comparative Research

Blumler and Gurevitch critique traditional comparative research, arguing that it often falls short
of providing a comprehensive understanding of political communication. They highlight several
limitations:

Overemphasis on Single Factors: Many studies focus on isolated variables, such as media
ownership structures or audience demographics, without fully considering the broader context
and interplay of factors.

Lack of System-Level Analysis: Comparisons often fail to account for the interconnectedness
of political communication systems, neglecting the influence of political culture, media norms,
and audience expectations on the overall dynamics.

Superficial Comparisons: Studies may focus on surface-level similarities or differences without

delving into the underlying mechanisms and processes that shape communication practices and
outcomes.

A More Nuanced Approach: The Extending Frontier

Blumler and Gurevitch propose a more nuanced and comprehensive approach to comparative
research, emphasizing the need to:

Analyze Systems, Not Just Elements: Researchers should move beyond examining isolated
factors and focus on understanding the interconnectedness of political communication systems,
considering the interplay of political institutions, media institutions, and audience orientations.

Embrace Multi-Level Analysis: Comparative research should incorporate multiple levels of

analysis, considering the micro-level interactions of individuals, the meso-level dynamics of
organizations, and the macro-level influences of political culture and societal structures.

Explore Inter-Level Influences: Researchers should investigate how different levels of the
political communication system influence each other, analyzing how audience orientations
shape media practices, how media norms impact political strategies, and how political culture
shapes the overall communication landscape.
VII. The Formation of Campaign Agendas in the United States and Britain

In their 1995 book, "The Crisis of Public Communication," Jay Blumler and Michael
Gurevitch explore the complex interplay of political institutions, media institutions, and
audience orientations in shaping political communication. Chapter 7, "The Formation of
Campaign Agendas in the United States and Britain," delves into a comparative analysis of how
campaign agendas are constructed and influenced in these two prominent democracies.

A Comparative Framework for Understanding Campaign Agendas

Blumler and Gurevitch utilize their established systems approach to analyze the
formation of campaign agendas in both the US and UK. This framework emphasizes the
interconnectedness of political institutions, media institutions, and audience orientations,
highlighting the dynamic interplay between these elements in shaping the political discourse
and priorities of each nation.

The US Campaign Agenda: A Focus on Issues and the Role of Media

The authors argue that the US campaign agenda is characterized by a strong emphasis on issues
and a significant role played by the media in shaping the public discourse. They highlight the
following key features:

Issue-Driven Campaigns: US campaigns are often driven by a focus on key issues, with
candidates vying to present their positions on matters of public concern. This emphasis on
issues is reflected in the media coverage, which tends to prioritize policy debates and candidate
stances on various topics.

Media's Gatekeeping Role: The media plays a significant role in shaping the campaign agenda
by selecting which issues receive prominence and how they are framed. This gatekeeping
function can influence the public's perception of the campaign, highlighting certain issues
while downplaying others.

Influence of Political Consultants: The authors note the increasing influence of political
consultants in shaping campaign strategies and messaging. These consultants often employ
techniques like opinion polling and media analysis to identify key issues and tailor campaign
messages to resonate with specific audience segments.
The UK Campaign Agenda: A Focus on Personalities and the Role of Political Parties

In contrast to the US, Blumler and Gurevitch argue that the UK campaign agenda is more
personality-driven and heavily influenced by the established political parties. They identify the
following characteristics:

Personality-Centric Campaigns: UK campaigns often revolve around the personalities of the

candidates, with media coverage focusing on their leadership qualities, charisma, and personal
stories. This emphasis on personality can overshadow policy discussions and lead to a more
superficial understanding of the candidates' stances.

Dominance of Political Parties: The UK political system is dominated by two major parties,
Labour and Conservative, which exert significant control over the campaign agenda. These
parties play a central role in shaping the media narrative, setting the tone for the campaign, and
influencing the public's perception of the candidates.

Limited Role of Media: While the media plays a role in shaping the campaign agenda, it is
often constrained by the dominance of political parties. The media's ability to set the agenda
independently is limited, and coverage tends to reflect the priorities and narratives established
by the major parties.

VIII. Political Communication Systems and Democratic Values

Jay Blumler and Michael Gurevitch's 1995 book, "The Crisis of Public Communication,"
offers a comprehensive analysis of the complex relationship between political institutions,
media institutions, and audience orientations, arguing for a systems approach to understand the
dynamics of public communication in a democratic society. Chapter 8, "Political
Communication Systems and Democratic Values," delves into the crucial connection between
the structure and function of political communication systems and the preservation of
democratic values.

The Interplay of Institutions and Values

Blumler and Gurevitch argue that the effectiveness of political communication systems
in upholding democratic values hinges on the interplay between political institutions, media
institutions, and audience orientations. They highlight the following key aspects:
Political Institutions: These institutions, in their communication aspects, are responsible for
articulating interests, mobilizing social power, and fostering informed political action. Their
effectiveness in fulfilling these roles depends on their ability to engage with the media and the
public in a transparent and accountable manner.

