21st century has witnessed the emergence of complex societies which give unprecedented power to the media in every aspect of human life. Some of the most prominent factors that gave rise to this phenomenal reality could be summarised as; development in science and technology, globalization of world economy, multiplication of world population, and media convergence. The media has now hijacked the powers which hitherto reside with military warfare, political aristocracies, industrial/economic monopolies, religious divinities, and cultural hegemony.
Political landscape is one of the area from which the unprecedented power of the media can easily be measured. Arab spring for example is one of the great lessons of media power, in which social media in addition to other unconventional media were used within shortest time possible to bring about unimaginable political revolution that succeeded to dethrone long-term Authoritarian rulers of Tunis, Libya, and Egypt in addition to granting economic and social rights to citizens of Oman, Saudi Arabia, Morocco and Bahrain. The election of Barack
, Obama as the president of the United States of America in 2008 irrespective of his racial disadvantage is another empirical instance of media power in determining political fate of candidate, party, or the country at large. If one must cite a local example, the occupy Nigeria campaign of 2012 which made the government of the day to reverse its policy fuel price increase despite its seeming steadfastness and the APC change agenda campaign of 2015 which made it possible for the current president (Muhammad Buhari) of Nigeria to defeat incumbent president (Good Luck Jonathan ) were all popularized by media.
It is an indispensable fact that the acquisition and successful management of political power nowadays depend largely on the actors’ ability to make the wise use of media.
Media can easily draw agenda on who’s winning, who’s losing, who’s up, who’s down, and how they move ahead or behind in public opinion survey or the polls. Therefore the popularity of a political candidate is directly elastic to his media packaging and visibility.
Media has never been more powerful than now, because of the convergence of broadcast, print, and alternative media into a single platform and more importantly as it subject itself to manipulations.
Because of its wide-range of implications for democratic practices and governance, media has redefined the way political campaigns are conducted, how citizens engage in politics saga and how elections information is disseminated.
However the rapid development in ICT, proliferation of commercial Television and Radio stations, relative cheapness mobile communication facilities and easy access to internet have combine to have complicated the communication and information landscape in a way that, it is difficult for amateur communication planner to achieve maximum result. This is because people are always bombarded with every sort of information from all over the world competing for attention. This is why many politicians and political parties spend stupendous amount of money in political communication, but with very little result.
Therefore achieving greater impact from media strategy nowadays requires professional handling supported by technology. The primary prerequisite of any communication campaign is to develop and implement a comprehensive plan that outlines objectives, strategies and tactics before launching a campaign, so as to mitigate unnecessary errors and empower campaign team members make and execute decisions
In other words, for any media-based political campaign to succeed in this era of information economy, it must be strategically planned and executed; based on the accurate analysis of target audience, media environment, political competition, as well as the strength and weakness of the client. There are three fundamental dimensions from which political campaign objectives are developed; comprising promotion, defence, and attack. Therefore campaign planners’ first priority is to identify the goals of the campaign and build the strategy on them.
One must not forget that, most of the active political participants are prone to new media; therefore the need for cutting-edge ICT technology and professional expertise is highly needed to ensure that the messages reach the right target at the right time, using the right channel. There is obvious need to leverage on the digital technology to create not only convincing content, but also interesting that will appeal to both rational and emotional consciousness of the target audience.
Of another great importance, one must be able to use technology in collecting public opinion about his client and that of the oppositions, identifies passive campaigners and equips them with relevant information, and identifies active critics, with view to articulating rejoinder.
Another key factor to successful media political campaign is the ability of the campaign planners to align campaign with societal expectation and socio-psychographics of the audience.
At BMB Multimedia & Management Nig Ltd, we have a team of highly motivated professionals with specializations in political and marketing campaign who are ready to help you plan and execute successful media campaign within lowest reasonable budget.
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