MASS-MEDIA AND POLITICAL COMMUNICATION CREDIBILITY

The problem of new sources of credibility and implicitly the campaign's problem become very important for political parties and for their candidates who want to know how to assign their resources during the campaign. This would help the campaign staff to target the messages and the mass media more efficiently. Such knowledge also provides information about the orientation of adequate messages to certain groups of electors through mass media. Campaign organization needs this knowledge, in this era of market segmentation and of targeted and extended promotion, in order to increase their chances and to use their resources better.