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Unformatted text preview: GOV 310L 24/10/2007 11:02:00 Topics: Media biases Media sources Media effects Example of Identification Sophmore surgethis is the average gain in the % of the vote between is the way of measuring the incumbency advantage. It is the average gain in the % of the vote between a member of Congresss 1 st and 2 nd elections. It increases during the 1960s and 1970s and has stayed at this higher level ever since then. Media Effects Minimal effects thesis: o media has little impact on public opinion o people ignore information with which they disagree o people absorb information with which they agree people ignore the things that they dont like and do absorb the things they do like. Its more of a hardening effect, making people more hardened in their views. this resulted in the minimal effect thesis. o initial findings of research on the media effects most research showed that it was not as influential as the effect was originally thought to be Recent media research has found evidence of 3 subtle effects: Agenda setting : media effects the issues and problems that people think about Priming : media affects the standards that people use to evaluate political figures or the severity of a problem o best example is Bush Sr. and Gulf War I. the people tended to evaluate Bush on the war and his standards were high. But after the war, the economy was struggling and so the media focused on that and the people evaluated him on that....
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This note was uploaded on 04/07/2008 for the course GOV 310L taught by Professor Kieth during the Fall '07 term at University of Texas.
- Fall '07