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Media

Media. 5/1/2012. 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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Media

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  1. Media 5/1/2012

  2. 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. 

  3. Office Hours and Readings • Pages 130-151 • Office Hours • Today 11-1:30 • Wednesday 10-2

  4. The Media and Politics III

  5. How the Media Makes things exciting Horse Race Coverage

  6. Horse Race Coverage • What is it? • What does it contain • Why?

  7. Type of Coverage in 2008 Primary

  8. Horse Race Dominates 2008 General

  9. Debates

  10. Presidential Debates • A Recent Phenomenon • General Strategies • Do not screw up

  11. Why Candidates Like these • A chance for exposure • A chance for Legitimacy • A chance to move in the polls

  12. Presidential Debates • Who Wins (the leader in the polls) • The Person who doesn’t make a mistake • Does it matter?

  13. 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

  14. The Media Strategy

  15. The Media Strategy • Getting the Message Out • Paid Advertisements • Free Press • You campaign for votes and you campaign for media by getting free coverage • Avoid cannibalizing

  16. Getting Free Press • Having your message get covered by the media • You can reach a wide audience and It is not costing you money • This is fully mediated

  17. Maximizing Free Coverage • Create a package • Convey a winning message • Shape an Image

  18. Maximizing Free Coverage • Don’t Say too Much • Repeat the Few Basic Points • Bad Press is Bad Press

  19. The Role of the Media • Is an informal institution • Is a linkage institution • It is profit driven

  20. The Media and Opinion Formation • We are exposed to it constantly, but does it matter? • Direct Effects model says it matters a lot

  21. Indirect Effects Model • Two-Step flow Model • The Role of Elites

  22. Does the media really matter The Minimal Effects Model

  23. The Minimal Effects Model • The Fall Campaign is not that important • Most people have made up their mind

  24. Spurious/Minimal effects model • We do not seek out political information • We have selective/exposure perception • We rarely make major changes

  25. Who is influenced the most • Those with the least political attention • Those without stable party identification • Elections can swing if it is close

  26. Gatekeeping and agenda setting

  27. What the Media Does: Agenda Setting • What is it • Bring Matters to the forefront, or conceal them

  28. Goals of Agenda Setting • Make people aware of issues • Make issue salient • Set the priority of issues

  29. Gatekeepers • Key people who control what we watch • Help to shape political priorities • Driven by profit

  30. What gatekeepers use • The authority of the source • The Amount of Controversy • The importance

  31. What gatekeepers use • The authority of the source • The Amount of Controversy • The importance

  32. Where We get our political information

  33. Where we get Political Information

  34. The Type of Media Matters • Television is the most important • The internet is the fastest, but has the most bias

  35. We Would Rather Watch Mistakes • Bad Sushi • People Falling • A great collection

  36. Newspapers and Magazines • Newspapers • Provide more information and Detail • Very few cities have multiple papers anymore • Magazines- vary in content and quality

  37. The Decline of Old media

  38. The President and the media

  39. The President Needs the Media • Amplify his Message • Coordinate the Message • Try and set the Agenda

  40. The President will try to Make News • Make the media aware of what he is doing • Generate news by the power of the office

  41. The President Vs. The Media The President The Media Report all news, especially that which will sell Try to get it out there first Set the agenda before the President • Create a favorable image of himself • Push Positive News • Minimize bad news

  42. The Media and Campaigns

  43. Why a campaign? • Minimal effects model says most people don’t switch • Go after weak partisans and independents • Make sure your base comes out

  44. When are Campaigns Most important • When we know nothing about the candidates • There is no counter-information • When the information is important

  45. Why you try to get

  46. Horse Race Coverage • What is it? • What does it contain • Why?

  47. Following The Polls

  48. The keys to horse race coverage • Polling • Perception • No issues

  49. Component I: Categorizer • Sorts the candidates into winners and losers • Creates an Image for the candidate

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