Page 30 - English in Media Discourse

overall presentation can shape the narrative and
interpretation of events, impacting how the public perceives
politicians, policies, and political parties 61.

3. Impact on Belief Importance and Opinion: Issue framing
affects attitudes by influencing the importance individuals
attach to issue-relevant beliefs. The precise means by which
frames affect attitudes is not well understood, but it is
recognized as an important influence on political
attitudes 62.

4. Role of Media in Shaping Public Opinion: The media
plays a crucial role in shaping public opinion and
influencing political outcomes. Its agenda-setting function
significantly impacts political outcomes by influencing the
public's priorities and the issues they consider important 63.

5. Framing Effects in Political Communication: The
framing of political events by the media can have a
significant impact on public perception and opinion.
Frames, which guide journalists' information selection and
structuring, can influence recipients' perception and
interpretation of an issue 64.

In summary, the framing of political issues in media has a profound
impact on public opinion, influencing how individuals perceive and
interpret political matters. The language and presentation of news
stories play a crucial role in shaping public attitudes and beliefs.

C. Examination of political advertising and campaign
discourse

The examination of political advertising and campaign
discourse reveals several key insights:
1. Emotional Appeal and Persuasion: Political advertising
aims to recruit support by presenting convincing arguments
and evoking various emotions about the candidate,