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POLI 100M: Poli-cal Psychology Lecture 5: Media Taylor N. Carlson [email protected]

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Page 1: POLI 100M: Poli-cal Psychology - University of California ...pages.ucsd.edu › ~tfeenstr › teaching › POLI100M › Slides › POLI100… · POLI 100M: Poli-cal Psychology Lecture

POLI100M:Poli-calPsychology

Lecture5:Media

TaylorN.Carlson

[email protected]

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Announcements

•  AbriefnoteonShortAssignment1

•  ShortAssignment2isduenext-me—anyques-ons?

–  Youcanuseoneofyourconnec-onsfromShortAssignment1

oryoucantrysomethingnew

–  Ifyouuseaconnec-onfromSA1,youshouldconsidermaking

revisionsbasedonthefeedbackyoureceived

•  Midtermisaweekfromtoday.Studyguidepostedon

TritonEd.

–  1hour,15minutestocompletemidterm(11am-12:15pm)

–  15minutebreak

–  Classwillresumeat12:30(12:30-1:50pm)

•  OfficeHours:Tuesday2:30-4:30inSSB341,orby

appointment

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Abriefnoteonthesisstatements

•  Athesisstatementisthesentencethatstates

themainideaofawri-ngassignmentand

helpscontroltheideaswithinthepaper.

•  ItoZenreflectsanopinion,judgment,or

argumentthatawriterhasmadeaboutthe

topicofthepaper

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AStrongThesisStatement

•  Givesdirec-ontothepaperandlimitswhat

youneedtowriteabout

•  Requiresproof—supportyourstatementwith

detailedsuppor-ngevidencetomo-vatethe

readerstocon-nuereadingthepaper

•  Men-onsyoursuppor-ngpoints

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TipsforWri-ngThesisStatements

•  Knowthetopic(whilethisisnotaresearchassignment,youmaywanttothoroughlystudyyour

notesonthetopicandyouarewelcometodo

addi-onalresearch)

•  Limityourtopic(narrowisbeaerforashortpaper)

•  Brainstorm

•  Determinewhatkindofpaperyou’rewri-ng:

–  Analy-cal:breaksdownanissueorideaintocomponent

parts,evaluatestheissueoridea,andpresentsthis

breakdown/evalua-ontothereader

–  Explanatory:explainssomethingtothereader

–  Argumenta-ve:makesaclaimaboutatopicandjus-fies

thisclaimwithspecificevidence.

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ExampleThesisStatements

•  “JohnUpdike’sTrustMeisavaluablenovelforacollegesyllabusbecauseitallowsthe

readertobecomefamiliarwithhiswri-ngand

providesthemesthatareeasilyconnectedto

otherworks.”

•  Source:haps://gustavus.edu/wri-ngcenter/handoutdocs/

thesis_statements.php

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ExampleThesisStatements

•  Analy-cal:“Ananalysisofthecollegeadmissionprocessrevealsonechallenge

facingcounselors:accep-ngstudentswith

hightestscoresorstudentswithstrong

extracurricularbackgrounds.”

•  Source:haps://owl.english.purdue.edu/owl/resource/545/01/

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ExampleThesisStatements

•  Explanatory:“Thelifeofthetypicalcollegestudentischaracterizedby-mespent

studying,aaendingclass,andsocializingwith

peers.”

•  Source:haps://owl.english.purdue.edu/owl/resource/545/01/

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ExampleThesisStatements

•  Argumenta-ve:“Highschoolgraduatesshould

berequiredtotakeayearofftopursue

communityserviceprojectsbeforeentering

collegeinordertoincreasetheirmaturityand

globalawareness.”

•  Source:haps://owl.english.purdue.edu/owl/resource/545/01/

Page 10: POLI 100M: Poli-cal Psychology - University of California ...pages.ucsd.edu › ~tfeenstr › teaching › POLI100M › Slides › POLI100… · POLI 100M: Poli-cal Psychology Lecture

Ques-ons?

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LastTime

•  Howdoindividualsprocesspoli-calinforma-on?

–  Aaribu-ontheory,consistencytheory,lotsofbiases!Confirma-onbias,nega-vitybias,fundamentalaaribu-on

error,etc.

