Televisioesiintyminen, mediaretoriikka ja poliittinen vaikuttaminen

Authors

• Aino Sallinen-Kuparinen

Abstract

The present article discusses the role and impact of television and candidates’ speech communication skills on the electorate in political telecasts. The role of television in political elections is discussed and the constructs of political communication, presidential rhetoric and media rhetoric are introduced. The impact of telecasts on political attitudes, political learning and voting decision is analyzed and the role of television in the image-making of politicians is illustrated. To explain the relationship between delivery and effects of television, a series of applications Of cognitive theories and attribution theory is proposed. Empirical data concerning President Mauno Koivistot communicator style and the credibility of the chairmen of the Finnish parties in telecasts in the 1987 parliamentary election are reported. Findings on the effects of delivery are analyzed in the light of characteristics of television as a medium. Finally, the question of whether televised campaigns emphasize candidate imagery rather than political issues is discussed. Apart from Finland, the article provides examples from Sweden, Iceland, Great Britain, Italy, Egypt, Libya, Israel, the United States and the Soviet Union.