Media’s impact on politics
Published: 03:12 PM,Dec 11,2024 | EDITED : 07:12 PM,Dec 11,2024
Former UN secretary-general Boutros Boutros-Ghali even referred to CNN as the “sixteenth member” of the Security Council.
Theorists of public freedoms and human rights in liberal nations believe that the primary role of the press and media is to monitor and evaluate government actions. Many politicians regard the media as the 'fourth estate' in democratic societies, following the three traditional branches of power. In the United States, the media has established itself as a formidable authority, serving as the primary source of information for the public and playing a significant role in shaping and transforming the careers of politicians.
This dynamic underscores the strong relationship between politicians and the media, as highlighted by Munther al Zubaidi in his book 'The Role of the Media in Political Decision-Making'. The media's influence extends beyond informing the public, affecting public opinion and even creating industries dedicated to shaping it. Companies specialising in public opinion polling and strategic messaging have emerged, swaying voters and political stances alike.
The media has also drawn attention to issues that were previously neglected by political circles, such as human rights, racial discrimination, terrorism, women's rights and minority concerns. By amplifying these topics, the media has not only engaged domestic audiences, but also turned local issues into global concerns — a phenomenon intensified by globalisation. Jan Aart Scholte, a political theorist, defines globality as “the spread of things, experiences and cultures across the world.” This has deeply influenced local policies and politicians while also disrupting international relations, sometimes causing tensions between neighbouring countries with shared systems of governance and cooperation.
The media's ability to shape agendas is rooted in agenda-setting theory, which was proposed by Maxwell McCombs. By selectively highlighting specific issues, the media influences societal priorities, which in turn shape the priorities of decision-makers. A study cited by Bassiouni Hamada in 1987 examined the media's role in guiding the priorities of policymakers, pressure groups, leaders and the public. The findings revealed that media coverage strongly influences public perception and politicians’ decisions, with a significant impact on whether an issue is perceived as critical and necessitating action.
An illustrative example is the global case of George Floyd's murder in the United States. Extensive media coverage of the incident, particularly on social and mass media, provoked widespread demonstrations and pressured politicians to act. The coverage was so pervasive that the implicated police officer claimed it had denied him a fair trial.
The media’s influence on policy is also evident in its impact on foreign affairs. Al Jazeera and CNN, two of the world’s most influential networks, have shaped the foreign policies of nations, particularly the US. The term “Al Jazeera effect” describes how new media platforms, including satellite broadcasting, have disrupted traditional information monopolies, empowering previously voiceless groups and influencing global politics. For instance, during the Iraq War in 2003, Al Jazeera’s critical coverage challenged US military operations, prompting retaliatory strikes against its staff.
Al Jazeera’s ability to shape public opinion, particularly among Arab and Muslim audiences, has influenced perceptions of US policies. However, its influence in the US itself is limited, given its niche audience and cultural resistance to alternative viewpoints.
CNN’s influence on US foreign policy has been similarly profound. A survey conducted by Gowing in 1994 revealed that American and British officials widely acknowledged CNN’s role in altering policy decisions. Former UN secretary-general Boutros Boutros-Ghali even referred to CNN as the “sixteenth member” of the Security Council. The American intervention in Somalia, spurred by CNN’s focus on starving children, illustrates how media coverage can compel governments to act, sometimes in ways that conflict with national interests. Conversely, crises like Darfur, which received limited media attention, failed to provoke similar responses.
In conclusion, the media wields significant power in shaping policy, both domestically and internationally. Its influence on public perception and decision-making underscores its role as an indispensable, albeit potentially disruptive, force in modern governance. Whether accelerating decisions, spotlighting critical issues, or shaping political discourse, the media continues to play a pivotal role in the political landscape.
Translated by Badr al Dhafari. The original version of this article was published in Oman Arabic newspaper on 10 December, 2024.
This dynamic underscores the strong relationship between politicians and the media, as highlighted by Munther al Zubaidi in his book 'The Role of the Media in Political Decision-Making'. The media's influence extends beyond informing the public, affecting public opinion and even creating industries dedicated to shaping it. Companies specialising in public opinion polling and strategic messaging have emerged, swaying voters and political stances alike.
The media has also drawn attention to issues that were previously neglected by political circles, such as human rights, racial discrimination, terrorism, women's rights and minority concerns. By amplifying these topics, the media has not only engaged domestic audiences, but also turned local issues into global concerns — a phenomenon intensified by globalisation. Jan Aart Scholte, a political theorist, defines globality as “the spread of things, experiences and cultures across the world.” This has deeply influenced local policies and politicians while also disrupting international relations, sometimes causing tensions between neighbouring countries with shared systems of governance and cooperation.
The media's ability to shape agendas is rooted in agenda-setting theory, which was proposed by Maxwell McCombs. By selectively highlighting specific issues, the media influences societal priorities, which in turn shape the priorities of decision-makers. A study cited by Bassiouni Hamada in 1987 examined the media's role in guiding the priorities of policymakers, pressure groups, leaders and the public. The findings revealed that media coverage strongly influences public perception and politicians’ decisions, with a significant impact on whether an issue is perceived as critical and necessitating action.
An illustrative example is the global case of George Floyd's murder in the United States. Extensive media coverage of the incident, particularly on social and mass media, provoked widespread demonstrations and pressured politicians to act. The coverage was so pervasive that the implicated police officer claimed it had denied him a fair trial.
The media’s influence on policy is also evident in its impact on foreign affairs. Al Jazeera and CNN, two of the world’s most influential networks, have shaped the foreign policies of nations, particularly the US. The term “Al Jazeera effect” describes how new media platforms, including satellite broadcasting, have disrupted traditional information monopolies, empowering previously voiceless groups and influencing global politics. For instance, during the Iraq War in 2003, Al Jazeera’s critical coverage challenged US military operations, prompting retaliatory strikes against its staff.
Al Jazeera’s ability to shape public opinion, particularly among Arab and Muslim audiences, has influenced perceptions of US policies. However, its influence in the US itself is limited, given its niche audience and cultural resistance to alternative viewpoints.
CNN’s influence on US foreign policy has been similarly profound. A survey conducted by Gowing in 1994 revealed that American and British officials widely acknowledged CNN’s role in altering policy decisions. Former UN secretary-general Boutros Boutros-Ghali even referred to CNN as the “sixteenth member” of the Security Council. The American intervention in Somalia, spurred by CNN’s focus on starving children, illustrates how media coverage can compel governments to act, sometimes in ways that conflict with national interests. Conversely, crises like Darfur, which received limited media attention, failed to provoke similar responses.
In conclusion, the media wields significant power in shaping policy, both domestically and internationally. Its influence on public perception and decision-making underscores its role as an indispensable, albeit potentially disruptive, force in modern governance. Whether accelerating decisions, spotlighting critical issues, or shaping political discourse, the media continues to play a pivotal role in the political landscape.
Translated by Badr al Dhafari. The original version of this article was published in Oman Arabic newspaper on 10 December, 2024.