The Influence of Social Media on Political Campaigns and Voters

This report delves into the significant role of social media in contemporary politics, focusing on how politicians utilize various platforms like Facebook, Twitter, and YouTube to influence and gain voter support. The study begins with an overview of the research, background, and rationale, outlining research aims, objectives, and questions. The report then explores the existing literature, examining the effectiveness of social media in political campaigns and providing case studies. It investigates how politicians employ digital strategies, including online advertising and content creation, to shape public opinion and connect with voters. The research methodology encompasses descriptive research, a theoretical framework, and qualitative data analysis. The report concludes by assessing the potential significance of the research, highlighting the impact of social media on political culture and voter behavior. The report emphasizes the importance of understanding the dynamics between politicians and social media for effective political communication and engagement.

How social media is used by
Politicians to influence and
gain voters

Table of Contents
TITLE..............................................................................................................................................1
CHAPTER 1: INTRODUCTION ..................................................................................................1
1.1 Overview of the research..................................................................................................1
1.2 Back ground of the study..................................................................................................1
1.3 Rational of the study.........................................................................................................2
1.4 Research Aims and Objectives.........................................................................................2
1.5 Research Questions..........................................................................................................3
1.6 Frame work and analysis..................................................................................................3
1.7 Potential significance of the research...............................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
CASE STUDY 1 ...........................................................................................................................13
CASE STUDY 2 .......................................................................................................................17
CONCLUSION..............................................................................................................................22
REFRENCES ...............................................................................................................................25

TITLE
“How social media is used by politicians to influence and gain voters.”
CHAPTER 1: INTRODUCTION
1.1 Overview of the research
Social media is a very wide term which plays most significant role in humans life, in
today's scenario social media play an essential role in transferring valuable information to the
population. In politics social media plays very vast role to influence politician and convince
voters to gain large number of votes (Shirky, 2011). In politics there are various elements of
social media are involved such as Facebook, Twitter, YouTube. These three are most widely
used channel through which it is easy for politicians to render information about their assistance.
The generality of social media in politics has create elected official and normal candidates
among public which are more helpful in accountable and accessible in gaining votes from voters.
Social media is most effective at the time of election. In today's scenario people are showing
their huge concern towards establishing an effective government party which helps in resolving
issues and conflicts of public. Politician are adopt various strategies in order to attract people
towards their party and collect more people to support them.
1.2 Back ground of the study
The social media is very much important in humans daily life, it helps in gaining idea and
information bout the things which are happened in the world. This helps in providing most
significant knowledge and news about the new market or changes that are happened in society,
culture, rules and regulation. In today's world people are more concern towards political norms
and legislation because these may impacted on peoples daily life and routine. Politician are the
important element of government, they helps in generating rules, legislation that are created by
government in respect of welfare of people and society. They act as a mid dater between normal
people and government (Howard and Parks, 2012). There are so many political parties are
available, but people choose as per the positivity of party in which extant they doing things for
public welfare. Government helps small politicians to identify the issues of public and give
potential support to resolve them in an effective manner. The research content the study about
various norms that are related with effectiveness of social media that are used by politicians. In
this the actual impact of social media on political environment are also be discussed.
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1.3 Rational of the study
This is the most essential part of the research work in which the actual purpose of
conducting the study is determined by the researcher. A rational for research is a combination of
reasons that are offered by the investigator in order to conducting a research on the basis of some
particular topics and aims. Rational of the study can be set in the two terms such as existing
evidence or theories and practical applications which are used in the research work. The
researcher take the research into consideration when it creates some certain purpose. It is
necessary for researcher to evaluate the actual rational behind developing the specific work
related with research (Cogburn and Espinoza-Vasquez, 2011). The present research conducted
just to identify the effectiveness of social media on political culture. In today's modern era large
number of people are based on the social media for collecting data ad information regarding
government and its policies. Social media is the most effective area through which people can
easily gather the data which are relevant for their own perspective.
1.4 Research Aims and Objectives
This is the most important step of any research because the total research work is based
on the aims and objectives that are created by the researcher in order to carry out the activities of
research in a right direction. These are predetermined elements which are need to be created
before start up an effective research work.
Aim:
To identify the effectiveness of social media which is used by the politicians to
influence and gain voters.
Objectives:
 To evaluate the effectiveness of social media which is used by politicians.
 To measure the impact of social media on political culture.
 To identify the ways through which social media aids politicians in influencing voters.
 To ascertain the value of social media in today's scenario.
 Recommend the ways to politicians so that they can influence their image in minds of
public.
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1.5 Research Questions
It is the responsibility of research to create question which are based on research aims
and objectives. These questions helps the researched to complete the work of research in an
effective manner.
Research Questions:
 What are the effectiveness of social media that are used by the politicians?
 How to measure the actual impact of social media on political environment?
 What the the major usage of social media in order to influence and attract voters?
 How social media is valuable in today's scenario?
 What are the recommendation in which politicians can influence their image in the minds
of public.
