RTV 3405 Lecture Notes - Lecture 22: Narrowcasting, Fear Appeal
27 Oct 2017
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Selective exposure: audience selectivity exposes themselves to similar views. Media(cid:859)s key oles i(cid:374) a de(cid:373)o(cid:272)ra(cid:272)y: watchdog, public educator- educates on civil responsibilities, public forum for debates for different ideas to compete with each other, campaign platform- so the politicians can contain and pitch their ideas. Why use tv campaign ads: to reach mass audiences, to reach uninvolved voters, to directly communicate with voters: unlike news coverage, candidates have more control over their message. Are they effective: few evidence of its effectiveness. Digital ads to top billion in 2016. Goal: to inform voters about the candidates and their policies and to attack other candidates. Positive ads: usually at the beginning of campaigns, introduce new candidates, emotional appeal. Fear appeal (cid:894)e. g. joh(cid:374)so(cid:374)(cid:859)s daisy ad, (cid:1005)(cid:1013)64; bush(cid:859)s willie horto(cid:374) ad, (cid:1005)(cid:1013)(cid:1012)(cid:1012)(cid:895: presidential debate attention. Before radio and tv, there were very few debates. Simultaneous discussions on social networks e. g. , live tweets: details can be amplified.
