IntroductionAccording to Robert E. Dento and Gray C. Woodward.docx

Introduction
According to Robert E. Dento and Gray C. Woodward
(1998), two of the most famous contributor to the political
communication studies in America, said that political
communication mainly refers the way in which senders to
transfer the political messages to the receivers. The methods of
sending the message, which will effect a region’s political
environment, normally include political speeches, news media
coverage, and ordinary citizen’s talk. The concentrations
usually focus on the discussions of who has the authority to
sanction, to allocation of public resources, who has the
authority to make decision, as well as social meaning like what
makes someone an American. As a result, it is obviously to see
that the nature of political communication is not only the source
of a message, but it is the transformation of political content
and purpose to citizens. Therefore, the purpose of political
communication strategy can be defined as to influence public
knowledge, beliefs, and action on political matter. (McNair B,
2003)
However, due to the progress of Information
Communication Technologies (ICTs) in the 20th century, the
traditional mass media, which includes TV shows, newspapers
and magazines, and radio, is losing its place to the latest type of
media, such as the Internet and real-time communication tools
in the area of political communication. For example, in
February, 2011, the Americans had closed the video station, the
‘ Voice of America’, which has been conducted for more than
half century. It used to be regarded as a powerful mass media in
political communication tool. But, does it mean that the
American government has weakened its use of mass media in
political communication? The answer is no. When the
announcement of shutting down the ‘Voice of America’, Hillary
Clinton, the Secretary of State, has given a freestyle

presentation at George Washington University, and it was
published on the Internet, synchronously. the event itself
indicates that the American government has realized that the
powerful capability of newly mass media. (Platform Magazine,
2015) and the government is getting ready to use this tool to
reinforce it political status.
Consequently, this essay will discuss how the new mass
media affects American political communication strategy in
election, as well as the practice of strategies. At the same time,
the three discussion points will be analyzed in the following
part.
The characteristics of newly mass media in Election
The concept relates to the emergence of ‘newly mass
media’ results form the development of ICTs. The ICTs enables
some real-time communication tool, such as Facebook, Twitter
and Youtube, to become a critical platform for citizens to
express their political issues. Consequently, as a government,
which is famous by its democratic social media, it was
announced by Hillary that the US would spend 2.5 billion in the
enhancement of “internet democracy”. Thus, the year of 2011 is
regarded as a turning point of social communication tool to
occupy a position in American political communication
supporter. It means that the US government is now suing newly
enhanced mass media to diffuse the American way of life into
the rest of the world. The US government intends to exert other
“netizens” (network citizen) by persuading them to accept the
western cultural through the use of internet. Thus, the American
Culture is able to permeate to other cultures in an influential
and beneficial way for the American society. Specifically, under
the modern international relationship network, social media,
like Facebook and Twitter are now playing significant roles in
American military diplomacy, annotation of democracy, and
electoral activities; or in other words, the social media is now
being an extension for the government activities to some extent.
(Meng Wei, 2012)
The characteristics of online social media in political

communication strategy can be explained from four
perspectives, namely the anonymity of transformational method,
powerful ability of creating the interaction, the unlimited nature
of time and space, as well as the production of political
celebrities. To be specific, the unlimited nature of time and
space based on the trait of mass media itself, and will not be
explained in too much detail in this report. Additionally, other
characteristics will be explained by some typical examples.
Firstly, the characteristic of anonymity illustrates that the
Internet is able to provide a communication platform for
consensus and difference political groups. It means that one
political group will explore the heated discussed issues and
exaggerate some opposite voice to other groups and then use
these opposed issues to beat its competitors. Normally these
opposed voices are spread through the Internet without
mentioning the senders’ name. In another word, in order to
become too aggressive, some politicians will control or induce
their supporters to publish their political messages instead of
posting by themselves (Meng Wei, 2012). One of the biggest
advantages of anonymity is that the sender will not take the
responsibility for the occurrence of possible conflicts.
Therefore, they will not be impacted by these negative reports
and at the same time, the opposed voices from citizens will
easily lead to the resonance among normal citizens.
Secondly, according to (Dahlgren, J. 2005) the interaction
actually consists of two aspects. The first aspect refers to the
interaction between citizens and senders, while the second
aspect relates to the citizens themselves. The interaction
between the citizens and media appears when the citizen
chooses the right media and just yet that media has explained
their problems. Meanwhile, they are able to use the knowledge.
In addition, the interaction among citizens happens when they
are sharing the same sense. As a consequence, the concept
introduced above indicate that if a candidate would like to use
the mass media effectively, they are required to find the right
platform to spread their political issues, while the topic should