1.6 Frame work and analysis
It is the most peremptory part of any kind of research which helps in describing the
detailed information about the research investigation for finding out the valuable result and
outcome. For carry out the research in an effective manner such tools and techniques are used are
described as under:
Research design: This is the major element of research which helps in providing a
blueprint for the research in order to conduct the work in more efficient manner. The present
study has been developed through the utilization of descriptive research which assist the
investigator to collect large amount of data and information regarding to the cited topic.
Research philosophy: The present case study is based on the theoretical aspect because it
deals in the identifying the actual effectiveness of social media that are used by the politicians to
generate more votes for their own benefit. In the current research Interpretivism philosophy has
been used to reaching at most appropriate result and outcomes (Tufekci and Wilson, 2012).
Research type: The current research underpin the investigation in qualitative type, as it is
based on the qualitative data and inflammation that are collected by the investigators in respect
of elevating the relevant out come for the research work.
Research Approach: The cited project is based on the type of deductive approach as it
works with evaluating the actual impact of social media on political culture. This provide help in
gathering more significant and relevant data for running the research in a right way.
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Data collection: There are so many methods are available to collect data and information
for conducting the research in most effective manner, in this current research case study method
has to be used for gathering information in order to find out the result and output which is
required for the work.
Data Analysis: In the selected research dissertation information will be acquired through
techniques of qualitative means and researcher will apply the method of thematic analysis for
reaching at best and most relevant outcomes. The result will be based on the implementation of
effective case study. This case study helps in identifying the output and result.
1.7 Potential significance of the research
The selected research is based on the actual importance of social media in humans life in
respect of gaining proper data and information about the culture ans society. Social media is
helpful in providing quick response on the peoples request, it give detailed information about any
thing which are important for the purpose of society and culture. In the current report researcher
collect data and information thorough various sources to reaching at most significant result and
answer. Thus investigator taking help from the previous reports that are something similar to the
present research work (Criado, Sandoval-Almazan and Gil-Garcia, 2013). A new report is
prepared for overcoming the weakness and issue of the past research report. The major
significance of this research is that how people use social media to gather information about the
norms and changes that are regularly happened in the society. In today's world large number of
youth are busy in their work and life, they dint have sufficient time to read magazines and
newspapers, so they use social media such as Facebook, Twitter and YouTube for creating
awareness about the public norms.
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CHAPTER 2: LITERATURE REVIEW
It is the most essential part of the research work which is required to used by researcher
to develop an effective and in depth review of data which are generated through the secondary
source. It is important to conduct an effective measure of past literatures and data acquires with
the help of secondary source. A previous research helps in conducting a new and most effective
research in for the purpose of generating outcomes. This section mainly helps in providing in
depth study about the cited topic of the research. This part of the research helps an investigator
to carry out the research in proper direction with more appropriate discussion about the given
situations. In this section researcher is able to conduct a brief study about the questions that are
related with the similar field. This section mainly helps in providing most appropriate and
reliable results for the project (Enli and Skogerbø, 2013). This section helps in creating basic
foundation for investigator though giving data and information from different perspective of the
work. In this stage various tools and techniques are evaluated which are used in gathering data
and information.
2.1 The effectiveness of social media that are used by the politicians.
Social media play a very vast role in political culture and environment. There are so
many political teams are available who are act as the representatives of government and social
media play very important role in promoting the teams and political culture. In today's world
large number of people are using digital equipments in order to keep an eye on the activities of
political environment. People are more focused on political activities in respect of finding out
their own benefits, which helps in make their life more easy and comfortable. It is not possible
for an individual to make direct contact with government authority for resolving their issues, so
government provide some political parties which are selected by the public in order to identify
the issues of people are make proper efforts to solve them.
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(Source: Effectiveness of social media 2016)
Some major effectiveness are described as under:
Campaigns are investing more in digital: Political parties are spend huge amount of
money in social campaign for creating awareness among public about the parties. This is most
smart move of political parties for attracting more people towards their party in order to reaching
success. Their major aims political parties is to provide significant services to the public and gain
vote from their side which helps them to win the elections.
An online presence creates legitimacy: It is not easy for a person to go any where in a
same time, so they taking the help of social media to provide information which are beneficial
for public is a single time. It make humans life more easy to collect data and information about
the political environment (Harlow, 2012). Social media is used by the large group of people
because it the is for most important and first source for acquiring news and information. Online
ads helps in providing an effective communication channel through which is it easy for
government to give message and information which are related with change in legislation, rules
and norms.
Social media has created accountability: Social media helps voters to take an
experience of establishing connectivity with political parties through campaign, tweet and post
across the globe. This is less cost consuming process through which political parties can easily
give information about their part at regular basis. It is also very less time consuming process.
