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Media Part IIMedia Part II
Agenda SettingAgenda Setting
News not so great at telling what to think News not so great at telling what to think
But powerful at telling people what to think But powerful at telling people what to think aboutabout
Increased media attention to an issue Increased media attention to an issue increases importance placed on itincreases importance placed on it
Can trump personal experiencesCan trump personal experiences
Agenda SettingAgenda Setting
Health care- in 90s-78% of people Health care- in 90s-78% of people satisfied with their care, but large satisfied with their care, but large majorities think there is a health care crisismajorities think there is a health care crisisCrime- In 90s- Crime decreased, crime Crime- In 90s- Crime decreased, crime coverage increased, 50% of public thinks coverage increased, 50% of public thinks crime is increasingcrime is increasingFear of crime- Not related to victimhood, Fear of crime- Not related to victimhood, knowing a crime victim, strongly related to knowing a crime victim, strongly related to how much TV you watchhow much TV you watch
Agenda SettingAgenda Setting
Hypothesis- those problems receive Hypothesis- those problems receive prominent attention on the national news prominent attention on the national news become the problems the viewing public become the problems the viewing public regard as the nations most importantregard as the nations most important
Implicit- More coverage-> more Implicit- More coverage-> more importanceimportance
Other factors may make story prominent Other factors may make story prominent tootoo
Vivid CasesVivid Cases
Does telling of the story have an impact?Does telling of the story have an impact?
Presentation of vivid story (With human interest Presentation of vivid story (With human interest story) or pallid story (statistics)story) or pallid story (statistics)
Expectation- Vividness will be more likely to set Expectation- Vividness will be more likely to set the agendathe agenda
Mixed resultsMixed results
In most cases, vivid no more effective, if not lessIn most cases, vivid no more effective, if not less
In stories with race, strong negative impact on In stories with race, strong negative impact on agenda setting if person portrayed is blackagenda setting if person portrayed is black
Lead StoriesLead Stories
Another facet of presentationAnother facet of presentation
Expectation- First story will be viewed as Expectation- First story will be viewed as more important than later storiesmore important than later stories
We all have expectations about where We all have expectations about where stories go in broadcast/paperstories go in broadcast/paper
Mostly confirmedMostly confirmed
This varies by medium- E.G. On internet, This varies by medium- E.G. On internet, less of an agenda setting effectless of an agenda setting effect
Agenda SettingAgenda Setting
Health careHealth care80%- My Doctor Usually Explains things to me80%- My Doctor Usually Explains things to me50%- Doctors Usually Explain things to their patients50%- Doctors Usually Explain things to their patients65%- Doctors are too interested in making money65%- Doctors are too interested in making money25%- My doctor is too interested in making money25%- My doctor is too interested in making moneyCrime- In 90s- Crime decreased, crime coverage Crime- In 90s- Crime decreased, crime coverage increased, 50% of public thinks crime is increasingincreased, 50% of public thinks crime is increasingFear of crime- Not related to victimhood, knowing a Fear of crime- Not related to victimhood, knowing a crime victim, strongly related to how much TV you watchcrime victim, strongly related to how much TV you watch
Agenda Setting-ImportanceAgenda Setting-Importance
Perceptions of national problems more Perceptions of national problems more politically important than perceptions of politically important than perceptions of personal problemspersonal problemsProblem- Media Coverage can lead to Problem- Media Coverage can lead to misperceptionsmisperceptionsProblem- Possible manipulationProblem- Possible manipulationUpside- Allow people to consider more Upside- Allow people to consider more than own experiencesthan own experiencesUpside- Can highlight significant problemsUpside- Can highlight significant problems
PrimingPriming
