POL 346 Lecture 17: EMOTIONS
5 Feb 2019
School
Department
Course
Professor
Document Summary
Media is a key communicator of election/campaign information and events. Media decides: what to cover (races, candidates), determine debate set up/rules, what. Media also disseminates polling information, civics information ex. Social media has meant mainstream media has less total control over what is. When are media likely to be most impactful, and to whom? ex. The media plays an important role during campaigns issues to discuss, etc covered/talked about. Today, we will focus mainly on campaign ads. Media often follows what is trending on social media. Campaign ads, social media, appearances on news and talk shows, debates, etc. Ads often categorized into negative (attack ads) and positive (pro-candidate ads) ads. Negative ads tend to contain more information than positive ads. Ads are often envoking emotions (directly or indirectly, such as music and imagery) Anger and enthusiasm are approach emotion = mobilization. Anxiety is an avoidant emotion and promote information searching = demobilization. Mobilize your base (enthusiasm, maybe anger at opponent)