2.2 The actual impact of social media on political environment
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Illustration 1: Effectiveness of social media

Social media play most essential role in political environment. In today's modern world
large number of people are connected with social media in order to establishing connectivity
with people and political culture. Social media helps in providing fast information about the
changes that are arises across the globe (Landau and et. al., 2013). As per the opinion of
Maryanne Gaitho as comparison with other media, social media play major role in enhancing
politics and its culture. Social media allow public to communicate with others who are not face
to face connected with each other. Social media has various impact on political environment
which are described as under: Gaining voters: The major impact of social media is that it helps in acquiring voters
towards a particular party. The government provide a leader or political in different
geographical area who provide helps the public in order to resolve issues and give them
services that are offered by the government authorities. Political parties are provide most
significant to their public who are willing to support the particular party in respect of
gaining votes. Acquiring the attention of public: In today's modern world people go with the party
which is most popular on social networking site. This process helps in attaining the
attention of public. It makes easy for parties to get popular among the population through
providing services which are beneficial for local people. Government authority provide
support to those parties who are working for social welfare. Political parties set some
kind of logo and promote them on social media like Facebook, twitter, you tube etc.
these three are most popular media on which large number of population are available. In
today's busy world people are having enough time to check news, so they get proper and
fast information on social media with full detail.
 Creating awareness about their presence: This is very vast method of making
awareness about the political party among humans mind. Public is more smart they
select the party who works for social welfare and provide a quick response on public
demand and issue, so parties needs to present their self best in front of public in order to
gaining votes more than their competitors. Social media helps in establishing awareness
among public through providing proper information and divertissement about the
particular parties.
2.3 Major usage of social media in respect of attaining voters.
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In order to gaining votes and public support political parties use social media for creating
awareness among public through proper advertisement of party. As per the view point of Dullien
social media play an essential role in getting attention of large number of people. The major
work of political parties is to give benefits which are offered by the government in order to
improve the living standard of people. They are working as the representatives of government.
The government assign a political party in a single geographical area in order to provide services
to these areas which are beneficial for public (Dullien, 2012). The major use of social media is
that it helps in getting the attention of public towards the party in respect of gaining votes.
Through using internet it is easy for party to advertise in wide area and attract huge number of
people in order to gaining voters.
(Source: Use of social media to gaining voters 2017)
Social media can be described as the site of social networking. Social network considered
as the place where people can easily create their personal profile for establishing their presence
across the globe. This helps in sharing photos, images, videos and communicate with others. In
today's world people love to get popular and they use social media because it is most impactful
for providing publicity. Large number of audience are spend their huge time on social media, this
provide them appropriate information about public and people to whom they are connected with.
Political parties are provide templates and images with proper detail and achievement of people
on social media for creating awareness among public. Facebook and twitter is the most popular
sites of social media on which is is easy to make contact with various social pages and people.
This provide fast and fresh news for any situation which is arises at social environment. In
today's competitive world people are more focussed towards their culture and religion. They give
vote to he person who belongs form their cast, religion and culture because according to their
point of view these parties are helpful in making proper activities to resolve their issues. The
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Illustration 2: Use of social media to gaining Votes.

major of social media is that it helps in getting the information about the party which are
providing quick response on public demand. People give vote to those parties who are most
popular on social networking sites. Political parties are more concern on advertising through
social media rather than any other media because it is very much importation for them to give
fast and appropriate information regarding their party.
2.4 The importance of social media in today's scenario.
Social media can be described as the unit of electronic communication, through which
people can easily create various communities in order to share ideas, personal views, messages,
videos and images. As per the opinion of Samantha Rupert most of the population use different
means of social media every day.
(Source: Importance of Social media 2017 August)
There are various importance of social media in humans life, some are described as under: Creating awareness: This is most essential term in establishes awareness among public
about any thing. Social media allows an individual to make their personal profile on
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Illustration 3: Importance of social media

social network for establishing connectivity with others in respect of gaining idea and
information. This helps in providing an effective presence of people and party among the
population (Happel and Brenner, 2012). Technological advancement have made things
easy and comfortable for people to express them self and their feelings through using the
platform of social media. Safety of information during crisis: There are so many recent disasters are available
which has impacted on government politics, at the time of issues and disasters social
media helps in rendering the viable and comfortable communication among public. This
is most essential in providing information about the social changes and things that are
related with political norms. The social media helps in generating information with safety
measures, people can easily secure their profile through safety measures, m=no one can
taking the disadvantage of their personal information. Its a valuable aid for crime solving: This helps in resolving the crime which are arises at
social environment. Through social media people who are not getting justice from the
court can easily tell their real story on social media and if people have showing their
concern about the person than it is easy for the innocent person to get justice. With the
help of social media people are aware about the resent crime which is very much
effective in society. Through social media people get easy techniques to face the issues
which are impactful for humans life.
 Its a form of political influence: Social media provide a platform for given a true voice
to the people. Recently a case has been discussed sin supreme court related with same-
sex marriage. Social media considered as a most powerful force for implementing
change and it has appropriate potential to increasing the effective outcomes that are
related with political reasons.
2.5 The recommendation through which politicians can influence their image in the minds of
public.
