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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 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 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