COMM 102 Lecture Notes - Lecture 13: Personalization, Theory Of Reasoned Action
30 Nov 2016
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Document Summary
Interest in political communication increased after the 1970s. European studies received attention and stimulated additional research. Emphasis on cognitive dimensions expanded research focus. Interest in negative political advertising/campaigning; decreased voter turnout. Ideal functional goals of mass media in a democracy: Surveillance of ideas that impinge on citizen welfare. Transmit diverse content among and between politicians and public. Provide information so citizens can become active participants not spectators. Respectful consideration of audience as thoughtful, concerned citizens: actual shortfalls of mass media: Covers pseudo events to entertain and attract audiences. Issues addressed from viewpoint of news network"s institutional agenda. Political advertising: presents particular candidate images, information about key issues, sometimes influencing voting. Framing: abstract notions that media use to present news in a particular way; often using metaphors or catchphrases. Personalization: focus on individual, not the issue. Normalization: issues can be solved within existing systems. Micro-level political communication effects: formation and change of opinion:
