The impact of political communication on voting behaviour: a comparative study in Karnataka, Kerala and Tamil Nadu

Abstract

In a democratic polity it is a pre-requisite to have a well informed citizenry newlinecapable of taking up independent position on political questions of all ingredients newlinethat constitute democracy, information is a key component for choosing a newlinegovernment. Elections go a long way in making democracy successful. The present newlinestudy intends to explore the impact of political communication on voting behavior : newlineA Comparative study in Karnataka, Kerala and Tamilnadu. newlineWith the main objective in mind the researcher has selected two prominent newlinemedia, newspaper and television for the purpose of the study to know the kind of newlinepolitical communication disseminated through newspapers and television channels newlineof these three states. The researcher has scanned the content of newspapers and newlinetelevision channels of Karnataka, Kerala and Tamilnadu over a period of 18 months. newlineConsidering the political content of newspapers and television channels in three newlinestates the researcher has prepared three different questionnaire and with that the newlineresearcher has conducted a survey among the voters of Karnataka, Kerala and newlineTamilnadu. From Karnataka and Kerala a random sample of 385 samples and from newlineTamilnadu 380 samples were selected giving adequate representation to all newlinesegments of the society. Thus the data obtained through the survey in the Karnataka, newlineKerala and Tamilnadu is scientifically analysed for inference and interpretation. The newlinefindings indicated that media do have impact on the voting behavior of the voters in newlineKarnataka, Kerala and Tamilnadu. It is found that mass media especially the newlinepolitical communication through newspapers and television channels do have impact newlineon voting behavior of the people of Karnataka, Kerala and Tamilnadu. The highest newlinerating of the media impact figured with Karnataka. It can be attributed to the newlinescientific use of the media by the Karnataka politicians for political propaganda or it newlinemay be due to credibility of the media in Karnataka.