be attractive to the consensus. Moreover, the appropriate
objects should be chosen by the senders as well.
Finally, the new mass media is also beneficial for the
production of political celebrities. To take President Roosevelt
as an example, he chose radio as a communicating media to give
his presentation, in order to cultivate his reliable, and
pro-people’s personality. Than, with the appearance of TV
shows, the new election model of debating had become quite
popular. In 1996, due to the development of the Internet, almost
every candidates had built a personal website to communicate
and refresh their personal status on the Internet. Specifically, in
the year of 2012, Obama announced his participation of election
by publishing a video on his personal website and sending
emails to his supporters instead of giving a presentation in
pubic. It indicates that due to the newly social media’s nature of
grass root, candidates are able to cultivate any personal image
to their supporters.
This report will take Trump as a typical example. Trump’s
communication style with the media is quite individualistic.
What he posted on his social media platform always leads to a
huge controversy. There is no doubt that in several occasions,
his was failed to please the public. However, within the growing
number of criticism and flack, his numbers in numerous polls
continue to rise and have made him one of the top three GOP
candidates at the moment. Trump is now “growing under the
voice of opposing and critics”. Ethan Stokes, Ph. D. candidate
studying public relations and political communication at The
University of Alabama emphasized that “In regard to Trump,
you have political scientists and theorists who have studies this
for years, and it really is phenomenal what he is doing.”
Through advertising and attack videos, generated by dependent
political action committees or by the campaigns themselves
could be very influential. Thus, the success of Trump in his
early stage relies on his use of social media, in creating public
controversies, attracting public attention and the cultivation of
his individual characteristics.

Discussion Points
According to the political communication strategy in elective
activities, we are able to identify three discussion points:
1. The relationship between the supporting rate and candidates’
times mentioned by mass media.
2. The main objects for political communication strategies in
election
3. The relationships between the Internet, Public Spheres, and
Political Communication.
1. Are there any relationship between the supporting rate and
candidates’ times mentioned by mass media?
Recently, a journal from Niman Journalism Lab has
implemented a research about the relationships between the
election and mass media. The attention from mass media and the
polls provide an important reference to criteria the operational
level of American political system. The chart below compares
the relationship between American president candidates’
frequency mentioned by social media and their National primary
polls, in 2016. (The Future Linker, 2016)
Figure 1. Polls VS Mentions in 2016 Primary.
This chart displays the appearing numbers of every
candidates’ name among all candidates, which can be shorted as
‘exposed rate’ in the following paragraphs. It is surprised to
explore that the exposed rate and the mentions are most equal,
except Jeb Bush and Ben Carson’s data shows a little
difference. However, the data only calculates the frequencies
mentioned by social media, but no more contents in the reports.
Therefore, it seems that the content of the report dose not the
impact too much on the voting results. Or, in the other words,
what was mentioned in the report has slightly affected the
voting result but does not outweigh the effect of exposed rate.
The typical example is still the comparatively high voting rate
of Donald Trump, who is actually accepting more negative
reports comparing with other candidates. Thus, this shows that
at least in the earlier stage of election, new media will exert

some impacts on voting rate.
2. What are the main objects for political communication
strategies in election?
Although there is some relevant between mentions and polls, it
does not mean that media will determine the voting processes.
Thus, the question is what is the real factor to supporting rate?
The diagram shows a possible model. (The Future Linker, 2016)
Figure 2. The process of influences in voting.
This diagram illustrates that the heated discussed topics
from other objects will influence the media attention and poll
results at the same time. These objects include the social media,
other celebrities, and other famous organizations. To be
specific, the social media will cause a ‘epidemic
transformation’ of reports via Internet. Therefore, there is no
doubt due to high level of attention, mass media will certainly
prefer to follow the topics which most people pay attention to.
In addition, candidate himself still plays an important role
in polls. Let’s take a brief look of the chart below.
Figure 3. The change of Trump’s voting rate.
This line chart demonstrate the relationships between
the weekly mentions of website media and Trump’s polls in
Nation primary polls. As soon as he participated the election,
the polls and mentions from media shows a tendency of
increase. However, the increase of mentions not always brings
the rising of polls. It is obvious to see that in September and
December, Trump’s polls have decreased. while the mentions
have gone up. Although his two debates and the argument about
the prohibition of Muslims’ entering a country caused
increasing media mentions of him, his polls had not gone up as
expected. Therefore, the candidate’s personal performance will
affect the election result as well.
Actually, there occurs a feedback cycle between media
mentions, other factors and poll result as shown in figure 2.
This result indicates that social media will be the main aspect to

