Media Mass Agenda Setting How does agenda setting

Media Mass: Agenda Setting How does agenda setting impact public perception?

Do Now: Take out your documents from yesterday! Come to a consensus in your groups. Should newspapers be saved by the US government? Why/why not?

Bernard Cohen “The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about. ” Analyze the quote! How does this reveal the power of the press over the electorate?

How does the “new media” change the way elections are won by politicians?

New Media vs. Old Media “Old Media” refers to traditional marketing strategies that politicians used to utilize to get their messages out to voters. “New Media” refers to alternative marketing strategies (internet, social media etc. ) that more tech savvy politicians use to get their messages out to voters.

Minimal Effects Hypothesis Scholars asked whether or not the media had a direct impact on the elections and initially concluded that the news did not have any impact on votes! Also, they deemed that political campaigns only marginally persuaded and converted voters.

Changes in theories Shanot Iyengar and Donald Kinder manipulated stories participants saw on the news They found that they could significantly alter the importance people attached to a given problem by splicing stories into the news over the course of the week. In other words, the more viewers saw certain stories over a certain period of time, the more important these stories became!

Agenda Setting Ability of the media to influence the importance of topics on the public agenda ● If a news item is covered frequently and prominently, the audience will regard the issue as more important ● Agenda-setting effects are particularly effective among politically knowledgeable citizens ● This means that the media can deliberately and thoughtfully influence sophisticated citizens who rely on the news as a credible source of information

Liberal vs. Conservative Agenda Setting MSNBC - Clinton Leads Over Trump http: //www. msnbc. com/morning-joe/watch/clinton-leads-trump-in-four-way-racepoll-798046787918 Fox News - Clinton Email Scandal http: //www. foxnews. com/politics/2016/11/01/what-leave-behind. html

DISCUSS! How does agenda setting impact the public perception of the election?