POLS 120 Lecture Notes - Lecture 8: Anuja Iyer, Narrowcasting, Big Data

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12 Mar 2018
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28-02-2018
1
NOTE TAKER: Anuja Veeraghanta
CLASS/SECTION: POLS120, Section 1, MW 11:30AM
POLITICAL COMMUNICATION (PT.2)
Media System Change
With changes in technology, and arrival of social media, media systems moved from
oe to a to a to a.
…iludig individuals and new news platforms are making news on blogs, websites, and
social media.
o Ex. Facebook, Twitter
Facebook algorithm has been found to isolate people into their own echo chamber
o E. Beit eai apaige’s uote in Semetko & Tworzecki 2017.
How is campaigning changing? How are we seeing this political communication?
Eras of Political Communication
NOT COMPLETE
Professionalization of Campaigning
In these frameworks, each era was defined by a combination of factors, including the
organization of political parties, the natural of social and partisan alignments, the
available technology of communication, the prevailing techniques of coordination,
mobilization, and feedback-gathering, as well as factors such as campaign costs,
duration, staffing patterns, etc.
NOT COMPLETE
Characteristics of 1st Era
The first era, spanning about a century and ending around 1950, relied on:
o Partisan printed press
o And, later, radio broadcasts
o Combined with
NOT COMPLETE
Characteristics of the 2nd Era
During the second era, from the 1950s to mid-1980s:
NOT COMPLETE
Characteristics of the 3rd Era
The third era from the late 1980s to late 1990s as that of the peaet
apaig, haateized :
o Naoastig of messages through direct mail and targeted television
o A return to decentralization, but with a vastly greater role (compared to the first
era) played by professional consultants, pollsters, and marketing specialist, all
against the backdrop of dealigning electorates
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