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The Media. 11/30/2011. Clearly Communicated Learning Objectives in Written Form. Upon completion of this course, students will be able to: discuss and critically analyze political events in the United States government

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The media

The Media


Clearly communicated learning objectives in written form
Clearly Communicated Learning Objectives in Written Form

  • Upon completion of this course, students will be able to:

    • discuss and critically analyze political events in the United States government

    • students will be able to identify and explain the role of  informal institutions and their effect on policy. 

Office hours and readings
Office Hours and Readings

  • Pp 130-151

  • Office Hours

    • Thursday 8-12

    • Monday 8-10:30

The media and politics
The Media and Politics

The role of the media
The Role of the Media

  • Is an informal institution

  • Is a linkage institution

  • It is profit driven

What the media does reports the news
What The Media Does: Reports The News

  • The basic function

  • Giving news and information

  • The 24 Hour News Cycle

What the media does agenda setting
What the Media Does: Agenda Setting

  • What is it

  • Bring Matters to the forefront, or conceal them

Goals of agenda setting
Goals of Agenda Setting

  • Make people aware of issues

  • Make issue salient

  • Set the priority of issues


  • Key people who control what we watch

  • Help to shape political priorities

  • Driven by profit

What gatekeepers use
What gatekeepers use

  • The authority of the source

  • The Amount of Controversy

  • The importance

The type of media matters
The Type of Media Matters

  • Television is the most important

  • The internet is the fastest, but has the most bias

We would rather watch mistakes
We Would Rather Watch Mistakes

  • Bad Sushi

  • People Falling

Newspapers and magazines
Newspapers and Magazines

  • Newspapers

    • Provide more information and Detail

    • Very few cities have multiple papers anymore

  • Magazines- vary in content and quality

The minimal effects model

Does the media really matter

The Minimal Effects Model

The minimal effects model1
The Minimal Effects Model

  • The Fall Campaign is not that important

  • Most people have made up their mind

Spurious minimal effects model
Spurious/Minimal effects model

  • We do not seek out political information

  • We have selective/exposure perception

  • We rarely make major changes

Who is influenced the most
Who is influenced the most

  • Those with the least political attention

  • Those without stable party identification

  • Elections can swing if it is close

Horse race coverage1
Horse Race Coverage

  • What is it?

  • What does it contain

  • Why?

The keys to horse race coverage
The keys to horse race coverage

  • Polling

  • Perception

  • No issues

Component i categorizer
Component I: Categorizer

  • Sorts the candidates into winners and losers

  • Creates an Image for the candidate

Component ii expectation setter
Component II: Expectation Setter

  • Puts odds on the candidates

  • You want to be at the top… duh

  • But it isn't as good as you might think

Component iii mentioner
Component III: Mentioner

  • You want the media to notice you

  • Not all press is good press

  • Mentions mean money and votes

Component iv winnowing
Component IV:Winnowing

  • The Press Winnows (narrows) down the candidates

  • Attention is on Iowa and NH

  • Frontloading is the results

Presidential debates
Presidential Debates

  • A Recent Phenomenon

  • General Strategies

  • Do not screw up

Why candidates like these
Why Candidates Like these

  • A chance for exposure

  • A chance for Legitimacy

  • A chance to move in the polls

Presidential debates1
Presidential Debates

  • Who Wins (the leader in the polls)

  • The Person who doesn’t make a mistake

  • Does it matter?

Presidential debates2
Presidential Debates

  • Win by not losing

  • What don't you want to do?

    • The 1960 Debate

    • Look ancient

    • Seem heartless

    • You are no Jack Kennedy

    • Eastern Europe is Free

    • The Global Test

    • Adm. James Stockdale

      • Blind , Deaf, Dumb