Exam 3 LECTURE NOTES through 11-25-08

Exam 3 LECTURE NOTES through 11-25-08 - Exam 3 LECTURE...

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Exam 3 LECTURE NOTES Political Persuasion in an Age of New Media Paradox o Multiplication of low-cost channels Internet campaigns enable new actors to enter public discourse in an inexpensive way Dramatic increase in the volume of public communication and information available to the public o Increasing media choice creates more opportunities to avoid political content 1975 vs. 2005 Theory of least objectionable program - ppl in 1975 would come in from work and want to watch TV, not the news. .but now you can choose what you can consume which makes it harder to engage in persuasion More political information is consumed, but by fewer people Spotlight Research on Political Comedy Growing content niche: Entertainment programming featuring political content (infotainment) Research Questions o What are the effects of political humor on political knowledge? (the assumption that young people only watch the daily show is wrong) o What are the effects on attitudes and opinions? (some worry that by watching the politicians be mocked on the daily show, our attitudes will be changed) The Gateway Hypothesis Says that political entertainment programming increases awareness of political issues, especially among those with low interest in political (Baum, 2003) o Content of political entertainment provides a simplified version of political stories (takes the peripheral route) o High-cost information is 'piggy-backed' into low-cost content (serious information sneaks into comedic info) o Viewers can more easily process and acquire information encountered in other media outlets after initially learning about it through comedy (you have already been 'primed' or thought about that issue, so you are more likely to listen) o An equalizing effect - comedy helps low interest ppl catch up with high interest ppl The Counterargument Disruption Model
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Humorous messages stifle critical processing (Young, 2008) (it stifles your ability to counter-argue) o Processing political jokes involves a high cognitive load, reducing viewers' ability to critically evaluate arguments contained in humorous content (effort taken to get a joke takes away from effort you could put toward processing the info) o Anticipation of positive affect reduces motivation to engage in critical thinking o Discounting- initial assessment of a message 'just as a joke' enables it to slip into consciousness, creating potential sleeper effect o Funny messages are persuasive messages Experimental Tests Study 1: Early 2007 o Participants exposed to either The Daily Show or network news clip on anti-troop surge resolution o Later exposed to a stimulated news portal and asked about opinions towards "Democrats in Congress" and "Nancy Pelosi" o Partial test of the Gateway Hypothesis o Also tests persuasive power of Jon Stewart Study 2: Early 2008 o Participants exposed to either The Daily Show or network news clips on the economy and Barry Bonds steroids hearing o Later exposed to lengthy
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Exam 3 LECTURE NOTES through 11-25-08 - Exam 3 LECTURE...

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