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“Analysis the relationship between politicians as communicators and media personnel as observers of the political scene is in some conceptual disarray” (Mueller, C, 1973: 148). The political journalist’s effect on the public would be to enlighten the reader’s knowledge about what politicians are doing. After a story about a politician, the reader is supposed to be more knowledgeable in terms of insight into the politicians plans and values. The audience has the ability to influence the type of entertainment presented in the media, it has little control over the selection of information and quality of interpretations transmitted.

The roles in political communication systems are complementary. The relationship between the audience, media personnel and the politicians correspond to each other. “A second line of analysis would pursue the possibility that audience role are matched by similar orientations among political and professional communicators” (Blumber, J, G and Gurevitch, M, 1995: 67).

According to Blumer and Gurevitch, for every partisan audience there is an editorial guide media personnel and a gladiator kind of politician, and for every liberal citizen there is a moderator and a rational persuader, for every monitor there is a watchdog and an information provider and for every spectator there is an entertainer and actor or performer. So it is safe to say that journalists cannot be regarded as purely objective beings because of things like ideological bias and the belief that there is no ‘objective truth’ that journalists can objectively deliver to the public.The illustrations accompanying an article (for example the photos) are an extension of the story. They either draw the reader’s attention or sort of give the reader what is to come in the story, like a head start before reading the article. This is because the reader immediately knows what the story is about after seeing the photo and reading the headline of that story. The photo accompanying the article is of Phumzile Mlambo-Ngucka probably making a speech, immediately that tells the reader who is involved in the story.They way the politicians are dressed say a lot about them, what they believe, it is regarded as an extension of their personality.

This is called image management and the term means two things, “the supply by politicians of structured news for the purposes of maximizing favorable media coverage ins accompanied by a heightened concern with image: the personal image of political actors on the one hand and the corporate image of the party on the other” (McNair, B, 1995: 147). Politicians are no longer just judged by what they say and do, but how they say and do it. According the Mcnair (1995:147) clothes convey messages, because they involve choice, and those choices express personality.As it has been previously stated in this essay, journalists aspire to be objective, but when it comes to photographs people think that they are objective.

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It is not always the case as there are many things that have to be taken into consideration before a photographer takes a photo. “It is always the image that someone chose; to photograph is to frame, and to frame is to exclude” (Sontag, S, 2003: 41). This quote shows that even though a photograph may seem to capture reality, it will still exclude some things. The way the photographs appear in the paper affect the way the reader will read the story. In the case of the African news article, there is only a picture of Phumzile Mlambo-Ngucka hard at work. She is dressed in a suit which is usually associated with positive connotations.That type of clothing demands respect and it conveys positive messages, the suit reinforces the ideology for what that particular party stands for, it is seldom that a politician is seen wearing a suit that looks like a Christmas tree. In the international news article, a different kind of image is portrayed.

She is smiling which hints at her satisfaction of her appointment to Deputy President. There is also another image in the international news article; an image of her husband, his facial expression is serious with the subtext that says: “Bulelani Ngucka started the investigation which eventually led to Zuma’s downfall”. It shows that he is a serious and determined man who knows what he wants.In conclusion what the analysis was trying to prove is that most if not all articles have, to some extent, a degree of bias. This is because of the kinds of bias’s that have been identified and the assumption or ‘reality’ that there is no real ‘objective truth’ out there.

For example if two people viewed an accident together at the same time, they will have different stories to tell, this is mainly because of cultural background and experiences. These aspects are what result in ideological bias, which is regarded as unintentional and hidden.Reference List:1.

Blumber, J, G and Gurevitch, M, The Crisis of Public Communication, 11 New Fetter Lane, London: Routledge, 1995.2. Claus, M, The Politics of Communication, Oxford University Press: New York, 1973.3.

McNair, Brian, Party Political Communication II: Political Public Relations’ in An Introduction to Political Communication, London: Routledge, 1995.4. Pearce, J, 2005, BBC news [Online]. Available: http://news.bbc.

co.uk/2/hi/africa/4120168.stm [28/08/2005].5.

Seib, P, Campaigns and Conscience in The Ethics of Political Journalism, Praeger Publishers, 88 Post Road, Westport, Ct An Imprint of Greenwood Publishing Group, Inc, 1994.