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Journalism & Communication
Pages 8 (2008 words)
Politics and Media (Author’s name) (Institutional Affiliation) Intersubjectivity Hewes and Planalp propose that communication takes place when an individual’ behavior impacts another one’s behavior or cognitive state (1987). Hence the term intersubjectivity means that two or more people reach a common understanding or belief by means of shared knowledge, undergoing a common experience or through their social interaction (Hewes & Planalp, 1987, p.146).
For effective intersubjectivity, the producer of the message needs to adapt it according to receivers’ interpretive process. On the other hand in order to effectively understand the message, the receiver needs to interpret the message in accordance to its source. Key Challenges to Achieving Intersubjectivity in a Fractured Media Landscape The media landscape is changing. Presently people are shifting from traditional forms of media like newspaper and television to the web , blogs, RSS feeds and social media sites to obtain their news updates. Initially what had been a passive audience has now become active with the help of these non traditional media (Jisun. Et al, 2011). The users are now capable of filtering, sharing and commenting on news. Just like all walks of life, politics too has been greatly influenced by the new media. Since 2008, politicians would not think whether or not to use the new media, but how to incorporate it. President Obama is often cited as one of the key candidates who changed the face of political campaigning by utilizing networking sites like MySpace and Facebook. ...
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