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To what extent is the mass media politically powerful? There are two main issues regarding media influence in politics 1. Does presentation and coverage affect voting behaviour and choices? 2. Do media have an impact on political struggle and decide nature of debates? Definitions of mass media Mass media are channels of communication through which messages flow, produced by a few for consumption by many people. As the messages go through the channels, they are distorted. When people receive mass-media messages, they have no opportunity for immediate feedback with the producers of the messages.( www.pbs.org) Specialist institutions such as books, magazines, adverts, newspapers, radio, television, cinema, videos which occupy a central and pivotal role in our lives. That which reaches very large audiences (freespace.virgin.net) Forms of communication designed to reach a vast audience without any personal contact between the senders and receivers. Examples would include newspapers, magazines, video recordings, radio and television (www.elissetche.org) Political debates In recent years...

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