Theorizing about Political Communication

1. Theorizing about Political Communication

2. Defining political communication: Political communication is the communication of political actors.

3. Political actors make binding decisions on societal values and on the distribution of scarce resources – or try to influence these decisions. • Political actors are either • collective actors (such as parliaments, parties, interest groups, NGOs, governments, states, international organizations, mass media) or • individual actors (such as citizens, politicians, representatives of collective actors, journalists). Societal values are, e.g., freedom, security, order. Scarce resources are, e.g., land, water, energy, state revenues.

4. Political actors make binding decisions on societal values and on the distribution of scarce resources – or try to influence these decisions. • Political actors are either • collective actors (such as parliaments, parties, interest groups, NGOs, governments, states, international organizations, mass media) or • individual actors (such as citizens, politicians, representatives of collective actors, journalists). Societal values are, e.g., freedom, security, order. Scarce resources are, e.g., land, water, energy, state revenues. Communication is the exchange of meaning among actors – either directly among individual actors – i.e. interpersonal communication – or mediated by the press, radio, TV, Internet etc., i.e. mass communication.

5. Top themes of political communication in 11 leading scholarly journals 2000-2003 Source: Doris Graber & James M. Smith, Political communication faces the 21st century. In: Political Communication 55, 2005, 479-507

6. Top themes of political communication in 11 leading scholarly journals 2000-2003 Source: Doris Graber & James M. Smith, Political communication faces the 21st century. In: Political Communication 55, 2005, 479-507

7. Theorizing?

8. Research interest Selection of research object or problem Theorizing Dimensional analysis, model construction Operationalization Methodology Empirical observation, testing Fieldwork Theorizing is part of the research process

9. Research interest Selection of research object or problem Theorizing Dimensional analysis, model construction Operationalization Methodology Empirical observation, testing Fieldwork Theorizing is part of the research process

10. Selection of research object or problem Dimensional analysis, model construction Theorizing is part of the research process Research interest Theorizing

11. Two theorizing activities may be distinguished: dimensional analysis and model construction.

12. Two theorizing activities may be distinguished: dimensional analysis and model construction.

13. Two types of theoretical models may be distiguished: mikro models and makro models Makro models refer to collective actors (e.g., political systems, institutions, organizations, interest groups, social movements, mass media etc.)focusing, e.g., on the function, consequences, changes of political communication Mikro models refer to individual actors (e.g., citizens, politicians, group representatives, journalists), focusing on their constructing, sending, receiving and processing of political messages and the respective cognitive and/or behavioral effects.

14. Top theories referred to in leading journals in the 20th century *) Journalism & Mass Communication Quarterly, Journal of Communication, Journal of Broadcasting & Electronic Media;Source: James Bryant & Dorina Miron, Theory and research in mass communication.In: Journal of Communication 54, 2004, 662-704

15. Top theories referred to in leading journals in the 20th century (in order of their emergence) micro models macro models *) Journalism & Mass Communication Quarterly, Journal of Communication, Journal of Broadcasting & Electronic Media;Source: James Bryant & Dorina Miron, Theory and research in mass communication.In: Journal of Communication 54, 2004, 662-704 micro & macro versions

16. Typical micro models Social learning theory: While watching audio-visual media citizens tend to learn the behavioral models presented by the media. Research concentrates on observational learning of antisocial behavior (aggression, criminal acts). Cultivation: Heavy television viewers develop a world view which is in line with the (biased) media presentation of reality. They have more consistent views (“mainstreaming”) and a pessimistic perception of (the political) reality (“mean world syndrome”, “media malaise”). Uses & gratifications: Audience members selectively use mass media and messages according to their (political) interests and the gratifications they expect from media usage.

17. Typical macro models Media hegemony (or cultural imperialism): Those who have economic power (ruling class, media tycoons, powerful states) use not only politics but also the media as a means of control over society (and other nations). Knowledge-gap theory: As information input into a social system increases, segments of the population with higher socio-economic status tend to acquire (political) information faster than lower status segments, so that the gap between status segments increases. Diffusion theory: Adoption of new technologies and the spreading of (political) news typically follow a sequence of steps, reaching (1) innovators, (2) early adopters, (3) early majority, (4) late majority, and (5) laggards. A critical mass of adopters is needed for diffusion to become self-sustaining.

