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
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 • 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 • Low media credibility • Alternative interpretation of events provided by other media outlets • Conflict with an individual’s values and political orientations