FEDERAL POLYTECHNIC ILARO

DEPARTMENT OF MASS COMMUNICATION

COURSE OUTLINE

CLASS: (HND II); FULL TIME
COURSE TITLE: POLITICAL COMMUNICATION
COURSE CODE: SCM 426
UNIT: 2
SEMESTER/SESSION: SECOND SEMESTER, 2024/2025
LECTURER: MRS.THOMAS-KUYE
TECHNOLOGIST:

COURSE OVERVIEW

This course introduces students to the study of political communication as the interaction between politics, media, and the public in modern society. It examines how political actors use communication processes and media platforms to influence public opinion, shape political behaviour, and support democratic governance.

The course further explores political messaging, media systems, propaganda, persuasion, public relations, and political marketing. It also provides analytical frameworks for understanding media theories and research methods in political communication within Nigerian and global contexts.

COURSE OBJECTIVES

Students should:

• Understand the concept of political communication.
• Understand the relationship between politics, democracy, media and the public.
• Analyse the media as an institution of the state.
• Understand media theories of political communication.
• Identify research methods in political communication.
• Understand political marketing, advertising and public relations.
• Analyse persuasion, manipulation and propaganda in political communication.

TEACHING METHODS / AIDS

• Lectures
• Group discussions
• Case studies
• Practical analysis
• Assignments and presentations

LEARNING VENUES

• Classroom
• Media Studio

TOPICS

Week 1: Introduction to political communication. Concepts of politics, communication and democracy. Actors in political communication.

Week 2: Liberal democracy: origin and characteristics. Media, public opinion and public sphere.

Week 3: Public sphere and role of media in democracy. Functions of media in liberal political systems. Democracy in global and Nigerian context.

Week 4: Media as a political institution. Fourth Estate and Fifth Estate concepts. Media and political systems.

Week 5: Media coverage of politics and objectivity. Reality in media: objective, subjective and constructive perspectives.

Week 6: Media theories in political communication (normative theories, agenda setting, framing, priming, spiral of silence, gatekeeping, media hegemony).

Week 7: Application of media theories to political contexts in Nigeria and globally.

Week 8: Research methods in political communication (survey, focus group discussion, in-depth interview, experimental research, content analysis).

Week 9: Political marketing, advertising and public relations. Branding, packaging, and political campaign strategy.

Week 10: Persuasion, manipulation and propaganda in political communication. Popular culture and political influence.

Week 11: Test / Continuous Assessment and student presentations.

Week 12: General revision.

Week 13: Free week.

ASSESSMENT AND GRADING SYSTEM

·         Continuous Assessment: 30 Marks
(Assignments, tests, class participation, practical analysis)

·         Final Examination: 70 Marks

GROUND RULES AND REGULATIONS

• Students must maintain at least 75% attendance to qualify for examination.
• No make-up tests or assignments except on approved grounds.
• Lateness to lectures will attract sanctions.
• Use of mobile phones and eating during lectures are prohibited.

MODULE 1: INTRODUCTION TO POLITICAL COMMUNICATION

Politics, Communication and Democracy

Politics

Politics refers to the structured process through which power is acquired, distributed, and exercised within society. It focuses on how collective decisions are made, who influences them, and how resources are allocated among competing interests.

Politics is fundamentally about:

• Power relations in society
• Governance and decision-making
• Competition among individuals and groups for authority
• Management of public resources and interests

Although commonly associated with government, politics exists in many institutions such as political parties, civil society organizations, labour unions, and even the media.

Communication

Communication is the process through which information, ideas, and meanings are exchanged between individuals or groups. It is central to human interaction and social organization.

Communication involves:

• A sender who creates the message
• A message containing information or intent
• A medium or channel through which it is transmitted
• A receiver who interprets the message
• Feedback that indicates response

In political contexts, communication is not only informational but also strategic, as it is often designed to influence attitudes, behaviour, and public perception.

Democracy

Democracy is a system of government in which political power is derived from the people, either directly or through elected representatives. It emphasizes participation, accountability, equality, and rule of law.

A democratic system is based on:

        i.            Popular participation in governance

      ii.            Political equality among citizens

    iii.            Free and fair elections

    iv.            Protection of fundamental human rights

      v.            Accountability of leaders to the governed

Democracy depends heavily on communication because citizens must be informed in order to participate meaningfully in political life.

Relationship Between Politics, Communication and Democracy

These three concepts function as an interconnected system:

        i.            Politics provides the structure for governance and decision-making

      ii.            Communication provides the channel through which political ideas are expressed and debated

    iii.            Democracy provides the framework that ensures citizen participation and accountability

Without communication, politics becomes disconnected from the public. Without democracy, communication risks becoming controlled propaganda. Without politics, there is no structured system of governance.

Meaning of Political Communication

Political communication refers to the process through which political actors, institutions, media, and citizens exchange political information in order to influence public opinion, policy decisions, and political behaviour.

It includes:

        i.            Communication by government institutions

      ii.            Campaign messaging by political parties

    iii.            Media reporting and interpretation of political events

    iv.            Public discussion and citizen response

Political communication operates as a continuous cycle in which messages are produced, transmitted, interpreted, and responded to within society.

It is important because it shapes how citizens understand politics, how leaders maintain legitimacy, and how public opinion is formed and sustained.

Actors in Political Communication

Political communication involves multiple interacting actors, each playing a specific role in the communication process.

