The Influence of Television and Radio Advertising on Candidate Evaluations (summary of reading)

The Influence of Television and Radio Advertising on Candidate Evaluations (summary of reading)

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The Influence of Television and Radio Advertising on Candidate Evaluations In Brief A) Until 1980s, the persuasive effects of mass media had been downplayed by early students of political propaganda, the “minimal effects” thesis. Scholarship of the 1960s and 1970s sought to explain it with the social psychological mechanisms. B) The 1980s and 1990s saw a reversal of the tenor of media effects. a) Television news shapes what issues the public considers important. b) The tone of televised advertising influences voter cynicism. c) The content of news stories shapes public opinion toward race-related policies. d) Campaign advertisements were found to significantly increase voters’ support for the sponsoring candidates. C) However, experimental deployment of mass media advertising in the context of an actual campaign is missed. a) Lab studies: capable to detect causal effects, but external validity remains uncertain. b) Observational studies: capable to measure random samples with sophisticated measurement, but cannot identify the causal effects. D) To conclude, field experiments have focused exclusively on nonpartisan messages, and they do not come close to deploying mass media communications on the scale and intensity of an actual national or statewide campaign. E) The progress of this experiment compared with preceding ones.
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This note was uploaded on 02/05/2012 for the course CAS 892 taught by Professor Dr.danielbergan during the Fall '10 term at Michigan State University.

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The Influence of Television and Radio Advertising on Candidate Evaluations (summary of reading)

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