Television and Political Advertising: Psychological Processes - Vol. 1

By Frank Biocca | Go to book overview

10 Inside the Agenda-Setting Process: How Political Advertising and TV News Prime Viewers to Think about Issues and Candidates

Joan Schleuder Maxwell McCombs Wayne Wanta Southern Illinois University at Carbondale

Describing the agenda-setting function of the media has been the focus of one of the most enduring lines of research in the mass communication field. Walter Lippmann ( 1920, 1922, 1925) described the media's ability to determine what the public considers to be important, and Bernard Cohen ( 1963) is often remembered for telling us that the media are not very successful in telling us what to think, but stunningly successful in telling us what to think about. Empirical work on agenda setting has a much briefer history. McCombs and Shaw ( 1972) tested the agenda- setting effect during the 1968 presidential campaign using surveys and content analysis. Since this time many facets of agenda setting have been explored empirically including the time lag involved ( Stone & McCombs, 1981; Winter & Eyal, 1981) and issue versus image agenda setting in presidential campaigns ( Weaver, Graber, McCombs, & Eyal, 1981). Recently, Iyengar, Peters, and Kinder ( 1982) and Iyengar and Kinder ( 1987) provided experimental (cause-effect) evidence for the agenda-setting function of television news.

Understanding the agenda-setting function is important because very few people who vote for president of the United States will have personal contact of any kind with any of the candidates, nor will they have much direct, personal interaction with major campaign issues. Instead of traveling to Nicaragua, analyzing U.S. trade agreements with other nations or delving into any political issue in depth, voters tend to rely on the media to present information that they can use on Election

-265-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
Television and Political Advertising: Psychological Processes - Vol. 1
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
/ 366

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.