Def: The standards citizens use to judge a Def: The standards citizens use to judge a president [or other figure] may be substantially president [or other figure] may be substantially by which stores newscasts choose to cover, and by which stores newscasts choose to cover, and consequently, which considerations are made consequently, which considerations are made generally accessiblegenerally accessible
Coverage does not necessarily change overall Coverage does not necessarily change overall evaluation, changes criteria of evaluationevaluation, changes criteria of evaluation
Overall evaluation may go up or down Overall evaluation may go up or down depending on how president is viewed as doing depending on how president is viewed as doing on a specific domainon a specific domain
PrimingPriming
Example- George Bush and Gulf WarExample- George Bush and Gulf War
As war coverage increases, so does As war coverage increases, so does approvalapproval
As economic coverage increases, As economic coverage increases, decreasesdecreases
Irony- Economy not so bad as media Irony- Economy not so bad as media portrayalsportrayals
FramingFraming
Because frames permeate public Because frames permeate public discussions of politics, they in effect teach discussions of politics, they in effect teach ordinary citizens how to think about and ordinary citizens how to think about and understand complex social problems... understand complex social problems... Elites wage a war of frames because they Elites wage a war of frames because they know that if their frame becomes the know that if their frame becomes the dominant way of thinking about a problem, dominant way of thinking about a problem, then the battle of public opinion has been then the battle of public opinion has been won”- Nelson and Kinder 1996won”- Nelson and Kinder 1996
FramingFraming
Sniderman’s Value Pluralism Model- Sniderman’s Value Pluralism Model- People have a number of values that they People have a number of values that they hold strongly but that are incompatible with hold strongly but that are incompatible with one anotherone another
Issues can tap any of a number of these Issues can tap any of a number of these valuesvalues
Framing can determine which values are Framing can determine which values are deemed relevant for evaluating the issuedeemed relevant for evaluating the issue
Klan Rally ExperimentKlan Rally Experiment
Tolerance is a tricky issueTolerance is a tricky issue
Especially the issue of tolerating Especially the issue of tolerating intoleranceintolerance
Two sets of valuesTwo sets of values Free SpeechFree Speech Public SafetyPublic Safety
Which values applied make difference for Which values applied make difference for whether people support right to marchwhether people support right to march
Framing EffectsFraming Effects
Sexual PsychopathsSexual Psychopaths
Military in IraqMilitary in Iraq
Health CareHealth Care
AbortionAbortion
Who is Susceptible to Media Who is Susceptible to Media Effects?Effects?
Those who are exposedThose who are exposed Moderate exposureModerate exposure
Those who are moderately awareThose who are moderately aware
Those who are trusting of the mediaThose who are trusting of the media
Political moderates?Political moderates?
Media and ElectionsMedia and Elections
Intense CoverageIntense Coverage
Horse Race JournalismHorse Race Journalism
Public DissatisfactionPublic Dissatisfaction
Discussion QuestionsDiscussion Questions
How would you define bias?How would you define bias?
How would you measure bias?How would you measure bias?
How has it been measured before?How has it been measured before?
Are conservatives always portrayed more Are conservatives always portrayed more negatively than liberals? Are there negatively than liberals? Are there examples of liberals being portrayed examples of liberals being portrayed negatively?negatively?
Discussion QuestionsDiscussion Questions
Given the proliferation of news sources Given the proliferation of news sources available, are concerns about bias available, are concerns about bias overblown?overblown?
How much latitude do the media have in How much latitude do the media have in choosing which stories get coverage and choosing which stories get coverage and how they will be covered? how they will be covered?
Media BiasMedia Bias
The Problem- disconnect with realityThe Problem- disconnect with reality
Perception- Liberal biasPerception- Liberal bias
Racial Bias?Racial Bias?
Class bias?Class bias?
Audience biasAudience bias
News NormsNews Norms
ImpartialityImpartiality
Equal Time Equal Time
ConflictConflict
NoveltyNovelty
Media TypesMedia Types
NewspapersNewspapers
Broadcast MediaBroadcast Media
RadioRadio
Narrowcasting?Narrowcasting?