18. Most frequently used theories in leading journals* in the 21st century *) Journalism & Mass Communication Quarterly, Journal of Communication, Journal of Broadcasting & Electronic Media;Source: James Bryant & Dorina Miron, Theory and research in mass communication.In: Journal of Communication 54, 2004, 662-704

19. Agenda-setting: By selecting and emphasizing some issues (and neglecting others) mass media determine which problems citizens consider to be relevant and pressing (micro). Mass media set the agenda for political discussions in the public sphere (macro). Framing: By selecting and emphasizing some attributes and perspectives of issues (and neglecting others) mass media determine how a problem is perceived by citizens (micro). Mass media are framing the issues discussed in the public sphere (macro).

20. Most frequently used theories in leading journals* in the 21st century *) Journalism & Mass Communication Quarterly, Journal of Communication, Journal of Broadcasting & Electronic Media;Source: James Bryant & Dorina Miron, Theory and research in mass communication.In: Journal of Communication 54, 2004, 662-704

21. Mediatization – a dimensional analysis

22. Mediatization refers to the consequences of changing media. Mediatization summarizes several processes of change of which at least four may be distinguished: extension, substitution, amalgamation, and adaptation.

23. Mediatization refers to the consequences of changing media. Mediatization summarizes several processes of change of which at least four may be distinguished: extension, substitution, amalgamation, and adaptation. Extension: Mass media's transmission and storage capacities extend considerably our capabilities to communicate across space and time.

24. Due to the expansion of mass media supply citizen‘s exposure to mass media has increased considerably Exposure to newspapers, radio, TV, Internet on an average day, German citizens aged 14 and over; source: Best/Engel, in Media Perspektiven 1/2007, Tab. 1

25. Mediatization refers to the consequences of changing media. Mediatization summarizes several processes of change of which at least four may be distinguished: extension, substitution, amalgamation, and adaptation. Extension: Mass media's transmission and storage capacities extend considerably our capabilities to communicate across space and time. Substitution: Mass media substitute social institutions and social activities and thus change their character.

26. Video Message by Ayman El Sawahiri on March10, 2007 Terrorists substitute the Internet for conventional means of organizing their activities, of threatening and blackmailing citizens and politicians

27. Mediatization refers to the consequences of changing media. Mediatization summarizes several processes of change of which at least four may be distinguished: extension, substitution, amalgamation, and adaptation. Extension: Mass media's transmission and storage capacities extend considerably our capabilities to communicate across space and time. Substitution: Mass media substitute social institutions and social activities and thus change their character. Amalgamation: Mass media have become an integral part of private and social life. Media pervade politics and the public sphere, the economy, arts and entertainment, the professional and the private sphere.

28. Amalgamation of Internet services with voter behavior during the U.S. Campaign of 2004 32 million people traded emails with jokes in them about the candidates. • 31 million went online to find out how candidates were doing in opinion polls. • 25 million used the internet to check the accuracy of claims made by or about the candidates. • 19 million watched video clips about the candidates or the election. • 17 million sent emails about the campaign to groups of family members or friends as part of listservs or discussion groups. • 16 million people checked out endorsements or candidate ratings on the Websites of political organizations. • 14 million signed up for email newsletters or other online alerts to get the latest news about politics. • 7 million signed up to receive email from the presidential campaigns. • 4 million signed up online for campaign volunteer activities such as helping to organize a rally, register voters, or get people to the polls on Election Day. Source: Rainie/Cornfield/Horrigan (2005): The Internet and campaign 2004. Pew Internet & American Life Project. March 2005. http://www.pewinternet.org/pdfs/PIP_2004_Campaign.pdf (1. Mai 2006)

29. Mediatization refers to the consequences of changing media. Mediatization summarizes several processes of change of which at least four may be distinguished: extension, substitution, amalgamation, and adaptation. Extension: Mass media's transmission and storage capacities extend considerably our capabilities to communicate across space and time. Substitution: Mass media substitute social institutions and social activities and thus change their character. Amalgamation: Mass media have become an integral part of private and social life. Media pervade politics and the public sphere, the economy, arts and entertainment, the professional and the private sphere. Adaptation: As media users we have to adapt to the interfaces of media equipment. Political actors have to adapt to the 'media logic' of the press, the radio, or television. Their chances of entering the news depends on their adaptation to the media's production routines and presentation formats,

30. Candidates adapt their behavior to the television medium: Televised debate during the German campaign of 2005

31. Theorize!! Nothing is as practical as a good theory! (Kurt Lewin)