Relationship between Media Coverage and Public Opinion during Political Campaigns in South Africa

Abstract

Purpose: The aim of the study was to assess the relationship between media coverage and public opinion during political campaigns in South Africa. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated that media coverage significantly influences public opinion by shaping perceptions, framing issues, and highlighting particular aspects of candidates and policies. During political campaigns, the media serves as a primary source of information for the electorate, often determining the salience of issues and the prominence of candidates. Extensive and favorable media coverage can enhance a candidate's visibility and credibility, potentially swaying undecided voters and reinforcing the views of supporters. Conversely, negative coverage can damage a candidate's public image and diminish their support base. The framing of news stories, the selection of topics, and the tone of coverage play critical roles in this process. For instance, media emphasis on certain campaign issues can lead to a phenomenon known as agenda-setting, where the public perceives these issues as more important. Additionally, the portrayal of candidates through specific narratives can influence voter perceptions, contributing to the formation of public opinion. The interplay between media coverage and public opinion underscores the media's power in shaping political landscapes and affecting electoral outcomes. Implications to Theory, Practice and Policy: Agenda-setting theory, framing theory and spiral of silence theory may be used to anchor future studies on assessing the relationship between media coverage and public opinion during political campaigns in South Africa. From a practical standpoint, political campaigns must adopt strategic media engagement to shape public opinion effectively. In terms of policy, there is a pressing need for regulations that promote accountability and transparency in media coverage during political campaigns.