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Introduction
Due to mass media’s ever-increasing involvement in political campaigns, the focus has shifted from the objectivity of information to its appeal toward a particular part of the political spectrum. The political propaganda function of the news media is well-known among scholars and arises due to the media’s integration into the state-corporate market nexus and powerful lobbying (Zollmann, 2017). A characteristic and widely used strategy in news media propaganda is to focus on the opponent’s negatives as it presents a wide range of possible approaches.
Discussion
The negative media propaganda has been particularly prominent in the 2016 U.S. presidential elections. A study by Faris et al. demonstrates that a significant part of mainstream media coverage was negative for both candidates, focusing on various scandals and weak spots in their programs (2017). This approach has led to a widespread disinformation campaign on both sides resulting in a large amount of fake news complicating differentiating between objective information and manufactured misinformation.
The Internet and modern computer technologies allow for a swift and efficient spread of misinformation or specific facts. Woodley and Howard reference the extensive use of online bots and algorithms in the 2016 presidential elections, using hate and the viral spread of fakes to influence the public perception of the opponents (2019). In the information age, such automation techniques involving social media are becoming increasingly sophisticated and widely used.
The advent of digital media represents an essential new means of communication for political forces. However, as Farkas and Neumayer point out, the Internet functions primarily as a means of control for elite and corporate interests more than it represents an accessible instrument of mass communication (2020). In this situation, it is necessary to enhance our conceptualizations and terminology of propaganda studies to better understand the essence and consequences of online propaganda.
Conclusions
Media use for political propaganda nowadays is as prominent as it has always been. Social media and online news outlets are extensively used by both sides of the political spectrum to form the daily agenda. Negative propaganda is the primary approach due to its engaging quality. It is becoming increasingly difficult for a regular person to distinguish objective truth from fake news. However, it is necessary to develop critical thinking to stay away from media-fuelled political biases.
References
Faris, R., Roberts, H., Etling, B., Bourassa, N., Zuckerman, E., & Benkler, Y. (2017). Partisanship, propaganda, and disinformation: Online media and the 2016 U.S. presidential election. Berkman Klein Center Research Publication, 6, 1–142. Web.
Farkas, J., & Neumayer, C. (2020). Disguised propaganda from digital to social media. In: Hunsinger, J., Allen, M., & Klastrup, L. (Eds.), Second International Handbook of Internet Research (pp. 707–723). Springer.
Zollmann, F. (2017). Bringing propaganda back into news media studies. Critical Sociology, 45(3), Web.
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