be considered at the early stage of election for political
communication strategies. However, with the later stage it is the
coalitions among media, public, and candidate to influence the
election.
3. The relationships between the Internet, Public Spheres, and
Political Communication.
According to Peter Dahlgren (2005), there are three
dimensions of democracy’s communication spaces, namely the
structural, the representational, and the interactional dimensions
of transferring democracy in political communications through
newly mass media.
The structural factor related to the internet has effected
the degree to which net ID is accessible for civic use. In
addition, people are required to do something about the manner,
such as cyber-geography, social, economic, cultural, technical,
and even web-architectural features. This dimension determines
the original type of internet platform, which the political
communication will conduct.
Moreover, the representational dimension refers to the
output of the media, which means that the promising targets the
messages intend to arrive. Based on this dimension, the sender
should establish questions and criteria about media output for
political communication, including fairness, accuracy,
completeness, pluralism of views, agenda setting, ideological
tendencies, modes of address, and so forth.
Finally, the dimension of interaction is all about how to
make spheres to have resonances about the argument or have the
texts is certainly answering the questions. Hence, your target
group will automatically give you the feedback in a preferable
website platform, no matter if it is Twitter or personal website.
These three dimensions determine the basic considerations
for candidates who would like to use newly Internet based
political communication strategies.
Conclusion
Based on the discussion above, we cannot deny that the
relationships of the new mass media and political

communication strategy are getting closer, due to the media’s
characteristics of flexibility, mobility, capability of sharing by
large amount of people leading to the transformation of
democracy. America is regarded as a pioneer to realize the
importance of information technology. The future searcher may
concentrate on how to better transfer the real meaning
“democracy” by latest mass media. Because it is reported that
due to the use of social media, American government is
involved in using the effect of it highly developed ICTs to
intervene other country’s political system.
References
Dahlgren, J. (2005) The Internet, Public Sphere, and
Political Communication: Dispersion and Deliberation. Political
communication. Vol. 22. 147-162
Denton R. E. & Woodward G. C. (1998) Political
Communication in American, New York: Praeger
McNair B. (2003) An Introduction to Political
Communication, London: Routledge
Meng Wei (2012) The tendency of American mass media
and political system. Dang Dai Shi Jie. Retrieved from:
http://www.qstheory.cn/wz/hlw/201203/t20120329_148673.htm
Platform Magazine, (2015) Political Communication from
Past to Trump. Retreived form:
http://platformmagazine.org/2015/09/21/political-
communication-from-past-to-trump/
The Future Linker, (2016) How the mass media effect
election. Retrieved from:

http://news.qq.com/original/quanmeipai/meiguodaxuan.html
PAGE 12
Check ListMS611 Project ChecklistStudent
NameProfessorProposalTotal Points 15YesNoN/A1Did you
created a cover page with your student ID, name, professor
name, title of your paper, date, and school logo?2Is the title of
the paper based on your problem statement or
recommendations?3Is your problem statement is a once
complete sentence with 3 major problems?4Did you write a
brief history of the company?5Do you have 3
recommendations?6Does each of your recommendation have 3
implementations?7Did you write as to why should the company
implement your recommendations?8Did you complete the
MS611 Procedure document Task #1 ? (Project Title Proposal
and Rationale)9Did you complete the MS611 Project Grading
Criteria? (Name of Student, Student ID No, Program)10Is your
paper written in third person?11Do you have grammatical
correct, complete, active voice sentences?12Is your page
dimensions 8 ½-by-11, 1 inch margin, font Times New Roman,
size 12 point, regular, double spaced?13Green or red underline
means grammatical or spelling error. Does your paper is free of
green and red underline?14Is your submission on time?15Did
you use the naming conventions to save and email your
document? Student ID-Your Name-Proposal-Project Title-
Submission Date?Feedback:Litrature ReviewTotal Points
13YesNoN/A16Did you created a cover page with your Student
ID, name, professor name, title of your paper, Date, and school
logo?17Did you paraphrase each of the article?18Did you
number each of your articles 1-20?19Did you write down the
name of the author and the year of publication at the end of
each article?20Do you have a citation for each of the

