Exam 1 Flashcards
Unmediated
directly between politician & audience
EX: rallies, Trump was the best one to do this
Partially mediated
politicians uses media to communicate directly but media influences coverage
(Ex: debates)
Fully mediated
media completely control content
(EX: cable/ nightly news)
Hypodermic needle effect
mass media directly injects info to mass public
(media brainwashed people)
EX: Broadcast War of the Word: people panicked driven by aliens invading
Minimal effect (2-step flow)
People do not just accept media info. considerations/ personal context shape how people process & receive info.
2 Step flow:
peoples opinions are influenced by opinion leaders (pastors, teachers, politicians, ect)
EX: People who talks politics on Tik Tok
Powerful Direct Effects
how media focus or emphasis on a story (frequency of stories) affect the perceived salience or importance of issue by the public
(EX: public increasingly think that crime is more of a problem, even though it is (mostly) not)
(EX: M&M controversy)
Powerful Direct Effects (Priming)
how media, through its emphasis on types of stories, influences the standards/ characteristic/ issues people use to make political evaluations
(suggests to news audience that they ought to use specific issues as benchmarks)
EX: Media focus on inflation/ economy over other issues (climate, racial injustice, healthcare disparities)
Powerful Direct Effects Framing
how an issue is characterized in news reports influence how it is understood by audiences.
(EX: covid starts, media discusses govt responsibility/ what is happening. Covid can be talked in many ways like not a political issue)
Preference-based Selective Exposure
more media options, more selection based on preferences. Media may reinforce more than persuade or change minds
Self-selection= echo chambers or filter bubbles
(EX: Watch CNN rather than FOX News or watch entertainment shows rather than news)
Soft News
blurs line between entertainment & news
(EX: The Daily show, People Magazine)
Partisan News
Decline of broadcast tv, news. News increase produce by parisan & ideological cable news outlets
EX: FOX News
Liberal Media Bias?
Groseclose & Milyo say yes
most journalist are liberals & rely on liberal sources/ frames to produce stories
dont argue that reporters lie, just certain facts more or less to be reported
EX: FOX & Washington Times= conservative. ABC, NBC, TIMES, ect= liberal
Ideologue
can figure out the view they have
Near Ideologue
can guess the persons view. Have some thing to hold onto that is important but other things are not important
Group Interest
how it can affect you & others in your group. (what is important for you or others)
Nature of the times
pay attention late & decide based on where its going. (persuadable to swing to either side)
SYmbolic
liberal, vey liberal, conservative, etc. how they see themselves (Positive if seen as conservative)
Operational
the person perspective. overall policy attitudes
(liberal)
Ideological
People talk about issues when they explain their voters decisions.
(Abortions, union members, labor rights, same sex marriage)
Hard core Partisan
vote for the same party everytime
Zaller RAS Model
Receive-Accept-Sample
1. Reception Axiom
2.Resistance Axiom
3.Accessibility Axiom
Reception Axiom
Persons level of cognitive engagement w/ an issue, the more likely their is to be exposed to & comprehend messages concerning that issue. (people know politics= message will be received)
(EX: person has Rs & 1 D. Hears D+ but wont influence them since they have info or Rs in brain)
Resistance Axiom
People tend to resist argument that are inconsistent w/ their political predisposition
(EX: Partisans not likely to be persuaded by your message.)
Accessibility Axiom
The more recently a consideration has been called to mind, more likely it is to be used for political evaluations.
(effect of any campaign contact is likely to be limited & short lived)
(EX: messages floating around your head who don’t have any politics in the brain and it influences them)
Mainstream Messages
National, local media saying things that we are supposed to. No polarization
(EX: Covid 19 at one point was on the same page)
Polarizing Messages
no matter what happens, they take the opposite view of each others.
(EX: Spy Balloon)
Partisanship
this is largely what Zaller means by political predisposition.
If they are demo or rep tells us a lot
Race & Racial attitudes
different types of political predispositions
Mobilization
compositional changes of the electorate due to turnout changes between elections are more common than persuasion effect
(get turnout changes between elections)
Persuasion
get people to vote & get those from other party to come to our side
campaigns have larger affect on smaller races compared to presidential campaings.