– Weusecogni-vetrickstofilterinforma-on,whichcan

leadtoerrorsinjudgment

•  Beliefinmisinforma-on

–  Largelydrivenbymo-vatedreasoning

–  Backfireeffects!Reallyhardtocorrectmisinforma-on

•  Dowehaveenoughinforma-ontovotera-onally?

–  Heuris-cs!(PartyID,Ideology,endorsements,viability,

traits,etc.)

–  Helpalot,butmightmostlyhelpthepeoplewhoneedit

theleast

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Whatques-onsdoyouhave?

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Today:DrivingQues-ons

•  Whydoindividualschooseinforma-on

sources?

•  Whatroledoesthemediaplayinshaping

publicopinion?

•  Howdoindividualsprocessinforma-onfrom

themedia?

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Today:LearningOutcomes

•  Definethefollowingkeyterms:framing

effects,priming,selec-veexposure.Explain

howtheseconceptsrelatetohowindividuals

engagewithinforma-onfromthemedia.

•  Explainthepaaernsinmediasourceselec-on

•  Evaluatewhetherthemediaisabletoimpact

publicopinion

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MediaUseintheU.S.

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Source:AmericanPressIns-tute,2014

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Source:AmericanPressIns-tute,2014

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Theboaomline

•  Overall,we’relazy•  Overall,we’renotthatinterestedinthenews•  Overall,wegetmoreinforma-ononline,but

therearetonsofop-onsoutthere•  Overall,wetrustinforma-onfromsome

sourcesmorethanothers,especiallyifthey’re

perceivedtosharesimilarviews

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Howdoesthemediainfluencepoli-calaotudes?

•  Mediabias

•  Framing

•  Priming

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Percep-onsofMediaBias

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Howwouldyouarrangethesenews

outletsfromliberaltoconserva-ve?

•  BBCNews

•  BreitbartNewsNetwork

•  ChicagoTribune

•  CNNNews

•  DailyKos

•  FoxNews

•  HuffingtonPost

•  LosAngelesTimes

•  NBCNews

•  NewYorkTimes

•  Reuters

•  USAToday

•  WallStreetJournal

•  WashingtonPost

•  YahooNews

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Source:Budak,Goel,andRao(2016)

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Hos-leMediaEffect

•  Individualsperceivemediacountertotheir

preferencesasmorebiasedthanmediathat

supportstheirpreferences

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Hos-leMediaEffect

•  Cogni-veFactors:– Selec-veRecall– Selec-vePercep-on– Mo-vatedReasoning

•  SourceFactors•  IndividualFactors– Strongeropinions–  Involvement

– Strongeriden-ty(socialiden-tytheory)

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(Rela-ve)Hos-leMediaEffect

•  Individualswithdifferentaotudestowardthe

issuehaveverydifferentevalua-onsofthe

samemediacontent—evenifthatmedia

contentisbiased

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MediaBias

•  Gatekeeping:themediaoutletdecideswhich

storieswillbecommunicated.

– Newperspec-vesorpar-cularissuescangounreportedàStatusQuoBias

•  Examples?

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MediaBias

•  CoverageBias:Howmuch-meorspaceis

devotedtoapar-cularstory,resul-ngin

more/lessaaen-ontoastory.

•  Examples?

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MediaBias

•  StatementBias:Amemberofthemedia

insertshisorherownviewsintherepor-ngof

astory.

•  Examples?

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Whichbiasesdoyouseeinthenext

images?

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Framing

•  Framing:Theprocessbywhichpeople

developapar-cularconceptualiza-onofan

issueorreorienttheirthinkingaboutanissue

•  FramingEffect:When(oZensmall)changesin

thepresenta-onofanissueoranevent

produce(some-meslarge)changesofopinion

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ExamplesofFramingEffects

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Merollaetal.(2013):Immigra-on

•  “Ifwecansealourbordersandenforceexis-ngimmigra-onlaws,[illegal/undocumented/unauthorized]

immigrantsshouldbegiven[theopportunityto

eventuallybecomelegalci-zens/amnesty].”

