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The concept of mediatization still requires development, and there is no commonly agreed definition of the term. [4] For example, a sociologist, Ernst Manheim, used mediatization as a way to describe social shifts that are controlled by the mass media, while a media researcher, Kent Asp, viewed mediatization as the relationship between politics, mass media, and the ever-growing divide between ...
Merton [6] distinguishes two types of opinion leadership: monomorphic and polymorphic. Typically, opinion leadership is viewed as a monomorphic, domain-specific measure of individual differences, that is, a person that is an opinion leader in one field may be a follower in another field.
Media literacy is an expanded conceptualization of literacy that includes the ability to access and analyze media messages, as well as create, reflect and take action—using the power of information and communication—to make a difference in the world. [1]
The study of personality in political psychology focuses on the effects of leadership personality on decision-making, and the consequences of mass personality on leadership boundaries. Key personality approaches utilized in political psychology are psychoanalytic theories, trait-based theories and motive-based theories. [16]
The Crick Report defines political literacy as people "learning about and how to make themselves effective in public life through knowledge, skills and value". [2]: 150 Denver and Hands (1990) defined it as "the knowledge and understanding of the political process and political issues which enables people to perform their roles as citizens effectively."
In the 21st century, public opinion is widely thought to be heavily influenced by the media; many studies have been undertaken which look at the different factors which influence public opinion. Politicians and other people concerned with public opinion often attempt to influence it using advertising or rhetoric.
The Big Five Personality Model also has applications in the study of political psychology. Studies have been finding links between the big five personality traits and political identification. It has been found by several studies that individuals who score high in Conscientiousness are more likely to possess a right-wing political identification.
The link between personality and political identity is a sensitive subject that can be placed within debates attempting to distinguish between the influence of personality traits and the influence of context on politics, as well as the debate on the personal factors influencing the political arena. [17]