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Роль СМИ в избирательной кампании

русская версия

Опубликовано на портале: 27-11-2006
The Media in Election Campaign (by Leonid Sedov). Information and analysis disseminated by the mass media can have a powerful effect on the public image of parties and politicians. The mass media constitute one of the few institutions that enjoy a significant level of public trust. At the same time, our voters admit only grudgingly that their opinions and decisions can be manipulated or even influenced at all. About 8() Simultaneously, there is a broad category of persons (27':f) who reject the mass media as their information source being either not interested in politics or not having trust in the mass media.
There are some interesting peculiarities concerning the mass media's influence on the electorate. The existing multiplicity of information sources does not permit the total manipulation of the voters in favor of a certain politician or party. Characteristically, the voters, already disposed in their preferences, look for their favorite in the mass media. This is illustrated by the responses to the question: «Which politicians have captured your attention and stick in your memory with their actions in the last two weeks?». Most people identified the politician they supported. And, most interestingly. V, Putin, who received the most publicity and was in the very center of events, did not lead in any of (he electorates except those who had difficulty naming their parly of choice. This, however, was enough for him to get the general first place for visibility.
It is, therefore, very difficult to determine to what extent the scandals that were developing in the mass media around the main participants in the pre-election struggle have influenced the already-formed reputations of the politicians. Yeltsin seems to be the main loser as twothirds of those polled expressed outrage at the members of his family and the officials involved in money-laundering while only half of those interviewed were inclined to believe accusations against Luzhkov.
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