Page 136 - Comparing Political Communication Theories, Cases, and Challenge

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Pippa Norris

potential depends on widening and deepening the institutions of voice
andaccountability,whichcommonlyremaindeeplyflawed.Thekeyissue
examined here is whether there is systematic evidence that channels of
mass communications play a vital role in strengthening good governance
and human development, as liberal theorists have long claimed.
The first section of this chapter theorizes that the mass media will
have a positive impact on democratization and human development if
they function effectively as a watchdog holding the powerful to account
and as a civic forum facilitating a diversity of voices in public debate. Yet
in practice the press is often limited in these roles, and in many authori-
tarian regimes, far from serving the needs of the public, the channels of
communication reinforce state control and the power of established in-
terests. Liberal theories stress the importance of an independent fourth
estate as a check on the abuse of power. The study suggests that this
is necessary but not sufficient; in particular, media systems strengthen
good governance and promote positive development outcomes most
effectively under two conditions: (1) where channels of mass communi-
cations are free and independent of established interests, and in addition
(2) where there is widespread diffusion and public access to these me-
dia. Both independence and access are required. Freedom of the press by
itself is insufficient to guarantee development outcomes if poor people
are excluded from media markets and the information resources pro-
vided by newspapers, radios, television, and now Internet technologies.
Moreover media access is insufficient, if the press is subservient to es-
tablished interests, uncritical of government failures, and unable to hold
the powerful to account for their actions.
The second section of this chapter outlines the comparative method-
ology, adopting the “most different” research strategy, and operational-
izes this typology to classify and compare media systems in 135 nations
aroundtheworld.Thethirdsectionexaminesthecross-nationalevidence
for the impact of these patterns. The study confirms that countries with
media systems characterized by widespread mass access and by an in-
dependent free press experience less corruption, greater administrative
efficiency, higher political stability, and more effective rule of law, as well
as better social outcomes such as higher per capita income, greater liter-
acy, lower economic inequality, lower infant mortality rates, and greater
public spending on health.
The conclusion considers the implications of the results and the ad-
vantages of a broad cross-national approach in understanding political
communications.

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