COMM 4643 Lecture 25: ME Notes Week 10 Friday

• School: University of Oklahoma
• Department: COMM
• Course: COMM 4643
• Professor: Lindsey Meeks

Document Summary

Pitfalls of coverage: driven by profits leads to . More coverage of drama and scandal than political issues: dominant use of horserace frame . Emphasizes who is ahead in polls and/or fundraising. Media agenda influences the public/voter agenda: media agenda usually has more agenda-setting power than the candidates" agenda, biggest agenda-setting influence: when the media and candidate agendas align. Kingmaker effect: front-runners get more media coverage and have greater success in getting their messages in the news, often spurs a bandwagon effect, consequence of both effects: solidifies front-runner status. News coverage manipulations: favorable text: the candidate was resented as having experience, being efficient, reliable, and accurate, unfavorable text: the candidate was depicted as having no political experience and his or her integrity was put into question. Favorable text increased perceptions of competence and integrity. Image manipulations: favorable image only increased perceptions of integrity, not competence. Favorable text predicted competence, regardless of whether the image was favorable or unfavorable.