ABSTRACT
The mass media Th e term ‘mass media’ embraces books, pamphlets and fi lm but is usually understood to refer to newspapers, radio and television. Th is is not to say that fi lms, theatre, art and books are not important, but perhaps the infl uence of the latter three media are usually less instant and more long term. For example the novels of Dickens did not cause instant change, but did help create the climate in which change eventually took place. Since the 1950s television has eclipsed newspapers and radio as the key medium. Th at statement has to be qualifi ed, however, as the internet-and Web-carried social media are increasingly important in political communication. Th ese are not as important as television currently, but the gap is defi nitely closing.
