Abstract
To what extent does media logic influence political communication in New Zealand? In seeking an answer to this question, this article investigates the significance of the ‘modernisation’ process in New Zealand in the latter half of the twentieth century. It considers the impact of the process on political communication strategies and marketing techniques, especially during election time. The impact of commercialization on the media, particularly journalists’ perceptions of their roles within the media-journalism relationship, is also examined. The conclusion is that media intrusion is evident but not a media takeover of political communication.
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