The Mass Media

1
The Mass Media

• Its Impact on the
• American Political System

2
Sources of Media Influence on Politics

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

3
Factors that Limit the Medias Influence

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

4
Impact of the Media on Public Opinion

• Agenda setting
• Issue framing

5
How the Media Affects Elections

• Choice of candidates
• Campaign events
• Technology

6
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.

7
How the Media Affects Voter Choice (cont.)

• The emergence of civic journalism
• The media seems to have greater influence on
  undecided voters.
• Election night reporting is rife with problems.