Media and Politics: Agenda Setting and Framing
Media and Politics: Agenda Setting and Framing How has media influenced public perception of political figures, issues, and institutions? Through agenda setting and framing, media has the power to set the agenda for political discussion by providing public attention to political figures, issues, and institutions. In addition, the media can frame political agendas by influencing public perception and interpretation. (Ginsberg, Lowi & Weir, 1999) In campaigning, media coverage plays a large role for candidates. They use the media to make their name heard and image seen. "Nearly everything a candidate does is geared toward the media, especially television" (Stuckey, 1999, p. 99) Candidates make appearances on talk shows, televise town hall meetings, and press conferences. Their agenda is not the issues they present or their positions on them, but to gain media attention. If the candidates do not present interesting visuals or dramatic news, than the media can pull the plug from underneath them. "The media has a good deal of discretion over how individuals are allowed to portray themselves" (Ginsberg, Lowi & Weir, 1999, p. 298). In addition, the me
However the media cannot directly change public opinion. Here we go again: Presidential elections and the national media. In theory the media tries to attune themselves to the interest of the public, but "in most instances the media severs as conduits for agenda-setting efforts by competing groups and forces" (Ginsberg, Lowi & Weir, 1999, p. The low voter turnout and political participation are indicators of a disenfranchised public who see the "trivialization of politics by politicians and those who cover them" (Stuckey, 1999, 103). The importance of an issue may rests on its time slot, sequence in the news story, or in the advertisement for the news. For those who seek it, political information is available through alternative mediated sources which are less slanted, bias, and superficial. Another way media frames political issues is inserting media's own position on the issue. The media's position tends to be more liberal and promotes more democratic policies and issues.
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