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DJsl3nder November 20th, 0 downloads 0 comments. Support Us. Get your Freesound T-Shirt! Love Freesound? This work on agenda setting effects has been organized into studies of agenda setting, priming, and framing.
Complimentary agenda-setting studies focus on the attributes of issues or how they are framed in the media Ghanem, ; McCombs, In an analysis of national television news, Shanto Iyengar and Donald Kinder find that issues in the news are weighed more strongly when the public evaluates their political leaders.
Similarly, Robert Entman examined political messages in newspapers, finding a significant relationship between the content of these messages and the political attitudes of readers. While these studies have clearly established a link between the media and the public agenda, and have suggested that issue salience—as driven by media framing and priming—may affect vote choice, they have often lacked a clear reference to how these mechanisms drive change in the policy process.
While the political communication literature has extensively explored public agenda formation in the context of political messages, evaluations, and behavior, much of this literature has stopped short of linking these findings to the broader policy process.
Before delving into our recommendations for further integrative work, it important to overview current and past scholarship that has probed the links between media and the policy system. They demonstrate that media framing of the death penalty has a substantial impact on changes in capital punishment policy over time.
Along the same lines, Rose and Baumgartner examine the impact of framing the poor on federal funding of social programs, finding significant links between shifting frames of the poor and federal social welfare spending. Eric Jenner deviates from the standard analyses of news articles to examine the influence of news photographs, focusing on media coverage of environmental news. Jenner argues that photogrpahic attention to environmental issues in the media influences issue salience for the mass public and elite actors.
He examines public opinion polls, environmental news stories in The New York Times , and environmental news photographs in Time magazine. He finds that news photographs—unlike news articles—have a significant impact on congressional committee attention, but have little impact on public opinion Jenner, Their findings indicate that the majority of MPs consider the media to play a very important—if not the most important—role as an agenda setter in their political systems.
These studies suggest that the media has an unquestionable impact on the policymaking process. But, importantly, policymakers try to influence the media as well. Lance Bennett developed the indexing hypothesis, positing that journalistic norms constrain news coverage by indexing coverage to what policymakers are saying about an issue being covered. Fifteen years later, Bennett, Lawrence, and Livingston re-examined the thesis to try to see when the media might develop alternate narratives based on other sources.
Building on recent approaches that have begun to integrate media and policy studies, we argue that researchers must consider the role of the media as a political institution in studies of the political system, public opinion and policy process.
Political institutions have norms that shape daily interactions with the policy process, and media outlets are one of many policy actors whose routines and organization lead to a regular presence in the political system.
Just as daily subsystem interactions may affect the policy process, so too do the daily decisions that occur within the newsroom. Media scholars have often studied the role of newsroom interactions and institutional norms on the production of news and its impact on citizens, but these institutional patterns have lasting effects for the policy process that remain largely unknown. Meanwhile, the media is increasingly recognized as an integral part of the feedback systems that characterize the policy process Boydstun, ; Wolfe, , but meso- and micro-level studies of the effects of journalistic norms and practices require additional attention.
For instance, is the shift toward a more professionalized media and the responding growth of communications staff within Congress a critical factor in the types of issues that make it onto the policy agenda?
Or do they impact the nature of those issues, as in the speed, timing, and context surrounding proposed measures? Shifts in digital media—a hour news cycle, the Internet, blogs, and social media—have all changed the way politicians interact with the media and the public, but what does this shift mean for the policy process?
A closer link between the routines of journalists and their role as a political institution must be integrated with studies of elite policy actors and their relationship to the policy process as a whole. Scholars have argued that the political preferences of journalists, economic pressures, and industry standards are major factors in the process of determining the quantity and content of news coverage. Since the quantity and content of news coverage have significant implications for the public policy process, these factors deserve extensive study when considering the role of the media as a potential disseminator of disproportionate information.
Despite standards of unbiased reporting, the political attitudes of journalists and editorial decision makers may be a major source of bias affecting the topics covered by the news Hackett, The patterns of news generation by journalists and editors combine to produce both positive and negative feedback cycles that characterize how and when elite attention is allocated among issues Boydstun, In the context of news generation, negative feedback is produced by daily or routine media coverage that maintains the current allocation of attention across issues and the type of frames used to present the issue.
