The Application of Agenda-Setting Theory in the Digital Era to Political Communication in the Context of Electoral Campaigning
Keywords:
Application of the theory, Agenda-Setting Theory, Political communication, Electoral campaigningAbstract
This article aims to present the profound transformation in political communication, particularly in electoral campaigning, within the digital era. The shift from reliance on traditional media to digital platforms, such as social media, has significantly enhanced the speed and scope of reaching voters. The Agenda-Setting Theory explicates the media’s influence in shaping public attention toward specific issues and their relative salience. This article analyzes the application of this theory in digital-era election campaigns, focusing on issue prioritization, image construction, and voter engagement through platforms like Facebook, Twitter (X), and TikTok. For instance, Obama’s 2008 campaign leveraged YouTube to emphasize “Change,” while Thailand’s Move Forward Party utilized TikTok to project a youthful leadership image. The use of data analytics and targeted advertising enhances campaign efficacy. However, challenges such as digital competition, misinformation, algorithm-driven echo chambers, and ethical-legal constraints pose significant obstacles. Looking forward, emerging technologies like AI and the Metaverse may further complicate agenda-setting, necessitating rigorous ethical management to ensure credibility and fairness.
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