In the realm of political discussions, especially during times like elections, the media plays a vital role in shaping public opinion and influencing voter behavior. While this may serve as an advantage in certain circumstances, several studies have depicted how the media can be a powerful puppeteer, pulling the strings of public opinion.
With the rise of the media, this ever-evolving network has reached out to individuals from all generations, young and old. During the elections it isn’t rare to spot an old couple listening to a political campaign on YouTube, a young man laughing at a political meme from Facebook or a woman listening to a news podcast. While these factors provide the required knowledge for a person to cast their vote, sometimes it can be quite unfair as they can control our decisions and opinions as well.
As a result of the modern developments the media creates echo chambers, where individuals are exposed only to information that reinforces their existing beliefs. While certain people might find this comfortable, this can also often be unfair to the voters, who will keep on being restricted to a single opinion, may it be right or wrong.
Additionally, the way a story is framed can significantly impact public opinion. By emphasizing certain aspects of an issue while downplaying others, the media can manipulate public perceptions. This is one of the most significant ways that the media influences voters, by deciding which stories to cover and how to present them in a way that elevates the public opinion on a single party.
The spreading of misinformation and false rumors can misguide the voter’s choices and restrict their opinions. Most of the people wouldn’t be able to tell the truth from a lie and as a result their whole vote can be changed. For instance, a certain YouTube channel shares a video that harms the reputation of one candidate for the elections. This video is shared mainly targeting his supporters and his potential voters. Due to this a certain number of people change their opinion and decide to vote for someone else.
However, these factors are supposed to be regulated by the document, “Media Guidelines to be Followed /Policies to be Observed by the Electronic and Print Media during a Referendum or an Election”. These guidelines were issued in 2015, according to the authority provided to the commissioner of elections by Article 23 (5) (a) of the 19th Amendment to the Constitution of the Democratic Socialist Republic of Sri Lanka, to rightfully exercise franchise and a free and fair election. Nevertheless, the media and its effects are only regulated by these restrictions to a certain extent at the present.
However, as the citizens holding the franchise, we should be able to critically evaluate information, identify biases, and distinguish between fact and opinion. This way the media will not be able to manipulate our choice or shape our opinion. Hence, while the media can be a valuable source of information and a platform for sharing thoughts and opinions, it is essential to be aware of its potential limitations and regulate them, especially during times like the elections.
Penned by : Rtr. Sakuni Kodithuwakku
Rotaract Club of Faculty of Law University of Colombo 