American Government American Government and Organizationand Organization

PS1301PS1301

Monday, 24 NovemberMonday, 24 November

QuizQuiz

Give two examples of how the media can Give two examples of how the media can have an influence on public opinion.have an influence on public opinion.

What is news?What is news?

ConflictConflict Wars, fires, heated debates, scandals Wars, fires, heated debates, scandals

ProximityProximity

Pack journalismPack journalism

Television, splashy videoTelevision, splashy video

Ideological BiasIdeological Bias

Polls show that roughly half of all Americans Polls show that roughly half of all Americans believe the news media are ideologically biased believe the news media are ideologically biased Most complaints accuse journalists of a liberal Most complaints accuse journalists of a liberal bias bias The claim that the media promote liberal causes The claim that the media promote liberal causes and undermine conservative ones might seem and undermine conservative ones might seem odd. After all, three times in the 1980s and once odd. After all, three times in the 1980s and once again in 2000, the American public elected a again in 2000, the American public elected a conservative candidate president; conservative conservative candidate president; conservative hosts, as we have seen, dominate talk radio; hosts, as we have seen, dominate talk radio; and Bill Clinton certainly received considerable and Bill Clinton certainly received considerable negative news coverage. negative news coverage.

Coverage of Bush and ClintonCoverage of Bush and Clinton

Campaign CoverageCampaign Coverage

Horse RaceHorse Race

Photo opsPhoto ops

Sound bitesSound bites

Election Night 2000 debacleElection Night 2000 debacle The role of the VNSThe role of the VNS

When Americans were asked to grade When Americans were asked to grade coverage of the 2000 campaign, 69 coverage of the 2000 campaign, 69 percent gave it a grade of C or lower. percent gave it a grade of C or lower.

Attention to News and Bush Attention to News and Bush Approval Prior to 9/11Approval Prior to 9/11

79 182 61 322

31.2% 39.7% 48.8% 38.5%

174 276 64 514

68.8% 60.3% 51.2% 61.5%

253 458 125 836

100.0% 100.0% 100.0% 100.0%

Disapprove

Approve

Bush Approval

Total

Not atall

SomewhatClosely

VeryClosely

Follow News Stories

Total

Source: Pew Research Center For The People & The Press, 15 July 2001

Approaches to Studying Media Approaches to Studying Media EffectsEffects

Public Opinion Surveys*Public Opinion Surveys*

ExperimentsExperiments

Compare aggregate opinion data and Compare aggregate opinion data and media content (content analysis)*media content (content analysis)*

Merging of content data with survey data Merging of content data with survey data (for each individual)(for each individual)

Attention to News and Bush Attention to News and Bush Approval – September 6Approval – September 6

Do you approve or disapprove of the way George W. Bush is handling his job as president?

Source: Pew Research Center For The People & The Press, 6 September 2001

51 186 51 288

31.3% 39.4% 43.2% 38.2%

112 286 67 465

68.7% 60.6% 56.8% 61.8%

163 472 118 753

100.0% 100.0% 100.0% 100.0%

Disapprove

Approve

Total

Not atall

Somewhat

CloselyVery

Closely

Follow News Stories

Total

Attention to news and Bush Attention to news and Bush Approval After 9/11Approval After 9/11

12 49 129 190

25.5% 11.6% 8.7% 9.8%

35 374 1349 1758

74.5% 88.4% 91.3% 90.2%

47 423 1478 1948

100.0% 100.0% 100.0% 100.0%

Disapprove

Approve

Total

Not at allSomewhat

CloselyVery

closely

Follow news stories

Total

Source: Pew Research Center For The People & The Press, 19 September 2001

Media EffectsMedia Effects

Selective perceptionSelective perception People often see the same events differently; People often see the same events differently;

recall the role of party id.recall the role of party id.

Political debates are often assumed to be Political debates are often assumed to be influential but they rarely change minds.influential but they rarely change minds.

Influence of Political DebatesInfluence of Political Debates"Bush. Al Gore was over rehearsed, mechanical, "Bush. Al Gore was over rehearsed, mechanical, arrogant, condescending and fake. Bush was relaxed, arrogant, condescending and fake. Bush was relaxed, confident, Presidential and on top of the issues. To confident, Presidential and on top of the issues. To everything, Gore had a memorized verse that he repeated everything, Gore had a memorized verse that he repeated over and over. The man was so afraid that he had to insist over and over. The man was so afraid that he had to insist on getting the last word on all issues. Bush demonstrated on getting the last word on all issues. Bush demonstrated that he is ready and better qualified than Gore to be our that he is ready and better qualified than Gore to be our President."President."  -   - Delton Price / Vacaville, CADelton Price / Vacaville, CA "Gore. I thought Al Gore was much more presidential, and "Gore. I thought Al Gore was much more presidential, and more in touch with the average person."more in touch with the average person."  -   - Cheryl Maddox / Sonora, CACheryl Maddox / Sonora, CA "Bush. Who cares? It was a liar debating an idiot - the "Bush. Who cares? It was a liar debating an idiot - the only difference being, the idiot wants to leave you alone, only difference being, the idiot wants to leave you alone, while the liar thinks he can run your life for you better than while the liar thinks he can run your life for you better than you can. I'd give the edge to Bush. "you can. I'd give the edge to Bush. "  -   - Ken Mitchell / Citrus Heights, CAKen Mitchell / Citrus Heights, CA

Learning from Political DebatesLearning from Political Debates

Source: Annenberg 2000 Survey

Learning from Political DebatesLearning from Political Debates

Source: Annenberg 2000 Survey

Learning from Political DebatesLearning from Political Debates

Source: Annenberg 2000 Survey

Issue AdsIssue Ads

Important to differentiate “candidate-centered” issue ads from “legislation-centered” ones.

Legislative issue ads (also called “pure issue ads”) are advertisements directed at the public, legislators, or agencies in hope of swaying opinions on matters of policy, law, or regulation.

Candidate-centered issue ads implicitly advocate for or against a candidate running for office in the context of an election.

Frequency of Issue AdsFrequency of Issue Ads

It is estimated that over $105 million was spent on print and television issue advertising inside the beltway during the 107th Congress (Annenberg Study).These ads were sponsored by over 670 different organizations and coalitions.A few big spenders accounted for most of the dollars spent, with over half of all money coming from the 20 largest spenders.Business interests outspent other interests. About 72% of organizations (18 of 25) represented business interests.

Example of an Issue Example of an Issue AdAd

Example of Issue AdExample of Issue Ad