1. Political Organizations

These include political parties and government institutions responsible for governance and political competition. They perform the following functions:

        i.            Develop political ideologies and manifestos

      ii.            Conduct campaigns during elections

    iii.            Communicate policies and decisions

    iv.            Mobilize public support

Public Organizations

These are non-governmental bodies that influence political processes without seeking political office. They include civil society organizations, NGOs, student groups, and advocacy organizations. They perform the following functions:

        i.            Promote civic awareness

      ii.            Advocate policy reforms

    iii.            Monitor government performance.

    iv.            Mobilize public opinion on social issues

Pressure Groups

Pressure groups are organized bodies that seek to influence government decisions without contesting elections. They include labour unions, professional associations, and interest groups. They perform the following functions:

        i.            Engage in lobbying

      ii.            Organize protests or campaigns

    iii.            Influence policy formulation

Terrorist or Extremist Groups

These are non-state actors that use communication strategically for ideological, psychological, or propaganda purposes, often outside legal political frameworks. They:

        i.            Spread ideological narratives

      ii.            Attempt recruitment

    iii.            Use communication for influence and intimidation

The Audience (Citizens)

Citizens are the recipients and interpreters of political messages. They are not passive; instead, they:

        i.            Interpret messages based on personal and social factors

      ii.            Form opinions based on media exposure and discussion

    iii.            Participate in political processes such as voting and activism

The Media

Media institutions serve as the primary channel for political communication in modern society. They include Traditional media (radio, television, newspapers) and Digital and social media platforms. Media functions include:

Selecting political issues for public attention

        i.            Framing how issues are understood

      ii.            Setting the agenda for public discussion

    iii.            Acting as a watchdog over political actors

MODULE 2: LIBERAL DEMOCRACY, PUBLIC OPINION AND PUBLIC SPHERE

Origin of Liberal Democracy

Liberal democracy developed through major historical transformations in Western political history. It emerged gradually rather than suddenly. Three major historical influences shaped it:

The Enlightenment Period

The Enlightenment was an intellectual movement that emerged in Europe between the 17th and 18th centuries, fundamentally reshaping ideas about governance, society, and human rights. Thinkers such as John Locke, Montesquieu, and Jean-Jacques Rousseau challenged the long-standing belief that political authority was derived from divine right or inherited monarchy. Instead, they argued that:

        i.            Political authority should be based on rational laws rather than tradition or religion

      ii.            Individuals possess natural rights such as liberty, life, and property

    iii.            Governments exist through a “social contract” with the governed

    iv.            Power should be limited to prevent tyranny

This period introduced the idea that citizens are not subjects of rulers but active participants in governance. It laid the philosophical foundation for constitutional democracy by promoting reason as the basis for political legitimacy.

The American Revolution

The American Revolution (1775–1783) marked one of the earliest practical applications of Enlightenment ideas. The thirteen American colonies rejected British colonial rule and established a new political system based on constitutional principles. Key contributions of this revolution include:

        i.            The establishment of a written constitution that defines government powers

      ii.            The principle of separation of powers among executive, legislature, and judiciary

    iii.            The introduction of checks and balances to prevent abuse of power

    iv.            Emphasis on representation, where leaders are elected by citizens

      v.            Protection of individual liberties through legal frameworks

This revolution demonstrated that governance could be structured around laws rather than monarchs, reinforcing the idea that political legitimacy comes from the consent of the governed.

The French Revolution

The French Revolution (1789–1799) further expanded democratic ideals, but in a more radical and socially transformative way. It was driven by widespread inequality, economic hardship, and resentment toward absolute monarchy and aristocratic privilege. Its major contributions include:

        i.            The declaration that sovereignty belongs to the people, not the monarchy

      ii.            The promotion of liberty, equality, and fraternity as guiding principles

    iii.            The abolition of feudal privileges and class-based inequality

    iv.            The introduction of citizenship rights and civic participation in governance

Unlike the American Revolution, which focused heavily on institutional design, the French Revolution emphasized social equality and the restructuring of society itself.

These three historical developments reshaped global political thinking. The Enlightenment provided the philosophical foundation, the American Revolution demonstrated constitutional practice, and the French Revolution advanced ideas of popular sovereignty and equality.

Characteristics of a Democratic Society

A democratic society is defined by several essential principles:

        i.            Constitutionality: Governance is guided by a constitution that limits power and defines political structures.

      ii.            Participation: Citizens are allowed to take part in political processes such as voting and civic engagement.

    iii.            Political Choice: Multiple political parties and ideologies exist, giving citizens real alternatives.

    iv.            Rational Decision-Making: Decisions are ideally based on informed discussion and reasoning.

      v.            Freedom of Speech: Citizens can express opinions without fear of repression.

    vi.            Elections: Leaders are chosen through competitive and periodic elections.

  vii.            Human Rights: Fundamental freedoms such as liberty, equality, and justice are legally protected.

Media, Public Opinion and Public Sphere

Media

Media refers to communication systems that distribute information to large audiences and shape public understanding of political events.

Public Opinion

Public opinion refers to the collective views, attitudes, and beliefs of citizens on political and social issues. It is shaped by media exposure, education, personal experience, and social interaction.

Public Sphere

The public sphere is the space where citizens come together to discuss and debate matters of public interest. It includes both physical and digital spaces where public discussion occurs, such as media platforms, community forums, and social networks.

 Role of Media in the Public Sphere

The media plays a central role in sustaining the public sphere by:

        i.            Providing information necessary for public debate

      ii.            Highlighting important social and political issues

    iii.            Allowing diverse viewpoints to be expressed

    iv.            Acting as a watchdog over government actions

Importance of Media in Democracy

The media strengthens democracy by:

        i.            Enhancing transparency in governance

      ii.            Promoting political awareness among citizens

    iii.            Encouraging civic participation

    iv.            Holding leaders accountable

      v.            Supporting informed decision-making