Politicians are the representatives of government, who provide services to the public
which are offered by the government. These service are beneficial for people in order to resolve
their issues and conflicts. It is required for political parties to make proper efforts to establishing
positive image in the mind of people just for gaining votes from person. The major purpose of
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politicians is to influence their image among public in respect of gaining more attention and
support from public. The party who is having an effective image at market place having a vast
chance to win the elections (Kietzmann and et. al., 2011). Political parties are putting their
significant efforts to attract people through providing services that are helpful in improving the
living of people and resolving the issues. Government provide beneficial services to public such
as reducing the amount of tax, reduce the price of daily use things, provide free education to
children, give accommodation facility to needy people. For gaining more votes it is required for
political parties to select the person for voting procedure who is having very nice image among
public and large number of people are in favour of that person,so its make easy for them to win
the election procedure and provide service for social welfare among society. The elections are
conducted for a particular geographical area, so its is necessary for parties to make proper
engagement in social activities for establishing an effective image among humans mind in order
to reach at higher positions. They should use various tools and techniques in respect of providing
competitive advantage to their competitors. In today's modern world there is lots of competitions
are available in political environment, every one willing to win the election and wants the
position for supplying services which are beneficial for people.
Diffusion and Hypodermic theory :
Diffusion describes as the movement of a component form a region of higher
concentration to lower concentration level. It can be considered as the movement of molecules
and solute from higher level to lower level. The hypodermic needle theory play very vast role in
research work, it also said to a hypodermic- syringe model, magic bullet theory and transmission
belt theory. It can be describes as the model of communication which suggesting that an
important message is directly receive and accepted by the receiver. This model is widely
considered for a very long period of time (Howard and Parks, 2012). It is invented in 1930s this
is used in collection of large number of data and information. This theory refers mass media and
had an effective and powerful effect on their audiences. The most important and powerful
influence of behaviour change is mass media because it has huge impact on peoples mind.
Hypodermic needle theory considered as the linear model of communication and based on the
power of media on audiences. In this model information and message is known as magic bullet
that goes in humans mind and inject data and message which is required for any work. In theory
is based on the things which are show by the media to their audiences in this media has huge
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control on things which are views and listens by the public (Zaenuddin, 2013). This model helps
in managing things which are having direct or indirect impact on humans present and future life.
Media has direct impact on opinion and changing behaviour of public. Media is a medium
through which people can easily get the information which is required in daily life. Large
number of people are influence with the advertisements which have negative as well as some
positive impact on humans life. It is necessary for media to control the message which are
delivered to the audiences, non essential elements are not cast at very large scale because it may
affect the perception of people. Media helps in generating an effective uniform thinking and
thought in the mind of people because audience does not receive any message form media. This
theory state that there is not any other resource are available which helps in comparing the
message of media because not any alternatives are there. This theory is based on assumptions
and examples or this is not depend on empirical results and findings. Media works as an
injunction or bullet just to inject message and information in people mind.
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CASE STUDY 1
Margaret Thatcher is the first lady prime minister of Britain, she is the most popular
female leader across the globe, who is famous for her leader attitude. She was a most
controversial and ideal person during her time when she was on the post of prime minister. She is
known as the iron lady who put her efforts in order to establish things which are helpful for
social welfare. She is the leader of conservative party from 1975 to 1990 and she maintain the
position of prime minister in united kingdom since 1979 to 1990. in the 20th century she was the
longest serving prime minister in Britain. She was the first lady who works on the basis of her
own style (Yusuf and Sumner, 2015). As in the position of prime minister she made some
policies and rules that have come to called as Thatcherism. This was elected as the member of
parliament for Finchley in 1959 through an effective research chemist before state as a barrister.
Edward health approach her and appointed in his conservative government as a secretary of state
for education. Thatcher defeated health in the most popular conservative party and won the
election just to become the leader of opposition. She is the firm woman who leads and manage a
major political team in the state of united kingdom (Shirky, 2011). After winning the general
election she become the prime minister in 1979. Thatcher introduced a high series of political
and economic initiatives at the time of moving on 10 downing street, this prevented intended to
accumulate high unemployment. These polices were used by the Britain for their struggle 12for
an ongoing recession and winter of discontent. She implement some political and economical
philosophy on order to described flexible labour market, deregulation in the financial sector, the
effective privatisation of state owned firms influence of trade union and decreasing the power.
The major target of her in the first year of work was she try to reduce unemployment and
recession. In 1987 Thatcher was re-elected for a third term. During this period of time her
support for a poll tax or community charge was widely famous and he opinions on the European
community were not shared explored by the others in her cabinets. After launched a challenge to
her leadership, She re handle and signed as the pride of prime minister post and leader of part in
1990. she was given a life peerage as Baroness Thatcher, after retiring from the commons in
1992. Margaret Roberts was born in 1925 (Coman, 2013). she was basically form a middle class
family and made various efforts for reaching at very higher position. She spend her childhood in
Lincolnshire the family's corner grocery store. At the age of 87 she died with a stroke in 2013.
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she is always an ideal and controversial figure, she is most popular and widest leader and
politician in the history of Britain. As a prime minister she made various changes in the united
kingdom, she used social media as an important tool in her political career. Social media play
very essential role in society, this is a way to transect information and message which are
required for the audience. The public of united kingdom also provide support to Margaret
Thatcher because they are influence with the leadership style of her. She made significant efforts
in order to change Britain, some are described as under:
Transforming the city of London: Margate Thatcher is known as the iron lady she made various
efforts to change the city of London, in 1970s the condition of country was the local people
follow their own culture, they spend huge money in long lunches and in public school. The
money was made at stock exchange and effortlessly used in by the local people in their own way.
