Mediji i izbori
Media and Elections

Author(s): Jovanka Matić
Subject(s): Media studies, Governance, Communication studies, Government/Political systems, Electoral systems, Theory of Communication
Published by: CeSID
Keywords: Media Influence; Voter Behavior; Political Campaigns; Selective Exposure
Summary/Abstract: In the 1940s and 1950s, studies by Lazarsfeld and Berelson suggested that media had limited influence on voters, who mostly made decisions based on long-standing political beliefs and social affiliations. However, by the 1970s, a new understanding emerged, emphasizing the media's powerful role in shaping how people perceive reality, politics, and social structures through cumulative and often subtle effects. Today, in modern democracies, elections are largely media-driven campaigns, and while media are crucial for informing voters, the relationship between politicians, media, and voters often involves conflicting interests and raises questions about fair access, media regulation, and the commercialization of political communication.

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