During a campaign period, politicians give statements and communicate with the public primarily to persuade voters to support them in elections. Their purpose of communication is to influence public knowledge, beliefs, and actions regarding political matters, aiming to convince people that voting for them aligns with the voters' values, concerns, and hopes
. Specifically, politicians craft messages that:
- Convey their values, vision, and understanding of key issues affecting voters' daily lives.
- Show voters how they differ from their opponents by highlighting unique policies or qualities.
- Build trust by being truthful, credible, and consistent with their past actions or promises.
- Appeal both to the rational mind and emotional concerns of the electorate, addressing hopes, fears, and aspirations
This strategic communication helps set the agenda for what voters consider important and frames the choice in a way that motivates voters to support the candidate or party. It also establishes accountability by opening channels through which voters can hold politicians answerable for their commitments
. In summary, the purpose of politicians' communication during campaigns is to persuade and mobilize voters by shaping their beliefs and motivating them to vote in favor of the candidate or party, ultimately to win the election
