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The Word in the Service of Power: How Politicians Use Communication

Writer's picture: Krešimir SočkovićKrešimir Sočković

In the ever-evolving world of politics, communication is everything. It’s the energy that drives campaigns, the bridge between leaders and voters, and the fuel that ignites public opinion.


Photo: Pexels


Understanding how communication works in this arena is crucial not just for recognizing and shaping political messages but also for effectively participating in the democratic process.


From party meetings where a few selected individuals shaped the political outlook, to modern-day messaging on social media, the ways of political communication have undergone massive changes.


Fiery speeches in front of hundreds of enthusiastic party colleagues and supporters in public squares still exist, but the focus has shifted to carefully crafted posts on social media. The communication channels and strategies for delivering messages have made huge leaps forward.


Traditional media, like newspapers and television, still hold significant weight, but the rise of digital platforms has created a more interactive and less centralized communication environment.


Candidates and voters now communicate directly, which is a win for both sides. Politicians can find campaign-worthy causes in their own inboxes, and voters have the opportunity to be heard firsthand.


However, these new ways of communicating also amplify the potential for misinformation and misunderstanding.


The Message Matters


At the core of effective political communication is a clear and concrete message. Whether it’s a candidate outlining their vision or a leader handling a crisis, every statement must be carefully measured.


That message often employs various rhetorical techniques. It could be framing, storytelling, or appealing to emotions, all designed to resonate with specific audiences and influence their opinions. Understanding these techniques helps us uncover the underlying strategies behind carefully chosen words.


Beyond Words – Nonverbal Cues


Political communication extends far beyond spoken language. Body language, facial expressions, and even attire convey powerful messages. A firm handshake can signal confidence, while nervous stammering can reveal anxiety. Voters pick up on these signals more clearly than the spoken words. That’s why being aware of how much we communicate nonverbally is essential.


The Power of Storytelling


Telling a compelling story is a powerful tool in the hands of political communicators. Stories tap into emotions, shape the understanding of complex issues, and build communities around shared values.


Politicians use narratives to present themselves as relatable figures, highlight their achievements, and challenge their political opponents. Recognizing these stories and the intentions behind them empowers voters to better understand the political information they receive.


Persuasion and Ethics


Political communication always walks a fine line between persuasion and manipulation. While effective communication aims to persuade with clear arguments and evidence, the line can sometimes blur.


Understanding the ethical principles behind political communication is crucial. The real question we should all ask ourselves is whether tactics like fear-mongering or demonizing opponents are acceptable. When does persuasion turn into manipulation? The answers to these questions help responsible citizens make informed choices and distinguish between manipulators and those with a higher sense of societal responsibility.


The Individual Matters


In a world saturated with political messages, critical thinking skills are more important than ever. As citizens, we must become discerning consumers of information, questioning sources, analyzing language, and recognizing potential biases. We can and must actively engage in political dialogue, expressing our views respectfully and participating in meaningful conversation.


Communication in politics is a complex dance that’s constantly evolving. By understanding the tools, strategies, and ethical considerations involved, we can become more informed citizens, equipped to navigate the sea of political messages with clarity and purpose.


Let’s not forget: the power of words doesn’t only lie in the hands of politicians but also in the minds of an informed electorate.

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