article?21Is your reference page in alphabitical order?22Is your
references are properly indented (first ling outwords and second
line inwords)?23Did you complete the MS611 Procedure
document Task #2? (Bibliographic Resources)24Do you have
grammatical correct, complete, active voice sentences?25Is your
page dimensions 8 ½-by-11, 1 inch margin, font Times New
Roman, size 12 point, regular, double spaced?26Green or red
underline means grammatical or spelling error. Does your paper
is free of green and red underline?27Is your submission on
time?28Did you use the naming conventions to save and email
your document? Student ID-Your Name-Litrature Review-
Project Title-Submission Date?Feedback:OutlineTotal Points
logo?30Is your outline cover all the important parts of your first
assignment? Is it mirror image of first assignment?31Does your
outline have methodology/analysis section32Does your outline
have the 3 recommendations?33Does each of your
recommendations have 3 implementations?34Did you complete
the MS611 Procedure document Task #3? (Project Outline)35Is
your page dimensions 8 ½-by-11, 1 inch margin, font Times
New Roman, size 12 point, regular, double spaced?36Green or
red underline means grammatical or spelling error. Does your
paper is free of green and red underline?37Is your submission
on time?38Did you use the naming conventions to save and
email your document? Student ID-Your Name-Outline-Project
Title-Submission Date?Feedback:AnalysisTotal Points
logo?40Did you write a paragraph as to why you chose this
analysis?41Did you write the definition of the analysis?42Did
you write why this is the write analysis for the problem?43Did
you make sure there is no bullets when writing your
analysis44Did you cite your work such as (graphs, tables, and
analysis)45Is your page dimensions 8 ½-by-11, 1 inch margin,
font Times New Roman, size 12 point, regular, double

spaced?46Green or red underline means grammatical or spelling
error. Does your paper is free of green and red underline?47Is
your submission on time?48Did you use the naming conventions
to save and email your document? Student ID-Your Name-
Analysis-Project Title-Submission
Date?Feedback:Recommendation and ImplementationTotal
Points 13YesNoN/A49Did you created a cover page with your
Student ID, name, professor name, title of your paper, Date, and
school logo?50Do you have an introductory paragraph the has
the problem statement (with the 3 problems)?51In your
introductory paragraph do you have the 3
recommendations?52Under each of the recommendations do you
have the 3 implementations?53Do you have a transition
sentence from one implemenations to the other?54Do you have a
citation for each of the recommendation and
implementation?55Is your reference page in alphabitical
order?56Is your references are properly indented (first ling
outwords and second line inwords)?57Did you complete, sign,
date, scan, and email the MS611 Procedure Document?58Is your
page dimensions 8 ½-by-11, 1 inch margin, font Times New
Roman, size 12 point, regular, double spaced?59Green or red
underline means grammatical or spelling error. Does your paper
is free of green and red underline?60Is your submission on
time?61Did you use the naming conventions to save and email
your document? Student ID-Your Name-Recommendation and
Implementation-Project Title-Submission Date?Feedback:First
DraftTotal Points 39YesNoN/A62Did you created a cover page
with your Student ID, name, professor name, title of your paper,
Date, and school logo?63Is the title of the paper based on your
problem statement or recommendations?64Did you use the
“How to Create a Table of Content” document when creating
your table of content65Is Every header in your paper in your
table of content.66Does your table of content has page
numbers?67Is your abstract less than 6 sentences?68Does your
abstract have the problem statement?69Does your abstract
indicates what Methodolgy and analysis you are using?70Did

you review the document "Abstract Writing" before you wrote
you abstract?71Does your Introduction talks about history,
mission, vision, current situation of the company?72Is your
problem Statement the last sentence in your introduction?73Is
your problem statement one complete sentence with 3 major
problems?74Do you have a introductory paragrap for your
analysis?75Do you have the definition of the analysis?76Did
you write why this is the right analysis for the problem?77Did
you make sure there is no bullets when writing your
analysis78Do you have an introductory paragraph in your
Recommendation Section that has the problem statement79In
your introductory paragraph do you have the 3
recommendations?80Under each of the recommendations do you
have the 3 implementations?81Do you have a transition
sentence from one implemenations to the other?82Did you cite
each of your recommendation and implementation?83Did you
read the document " How to write a conclusion?84Does the
conclusion have the problem statement?85Does the conclusion
have the Recommendations86Did you write in your conclusion
as to why the company should use your recommendation?87Did
you write how does your recommendation will help the company
in terms of dollar, number, or precentage?88Did you write in
your conclusion the time frame how long it will take the
company to see improvement?89In your reference page is your
first line indented outwards and second line indented
inwards?90Is your reference page in alphabitical order?91Is
your reference page APA style (Alphabetical order, single
space, double space between each source)?92Is each of your
reference present in the body of your paper at least one
time?93Did you cite your work such as (graphs, tables, and
analysis)94Is your entire paper writen in 3rd person? Did you
remove all the I, you, we from your paper?95Is your submission
on time?96Is the titles in each section is consistent-upper or
lower case throughtout your paper?97A paragraph consists of 5
sentences or more. Does each of your papragraph has 5 sentence
or more?98Is your page dimensions 8 ½-by-11, 1 inch margin,

