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Unformatted text preview: Media and Politics Exam #2 Review Zallers RAS Model = memory based model of public opinion o Receive- there is info out there; you hear it or you see it o Accept- that you believe it, you take the effort to remember it. o Sample- if asked the questions, youll be able to go back, sample it, remember it and answer. o Reception Axiom All about whether or not you heard or understood political messages Most likely to hear or see messages that are beneficial or favor your party. What drives this is how politically aware you are The greater a persons level cognitive engagement with an issue the more likely he or she will be exposed to and comprehend messages about that issue. o Resistance Axiom The acceptance part, says that people tend to resist arguments that are inconsistent with their political dispositions. Just because you are exposed to a message doesnt mean you will accept it. You are going to push back certain messages. The more politically aware, if something comes along that we dont like the more likely we are to reject it. Do you accept the message you just received? Sources of Resistance o Partisan Resistance- does it fall in line with your partisanship or biases If you have some pre considerations and the message goes against it, you will push back. o Inertial Resistance- if you hear the same message over and over again then you heard something that goes against it; you are less likely to believe the one that goes against it. o Countervalent Resistance- idea that everybody thinks this, so Im going to think that Non- conformist, dismissing messages because they are so prevalent. o Accessibility Axiom The more recently you heard it, the more likely you are to remember it. You are more likely to recall the information that is most recent, Top of the head model. o Response Axiom Answering a survey interviewers question Based on those messages you recall, what should your opinion be? You are thinking about these messages you accepted and are accessible and whatever side those messages support you will take. o Ambivalence Axiom Zaller says most issues are two-sided. Both issues will get their information out there Because of this, people will be ambivalent. They could go either way, what determines which way they go is usually something random. Most people are going to have variability and you will be able to sway people to either side. o Awareness and attitude change Political awareness- does the person know anything about politics? Most aware: Most likely to be exposed to information Most likely to resist Least aware: Do not know there is information Moderate aware: (biggest group= middle aware) Susceptible to uneven information environment Less likely to resist o In a primary election, it is the most aware who are more likely to change because they are the ones...
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This note was uploaded on 03/25/2012 for the course POS 3931 taught by Professor Johnryan during the Spring '11 term at FSU.
- Spring '11