The Politics of Media, Questioning for Minimum or Maximum Effect?

The mass media with its ability to construct reality, allegedly influence the political situation in society. Various theoretical studies of communication have even formulated several possible effects that the media can contribute to the flow of political activity. Some of the literature reviews in relations with political communication and the media shows a strong tendency of the relationship between them. But the things are different now. The strength of the media which was originally considered strong (strong effect) is now experiencing a decrease in strength (minimal effect). This kind of paradigm shift can be seen in the 2014 legislative elections. This paper wants to explain changes in trends in media effects. By using the comparison of the 2004, 2009, and 2014 election period, the tendency of the media's minimal effects to be seen in the 2014 election, the measurement can be seen from five aspects, namely; effect size, media outlet, theoretical approach, partisan media, and audience. From these five aspects, we get a picture of the tendency of changes in media effects in the 2004 and 2009 election periods which are relatively stronger (strong effect) to tend to be minimal (minimal effect) in the 2014 election period. One of the variables used is the amount of advertising spending and the acquisition of parliamentary seats. Keywords—politics of media; media effect; minimal and maximum effect