Media Institutions: These institutions play a crucial role in providing citizens with access to
information, holding political institutions accountable, and fostering public debate. However,
their ability to fulfill these functions is influenced by their own internal dynamics, including
ownership structures, professional norms, and the influence of political pressures.

Audience Orientations: The authors emphasize the importance of understanding audience

roles, such as the partisan, the liberal citizen, the monitor, and the spectator, in shaping their
expectations and engagement with political communication. An informed and engaged citizenry
is essential for a healthy democracy, but the influence of media and political institutions can
shape audience orientations and potentially limit their critical engagement.

The Challenges to Democratic Values

Blumler and Gurevitch identify several challenges to democratic values within political
communication systems:

Erosion of Trust: The increasing polarization of political discourse, the spread of

misinformation, and the rise of media outlets with partisan agendas can erode public trust in
both political institutions and media institutions. This erosion of trust can lead to apathy,
cynicism, and disengagement from the political process.

Influence of Money: The growing influence of money in politics, particularly in the form of
campaign contributions and political advertising, can distort the political process and
undermine the principle of equal representation. This can lead to an unfair advantage for
wealthy candidates and special interests, while limiting the voice of ordinary citizens.

Media Concentration: The consolidation of media ownership and the rise of digital platforms
can limit diversity of perspectives and create echo chambers where citizens are exposed only to
information that confirms their existing beliefs. This can hinder critical thinking, exacerbate
polarization, and undermine the democratic ideal of a well-informed citizenry.

PUNZALAN, JENNYLENE
IX. PRODUCERS ATTITUDE TOWARDS TELEVISION COVERAGE OF
AN ELECTION CAMPAIGN (UK ELECTION 1966)

Jay G. Blumler's 1965 study, "Producers' Attitudes Towards Television Coverage of an

Election Campaign: A Case Study," provides valuable insights into the mindset of television
producers during the 1966 election. The study, conducted at the Centre for Television Research
at Leeds University, where he was a professor of public communication, examined the
perspectives of producers involved in covering the campaign.

Objective - The producers were enthusiastic about giving viewers impartiality picture to the
election campaign. They aimed to give the audience an unbiased portrayal of all political parties
and avoid favoritism.
Informative - The Producers prioritized delivering factual information about the election,
including policy positions, candidate biographies, and campaign events. Their goal was to
inform and enable the audience to make wise decisions.
Entertaining - The Producers understood the value of keeping audiences interested while
giving factual reporting first priority. To appeal to a larger audience and make the coverage
more approachable, they included drama and entertainment.
Sense of Responsibility – The producers knew that television might have an impact on the
beliefs and actions of voters. They ensured that their coverage was accurate and did not
manipulate public perception. They ensured that their coverage was accurate and did not
manipulate public perception.

X. THE CONSTRUCTION OF ELECTION NEWS AT THE BBC 1979

Key Features of the BBC's Coverage

Focusing on major Issues - The BBC prioritized coverage of the major issues including the
economy, social welfare, and foreign policy. They aimed to provide viewers with a clear
understanding of the different parties' positions on these issues and the potential involvement
for the country.

Candidate Profile and Campaign Events - The BBC provided detailed profiles of the major
candidates, including their backgrounds, policy positions, and campaign strategies. They also
covered campaign events, such as rallies, debates, and interviews, giving viewers a sense of the
political atmosphere.

Analysis and Commentary- The BBC incorporated analysis and commentary from political
experts, academics, and journalists to provide deeper insights into the election and its potential
outcomes. These political experts offered their perspectives on the campaign strategies, key
issues, and the potential implications of the results.

Live Election Night Coverage- The BBC's live election night coverage was a key element of its
reporting. They provided real-time updates on the results, exit polls, and the reactions of
politicians and commentators. This coverage allowed viewers to follow the unfolding election
results and witness the unfolding political landscape.

XI. SETTING THE TELEVISION NEWS AGENDA 1983

Several factors contributed to the television news agenda in the 1983 election:

The Rise of "Soundbites"- The 1983 election saw the emergence of "soundbites" as a key
element of television news coverage. Short, memorable phrases delivered by politicians became
increasingly prominent, often shaping viewers' perceptions and influencing their voting
decisions.

The Focus on "Personality" - Television news coverage increasingly emphasized the

personalities of the candidates, focusing on their charisma, leadership qualities, and public
image. This shift towards personality-driven coverage contributed to the rise of Margaret
Thatcher as a dominant figure in the election campaign.

The Emphasis on "Conflict"- Television news coverage often framed the election as a battle
between opposing ideologies and personalities. This emphasis on conflict and confrontation
created a sense of drama and excitement, attracting viewers and influencing their perceptions of
the campaign.

The Influence of "Spin Doctors" - The 1983 election saw the rise of "spin doctors," political
strategists who worked behind the scenes to shape the media narrative and influence public
opinion. These spin doctors used their understanding of television news to craft messages and
events designed to attract media attention and generate favorable coverage.
 XII. THE EARNEST VERSUS THE DETERMINED ELECTION NEWS
MAKING AT BBC 1988

The Earnest style was evident in the BBC's coverage of previous elections, where the
focus was on presenting a neutral and informative narrative, avoiding sensationalism or overt
bias.

