At the time, it wasn’t common for political scientists to presume the minimal effects model to be valid, that campaigns and media only minimally influence the outcome of elections. The minimal effects model gave more credit to readers of media messages suggesting the media can only reinforce existing beliefs and any transference of information from the media goes to opinion leaders who assess the messages and then influence other people. After the minimal effects model was introduced, a decline of party loyalty called the minimal effects model into question in favor of the belief that the media does affect judgments, attitudes, preferences, beliefs and actions. Direct verse socially cued media effects theories were debated for decades thereafter.
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They view, for the majority of citizens, news network viewership is more of an afterthought than a habit and the audiences who are influenced are the partisans and the press (the smallest proportion of the population). They argue that technology will narrow rather than widen audiences political framework resulting in a less informed more polarized electorate with political communication aimed at those who aren’t engaged anyway (724). Moreover, future research in the area will be increasingly challenged to measure news exposure as a cause of political beliefs of attitudes due to self-selection bias. Persuasion measurement requires observable attitude change in response to a media stimulus and as media audiences stagnate into like-minded subsets of the electorate, they argue that media messages will only serve to reinforce …show more content…
Political efficacy, for example, or the feeling that political and social change is possible (Campbell, Gurin, & Miller, 1954) could determine many political behaviors and political participation and may be an important mechanism by which media effects materialize. More exploration into the sociological and technological influences of media effects is necessary to help better understand the patterns of political engagement, or perhaps disengagement, with the
They view, for the majority of citizens, news network viewership is more of an afterthought than a habit and the audiences who are influenced are the partisans and the press (the smallest proportion of the population). They argue that technology will narrow rather than widen audiences political framework resulting in a less informed more polarized electorate with political communication aimed at those who aren’t engaged anyway (724). Moreover, future research in the area will be increasingly challenged to measure news exposure as a cause of political beliefs of attitudes due to self-selection bias. Persuasion measurement requires observable attitude change in response to a media stimulus and as media audiences stagnate into like-minded subsets of the electorate, they argue that media messages will only serve to reinforce …show more content…
Political efficacy, for example, or the feeling that political and social change is possible (Campbell, Gurin, & Miller, 1954) could determine many political behaviors and political participation and may be an important mechanism by which media effects materialize. More exploration into the sociological and technological influences of media effects is necessary to help better understand the patterns of political engagement, or perhaps disengagement, with the