The Mass MediaThe Mass MediaThe Mass MediaThe Mass Media&&

Its Impact on the Its Impact on the

American Political SystemAmerican Political System

Sources of Media Influence on Politics

• Television• Radio• Newspapers/Magazines• Film• Internet

Factors that Limit the Media’s Influence

• Political socialization• Selective exposure• Selective perception• Recall and comprehension• Audience fragmentation

Impact of the Media on Public Opinion

• Agenda setting

• Issue framing

How the Media Affects Elections

• Choice of candidates

• Campaign events

• Technology

How the Media Affects Voter Choice

• Media frames campaigns as horse races; focusing on the the game of politics as opposed to the issues.

• Political advertising has become increasingly negative.

How the Media Affects Voter Choice (con’t.)

• The emergence of civic journalism• The media seems to have greater

influence on undecided voters.• Election night reporting is rife with

problems.