ENTERTAINMENT TELEVISION and STUDENT POLITICAL ATTITUDES: Implications for Campus Programming

1. ENTERTAINMENT TELEVISION and STUDENT POLITICAL ATTITUDES: Implications for Campus Programming Presented by: Justin Rudisille jrudisi@bgsu.edu Programs Graduate Assistant Bowling Green State University

2. Brainstorming Examples of politics being portrayed on an entertainment television show Examples of how you think such programs influence people�s attitudes about: Politicians The political process America and American values

3. Defining Political Socialization A process through which agents impart political beliefs, values, and norms (Jackson, 2002) In other words: Individuals learn what sorts of political behaviors and attitudes are acceptable from their parents, their teachers, and the media.

4. The Role of the Media Has become more significant to the political process: Primary elections instead of national conventions Campaigns are able to effectively access the average citizen better through the media than in person (Iyengar & McGrady, 2007)

5. The Role of the Media Simultaneously, media organizations are: Becoming privately owned Entering ownership of conglomerates Adopting a profit-seeking mentality Pressuring news programs to perform on an equal playing field as entertainment divisions (Bennett, 2007) Rupert Murdoch owns Fox Broadcasting Company (including most major city affiliates), TV Guide, The Family Channel, control of DirectTV, the NY Post, News Internet Services Note on bias in the newsRupert Murdoch owns Fox Broadcasting Company (including most major city affiliates), TV Guide, The Family Channel, control of DirectTV, the NY Post, News Internet Services Note on bias in the news

6. Enter: Entertainment News organizations try to target the youth market to attract advertising dollars As a result, entertainment has become intertwined with news programs and politics (Jackson & Darrow, 2005)

7. Soft news Even traditional news programs have attempted to make news more personal and familiar: Absence of a public policy component Sensationalized and dramatic subject matter Human-interest stories Election coverage is like a �horse race� Is this really a bad thing? (Baum, 2003) Evidenced in newsmagazine shows (60 Minutes, Dateline) --Their audiences are relatively uninterested in politics --Their audiences tune in with the primary goal of being entertained Not all that terrible for democracy, as this provides additional exposure to issues that could have a positive impact on the political awareness and involvement of the publicEvidenced in newsmagazine shows (60 Minutes, Dateline) --Their audiences are relatively uninterested in politics --Their audiences tune in with the primary goal of being entertained Not all that terrible for democracy, as this provides additional exposure to issues that could have a positive impact on the political awareness and involvement of the public

8. What Sources do Youth Seek? In terms of their political identities, �young adults describe their use of media as an addiction� (Barnharst, 1998, p. 212) College students prefer to get information from the television (Al-Obaidi, Lamb-Williams, & Mordas, 2004) Television provided them with their first encounter with politics, and has maintained connections with the political world (Chaffee & Kanihan, 1997) Provides an escape from daily stress, a common experience for the team-oriented generation Surprising with the emergence of new technologies. Provides an escape from daily stress, a common experience for the team-oriented generation Surprising with the emergence of new technologies.

9. Entertainment Television Accessed repeatedly and more frequently by young people Present compellingly realistic political and moral situations Contain both overt and less obvious political messages about prominent, values-driven issues (Jackson, 2002) �Popular culture is an agent of socialization likely to change the beliefs of young people or reinforce recent changes away from the beliefs of parents and parentally selected agents of socialization� (Jackson, 2002, p. 9) --Helps provide metaphors and frameworks that help young Americans understand the political world --Issues such as abortion, homosexuality, violence, gender, drug use, divorce, and promiscuity Different people respond in different ways�Popular culture is an agent of socialization likely to change the beliefs of young people or reinforce recent changes away from the beliefs of parents and parentally selected agents of socialization� (Jackson, 2002, p. 9) --Helps provide metaphors and frameworks that help young Americans understand the political world --Issues such as abortion, homosexuality, violence, gender, drug use, divorce, and promiscuity Different people respond in different ways

10. Liberal Youth In the genre, �there is a tolerant, accepting liberalism prevalent in the moral, ethical, and political content� (p. 63) The �liberal values of liberal youth appear to be reinforced� (p. 75) (Jackson, 2002) The youth have been socialized towards certain ideological beliefs and so they respond differently to the messages.The youth have been socialized towards certain ideological beliefs and so they respond differently to the messages.

