Campaign Trail 2016

Republican presidential candidate Donald Trump waves during a campaign rally at the Macon Centreplex, Monday, Nov. 30, 2015, in Macon, Ga. (AP Photo/Branden Camp)

Political Communication has several definitions. A simple definition could be the communication and/or interactions between the public, political figures, political actors and the press. In terms of academic concepts, the American Political Science Association (APSA) defines it as information that is shaped, created, disseminated, processed and its effects within the political system.  The International Communication Association (ICA) says it’s the transaction “…between citizens and their government.”

The Players

There are three specific players within political communication.  There is the candidate, the press and the public.  Every candidate has a designated press team.  Their responsibility is to make sure the press are informed about events and to maintain communication between the candidate they represent and the press at every city the candidate visits. 

Candidate and Political Actors

Candidates have a specific message they want to convey and the goal is for them to persuade the public to adopt their message.  They also want to look good for the press and want to make sure the press communicate that message in the best way possible for them. 

Many will restrict how much access they give.  For example, Ted Cruz gave complete access to the press at his events when he started campaigning for the Republican presidential nomination.  On the other hand, Hillary Clinton gives press little access at her events.  She actually makes them stay in one area and they are not aloud to leave.  Ted Cruz let the press photographers get on stage with him. 

One important role of a Politian is to look good for the press.  Most campaign teams have person who acts as the director in important states.  These individuals will have a hand in making sure that campaign events run smoothly.  They will make sure that volunteers get signs in the hands of the general public to wave in the air during events.  They will pass out stickers and pins with the candidates face and name to as many people as possible.  After all, visuals are extremely important.

A woman takes a photo of a Ted Cruz election pin at a
campaign rally in Kennesaw, Ga.

PRESS

The goal of a member of the press is to build and maintain positive relationships that are of course ethical with the press contacts of candidates.  Doing so could mean quicker responses and the press contact may be able to work out better access to the candidate.  Probably the most important role of members of the press is to “seek truth and report it” according to the Society of Professional Journalist.  This can mean telling the story of a political campaign with a photo essay and/or writing a story to go along.    They are strictly an observer of the event. 

The Public

The role of the pubic in elections is to listen to the message, dissect it and decide how they feel about it.  Regardless of how they feel or what they believe, they will naturally disseminate the message.  If they love it, they will share.  If they hate it, they will share.