Literature Review The scholars use the data to examine three theoretical conceptions of how American politics works and the degree of influence that the media have on the decision-making process. This chapter is divided into three major sections. The first section provides a comprehensive perspective of the agenda setting function in the mass media in America. A second section focuses on the framing theory and the research of the advertising role in politics. The chapter will conclude with the evolution of politics following the research questions examined in this study.
The Agenda-Setting Function of Mass Media
The Mass media can shape public opinion by bringing particular issues to the forefront of their reporting (Sloan, 1990). McCombs …show more content…
Elections as the source of representation of collective decision by voters and the influence of media in shaping the electorates preferences in candidate selection as well as in other political attitudes are inseparable and unavoidable. Tranaman and Mcquial (1961) has suggested in “Culture, Society and the Media” that the role of media continued to claim its influence as the diffusion grew and it started to win public trust over political insight, thus begins to shape the public preferences (Bennett et. al., 1990). The recent work by Jim Willis “The Media Effect: How the News Influences Politics and Government” (2007) revealed the Studies of the 1968 presidential elections in US and found a perfect correlation between the type of issues covered and broadcasted by media and the voters concern for the same issues (Willis, 2007). George A. Comstock and Erica Scherer‟s work published on “The Psychology of Media and Politics” (2005) discovered that the diffusion of mass media changed the balance of factors effecting the voting decisions of public and by 1970s this became the predictor of the voter’s choice (Comstock & Scherer,
The Agenda-Setting Function of Mass Media
The Mass media can shape public opinion by bringing particular issues to the forefront of their reporting (Sloan, 1990). McCombs …show more content…
Elections as the source of representation of collective decision by voters and the influence of media in shaping the electorates preferences in candidate selection as well as in other political attitudes are inseparable and unavoidable. Tranaman and Mcquial (1961) has suggested in “Culture, Society and the Media” that the role of media continued to claim its influence as the diffusion grew and it started to win public trust over political insight, thus begins to shape the public preferences (Bennett et. al., 1990). The recent work by Jim Willis “The Media Effect: How the News Influences Politics and Government” (2007) revealed the Studies of the 1968 presidential elections in US and found a perfect correlation between the type of issues covered and broadcasted by media and the voters concern for the same issues (Willis, 2007). George A. Comstock and Erica Scherer‟s work published on “The Psychology of Media and Politics” (2005) discovered that the diffusion of mass media changed the balance of factors effecting the voting decisions of public and by 1970s this became the predictor of the voter’s choice (Comstock & Scherer,