POLI 423 –Presidential Elections

Frankie Clogston

OutlineHistory What Media?Free/paid Media and AdsMedia Effects – Magnitude and MechanismsBias and Spin of the MediaPrimary Season and Presidential CampaignCampaign Infrastructure and technologyEffects of the Internet and New Media Environment

Presidential Campaigns and The Media

What are the types of “media”? Pamphleteering, Campaign literature Newspapers. . . Radio. . . Television – Network and cable Internet, Twitter Television Ads Cell phones Entertainment/comedy/ talk shows

HistoryThrough late 19th Century – Era of the “Mute

Tribune”End of 19th Century – FDR – Party-centered to

Candidate Centered Politics; Increased Campaigning and Media

FDR – The Modern Presidency/ Mass MediaJohn F. Kennedy – The Television Era 1990’s – Internet, Multimedia

Presidential Campaigns and The Media

What are the types of “media”?Free vs. Paid MediaWho pays?

PartyCandidatePACs

Media EffectsDo the media have effects on presidential

elections?Movement from thesis of minimal effects to

effects via mechanisms of framing, priming and agenda setting effecting rational voters

Contemporary study on diverse effects of disaggregated media

Media Effects - Mechanisms

What are the mechanisms by which the media has an effect? Framing Priming Agenda-setting Horse race Mistakes/blunders – “game changers” Issues Adversarial Journalism/ Personal Attacks Investigative Journalism

Media EffectsWhat is the target electorate?What are the implications for the campaign?

The Primary CampaignDoes media have more or less of an effect in the

primary campaign?How do resource-poor, less known candidates

benefit or suffer from the primary process?

24 hour/ 365 day campaign

What was life like before the 24 hour cycle?What are the effects of the 24 hour news cycle?What are the effects of the “permanent

campaign?”

Media Effects – via PrismBias/ SpinDisaggregation and self-selectionHow/when can candidates get their message to

all the voters? Unmediated forum? Disaggregated channels?

Modern Campaign Infrastructure and

TechnologyPresident – separate campaign staffCandidates – large campaign staff, including

consultants and pollstersPollsFocus GroupsOrganizational and Fundraising Technology –

Direct Mail, Internet

Questions. . . What kind of candidate does this produce?

What skills are necessary in this campaign and media environment?

Endurance, Message Discipline, Unblemished Personal Life, Fundraising Skills

Does this process produce the best candidate? Is it good for democracy?

Effects of Internet and New Media Environment

What is the ability of Presidential Candidates to Control the Message?

What are the effects on self-segregation and polarization in the electorate?

Does the high-choice environment produce more diverse and better information to voters?

Do we have a more or less informed electorate?