Television Debates to Twitter Wars: Evolution of Political Rhetoric in Hybrid Media Systems

Abstract

This study looks at the transformation of political rhetoric in a hybrid media environment - one that comprises both older and newer media now interacting with each other. It looks at how this interaction has changed the communication from the 1960s style of political debate on `the (old media) television style debate cult formation to the modern-day approach for stylized interactivity advocated by Twitter` and current communication. The older media and newer media have produced a fast interactive, personal style of communication. This also has produced polarization, echo chambers, and other impediments to democratic engagement. We show how rhetoric changes across media, and how the setting of agendas, framing of messages and mobilizing audiences now is different and pragmatic interaction along the television, print and digital trajectories present. We provide empirical case studies and from existing theoretical frameworks and conclude upon the discussion of implications for future research either engagement with media hybridity or not, in order to reflect upon the integrity of political discourse.