11. Conservative Youth The prevalent liberal messages tend to be rejected This results in a �hardening or increased durability of the conservative values� (p. 75) (Jackson, 2002) Does not change Does not change

12. Celebrity Endorsements Cues from celebrities help young people define their own political identification (Barnhurst, 1998) Attractive and credible celebrities strengthened already predisposed opinions (Jackson & Darrow,2005) Make it acceptable to be concerned with political issues or unpopular causes (Payne, Hanlon, & Twomey, 2007) Celebrities = Authority figure Reminder: Pop culture might be the most consistent agent of socialization likely to move students away from parent / parentally selected beliefsCelebrities = Authority figure Reminder: Pop culture might be the most consistent agent of socialization likely to move students away from parent / parentally selected beliefs

13. Entertainment Talk Shows When compared to traditional news programs during the 2000 election, Baum (2005) found: Included fewer reference to political parties Offered positive and favorable coverage Included 1/3 as many discussions on issues Audiences are typically younger, have less education, and have less interest in politics While celebrities endorsed, candidates appeared more on E Talk shows While celebrities endorsed, candidates appeared more on E Talk shows

14. Entertainment Talk Shows Politically unaware individuals were more likely to: Regard candidates as �likeable� Vote for a candidate based on the talk show Like opposition candidates Highly politically aware individuals showed: Declines in the perceived likeability of the opposition candidates Increased inclination to vote consistently with party predispositions (Baum, 2005) While the information on E-Talk shows might be different and less substantive than traditional news sources, �many Americans who might otherwise have ignored the presidential campaign entirely were, as a result of candidate appearances on a variety of E-talk shows, exposed to at least some information about the candidates prior to the election --Beats being completely uninformed --Reinforce that audiences of these shows is younger --Candidates make appearances on these shows in an attempt to be perceived as real and credible candidatesWhile the information on E-Talk shows might be different and less substantive than traditional news sources, �many Americans who might otherwise have ignored the presidential campaign entirely were, as a result of candidate appearances on a variety of E-talk shows, exposed to at least some information about the candidates prior to the election --Beats being completely uninformed --Reinforce that audiences of these shows is younger --Candidates make appearances on these shows in an attempt to be perceived as real and credible candidates

15. Late-Night Political Humor Hosts of late-night entertainment programs focus jokes on personal characteristics and foibles of politicians, not the issues (Niven, Litcher, & Amundson, 2003) Some theories claim that comprehending of jokes / skits relies upon the viewer to recall previous knowledge of the subject (Young, 2004) Hosts just reinforce the caricatures An average of 9 out of 10 political jokes were on leaders not issues between 1996 and 2000. --Included David Letterman, Jay Leno, SNL --Furthers the idea of soft news (characteristics and human-interest stories) 2--Considering psychology, persuasion theory, and responses from hosts� --In other words, for an audience to laugh at a joke at a candidate or leader, they must first be aware of the trait from some other source (In 2000, Al Gore was stiff and dull, tendency to exaggerate�Bush was unintelligent�Kerry flip flopped)An average of 9 out of 10 political jokes were on leaders not issues between 1996 and 2000. --Included David Letterman, Jay Leno, SNL --Furthers the idea of soft news (characteristics and human-interest stories) 2--Considering psychology, persuasion theory, and responses from hosts� --In other words, for an audience to laugh at a joke at a candidate or leader, they must first be aware of the trait from some other source (In 2000, Al Gore was stiff and dull, tendency to exaggerate�Bush was unintelligent�Kerry flip flopped)

16. The Daily Show Effect Young American who were regularly exposed to the program: Had a more negative perception of political candidates Had a lowered trust in the political process and in the media (Baumgartner & Morris, 2006) Describe Daily Show (cynical tone, mocks news programs) Arguable that The Colbert Report would have similar effects Recall the liberal/conservative youth factsDescribe Daily Show (cynical tone, mocks news programs) Arguable that The Colbert Report would have similar effects Recall the liberal/conservative youth facts

17. Media Negativism Every election in the lifetime of today�s youth has been loaded with negative tones and attack advertising in the media For young people, a negative attitude towards campaigns and media coverage was actually associated with higher levels of political efficacy (Forrest & Weseley, 2007) Perhaps the negativism is motivation to get more involved The students� beliefs that they can influence political and social events The students� beliefs that they can influence political and social events

18. Other Media Experiences �Watching late-night comedy is positively and significantly correlated with watching all forms of traditional news� (Young & Tisinger, 2006, p. 128). �As a consequence of encountering a political issues in the soft news media, more citizens may subsequently pay closer attention to news about that issue in traditional contexts� (Baum, 2003, p. 288). �Young people are not watching late-night comedy as their exclusive source of news or instead of traditional news. Rather, they are watching both. �Young people are not watching late-night comedy as their exclusive source of news or instead of traditional news. Rather, they are watching both.

