POLI 2051 Lecture : Lecture Ch6
Document Summary
Mass media - technology that allows individuals to communicate efficiently with a large group and over distances. In political science we are primarily concerned with information media because it informs us as citizens. And from here on i will be using the term media to describe news sources. Controlled media - candidates control the content of the message. Positive (acclaim): self-praise, i will improve education , i will work for a prescription drug benefit . Negative (attacks): criticism of opponent, my opponent opposes tax cuts for americans . Defenses: responses to attacks, the accusation that i will raise taxes is simply false . Historically, most ads have been positive, but since 2010, the percentage of negative ads has increased each year, with outside groups having the highest percentage. In the last 3 election cycles, the majority of the ads have been negative. The first presidential tv ads were aired in 1952- Eisenhower ran a series of spots titled eisenhower answers.