CableCable
InternetInternet
Internet And PoliticsInternet And Politics
Wide range of viewpointsWide range of viewpoints
InteractiveInteractive
Paradox- Loss of civil society?Paradox- Loss of civil society?
Reinforcement of viewsReinforcement of views
More of the Same?More of the Same?
Media and GovernmentMedia and Government
Key Source of CoverageKey Source of Coverage
Local- little attentionLocal- little attention
National- considerable attentionNational- considerable attention
BeatsBeats
Press Conferences/Briefings/SpeechesPress Conferences/Briefings/Speeches
LeaksLeaks
InvestigationsInvestigations
Parties DefinedParties Defined
Organized Groups Organized Groups
Edmund Burke- A body of men united for Edmund Burke- A body of men united for promoting by their joint endeavors the promoting by their joint endeavors the national interest, upon some particular national interest, upon some particular principle on which they are agreedprinciple on which they are agreed
Anthony Downs- A team of men seeking to Anthony Downs- A team of men seeking to control the governing apparatus by gaining control the governing apparatus by gaining office in a duly constituted electionoffice in a duly constituted election
Parties vs. Interest GroupsParties vs. Interest Groups
Diverse CoalitionsDiverse Coalitions
Multiple IssuesMultiple Issues
Greater Electoral InvolvementGreater Electoral Involvement
Some traits of PartiesSome traits of Parties
Coalitions ever changingCoalitions ever changingInclusive vs. ExclusiveInclusive vs. Exclusive2 Party System2 Party SystemHigh hurdles for inclusion of 3High hurdles for inclusion of 3rdrd parties partiesPublic funding issuesPublic funding issues““Can’t Win Syndrome”Can’t Win Syndrome”Single Member Districts and Strategic Single Member Districts and Strategic votingvoting
Parties- HistoryParties- History
Early leaders strongly opposedEarly leaders strongly opposed
Madison and FactionsMadison and Factions
Washington- “Warn against the baneful effects Washington- “Warn against the baneful effects of the spirit of party generally”of the spirit of party generally”
Hamilton vs. Jefferson/MadisonHamilton vs. Jefferson/Madison
Origins in congressOrigins in congress
Parties- HistoryParties- History
Electoral Involvement to increase chancesElectoral Involvement to increase chances
Democratic-Republicans vs. federalistsDemocratic-Republicans vs. federalists
Early Democratic DominanceEarly Democratic Dominance
Minor parties- Anti Masonic, “Know Minor parties- Anti Masonic, “Know nothings,” Free Soil, etc. nothings,” Free Soil, etc.
Republicans as an overnight sensationRepublicans as an overnight sensation
Machine PoliticsMachine Politics
Parties very involved in day to day livesParties very involved in day to day lives
PatronagePatronage
Social WelfareSocial Welfare
Largely UrbanLargely Urban
Largely DemocraticLargely Democratic
Largely CorruptLargely Corrupt
High turnout/involvementHigh turnout/involvement
Progressives limit the machinesProgressives limit the machines
Australian BallotAustralian Ballot
Civil Service ReformCivil Service Reform
Government Provision of Social WelfareGovernment Provision of Social Welfare
But- Decreased turnoutBut- Decreased turnout
Great DepressionGreat Depression
Rise of Democratic PartyRise of Democratic Party
Wide support- urban blacks, urban whites, Wide support- urban blacks, urban whites, rural whites, etc. rural whites, etc.
