POLITICAL COMMUNICATION AND TRADITIONAL MEDIA – AN INSEPARABLE CONNECTION
POLITICAL COMMUNICATION AND TRADITIONAL MEDIA – AN INSEPARABLE CONNECTION

Summary/Abstract: Mass media have completely changed the way politicians and voters communicate. Communication within political parties, membership activism, party discipline and respect for hierarchy have become less important, because the media play a central role in the dissemination of political information, in political education, and also in the process of persuading the masses to do certain things. According to Zoran Slavujević (2009), contemporary politics is actually an organized media phenomenon that is planned and implemented for and through cooperation with the media. In this paper, the author elaborates on the relationship between political communication and traditional media, showing its historical development, but also contemporary concepts of this inseparable connection. The press, radio and television were created at different periods of time, but each of these media changed the rules of political communication and set new standards. Although many theorists predicted the end of their predecessors with the appearance of each of these media, each of them adapted to new circumstances and survived to this day. Recognizing the power of political communication through mass media, political subjects accepted the concept of politics based on the standards set by the media.

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