After six month of Margaret Thatcher's election she made variolous significant efforts to controls
and exchange of foreign capital which was flooded into Britain (Tufekci and Wilson, 2012). In
1986 through deregulation of the stock exchange was an invitation to the globes largest beasts to
join the floor of trading. Traders has started to send huge amount in effervescent across the
worlds financial networks. After creating changes London looks like the most rich country across
the globe with high range of capital. She was created so many policies to reduce the
unemployment from the country.
Privatisation: As a great leader she done so many work in her life to establishes various
significant policies in the country (Yong and Samat, 2015). In 1986 she was a part of famous
television campaign and an ordinary looking bloke is viewed in the fictional village pub.
Approximate four million people joined British gas and they shares at minimum purchase of
100 with 135p a pop. Some of them are sold them for getting quick and high range of profit.
Jaguar, Brit Oil, British Telecom and British Aerospace were sold off in the second term of
Thatcher's. According to the view point of Thatcher's privatisation is beneficial for every
individual and was a chance to provide power back to an individual. As a director of the progress
pressure group Robert Philpot said that the privatisation of electricity was take away the high
power away form the people and it shows a positive result (Criado, Sandoval-Almazan and Gil-
Garcia, 2013). Overwhelming has no influence on small British Share holders, the owners who
are distributed power in Britain are called as non British owners of shares.
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The Saatchi and Saatchi effect: This is the most popular advertising and communication agency
network in united kingdom which is having more than 140 offices in 76 countries and having
more than 6500 staff members. The labour of saatchi and saatchi isn't working in a right manner.
Their apparently feature and political posters were having a huge impact in the election process .
Through this Margaret Thatcher made so many effective changes in their political environment ,
with this electioneering of British was totally changed for ever (Enli and Skogerbø, 2011). This
company provided very vast information and helped her to win the election.
The decline of the north: The positive culture is also having positive as well as negative impact
on the economy of country because through this economy get increase and this cause benefits for
the state or country. Margaret Thatcher's was the first prime minister in Britain, when she was on
her elegance the football fans of northern in London, this would be taunted by the supporters
who are spending more than 10 to 20 ponds. The essential fundamental truth of the period of
Thatcher's is that in the earlier years of 1980s the north faces very bad timing, they suffered
with high range of unemployment and recession (Vrandečić and Krötzsch, 2014). It provide
benefits to the people of country through the eventual boom of the very last in 1980. Thatcher
does not planned for decline the north because, large number of companies and industries were
the major source of employment., so this would be wrong to create any miss interpretation about
Margaret Thatcher's that she made any strategies regarding downfall of north. The absence of a
plan Westminster was the main reason through which northern England suffered issues and
conflicts. Her believe in regional planning was elaborating in 1985 in was a non starter in
Britain. According to her point of view if people try to discourage the growth of economic and
development in the vast part of the south England, this could happened in the large large cities of
north, it is risky for countries economy for losing them wholly, so Margaret Thatcher's made
significant strategies to develop the economic growth of country. The rate of employment in the
concern of manufacturing was available in the well-being of north's and its goes down from at
least 7.1 million to 4.4 million in the mid of year 1979 to 1993. the good time happing in then
south at the situation when booming ans service cities are took up vast of the slack that are
related with economic (Harlow, 2012).
Diminished role for trades unions: As a prime minister of united kingdom Margaret Thatcher
came to position and ready to take decision for humans rights and made her best efforts on the
Union of National Mineworkers, which are responsible for humiliated her Tory precursor. In
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Britain there is a strike was held in the year of 1984 to 85 which allowed Thatcher to create
disaster and destroy the strength of the institute and NUM a series which is related with
legislative obstacles for any action in industrial department. She constantly believed in the 70s
bedevilled in Britain (Aspinall, 2014). The government of Thatcher's focused on destroyed and
reverse the power which is based on the British trade unionism for decline the manufacturing
industries in united kingdom. In the mid and early of 1980s the bargaining power, high
unemployment and recession has critically weakened the union. The union membership of
Britain has divided in 1980s.
Open all hours: According to the right of Christian a movement which designed to provide a
permission for trading in Sunday, in 1986 this policy was voted down very fast (Tapsell, 2015).
In the commons it was her only defeat on a bill and the paths to deregulation had begun for pubs
and shops. Margaret Thatcher in her first year of work made some effective rules in order to
increasing the wealth of humans in the country of Britain.
Shattering the postwar political consensus: For fundamental of running the country after the
second world war the policies of British come to have on an effective and lasting settlement.
The balance among private and public ownership the mixed economy of both labour and
conservative cherished. The policies of economic was attaining with the help of tripartite
consensus among government of the day and employers unions.
The rise of power dressing: Margaret Thatcher's put various efforts to improving the dressing
style of country people because it shows their attitude and personality. At the time of rising of
London city, and its new currency has concerned about their own style (Rollings, 2013). The big
designers used the label of aspirational spirit which is suited the most to their product. The
attitude and personality of people can be judged by through their dressing style. The dressing
style of Margaret Thatcher describes her as most powerful lady.