19. Active Media Use Connections to politics built through active media use is significantly related to higher political efficacy Perhaps �people who are willing to put time and effort into researching and learning about elections probably feel that their vote is meaningful� (p. 7) (Forrest & Weseley, 2007) The students� beliefs that they can influence political and social eventsThe students� beliefs that they can influence political and social events

20. Characteristics of Civic Culture The new emerging civic culture in America responds to entertaining politics because: Discussion Practices Values Knowledge Affinity Identities (Dahlgren, 2003) TAKE NOTES!TAKE NOTES!

21. Revisit Our Brainstorming Were our thoughts correct? What are the common misconceptions about students� use of media to learn about politics?

22. How can we use this? Break into small groups to discuss ways that this information can be used during the upcoming, media-driven election Consider applications to different functional areas Consider issues you have seen / discussions you have heard that reflect these ideas

23. How can we use this? Utilize television, movies, and campaign advertisements to enhance discussions Collaborate with experts on campus and from the community Utilize local publications Include diverse perspectives

24. Questions / Discussion

25. Additional Resources Films Television shows Books

26. References Al-Obaidi, J. A., Lamb-Williams, C., & Mordas, V. (2004). The king of all mediums: A field student of college students use of mediums for news. International Journal of Instructional Media, 31, 239-256. Barnhurst, K. G. (1998). Politics in the fine meshes: Young citizens, power and media. Media, Culture and Society, 20, 201-218. Baum, M. A. (2003). Soft news goes to war: Public opinion and American foreign policy in the new media age. Princeton, NJ: Princeton University Press. Baum, M. A. (2005). Talking the vote: Why presidential candidates hit the talk show circuit. American Journal of Political Science, 49, 213-234. Baumgartner, J., & Morris, J. S. (2006). The Daily Show effect: Candidate evaluations, efficacy, and American youth. American Politics Research, 32, 341-367. Bennett, W. L. (2007). News: The politics of illusion (7th ed.). New York: Pearson Education. Carducci, R., & Rhoads, R. A. (2005). Of minds and media: Teaching critical citizenship to the plugged-in generation. About Campus, 10, 2-9. Chaffee, S. H., & Kanihan, S. F. (1997). Learning about politics from the mass media. Political Communication, 14, 421-430. Dahlgren, P. (2003). Reconfiguring civic culture in the new media milieu. In J. Corner & D. Pels (Eds.), Media and the Restyling of Politics. London: Sage, 151-170.

27. References Forrest, A. L., & Weseley, A. J. (2007). To vote or not to vote?: An exploration of the factors contributing to the political efficacy and intent to vote of high school students.� Journal of Social Studies Research, 31, 3-11. Iyengar, S., & McGrady, J. A. (2007). Media politics: A citizen�s guide. New York: W. W. Norton and Co. Jackson, D. J. (2002). Entertainment and politics: The influence of pop culture on young adult political socialization. New York: Peter Lang Publishing. Jackson, D. J., & Darrow, T. I. A. (2005). The influence of celebrity endorsements on young adults� political opinions. Press/Politics, 10, 80-98. Niven, D., Litcher, S. R., & Amundson, D. (2003). The political content of late night comedy. Press/Politics, 8, 118-133. Payne, J. G., Hanlon, J. P., & Twomey, D. P. (2007). Celebrity spectacle influence on young voters in the 2004 presidential campaign: What to expect in 2008. American Behavioral Scientist, 50, 1239-1246. Young, D. G. (2004). Late-night comedy in election 2000: Its influence on candidate trait ratings and the moderating effects of political knowledge and partisanship. Journal of Broadcasting & Electronic Media, 48, 1-22. Young, D. G., & Tisinger, R. M. (2006). Dispelling late-night myths: News consumption among late-night comedy viewers and the predictors of exposure to various late-night shows.� Press/Politics, 11, 113-134.