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