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The News Media. POLS 21: The American Political System. A Typology of Media Effects. Persuasion Agenda-setting Priming. There are 3 kinds of media effects:. The Law of Minimal Effects. Economic Conditions During the 1992 Presidential Campaign.

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Presentation Transcript
The news media

The News Media

POLS 21:

The American Political System


A typology of media effects
A Typology of Media Effects

  • Persuasion

  • Agenda-setting

  • Priming

There are 3 kinds of media effects:

The Law of Minimal Effects



News coverage of the clinton lewinsky scandal
News Coverage of the Clinton / Lewinsky Scandal


Trends in president clinton s job approval 1998
Trends in President Clinton’s Job Approval, 1998

If the media is so powerful, why haven't the polls changed? Does this suggest the limits of “priming?”



Key misperceptions
Key Misperceptions

  • That U.S. forces found weapons of mass destruction (WMD) in Iraq

  • That clear evidence was found linking Saddam Hussein to al Qaeda

  • That world opinion was in favor of the U.S. going to war with Iraq

Those who held these “misperceptions” were far more likely to support the war.




Limitations on the news media influence
Limitations on the News Media Influence for the War

  • Low media credibility

  • Alternative interpretation of events provided by other media outlets

  • Conflict with an individual’s values and political orientations


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