Outside the university environment, a rough and seemingly growing debate appeared that the mass media distorts the political agenda to it. Few would argue with the idea that the institutions of the mass media is important in contemporary politics. The transition to liberal democratic politics in the Soviet Union and Eastern Europe, the media is a key battleground. Elections in the West getting around television, with an emphasis on spin and marketing. Democratic policy places great emphasis on the media at the scene of a democratic demand and the formation of "public opinion". The media shows that the public and government attention and securing redress. Yet the media are not only neutral observers, but political actors themselves. The interaction with mass media and political figures – politicians, interest groups, strategists and others who play an important role – the political process is obvious. In this context, the US political scene could be described as a dynamic environment in which to communicate, especially all forms of journalism, fundamentally affect and influence.
According to the theory of democracy, the people rule. The pluralism of the various political parties to ensure the parties 'alternative', and if and when one party loses the confidence they support each other. The democratic principle of "government of the people by the people and for the people" would be nice if it's all so simple. But a medium-large, modern state, things are not quite so. Today, many elements contribute to the development of the state & # 39; s political discourse, including the goals and success of the strategies used by public relations and advertising politically engaged persons and the growing influence of new media technologies such as the Internet.
The naive assumption of liberal democracy to its citizens adequate knowledge of political events. But how citizens acquire the necessary information and knowledge, and to use their votes other than blind guesses? They can not possibly witness everything that happens on the national scene, much less the level of world events. The vast majority of students are not in politics. I do not really know what is happening, and if it did it would need guidance on how to interpret what they know. Since the beginning of the twentieth century, it has been fulfilled through the mass media. There is little the United States can say today that does not have access to at least one form of media, even the very low political knowledge. Although the political information is by no proliferation, which is supported by the mass media in different critics that the events are designed and packaged, are constructed framework, political actors and the media between politicians and the Information bar, and ownership effects important short hand cue, how to interpret and understand the news.
must not forget another interesting fact in the media. Political influence goes far beyond current affairs magazine articles and objects directly political nature or related to television programs that are borne by the policy. they can influence it in a more subtle way people & # 39; and thought patterns in other ways, such as "goodwill" stories, pages dealing with entertainment and popular culture, movies, TV "soaps", "education" programs. All these types of information are human values, concepts of good and evil, right and wrong, sense and nonsense, what is "fashionable" and "unfashionable" and what is "acceptable" and "unacceptable". These human values in turn shaped by the people & # 39; s conduct of policy issues and influence how you vote, and therefore, a political power.