Media Effects and Public Opinion in Political Campaigns

What is Horse-Race Coverage?

Coverage that focuses on the competitive aspects of a campaign, such as polling and fundraising, rather than on substantive policy issues.

What are the effects of Horse-Race Coverage on citizens?

It leaves citizens less informed about policy, more cynical about politics, and more negative toward elected officials.

How does Horse-Race Coverage differ from Policy-Focused Coverage?

Horse-Race Coverage prioritizes drama and competition, while Policy-Focused Coverage emphasizes candidate proposals and their impacts on the public.

What percentage of media coverage was focused on competitive aspects according to the Harvard Shorenstein Center in 2016?

Approximately 90% focused on competitive aspects, with only 11% on policy positions or governing records.

What is Agenda-Setting in media effects?

The media influence what issues the public considers important, often elevating issues through increased coverage.

What is Media Priming?

Media shape the criteria people use to evaluate political figures or issues, making certain aspects more salient.

What is Framing in media?

Framing refers to how media present an issue, affecting public interpretation regarding causes, responsibility, and solutions.

What is Episodic Framing?

An issue is presented through specific events or individual stories, leading viewers to blame individuals rather than societal causes.

What is Thematic Framing?

An issue is presented using context, data, and systemic analysis, encouraging viewers to see social or government responsibility.

What role should the media play in a democratic society?

The media should inform, investigate, act as a watchdog, and facilitate debate.

What is Political Socialization?

The means by which people develop their political knowledge, values, identities, and behaviors.

What are Primary Groups in political socialization?

Groups with close, frequent interaction that shape political views, such as family and close friends.

What are Secondary Groups in political socialization?

Broader, less personal groups that influence political views, such as schools, workplaces, and media.

What impact does social identity have on political engagement?

Social identities like class, education, race, ethnicity, and gender strongly affect political engagement and opinion.

Why does public opinion matter?

Public opinion sets the bounds for government and is considered the real sovereign in a free society.

What is Political Ambivalence?

The phenomenon where individuals hold competing values or contradictory beliefs.

What is Political Ideology?

An organized and coherent set of ideals forming a perspective on the political world.

What are the types of polls used in political research?

Focus group, tracking poll, exit poll, benchmark poll, preference poll, and opinion survey.

What is Probability Sampling?

A sampling method where everyone has a known chance of selection, making it the most scientifically valid.

What factors can influence poll accuracy?

Sampling errors, turnout uncertainty, nonresponse bias, question wording, and timing.