Positive feedback mechanisms reinforce changes that may rapidly alter the political agenda, replacing the current policy image or definition with a completely new frame. The media can often supply momentum, and this shapes the policy agenda through positive feedback forces Boydstun, The balance between feedback cycles produces media outputs that are often skewed or disproportionate, such that over time some issues receive a dominant amount of media attention while others receive almost none.
For instance, a surge of media coverage may follow a highly publicized event—such as Hurricane Katrina—but this positive feedback then limits or curbs the attention of simultaneously occurring events or issues—a negative feedback effect. These skews in attention are the result of a disproportionate information processing system, meaning that agendas do not reflect events in real time or in proportion to the relative magnitude of those events.
This means that the issues that policymakers are often compelled to address are likely a function of skewed media coverage. Elite actors are already part of a disproportionate information process in which limited attention and processing power lead to episodic shifts in policy. Agenda setting in studies of public policy and the media has become much more frequent over the last 20 years, as the underlying foundations of both theories have been found common across multiple political and media systems.
Media agenda setting has examined the effects of agenda setting on public opinion and attitude formation in multiple comparative assessments. Similarly, a study of news coverage of a national referendum campaign in Denmark concerning the introduction of the euro studied the impact of news coverage of the campaign on public evaluations of political leaders.
Here, findings suggest as the issue of the introduction of the euro became more visible in the media, it became more important for shaping evaluations of the incumbent government, prime minister, and opposition leaders de Vreese, , supporting the priming hypothesis. This missing link is where media agenda setting ends and policy agendas begin.
The study of policy agenda setting has benefited from the establishment of the Comparative Agendas Project, which aggregates agenda setting measures across political systems and enables cross-system analyses of global policy. International scholars have been at the forefront of integrating media and policy studies by looking at how the media affects the policy agenda, especially the legislative process.
They conclude that the media has a considerable effect on the policy agenda, and that this effect is greater for opposition parties and smaller parties who are more reliant on journalists to get their message across. It is that call for a dynamic analysis between not only media and policy, but media, policy, and the public, that we echo.
Media agenda setting often begins and ends with issue salience in the mass public, and policy scholars refrain from discussing the public implications of media influence on policy.
Comparative analysis is a venue for bridging this gap as both the communication and policy fields further broaden the applicability of agenda setting beyond the United States.
Scholars have used this linear structure to test the content of news stories, the tone or attributes of those stories, and more networked approaches that combine both substance and tone of the articles or broadcasts.
While the measures of content are further explored, all too often the assumption about the senders and receivers remains the same. The media can have effects on the policy process as a mechanism for both positive and negative feedback, but it is also a recipient of the outputs of these political processes. Few scholars attempt to grapple with this endogeneity problem, preferring to posit a directional causal arrow from the media to the policy process with few implications beyond that as far as the eventual repercussions for the media, the public, or policy makers.
Both media and policy agenda setting studies stand to benefit from analyses that pull one another away from their corners and embrace the dynamic nature of agenda setting, where effects are not just within elite institutions or the public, but rather part of one larger process. The actions of elite officials do not end with the passage of legislation, but have reverberations that extend beyond elite institutions to the public. The media is one connection between elite decisions and public perception, and is able to transfer issue salience from one public to another.
Agenda-setting studies cannot and should not move forward without a better consideration for the entire political process rather than one-to-one linear relationships. Studies of agenda setting have become increasingly common and more complex as scholars across disciplines attempt to better understand the role of the media.
We have argued that the nature of this complexity is too often confined to either elite notions of media influence policy or mass public effects communications , and that agenda-setting studies must begin to look at the relationships both elite and mass publics foster with the media within the agenda-setting process. Instead of relying on small-scale case studies, an integrated approach also enables more complex and collaborative database analysis.
New technology enables research that breaks traditional discipline norms, and we must take advantage in the research moving forward. We have proposed four avenues for better integrating policy and communication studies in ways that bridge the divide between what have historically been two completely separate research agendas. Many scholars studying political processes acknowledge a role for the media in the agenda setting process, but a better understanding of that role should include considerations of the media as a political institution, a disproportionate processor of information within a system that provides information to elite and mass publics, has a comparative studies advantage, and as a bridge between elite and public priorities.
For too long, two richly diverse and complex bodies of work have talked past one another, and policy and communication studies can benefit from a broadened, integrative approach toward studying media agenda setting.
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