The Media. Why are the media important to democratic elections?

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Presentation transcript:

The Media

Why are the media important to democratic elections?

Why are the media important to elections? Accountability requires citizens to have information Help translate citizen preferences into policy by helping determine issue agenda Help candidates communicate with voters

What are the principles that guide reporters and publishers in their coverage of elections?

Media incentives Publishers/editors: make a profit Reporters: write a story by deadline Reporters: maintain sources

What effects do the media have on elections? Agendasetting and priming Framing issues Tone of coverage (positive/negative/neutral)

Does the media just hold up a mirror? Or does it shape election outcomes?

What do the media cover? Presidential and gubernatorial elections NOT House/local/US Senate elections

What do the media cover? Not politics Sexy politics High profile campaigns “The Horserace” “Inside baseball”

How does media coverage affect campaigns?

How do the media affect campaigns? Create name recognition Create a dominant storyline about a candidate Set expectations Create bandwagon effects “Prime” the electorate with issues Evaluate candidate strategies Report the outcome

How do campaigns try to affect the media?

Free vs. paid media Free media: news organizations act as intermediaries and communicate the candidate’s message in their own frame Paid media: candidates pay to communicate their message

How do campaigns try to affect the media? Paid media—create their own message, pay to advertise it Free media –“Message of the day” –Soundbites –Physical and visual staging –Avoiding complexity

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