United around new dealUnited around new deal
60’s Realignment60’s Realignment
1840s on- Democrats largely represent the 1840s on- Democrats largely represent the southsouth
Post new deal- Uneasy coalitionPost new deal- Uneasy coalition
Like 2 separate partiesLike 2 separate parties
Democrats become more supportive of Democrats become more supportive of Civil RightsCivil Rights
Many southerners defect to the republican Many southerners defect to the republican partyparty
Coalitions TodayCoalitions Today
DemocratsDemocrats
Racial and Ethnic Racial and Ethnic MinoritiesMinorities
WomenWomen
Blue Collar/UnionsBlue Collar/Unions
Social LiberalsSocial Liberals
RepublicansRepublicans
Slight edge among Slight edge among whiteswhites
MenMen
BusinesspeopleBusinesspeople
Social ConservativesSocial Conservatives
Instability- Reagan DemocratsInstability- Reagan Democrats
1980 Election1980 Election
Reagan Splits DemocratsReagan Splits Democrats
Union and blue collar workersUnion and blue collar workers Support Dems on EconomicsSupport Dems on Economics Socially conservativeSocially conservative
Carter- Poor economic performanceCarter- Poor economic performance
Reagan- Focuses on Social Issues, Reagan- Focuses on Social Issues, swings former democratic votersswings former democratic voters
Contemporary InstabilityContemporary Instability
RepublicansRepublicans Libertarian FactionLibertarian Faction Evangelical FactionEvangelical Faction
DemocratsDemocrats DLCDLC More liberal wingsMore liberal wings Holding on to black votersHolding on to black voters
Parties in GovernmentParties in Government
Provides accountabilityProvides accountability
Provides division that cuts across Provides division that cuts across geographygeography
Provides policy proposalsProvides policy proposals
Provides DisciplineProvides Discipline
Provide Moderation?Provide Moderation?
Parties in GovernmentParties in Government
CongressCongress
Committee assignments/LeadershipCommittee assignments/Leadership
Party line votingParty line voting
DefectionsDefections
The PresidencyThe Presidency
2 Party System2 Party System
Tension- Representing Party vs. Tension- Representing Party vs. Representing NationRepresenting Nation
Works with his party in congressWorks with his party in congress
Most public face of his partyMost public face of his party
Midterm ElectionsMidterm Elections
Coattail effectsCoattail effects
Parties in the ElectorateParties in the Electorate
Party Identification- longstanding alignment with a Party Identification- longstanding alignment with a particular partyparticular partySourcesSourcesEarly SocializationEarly Socialization FamilyFamily Ethnic GroupEthnic Group Religious GroupReligious Group Economic FactorsEconomic Factors EventsEvents
Running tabs of issues?Running tabs of issues?Short term fluctuations?Short term fluctuations?
TrendsTrends
Decline?Decline?
50s- High Identification (80%)50s- High Identification (80%)
Rise of “Independent” voters in 70sRise of “Independent” voters in 70s Independents make up 40% of electorateIndependents make up 40% of electorate
But- Many independents behaved as But- Many independents behaved as partisanspartisans
In 90s- Increased Identification, increased In 90s- Increased Identification, increased importanceimportance
Parties in the ElectorateParties in the Electorate
FunctionsFunctions
HeuristicHeuristic
Issue OwnershipIssue Ownership Democrats better on Social Welfare issuesDemocrats better on Social Welfare issues Republicans better on taxes, militaryRepublicans better on taxes, military
Information FilterInformation Filter
Electoral Function of PartiesElectoral Function of Parties
Early Task of parties- Elect Favorable Early Task of parties- Elect Favorable individualsindividualsParties control Important Resources Parties control Important Resources MoneyMoneyServicesServices PollingPolling AdvertisingAdvertising VolunteersVolunteers
PublicityPublicity
Electoral Functions of PartiesElectoral Functions of Parties
Present a “team” imagePresent a “team” image
Presidents campaign for congressional Presidents campaign for congressional candidatescandidates
Coattail effectCoattail effect
MobilizationMobilization
Importance of Parties to Importance of Parties to CandidatesCandidates
Party power through resourcesParty power through resources
The rise of candidate centered The rise of candidate centered campaigns?campaigns?
Independent fundraisingIndependent fundraising
Ability to purchase services elsewhereAbility to purchase services elsewhere
MobilizationMobilization
Party support still criticalParty support still critical
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