•  “[Illegal/undocumented/unauthorized]immigrants

[none/whocametotheUSasyoungchildren]shouldbe

abletoearnlegalstatusiftheygraduatedfromaUShigh

school,havestayedoutoftrouble,andhaveenrolledin

collegeorthemilitary.”

•  “Accordingto[currentlaw/theCons-tu-on]anychildbornintheUSisaci-zenoftheUS.The[currentlaw/

Cons-tu-on]shouldbechangedsothatbabiesbornto

[illegal/undocumented/unauthorized]immigrantsliving

intheUSdonotautoma-callybecomeUSci-zens.”

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Iyengar(1987):Poverty

•  Na-onalpoverty:newsstoryabouttheincreaseinpovertyna-onwideandthesignificantreduc-onsinthe

scopeoffederalsocialwelfareprograms

•  Highunemployment:newsstorythatjuxtaposedthe

na-onalunemploymentratewiththesizeofthefederal

budgetdeficit

•  Vic-msofeconomichardship

–  Highcostofheat:twofamiliesunabletopaytheirhea-ngbills

–  Homeless:twoblackteenagerslivingonthestreetsofNYC

andawhitecoupleforcedtoliveintheircarinSanDiego

–  Unemployedworker:financialdifficul-esfacingthefamilyof

anunemployedautoworkerinOhio

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Source:Lajevardiworkingpaper

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Howdoesframingwork?

•  AccessibilityModel:Framingdependsonthe

individualandaaen-ontotheissue.

Preexis-ngviewsaremademoreaccessible.

•  ImportanceChangeModel:Framesmake

someconsidera-onsmoreimportantthan

others.

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Howdoesframingwork?

•  Inorderforaframingeffecttooccur,agiven

considera-onneedstobe:

– Storedinmemory

– Accessible•  Regularorrecentexposure•  Passiveorunconsciousprocess

•  Strongframes

– Availability– Accessibility– Applicability

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Howdoesframingwork?

•  Moderators:variablesthatcondi-ontheeffects

[offraming]

•  IndividualPredisposi-ons:–  Strongvalues,strongprioraotudes=lesssuscep-ble

toframingeffects

•  Increasedresistancetodisconfirminginforma-on

•  PerceivedApplicability:framesdeliveredby

crediblesourcesaremorelikelytoshiZopinions

•  ExposuretoDelibera-onorpeopleholdingvaryingopinionscanmuteframingeffects

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Priming

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Priming

•  Priming:anonconsciousformofhumanmemory

concernedwithperceptualiden-fica-onof

wordsandobjects.Referstoac-va-ngpar-cular

representa-onsorassocia-onsinmemoryjust

beforecarryingoutanac-onortask.

•  Primingeffects:Occurwhenthemen-onofa

specificconsidera-oninonecontext(theprime)

increasestheaccessibilityofthatconsidera-on,

leadingtoanincreaseintheuseofthattraitin

laterevalua-onsofasocialtarget

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Howdoesprimingwork?

•  Individualssa,sfice:makeadecisionthatis

adequateratherthanop-mallybasedupon

fullconsidera-onofallrelevantinforma-on

(Miller&Krosnick1996)

•  Accessibility•  Availability

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Howdoesthemediaprime?

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ThePrimingHypothesis

•  Themoreaaen-oncampaignsandthemedia

paytoapar-cularaspectofpoli-callife,the

moreci-zenswillrelyonthatconsidera-onin

theirpoli-calevalua-ons(Iyengar&Kinder

1987)

•  Examples?

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Examples

•  Primingindividualstothinkaboutcollec-ve

responsibilityforclimatechangecausesmore

dona-onstoclimateeffortsthanpriming

individualstothinkaboutindividualresponsibility

oracontrolprime(dailyrou-ne)(Obradovich&

Guenther2016)

•  PrimingCanadianswithimagesofPresident

ObamainsteadofPresidentBushincreased

posi-veevalua-onsoftheUnitedStates

(Dragojlovic2011)

•  Issuesthemediaemphasizesaremorelikelyto

beusedinevalua-ngcandidates(Druckman

2004)

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ApplyingFramingandPriming