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Croteau&Hoynes: Media/Society, 5th Edition Instructor Resource

Chapter 7: Media Influence and the Political World

Purpose and Goals of the Chapter

This chapter introduces the idea of media influence by using the

example of politics. It briefly reviews some of the key theories about the potential influence of

media. Finally, it discusses the political significance of entertainment media and reviews some

of the global impact of American media products.

Students tend to be especially interested in the topic of media

influence. As a result, the section of this chapter that gives an overview of differing media

Outline of Key Chapter Themes

Media have profound impact on the political process, affecting both elites and regular

citizens.

Media are probably the single most important factor in electoral campaigns.

As political party structures have weakened, the influence of mass media has increased. In

particular, television has increased the importance of a politician’s appearance and style,

leading to more coaching of candidates by “handlers” and staging of events for the sake of

media coverage.

Theories about media influence have evolved in the last half century from those emphasizing

direct and immediate influence (“hypodermic model”) to those suggesting little influence

(“minimal effects model”) and finally to those arguing for select influence (“agenda setting”)

and long-term consequences (“cultivation theory” and “political socialization”).

Chapter Outline

1. Media and political elites

Politics of image

oImportance of appearance

oPersonalities are emphasized

oThe case of Kennedy vs. Nixon

oThe case of Reagan

oThe case of Clinton

oThe case of Obama vs. McCain

oImage management

Croteau&Hoynes: Media/Society, 5th Edition Instructor Resource

2. The decline of parties and mediating institutions

Political parties and other political institutions are on the decline

Media serve as the vehicles for conveying political messages and mobilizing voters

Impact

oCitizen alienation

oPolitics are like selling products

oCandidates’ personality is of greatest importance to voters

Professionalization of political communication

oSpin tactics

Setting the agenda

3. Media effects on individuals

Media effects

oThe hypodermic model

“Silver bullet” theory

Based on the larger “mass society” theory

The minimal effects model

oTwo-step flow of influence

oImportance of interpersonal relationship

Agenda-setting model

oMedia and politicians set important agenda for the public

oPriming

Political socialization theory

oLong-term, cumulative exposure to media

Cultivation theory

oMainstreaming effects

Problems with media effects research

Croteau&Hoynes: Media/Society, 5th Edition Instructor Resource

oMovements ask the media to communicate their messages to the public

oMedia look to movements as one potential source of “news”

oMedia hold the upper hand

Strategies of social movement organization to gain media coverage

5. The Internet and political news

Political campaigns and the Internet

oLower cost

oDiverse formats

6. Internet and the future of politics

Utopian view

oEnhances democracy and politics

Skeptics’ view

oUndermine democracy and politics

Issues

oAre new media crowding out traditional media?

oAre new media increasing the audience for news?

oAre new media expanding the pool of people involved in politics?

oAre new media providing a democratic platform for influential new voices to be

heard in political life?

7. Politics and entertainment media

TV and films

Croteau&Hoynes: Media/Society, 5th Edition Instructor Resource

oAmerican media subjugating other cultures

oArgument against cultural imperialism

Media effects exaggerated

Local interpretations matter

Local media have grown

Politics of media in other nations