Education reforms: In 1986 to 1989 Margaret Thatcher was the secretary of education
department and she done various possible efforts in in transformed the system of state school
(Daddow, 2013). She establishing a proto market which is being enthusiastically developed and
embraced through one of their successors. Education is mist for every countries growth and
success, and she mainly focused towards increasing the education level in country.
Inspiring a generation of Eurosceptic:At the time of beginning to free trade agreement of
economic community, Margaret give permission to convert the single market into hallmark. She
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has done various efforts for changed the chemistry which is related with Tory party through
inspired Eurosceptic generation. She was a good leader and she had the capacity to encourage
people in their life.
As a great politician she done various unique and increasable things in her life, the people
of Britain called her iron lady, she was the firs lady prime minister in the united state. She was
very brave and intelligent lady, she changed various policies and rules on the basis of her own
norms. She was expert in quick decision making. She used various media in order to promote
political culture. She faces so many issues in her life regarding media, in her firs year she
describes rules and regulations through newspaper (Dewi, 2013). ITV and the BBC play
significant role in promoting the political activities in the country. She launched independent
procedure and breakfast station TV am in the form of 4 different channels. After a small period
of time she privatised the TV network and provide permission to be awarded the highest
attempted media which have ITV licences. She mostly took the help of most biggest advertising
sector in UK which is associated by Saatchi &Saatchi. This company helped her in to implement
poster related with Labour Isn't working and this company focused towards reaching at most
higher position through developing their advertising activities. The advertising company earn
million amount of money through the privatisation campaigns for TSB, British Gas and British
Telecom. She converted the trend of newspaper in to TV channels because the newspaper of
British were printed in black and white and use very limited pages. The viewers of TV got
increases day by day (Party and et. al., 2012). Large number of people were attracted towards TV
media because it helps in generating news with proper detail and images, the photos are very
much impact ful in identifying the relevance of news.
CASE STUDY 2
Joko Widodo is known as the most popular leader in Indonesia, he is known as Jokowi,
he is the present and seventh president of Indonesia. In his previous timing he was the part of
Surakarta and, there he was handling the position of mayor from 2005 to 2012. Before won the
election of Indonesia's present, he used to be work as governor of Jakarta since 2012 to 2014. he
is not having a high ranking political background, he basically from a middle class and simple
family. He is the firs Indonesian president who is not having wide range of political contacts. He
was nominated through Indonesia democratic party of struggle. During the period of
governorship his habits and characteristics are highly popularized around the country (Fontana
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and Parsons, 2015). He got the position of Indonesia's president on 22nd July 2014 after
conducting an effective discussion session about the elections. General election commission
declared Jokowi as the winner of the election. He won the election with very close result, it is the
first ans so close result of Indonesia's history (Gardner and Laskin, 2011). As a president of
Indonesia Jokowi has focused on development of infrastructure around the area on the basis of
Global Maritime Axis policy in order to reducing fuel subsidies and a program of amnesty. Just
for protecting the sovereignty of Indonesia he placed an effective administration of foreign
affairs through the anxiety of illegal fishing container or a strict punishment for smugglers of
drug and despite of criticisms. Among different applications of internet social media plays most
effective role in political culture. These internet sides are very much helpful in attracting millions
of cyber users in which adults and youngsters are involved in very large scale (Emont, 2014).
The highly development in social networks has vastly changed the way of communicating with
each other. Social media has impacted on learning environment, promoting goods, knowledge
dissemination and personal communication. Joko widodo used to be a furniture salesman and
for his efforts he becomes the part of Jakarta, in the mid march 2014 the election commission
declared him as the winner of the election process and he was running to be Indonesia's president
without any political and military background (Mietzner, 2015). Jokowi is also known as
Widodo, he is a new type of politician who mingled with poor. As soon as possible he takes all
the responsibility of his party and become most popular in media. He crowned as man of the
movement. Joko Widodo starts his political career through PDI-P party when he was an
essential part of solo in 2005, in this year he works as a mayor of the political party. He won the
election in 2012 as a governor with 90% of the votes, large number of people were happy with
the style in which he works for the society and public. Through the establishment figure from the
political elite and military Indonesia's politics has been traditionally dominated. He grew up in a
small village in the family of former furniture maker. In the touch with the masses and with his
best efforts Mr Jokowi seen as a clean and successful politician. The governor of Jakarta has
proved to be the most popular leader among the rural and urban youth. The rival of Jokowi is a
former general connected through the conventional elite. Mr Subianto had the mount tycoons of
media and he faced various questions which are related with the abuses of human rights. The
supporters took the help from the twitter to congratulate Mr Jokowi for his success through
using hashtag. Indonesia is the worlds third largest democracy after united state and India (Hall
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and O'shea, 2013). Jokowi has vast powerful supportive campaign resources with with various
worry on his viewpoint and statement indicating that if he would be elected than roll back on the
elements of Indonesia's post democratic reform in 1998 (Mietzner, 2014). in the biggest Black
campaign, a well funded campaign alleging that Jokowi is not a Javaness Muslim but he is a
Chinese Christian. On this topic the organisation of campaign has been disorganised on the
defensive effective response. At the time of election every one declare them as a winner, through
the end of day both the parties declared them as a president, Jokowi got nerves when the count
down of votes were began.