The Determined Shift: Engaging the Audience - This shift was reflected in the BBC's 1987
coverage, which incorporated elements of entertainment and drama to make the election more
engaging for viewers. The use of "soundbites," the emphasis on personality and conflict, and the
inclusion of lighthearted moments aimed to attract and retain viewers' attention.

TAN, ANGELA MEI

XIII. Struggles for Meaningful Election Communication

A. Polarization of Public Opinion

- In democratic arrangement, the polarization of public opinion bring about
diverse topics that could potentially showcase most, if not all, the problems and
ideas that different groups has that concern the bureaucracy and the state.
Polarization of Public Opinion is a normal occurrence especially with a
democratic setting, democracy advocates for citizen engagement and
participation, and when citizens engage and participate with political matters,
they begin to formulate their own standards, preferences, and opinions. However,
the potential downside of this ability of the public is the stifling of public
discourse because of the lack of common ground making it difficult to talk about
diverse opinions and point of views.

B. Partisanship
- Partisanship is the prejudice in favor of a particular cause, or in simple terms, it
is the biased opinion that individuals has towards their liked cause, person, or
group of people, and in turn, they don't have fair judgment and opinions towards
their least-liked cause, person, or group of people. When individuals have a
strong preference for certain political parties and a dislike for others, they tend to
perceive politics as a highly competitive arena with significant consequences.
This might cause more struggle for the general public to come together and have
meaningful election communication as it may instigate quarrels between two
 opposing biases. Thus, individuals may find it extremely hard to discuss electoral
matters in peace.

C. Erosion of Trust in Institutions/Public Officials

- The public trust in government declines due to the negative perceptions of the
economy, scandals linked to political actors and to the bureaucracy as a whole,
and growing public apprehension about crime. The actions of the government
affects the lives of its citizens, therefore, it goes without saying that the public
trust relies heavily on the decisions made and executed by the government who
swore to protect and put its citizen's welfare first. Individuals’ lack of trust in the
institution and public officials hinders the possibility of better electoral
communication.

D. Lack of Knowledge on the Candidates’ Identity and their Contributions

- In terms of voting, many of the voters tend to be oblivious of the list of
candidates. They can almost never recognize the candidates they're choosing
from. Local elections may see low voter turnout due to a lack of familiarity with
the candidates and their platforms. Despite candidates' extensive online and
door-to-door campaigning efforts, and local activists distributing leaflets, it can
still be challenging to make informed voting decisions. Many voters have zero
knowledge about majority of the candidates during the election, let alone know
their platforms and contributions, this makes it challenging for states to have
meaningful election communication, because of the lack of awareness and the
interest, many registered voters tend to pass up on elections, resulting to low
voters turnout, and when there is a low voters turnout, the government is not
really getting a meaning election results.

XIV. Election Communication System

- Local Governments do their best with informing their constituents every election, with
regard to the registration dates and the election dates. Candidates also never cease to do
their campaigns when running for their eyed political positions, they even go to extreme
measures just to introduce themselves and their platforms. This is the form of pre -
election communication which the voters are used to. However, this does not ensure that
there will automatically be a meaningful election communication; high voter turnout
with informed voters. The previously mentioned factors play a vital role as to why
despite the great lengths that both the government and the candidates are willing to go,
there is still little meaningful electoral results.
 XV. The Crisis of Communication for Citizenship

- Becoming an engaged citizen requires time and effort. To start, it means staying
well-informed about current events, understanding what is important on a personal and
global level, and gaining knowledge about the functioning of the government.
Comparing sources so that rival perspectives may be used for knowledge, becoming
impartial with every political party and politicians, knowing who and what to trust.
Knowing whether the current government system can be trusted to serve the interests of
all people, while simultaneously making their voices heard and their presence felt. These
are the crisis and problems that individuals face with regard to the communication for
citizenship, and again, the factors that are hindering these activities may be the
partisanship, lack of trust in the institution, or struggling with gaining/lack of
knowledge on political matters.

CONCLUSION

Civic Communication has many factors that may affect its process, such as the polarization of
public opinion, the erosion of trust in institutions, partisanship in the political setting, etc. Civic
Communication has and always been a challenging task for every state's citizens, as this would
also imply that all citizens must come to terms to discuss political matters, the very same thing
that citizens find hard to accomplish, because each and every person are entitled to their own
opinion and preferences, this has also led to the division of people in the political setting,
although one can not say that this an entirely bad thing for the civic communication, because
like any other skills, this ability and skill can be used for either good or ill-intentioned purposes,
depending solely to the person. In short, if the civic communication in terms of political
discourse is struggling, there is a chance that this is either because opinions may be so different
that common ground may not be found, or because the state's people, themselves, choose to
remain divided, conservative, and sometimes, close-minded.