News Effects II: News Effects II: Gatekeeping, Agenda-Gatekeeping, Agenda-

Setting, Priming, and the Setting, Priming, and the Spiral of SilenceSpiral of Silence

COM 226, Summer 2011COM 226, Summer 2011

PPT #5PPT #5

Includes chapters 11 & 12, part of chapter 24, of DeFleur textbookIncludes chapters 11 & 12, part of chapter 24, of DeFleur textbook

News-Related Media Effects TheoriesNews-Related Media Effects TheoriesSOURCE MESSAGE RECEIVER

FRAMING/UNINTENTIONAL NEWS DISTORTION

GATEKEEPING

AGENDA BUILDING

AGENDA SETTING

PRIMING

SPIRAL OF SILENCE

GatekeepingGatekeeping

Gatekeeping is “the process of culling and Gatekeeping is “the process of culling and crafting countless bits of information into the crafting countless bits of information into the limited number of messages that reach people limited number of messages that reach people each day. . .” the center of the mass media’s role each day. . .” the center of the mass media’s role in society (Shoemaker & Vos, 2009)in society (Shoemaker & Vos, 2009)

May have originated in sociologist Kurt Lewin’s May have originated in sociologist Kurt Lewin’s investigation of social change and FOOD—who investigation of social change and FOOD—who are the food gatekeepers? And, food gatekeeping are the food gatekeepers? And, food gatekeeping includes not only the selection of foods, but also includes not only the selection of foods, but also their preparation.their preparation.

An outcome of the news media’s An outcome of the news media’s surveillancesurveillance functionfunction

David Manning White’s adaptation of David Manning White’s adaptation of the gatekeeping model:the gatekeeping model:

GatekeepingGatekeeping

Only a limited amount of time or space is available Only a limited amount of time or space is available (the “news hole”)(the “news hole”)

Each news organization has a Each news organization has a news perspective news perspective that that guides its decisions on selection of storiesguides its decisions on selection of stories

One criterion is the set of traditional or “classic” One criterion is the set of traditional or “classic” news news values values (textbook):(textbook):• ImpactImpact• ProximityProximity• TimelinessTimeliness• ProminenceProminence• ConflictConflict• CurrencyCurrency• The BizarreThe Bizarre

GatekeepingGatekeeping

Another criterion is the set of Another criterion is the set of organizational policies and beliefsorganizational policies and beliefs

VIDEO: VIDEO: The Crisis of the Cultural The Crisis of the Cultural Environment: Media & Democracy in Environment: Media & Democracy in the 21the 21stst Century Century• What trends in gatekeeping can you What trends in gatekeeping can you

identify?identify?

Agenda SettingAgenda Setting ““The mass media may not be successful The mass media may not be successful

much of the time in telling people what much of the time in telling people what to think, but the media are stunningly to think, but the media are stunningly successful in telling their audience what successful in telling their audience what to think to think aboutabout.” .”

WHAT IS YOUR CURRENT AGENDA? That WHAT IS YOUR CURRENT AGENDA? That is, what have you been thinking is, what have you been thinking about/talking to others about over the about/talking to others about over the past day, and how much of a role do you past day, and how much of a role do you think the media had in this?think the media had in this?

The Process of Agenda SettingThe Process of Agenda Setting

Agenda Building

AgendaAgenda

SettingSettingPriming

Agenda Setting EvidenceAgenda Setting Evidence

Classic study: McCombs & Shaw Classic study: McCombs & Shaw (1972) of undecided voters in Chapel (1972) of undecided voters in Chapel Hill, NCHill, NC

Found correlation of Found correlation of .96 .96 between between major issues identified through major issues identified through content analyses and issues people content analyses and issues people said were importantsaid were important

Agenda Setting EvidenceAgenda Setting Evidence

Additional example: Additional example: Coverage of drug Coverage of drug

war and perceptions war and perceptions of the importance of of the importance of drugs as an issue.drugs as an issue.

Can you think of any Can you think of any current, similar current, similar examples of this examples of this type of effect?type of effect?

Agenda SettingAgenda Setting

VIDEO: VIDEO: Rich Media, Poor DemocracyRich Media, Poor Democracy• What examples of both gatekeeping and What examples of both gatekeeping and

agenda-setting can you identify?agenda-setting can you identify?

The Spiral of SilenceThe Spiral of Silence

Developed by Elisabeth Noelle-Developed by Elisabeth Noelle-Neumann (1984; 1993), based in part Neumann (1984; 1993), based in part on previous research on conformity:on previous research on conformity:• Asch (1956) found 76% of research participants Asch (1956) found 76% of research participants

yielded to group pressure to agree that lines were yielded to group pressure to agree that lines were the same length when they were notthe same length when they were not

• Milgram (1974) completed a famous series of Milgram (1974) completed a famous series of studies (see film studies (see film ObedienceObedience) that showed subjects ) that showed subjects willing to inflict pain on others when urged to do willing to inflict pain on others when urged to do so by a researcherso by a researcher

The Spiral of SilenceThe Spiral of Silence SOS Theory says two things contribute SOS Theory says two things contribute

to the public expression of political to the public expression of political opinion: opinion: • 1 – Fear of isolation (hence, conformity)1 – Fear of isolation (hence, conformity)• 2 – Mass media as creators of social reality through 2 – Mass media as creators of social reality through

coverage of public opinion. . . Mass media serve as coverage of public opinion. . . Mass media serve as the representation of the dominant views in societythe representation of the dominant views in society

Thus, SOS predicts that unpopular Thus, SOS predicts that unpopular public opinions will “spiral” downward, public opinions will “spiral” downward, out of sightout of sight

Spiral of SilenceSpiral of Silence

Noelle-Neumann’s original research Noelle-Neumann’s original research in West Germany supported her in West Germany supported her theory; subsequent research theory; subsequent research elsewhere has had mixed resultselsewhere has had mixed results

Spiral of SilenceSpiral of Silence

Jeffres et al. (1999; 2009) have found Jeffres et al. (1999; 2009) have found evidence for evidence for multiple multiple spirals of spirals of silence. . . And even silence. . . And even spirals of spirals of confrontationconfrontation• OJ study: Whites interviewed by Blacks were OJ study: Whites interviewed by Blacks were

more willing to be quoted than were Blacks more willing to be quoted than were Blacks interviewed by Whitesinterviewed by Whites

• 2000 Election study: Those showing great 2000 Election study: Those showing great interest in issues and those closest to candidates interest in issues and those closest to candidates were most likely to express opinions to those with were most likely to express opinions to those with whom they disagree (confrontation)whom they disagree (confrontation)

News-Related Media Effects TheoriesNews-Related Media Effects TheoriesSOURCE MESSAGE RECEIVER

FRAMING/UNINTENTIONAL NEWS DISTORTION

GATEKEEPING

AGENDA BUILDING

AGENDA SETTING

PRIMING

SPIRAL OF SILENCE