Question 4: Evolution of media influence Flashcards
1
Q
The hypodermic needle
A
- Assumes the public is completely susceptible to what the media says and can just directly “inject” the public with information that influences their attitudes
- Scholars believed the public could soak in all the information as true
2
Q
Minimal effects (lasted through the 70’s and 80’s)
A
- Columbia Researchers 1940/1944 Presidential Elections – examined if news coverage shaped peoples political attitudes (found almost no influence)
- People instead are influenced and receive information from families, social networks, work friends and environment
- Media can only reinforce existing beliefs
3
Q
Renewed Respect
A
- Political scholars and media were offended there would be no effect
- ** Up until this period scholars looked at direct persuasion, but now they look at media influence in subtle ways
4
Q
Overview
A
- Media effects depend on people’s consumption patterns, predispositions, cognitive skills, and other individual attributes
5
Q
Agenda Setting
A
- Attention to problems by the media shapes public perceptions about the importance of issues
- The media tell the public what to think ABOUT - Ex: Hayes – examined if media coverage actually cause issue importance to change
- Exposed one group to stories about taxes and measured the post-exposure, increase in the number of stories read about taxes – increased the perceived importance about the issue
6
Q
Priming
A
- Making an issue or characteristic important to a political judgment
- Ex: takes considerations of particular issues and changes the weight an individual gives that particular issue, such as attitudes towards Obama
- Increase in favorable stories about Obama, the more weight favorable issues are given
- Consequences of priming: increased coverage of certain issues may cause those issues to take on a greater weight – change outcome of evaluations not changing opinions
7
Q
Framing
A
- Making certain aspects of an issue or problem relevant to people’s thinking
