This essay stresses that a great deal of understanding of the processes of the psychology and processes of persuasion has taken place. Communication is moving from mass media to narrowcast, which is becoming increasingly possible through developments in mobile telephone, internet, wireless and interactive technology. The development of narrowcasting requires action by the individual, even something simple like opening and reading an email, and this personal involvement gets them involved in the frame being presented and therefore more likely to accept it. The use of frames and framing in message design form part of the methodology by which this is achieved. This is evidenced by the large amounts of money spent by governments on public relations firms, and the creation of special government agencies vested with the brief of framing and presenting persuasive, legally defensible messages that clearly differentiate the government’s position from that of its opponents.
This paper makes a conclusion that the claim that the practice of persuasion is a key function of government and that it has changed the very nature of democracy is true. The threat to democracy occurs when the focus is on winning the elections or gaining from political power rather than maintaining the democratic form of government. Negative political persuasion has increased over the years. A set of rules to be formulated and followed strictly by the candidates alone can help restore the democratic system.