PO SC 3430 Lecture 16: Media and shaping public opinion
8 Apr 2019
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Will public believe whatever government tells them. Began as media had maximal affects, little evidence to prove more ads change views. Led to minimal effects research, to see if people make up their minds with little influence. This led to studying priming, framing, and that if media didn t change what you believe, they can change who you vote for, not by persuading you but by making you think. Currently in flux where people ask themselves if media has strong effects. Relies on random sample of public with go to understand entire group. Example what news they trust: experiments. Affect public in three different ways: learning. Does public know candidates name more now than before. If you trust the source its more persuasive. Receiver interest, knowledge, and polarization matter and make it harder to be convinced: agenda setting, priming, and framing. Change what seems important and what politicians should address.
