The Mass Media & Its Impact on the American 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.