ABSTRACT
This chapter focuses on a case study to illustrate the compilation of comparable datasets, the analysis of quantitative data to gain a way into a large amount of linguistic material, and how these can illustrate particular strategies of political communication. In 1999, J. Zaller was able to give an outline of how what he calls “media politics” are changing, of how newer forms of communication were adopting a role alongside the traditional top-down flow of information and persuasion involving three main parties: politicians, media, and citizens. The business of politics is conducted through language: “any political action is prepared, accompanied, controlled and influenced by language”. The new social media, such as Twitter and Facebook, can be used by politicians in the attempt to communicate directly with the public over the heads of the media. Politicians’ messaging to the public is primarily about policy intentions. Obvious traditional examples of politicians communicating with representatives of the media are TV and radio interviewing.
