Investigating the Role of Media in Shaping Public Opinion Using a Computational Network Model of Political Discourse

Abstract

This paper investigates the effect of the media on public opinion through a computational social network model for political communication. The research seeks to establish the connection between media organizations, political leaders, and opinion leaders. The results indicate a strong relationship between media exposure and changes in people's opinions; i.e., News Network 1 had a correlation of 0.80, and TV Broadcast 1 correlated -0.50. Sentiment analysis indicates that positive sentiment fluctuated between 0.35 and 0.63, whereas negative sentiment ranged between 0.16 and 0.40 over 12 months, consistent with key political events. These findings underscore the media's key role in shaping the broader discourse. The computational network model can be viewed as a new paradigm for understanding the dynamics of the media and how media framing and content influence political views. The paper highlights the need for responsible journalism, particularly at a time when the subject matter is highly sensitive politically. It is discussed in terms of its implications for political campaigning and public engagement, along with recommendations on how the media can be utilised to have a greater impact on public discourse. The next study might develop this model by incorporating demographic variables and other external factors, such as economic conditions, to assess long-term media effects.