Jokowi was a phenomenon new to Indonesian politics: As a small furniture seller from the
central Java, he won the mayor election of solo(Surakarta), which is a area of half million, in the
year of 2005. Solo was infested through congestion because the street traders were refused to
move form the city centre. Jokowi drop the plan for calling police, he personally visit the place
and developed and invent an effective alternative market for the local people and traders
(Hamzah, 2015). Jokowi mainly focused on resolving the issues of trader instead of ignore them.
He puts various efforts to transform the city into tourist destination through implementation of
universal healthcare for emphasizing the history of solo and residents. At the period of run for
the post of mayor he won a plurality through more than 37 % of votes. In next five years he won
the election with 90 percent. The image of Jokowi was steadily shiny through the media. In an
effective interview with Australia, Jokowi gave his opinion and said that we go for resolving the
issues of poor people to the riverbank and this is unique for media, and if we conduct an
interview in office and shoot video footage on the office area than this situation is not unique and
attractive for public and media (Alford, 2014 July). In Indonesia people usually use the source of
television to get the information and knowledge. For his work and skills Jokowi made himself as
a great leader on TV.
The first shock came during the legislative election in April: PDI-P attaining more than 30% of
votes in the situation when Jokowi was selected as the party of presidential candidates, rather
than PDI-P won the election with 19 percent. The less number of votes were the major
disappointment because if the party was won the election than this could be the largest party in
parliament (Marsh, 2011). Jokowi asked his supporters for a landslide election because he was
not on the ballot, and in this situation he had very less legislatives to show for it.
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This has been an incredibly dynamic campaign: It was very vast topic to select the best
president for Indonesia in order to growth and success of country (Harvey, 2014). The
partnership of black campaign and media, the process of election has featured with five major
debates on television and election community having rights to choose the best among various
opponents. The election posses same qualities which were adopted by the American parties when
the elections were held, the celebrities were in the favour to the candidate who are belongs to
their groups. Prabowo made a speech in order to blaming the Indonesian- Chinese community
for the disturbance and trouble of Chinese and Indonesia's home were empty in Jakarta. Gladys is
an Indonesian child in 1998, she told every body about her story that in the year of 1998 her
mother was so concern about her and had purchased foundation just for appearing her body
complexion in more Indonesian (Harris, 2013). Gladys wonder with the thought of Prabowo that
she have to wear high range of make up just for avoiding to look Chinese if she sooner or later
won the election. The member of election community was so happy when the decision was
declared in the favour of Joko widodo, because he is a good leader and having very vast
knowledge and skills for maintaining the country in a right manner.
Social media plays very essential role in political culture, large number of politician use
various means of social media just for creating awareness among people and public. People
mostly avoid the traditional methods of getting news and information, every single people use
internet and electronic gadgets in order to collect information thorough various sources. Social
media is a best way to establishing contact with large number of people (Lyons, 2013).
Indonesia's seventh and present president Joko Widodo use different means of social media in
order to attract large number of people towards the political norms and encourage them for
providing significant help for improving the overall condition of country. He continue use social
media just for establishing an effective way for communicate with the people in public and
society in the modern digital world. He mainly focuses on encouraging young generation to
participate in the essential social activities which are helpful in country's overall development
and growth. Social media is an important tool creating awareness among public in order to
communicate with society. Jokowi use video blogs to establishing an effective relationship with
youth in the form of answers and questions. Indonesia is a democratic country, communication is
an essential key which is required for every people to take effective participation in the activities
of countries growth and success (Hermansyah, Singgih and Susanty, 2017). Further Joko
20

Widodo is continuously active on You Tube, Facebook and Twitter, he use these means in very
effective manner in order to creating awareness among people and society. As a president of
Indonesia Jokowi has more than 5.67 million followers on the social network.
TV still the main media for advertising in Indonesia: TV is the most popular media for
every country to transfer information that are related with the social norms. According to (PwC)
price water house coopers, in this modern world television play the most important role as the
advertising media. As per the market survey television earn more than 53.8 percent of market
share as compared to the other source of media (Javadi and Priamarizki, 2014). On the basis of
media outlook and global entertainment, PwC give its perspectives on the report of 2017 to 2021,
in Indonesia large number of people use TV for getting news and information through various
relevant images and pictures. So the annual growth has increases through approx 10.3 percent
which is profitable as compared to the report of 2016 and 2021. as per the total report of
industries review in 2021 the revenue of TV goes up to more than 8 billion, and in the same time
duration the expected revenue of internet would reach attain at more than 21 percent. Thus the
CAGR of television was estimated to have at-least above 10 percent.
