COMM102 Study Guide #3 - COMM102 TEST 3 STUDY GUIDE LECTURE...

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COMM102 TEST 3 STUDY GUIDE LECTURE 10/25 Political Communication Effects Political Communication Effects - Micro effects - individuals - Macro effects - political system, institutions, society - Periodic effects - elections - Continuous effects - media scrutiny of politicians - Interest in political communication increased after 1970s - voting behaviors became unpredictable - increased concern for TV negative effects - European studies received attention and stimulated additional research - emphasis on cognitive dimensions expanded research focus - interest in negative political advertising/campaigning; decreased voter turnout - 1970s: television became an everyday life resource - changed the news - people became less active and less engaged with things out side of the realm of TV Influences on Political Communication - Ideal functional goals of mass media in democracy - Surveillance of events that impinge on citizen welfare - Identify issues — origins and resolution options - Provide advocacy platform for spokespersons - Transmit diverse content among and between politicians and public - Scrutinize government for accountability - Provide information so citizens became active participants not spectators - should not tell us how to be active but should provide us what we need to do so we can choose how to be active - Resistance to subversion of media autonomy - Respectful consideration of audience as thoughtful, concerned citizens - Actual shortfalls of mass media - Profit-dominated entity - Covers pseudo events to entertain and attract audiences - Covers events rather than issues 1
- Issues addresses from viewpoint of news network’s institutional agenda - Dramatization of coverage - Media content - Political advertising: presents particular candidate images, information about key issues, sometimes influencing voting - News Stories - Framing: abstract notions that media use to present news in particular way, often using metaphors or catchphrases - News flaws - Personalization: focus on individual, not issue - Fragmentation: disconnected capsule summaries - Dramatization: entertainment value trumps issue importance - Normalization: issues can be solved within existing system Micro-Level Political Communication Effects - Formation and change of opinion - early voting studies found media had limited impact on audience opinions - later studies indicated political media messages produced stronger effects than previously thought - several studies have used persuasion models (ELM, reasoned action) as basis for under- standing political effects - Cognitive effects - agenda-setting: news media determines prominent issues through expanded coverage of certain issues considered important by public - priming: exposure to message activates related thoughts - knowledge gain: audience learns although not persuaded - framing and interpretation: journalistic framing and tone of story presentation affects mes- sage interpretation by audience - Individual perceptions of political system - are voters motivated by self-interest or broader concerns?

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