Within the sphere of television, one of the favoured methods of reaching the electorate, the set-up of the broadcasting companies can be of great significance with Semetko suggesting that “the more ‘pure-public’ the broadcasting system, the more likely it is that government or political parties exert influence” (Semetko 1996: 258) over the media, with the opposite being the case for more ‘pure-commercial’ systems. This is not always the case, however, as in Germany “there are advisory boards for the two public service channels in which political parties participate” but, in “France, Greece and Spain, however, the party in power appoints the key people…and many of t

With reference to the Italian media, Ricolfi suggests that the “centrality of television in information supply has…changed that face of politics, making it more dependant on access to mass communication” (Ricolfi 1997: 138-9) and the process of Italian political communication becoming media orientated “culminated with the entry of Silvio Berlusconi into the fray, after the formation of Forza Italia” (Rocolfi 1997: 137). Berlusconi, the Italian prime minister, will have control over about 90% of the commercial television network (Carroll 2002) and so Berlusconi will have great influence as he vows to diminish the alleged left-wing bias on television to favour his centre-right coalition that is in power (Carroll 2002). Coupled with “the meagre professionalism and independence of a large number of journalists and the long dependence of television journalists on political forces” (Ricolfi 1997: 151) this media system, in which one party leader controls a huge proportion of the very popular television media, surely gives the coalition of Berlusconi great influence over what is broadcast in Italy.

Some topics in this essay:
Semetko Schoenbach, Greece Spain, Berlusconi Italian, Hague Harrop, Semetko German, Television Germany, France Machin, Drake Gaffney, , ORT RTR, semetko 1996, fletcher 1991, semetko schoenbach 1995, semetko schoenbach, political parties, schoenbach 1995, murray 1999, public service, schoenbach 1987, oates 2001, machin 2001, lean towards specific, media vary countries, politicians communicate electorate, schoenbach 1987 382,