The growth of internet advertising in the country of Indonesia is more than the other
means of media. This statement was declared on the basis of view point of Mohammad
Chowdhury who is the leader of media and technology and the telecom of Indonesia. The
prediction of internet based advertising is keep at least more than 21 percent of market share
which is more as compared to the report of 2016. The advertising which are conducted though
magazines, books and news papers are captured at least 20 percent of market share which low as
compared to the report of 2016, because in previous timing newspapers and magazines holed
approximate 28 percent of market share. In today's busy world people are not having time to read
newspaper and magazines, so they use social media because this is a best way to connect with
society and political culture (Lawrence and Sutcliffe-Braithwaite, 2012). Jokowi is a most
popular leader across the globe, he done so many effective changes in Indonesia through
adopting new and innovative changes. He mainly use TV for providing proper and significant
information to the population which are related with the social activities and changes in
legislations (Otto, 2014 July). As a president of Indonesia, Jokowi is active on social network
such as Facebook, Twitter and YouTube in order to connect with large number of audiences.
With the help of internet large number of people are available on social media, You Tube is a
21

most popular network which shows all detail with the help of proper video and images , this
makes easy for people to understand the situation (Hickel, 2012). Jokowi use You Tube to
transfer the news which are important to public for a long time, on You Tube people can easily
see the news more than one time and can save the information too. Facebook is a way to connect
with large number of people who are living to the other geographical areas, it helps in providing
a way to communicated with each other through messages, video calls and audio calls. Jokowi
has billion of followers on Facebook, people usually read the blogs which are uploaded by
Jokowi about the things which are done by him for the welfare of society and culture. In
Indonesia more than 65 million people use Facebook and reach at the position of 4th largest
market for social networking (Jessop, 2015). The users in Indonesia are more active on social
media and it is very much hard to ignore the news feed. As per the survey in Indonesia at least
more than 15 million people use Twitter as well.
CONCLUSION
This research work is based on two different case studies which were prepared as to
understand how effectively media was used as a tool to run election campaigns. The political
culture is known to use influential methods as to target voters and gain political advantage over
competitors. The first case study was based on the Iron lady of UK, i.e. Former British Prime
Minister Margaret Thatcher. She was a very strong personality who knew how to use different
types of tools to run election campaigns. Media is one of the tool that she and her political party
used as to attract voters. She was the one who changed the way all the election campaigns were
structured and conducted. This is the quality of a leader who can change the way things take
place within a country. The poster issued by Saatchi and Saatchi revolutionized whole campaign
and conservative won two terms due to its impact. She was the iron lady of Britain, she hhas
done various impressive activities in her life. She was a great leader in united kingdom and large
number of people were satisfied with the operations of Margaret Thatcher, she has done so many
effective changes in the government policies just to establishing improvement in the growth and
success of country. She used the media of TV in very vast manner in order to creating awareness
among public and society. As a prime minister of Britain, Margaret Thatcher took various
decision which are beneficial for the growth and success of united kingdom. She used the most
popular source of media to transfer data and information which are related with the social values
and norms. The most traditional way of transferring information is newspaper and magazines,
22

through these news can be transform in the form of written report. As a grate leader she create
her image as a iron lady across the globe. Large number of people still follows her on social
media such as Facebook, Twitter and You Tube. She is ideal for the youth. She had done various
changes in different sectors like she has implemented so many changes in the educational sector
and establishes various advancement in the education level, made changes in the living standard
of the people through creating changes in their dressing and food. In the previous timing
information was shared through TV and newspapers because internet was not so advance for
sharing information to each person. TV is very less cost consuming source of media as compared
to the other sources of media. She implement changes and declared them through the news
channels.
The other case study is based on a new era leader, Joko widodo who is a president at
present. He is a person who had no political history and still he was able to achieve the target of
being a supreme leader of country. He knowns how to connect with people on social media
which is at present the best tool to influence voters and make them vote for the person. He used
the media platform to effectively interact with individuals or citizens of nation. He is one of the
leader who changed the way election campaign was run in Indonesia. Also even after being from
non political background he was able to be governor and president of country. The research
stated about various impacts of the use of media as a tool and the way these leaders changed the
way it is used to win election overtime. Jokowi is a great leader across the globe, he is the first
president of Indonesia who is not having any political and military background. Joko Widodo is
famous for his style of working, he puts his all efforts in order to establishing various effective
norms and policies in the country to develop the performance of country. He vastly use various
means of social media to influence people for taking effective part in the development activities.
As a famous president of Indonesia he is active on social media just for establishing an effective
connectivity among wide range of people, he is having millions of followers. In Indonesia TV is
the essential source of attaining information and news regarding implementing changes in
government laws and legislations. Joko Widodo is mainly focuses on acquiring the attention of
youngsters and youth because they are widely available on social media and spend so much time
on social media. The people who are using Facebook, twitter and You Tube can easily get the
news and information in wide formate than the other means. Social media plays most significant
role in the political culture. He drop various different blogs on Facebook and twitter, which are
23

related with the legal norms and values. The followers read the blogs and get inspired to taking
participation the development activities that are conducted by the government authorities. Social
media in very much impactful for politicians to convey their ideas and thoughts to the local
people.
24

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