font Times New Roman, size 12 point, regular, double
spaced?99Green or red underline means grammatical or spelling
error. Does your paper is free of green and red
underline?100Did you use the naming conventions to save and
email your document? Student ID-Your Name-First Draft-
Project Title-Submission Date?Feedback:Second DraftTotal
PointsYesNoN/AFeedback:Final DraftTotal
PointsYesNoN/AFeedback:
Sheet2
Sheet3
Week 3 assignment: outline and analysis
Outline and analysis should be two different attachments.
This week’s deliverables are:
Outline (one or two page document)
Analysis (5-6 page document)
Checklist for the analysis and outline
1. Outline: (2 pages if it fits in one also its fine)
Using literature review (assignment 2) and responded to the 6
questions on first assignment prepare an outline using the above
2 documents.
· Choose the main points. Main points are problem statement
“question number 2” from assignment week 1. Which are the
main categories of our project.
· Organize topics in order. When you’ve main points down, the
next step is to put them in order. Generally, the broadest and/or
most important categories should come first. However, each
topic is unique and requires its own treatment. Use your
judgment to find a logical order for your ideas.
· Insert your 3 recommendations and 9 implementations in
outline.
· Insert your two analysis in your outline (that needs to be done
for this week assignment).
· Research some more. Now it’s time to fill in your headings

with actual information. In most cases, you’ll have to put the
outline aside to take your research further. Find relevant
information on each category and put them under appropriate
subheadings. Sometimes you’ll need to add subheads within
subheads—just label them properly so you don’t lose track.
Write down your sources so you can get back to them when you
actually write your paper.
· Revise your outline. By now, you should have enough
information to put your outline in context. Go over your work
and move ideas around as necessary. You may also spot gaps in
the research. If you do, make a note in the margins so you can
fill them in later on.
format:
· Main headings: uppercase Roman numerals (I, II, III)
· Subheadings: uppercase letters (A, B, C)
· Third-level headings: lowercase letters (a, b, c)
· Fourth-level headings: lowercase Roman numerals (i, ii, iii)
· Other headings: bullets, a different kind for each sublevel
Outline example template:
I. Abstract
II. Introduction
III. Company overview
A. History
B. Business model
IV. Analysis
A. Industry analysis
B. Company analysis

i. Products
ii. Acquisitions
iii. Research and development
w
iv. Financials
week 3 analysis document should cover this
C. Competitor’s analysis
D. Future potential
V. SWOT analysis
A. Strength
B. Weakness
C. Opportunity
D. Threat
VI. Recommendations and Implementations
A. Client Registration
i. Image upload from existing database
ii. Image uploads from local system.
iii. Image uploads from URL eg. Google Drive.
B. Secure Image Processing
i. Image Segmentation

ii. Image copy delivery to client mail
iii. K-Anonymity for image processing
C. Secure Login
i. Customer authentication using customer copy
ii. Authentication with the image saved in database system
iii. Enhancing security by font size as input along with
password
VII. Conclusion
2. Analysis: 5-6 pages
The Analysis section will focus on the problem you want to
solve and you are required to use one or more analysis. Start
this section with an introductory paragraph and let the reader
know what type of analysis you are using. Provide the definition
of the analysis (don’t forget to site it) Also, tell the reader why
you chose this analysis. Below is a link to help you with this
section.
http://www.maxi-
pedia.com/quantitative+strategic+planning+matrix+QPSM
use two analysis swot and the above link if they fit to the topic.
4 and 5 of outline are mandatory.
Note: please make sure the points in the outline and analysis

checklist cover the document except the things which I need to
do.

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