All Study Guides Media and Democracy Unit 7
📺 Media and Democracy Unit 7 – Political Campaigns and Media StrategiesPolitical campaigns have evolved dramatically with media advancements. From early newspaper ads to today's social media blitzes, candidates use various strategies to sway voters. Understanding these tactics is crucial for grasping modern democracy's complexities.
Media theories like agenda-setting and framing explain how news shapes public opinion. Meanwhile, digital tools enable micro-targeting and rapid response. This dynamic landscape presents opportunities for voter engagement but also raises ethical concerns about privacy and misinformation.
Key Concepts and Theories
Agenda setting theory suggests media influences public perception by prioritizing certain issues
Framing theory posits media frames shape how audiences interpret and react to political messages
Frames can be issue-specific (healthcare) or generic (conflict, human interest)
Priming theory proposes media exposure activates related concepts in viewers' minds, influencing their evaluations
Two-step flow theory argues opinion leaders mediate media influence on the broader public
Selective exposure theory contends individuals seek information aligning with their beliefs, avoiding contradictory messages
Cultivation theory suggests long-term media exposure shapes perceptions of social reality
Spiral of silence theory proposes individuals hesitate to express minority views due to fear of isolation
Historical Context of Political Campaigns
Early campaigns (19th century) relied on partisan newspapers, pamphlets, and public speeches
Radio transformed political communication in the 1920s, allowing candidates to reach wider audiences
Television's rise in the 1950s shifted focus to candidate image and soundbites
Kennedy-Nixon debates (1960) highlighted TV's impact on voter perceptions
Televised attack ads emerged in the 1960s (Daisy ad, 1964) and became more prevalent in subsequent decades
Cable television and 24-hour news channels (1980s-1990s) increased political coverage and punditry
Internet's growth in the 1990s introduced websites and email as campaign tools
Social media's emergence (2000s) revolutionized voter engagement and micro-targeting strategies
Traditional media includes newspapers, radio, and television
Declining newspaper readership and increasing media consolidation
Fragmentation of television audience across cable, satellite, and streaming platforms
New media encompasses internet-based platforms (websites, blogs, social networks)
Allows for direct candidate-voter communication and user-generated content
Hybrid media system blends traditional and new media, with content flowing across platforms
Media convergence refers to the merging of previously distinct media technologies and industries
Narrowcasting targets niche audiences through specialized media outlets and platforms
Echo chambers emerge as individuals consume content reinforcing their existing beliefs
Increasing polarization and partisanship in media consumption and political discourse
Campaign Communication Strategies
Message development crafts campaign themes, slogans, and talking points
Tailored to target demographics and informed by polling and focus groups
Image management shapes candidate's public persona through appearances, speeches, and advertisements
Negative campaigning attacks opponents' character, record, or positions
Can be effective but risks backlash if perceived as too aggressive or unfair
Earned media refers to free coverage through news reports, interviews, and debates
Paid media includes television, radio, print, and digital advertisements
Micro-targeting uses data to deliver personalized messages to specific voter segments
Ground game involves door-to-door canvassing, phone banking, and get-out-the-vote efforts
Rapid response teams monitor and counter opposition messaging in real-time
Websites serve as central hubs for campaign information, donations, and volunteer recruitment
Email marketing directly reaches supporters with fundraising appeals and mobilization messages
Social media platforms (Facebook, Twitter, Instagram) enable direct voter engagement and viral content sharing
Allows for real-time updates, live-streaming, and interactive Q&A sessions
Data analytics inform targeted advertising, voter outreach, and message refinement
Psychographic profiling (Cambridge Analytica) raises privacy and manipulation concerns
Memes and viral content can quickly spread campaign messages, but lack of control risks backfiring
Astroturfing involves creating fake grassroots support through paid social media posts and comments
Disinformation and fake news can rapidly disseminate through social networks, undermining informed discourse
Agenda setting influences which issues voters consider most important
Framing affects how voters interpret and evaluate political information
Priming can alter the criteria voters use to assess candidates and issues
Selective exposure reinforces existing beliefs and contributes to polarization
Persuasion effects are more likely among undecided or less-engaged voters
Mobilization effects encourage political participation and turnout
Social pressure (Facebook's "I Voted" button) can increase likelihood of voting
Demobilization effects, such as negative advertising, can suppress voter turnout
Minimal effects perspective argues media influence is limited by individual predispositions and interpersonal factors
Ethical Considerations and Regulations
Campaign finance laws limit contributions and require disclosure to prevent corruption
Citizens United (2010) ruling allows unlimited corporate and union spending on political ads
Equal-time rule mandates equal opportunity for candidate appearances on broadcast media
Fairness Doctrine (abolished 1987) required balanced coverage of controversial issues
Truth in advertising laws prohibit deceptive or misleading claims in political ads
Privacy concerns arise from data collection and micro-targeting practices
Disinformation and foreign interference pose threats to electoral integrity
Social media platforms face pressure to combat fake news and hate speech
Media bias, both real and perceived, undermines trust in political journalism
Journalists' relationships with campaigns and sources raise conflict of interest questions
Case Studies and Real-World Examples
Obama's 2008 campaign pioneered use of social media and online fundraising
My.BarackObama.com platform empowered supporters to self-organize events and outreach
Trump's 2016 campaign leveraged Twitter for direct communication and agenda setting
Cambridge Analytica scandal exposed data privacy vulnerabilities and targeted psychographic profiling
Sanders' 2016 and 2020 campaigns demonstrated power of grassroots online fundraising
Average donation of 27 i n 2016 a n d 27 in 2016 and 27 in 2016 an d 18 in 2020, mostly from small-dollar donors
Russian interference in 2016 U.S. election involved social media disinformation and hacking of Democratic National Committee emails
Brexit referendum (2016) and U.K. elections highlight impact of targeted Facebook advertising and data analytics
Duterte's 2016 Philippines campaign used viral memes, online trolls, and disinformation to mobilize support
2018 Brazilian presidential election featured widespread WhatsApp misinformation and conspiracy theories
2020 U.S. presidential campaign adapted to COVID-19 pandemic with virtual conventions, town halls, and rallies