POL SCI 164A Lecture Notes - Lecture 27: Soft Media, Institute For Operations Research And The Management Sciences, Motivated Reasoning
27 Apr 2018
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Department
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Professor
PS 164A Lecture 27 4.26.2018
Today’s agenda: finish up media and then groupthink
MEDIA
- overwhelming coverage of horserace and soft news
- But can still get information through soft news
- Paid media campaign ads
- Formed on teaching and communicating to people - learning!
- (1) Politicians have low source credibility (viewed negatively) > so ads
include voiceover that’s not the candidate’s voice
- (2) when do you find a candidate self-narrating on an ad, often women
- Voters trust female politicians to be more sincere than male
politicians
- So female politicians are a subtype with an advantage
- Contrasts
- Comparisons help you learn
- CCM v. contrast learning: You learn better using contrast learning
(draw similarities and
- Comparisons work line by line
- First describe (1) then (2) and then compare and contrast the two
- Positive ads (good thing about candidate) vs. attack ads (bad things
about opponent)
- NEGATIVE AD builds in contrast (line by line)
- Issue/ dimension 1: Me - my opponent
- Issue/ dimension 2: Me - my opponent
- Issue/ dimension 3: Me - my opponent
- (versus talking about candidate for 30 seconds then opponent for
30 seconds)
- Dramatic increase in negative ads - why?
- Because they are effective!, and candidates think they are the
most effective
- Every time you construct a negative ad, you get free media (media
more likely to cover negative/ attack ad)
- Because of the mere recognition effect - the more people
remember, the more likely to vote
Ads
Contrast?
Anxiety-Inducing
Document Summary
Today"s agenda: finish p media and hen gro p hink. Overwhelming coverage of horserace and sof news. B can s ill ge informa ion hro gh sof news. Vo ers r s female poli icians o be more sincere han male poli icians. So female poli icians are a s b ype wi h an advan age. Ccm v. con ras learning: yo learn be er sing con ras learning (draw similari ies and. Firs describe (1) hen (2) and hen compare and con ras he wo. Posi ive ads (good hing abo candida e) vs. a ack ads (bad hings abo opponen ) Negative ad b ilds in con ras (line by line) Iss e/ dimension 3: me - my opponen (vers s alking abo candida e for 30 seconds hen opponen for. Beca se hey are effec ive!, and candida es hink hey are he.
