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Media Influence On Politics

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The media is the biggest source of political information that the general public is exposed to on a daily bases. Thus creating relationship that influences the political and voting behavior of the public. The studies done on the relationship of the media and voting (Hayes, 2009; Hopmann, Renes, Clases, & Albaek, 2010; Donatella, Pasquino, Vaccari, 2008) demonstrated that the strongest media impact was upon the politically unknowledgeable and the undecided voting public. However, a few more studies (Matthijs & DeVreese, 2008; Freedman & Goldstein, 1999; Hayes, 2009; Pinkleton, Austin, & Fortman, 1998; Tworzecki & Semetko, 2009) have been conducted looking at the impacts of negative campaign or political message content on the public’s voting …show more content…
Along with many other problem this creates a large opportunity for the media to creep in and fill the unknowledgeable public with misleading facts or information the given media producer sees as fit. People whom are political knowledgeable or have sound political ideological standings have little to no effect to media exposure or content compared to individual whom are weak in anything involving politics (Campus, Pasquino, & Vaccari, 2008). In addition, the media along with politicians have focused in on those undecided and unknowledgeable voters in order to sway their opinions one way or another. Just the mere exposure to media has a profound effect upon on the undecided and unknowledgeable voter, while have no to little effect on the already decided and knowledge-based voter (Hopmann, Vliegenthart, DeVreese, & Alebaek, 2010). This has change the cultural and tactics media has used over it’s history as more and more research comes out reflecting the relationship between media exposure and the influence upon the undecided and unknowledgeable …show more content…
The media educates, mobilizes and eposes citizens to political information which then generates voting cues (Brynin & Newton, 1997). News, television and social media and whether it is local or national all similar and different ways of exposing media to the public. Furthermore, when exposed to national television and local newspaper the voter is more likely to cast a preferential ballot (Elmelund-Praestekaer & Hopmann, 2015). Most of the voting public does not realize that the size of the media broadcast does not correlate with the strength of the media influence. Political voting opinions can even be influence by just reading a daily local newspaper (Gerber, Karlan, & Bergan, 2006). The media’s underlying goal of selectively exposing the public to political information is to prim the public into what information the media deems as important. The media use the idea of priming to influence the public into voting a specific way or at least make the public think about the his or her voting behavior in a different lens (Mendelsohn, 1996). Even through the ideas of priming, exposure and media broadcasting type have a strong foothold in voting behavior; many deem the content of political information the most influential aspect upon voting behavior. When the content is personalized and the message hits home, the individual sees it in a higher

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