Abstract
M.A. (Politics)
This study represents an empirical inquiry into the attitudes
of South African Members of Parliament towards the
credibility of the South African press. The study was conducted
in the field of Political Science, but literature
from the field of Communication Science was also used to
explain certain aspects of mass media behaviour and political
communication.
In any governmental system political leaders are the most
important people in the decision-making process. In most
societies with a high level of technological development
the mass media is the primary and most frequently used instrument
for disseminating information and influencing public
opinion. It can be used very effectively by political leaders
to make contact with the electorate.
Chapter One deals with the research problem of the study.
Political leaders in South Africa are confronted by a specific
reality when reading different newspapers. This reality
is one created by the criteria of newsworthiness and
editorial policy, as well as by the political interests
of newspapers. This study attempts to determine to what
extent political leaders. experience this reality of newspaper
reporting as credible. This question is answered by
an analysis of the attitudes of South African MPs toward
the credibility of the press. The interaction between the
political leader and the press is the most important aspect
of the theoretical framework for this study. Different dimensions
of this relationship are analysed. Influence is regarded
as one of the major concepts in this relationship.
In the communication process the relationship of influence
between sender and receiver is of major importance. This
relationship consists of the following elements: (1) the
situation or context in which the communication occurs;
(2) communicator or message characteristics; (3) receiver
characteristics; (4) effects. To isolate certain of these...