Televisions Influence On The Political Process

A communally repeated generalization in the semipolitical communication literature is Patterson and McClure s (1976 ) culture that voters learn issue tuition from video advertisements but non from television receiver receiver intelligence agency . The both assertions atomic number 18 often paired in syntheses of the literature (e .g , adamant 1978 Diamond and Bates 1984 Nimmo 1978 O Keefe and Atwood 1981 . The study has been cited at least i hundred fifty times in academic journals (Social Sciences Citation Index 1976-93 , including new-made publications by political scientists (Bartels 1993 Finnkel 1993 some mass communication researchers reckon it a classic of the political campaign literature (Weaver and move 1993Often overlooked when citing Patterson and McClure s conclusions is the limited scope of their study , conducted during a ace campaign (Nixon-McGover , 1972 election ) in a single county (Onondaga County , forward-looking York . Subsequent voter surveys have sometimes found minute correlation between knowledge and attention to political commercials (see , e .g Drew and Weaver 1991 , and others attribute clear learning personal effects to television intelligence (see , e .g , Bartels 1993 Drew and Reeves 1980 Lasorsa 1986 Mcleod and McDonald 1985 Neuman , Just , and Crigler 1992 Sears and Chaffe 1979 . Patterson and McClure s closure remains prominent in the literature more because it was the starting signal to make an explicit contrast between learning from TV news and ads than because it is consistent with close to subsequent studiesThe rule that ads are important to issue learning while news is non affects both research and practice . Just , Crigler , and Wallach (1990 as one instance , decided in their campaign research not to study television news at all . They unvoiced instead on commercials (and on television debates , citing Patterson and McClure as exculpation for their design . Diamond and Bates (1984 ) reported that political campaign managers beliefs regarding television news and ads are also affected by the Patterson-McClure conclusion , guiding daily decisions in field campaigns . The proposition that ads are more informative than news is not grounded in both general theory (Kraus and Davis 1981 ,.

278 Indeed , it runs counter to many tribe s intuition-a feature that has probably helped attract attention to it . The more common view of political commercials is probably that of the prominent practitioner who called them the most deceptive , misleading , unfair and untruthful of all publicise (Ogilvy 1985 , pp . 210-13Broadcast journalists , while criticized on many sides , are generally painstaking reporters who strive to be informative (Halberstam 1979 While local news programs may emphasize trivial events , political campaigns do wank considerable TV coverage-partly , perhaps , in response to criticisms of television news following the Patterson-McVlure report To infer that voters do not benefit form following the news on television implies that this extensive professional effort goes for naught . Uncontrolled correlational studies suggest that TV news is less informative well-nigh politics than are newss , but this result does not curb up with controls for measurement error (Bartels 1993 , prior knowledge (Chaffe and Schleuder 1986 Chaffe , screen , and Tipton 1970 , or questioning about attention to TV news rather than mere frequency of exposure (Chaffe and...If you want to assume a full essay, order it on our website: Orderessay

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