Campaigning with Media Theories: Agenda Setting, Two-Step Flow, and Ron Paul
The humorous video about Ron Paul embedded in this post could just show the typical press coverage third tier presidential candidates receive from mainstream media sources. That is one hypothesis, but it is possible it could also be seen as one example of a larger trend in the media today. The video contains videos from the different major television networks FOX, CNN, and MSNBC talking on similar points presenting a similar story. Is it just coincidence that all these separate major networks touch on the same themes? Is it just a coincidence they all choose to ignore poor Ron Paul?
Media theorists Maxwell McCombs and Donald Shaw would say it is more than just shear happenstance. They agreed that "The mass media force attention to certain issues. They build up public images of political images ofpolitical figures. They are constantly presenting objects suggesting whatindividuals in the mass should think about, know about, have feelings about."
In politics, the media theory of Agenda Setting (what McCombs and Shaw were describing) is not just an idea, it is a political reality. The name of the game is airtime; the more a candidate's name is out there, the better their chances of success in a campaign. If a candidate fails to get on the agenda, or fails to touch the political issues found on the agenda, then they might as well pack up and go home. What is on the agenda, are the issues which people think are important.
One way fringe candidates attempt to gain publicity is through celebrity endorsements and media commentators. Think Bill O'Reilly, Glenn Beck, and Rachel Maddow.
Oh, poor Ron Paul. Not the type of endorsement you want.
In an article published in the International Journal of Press/Politics it was found that endorsements from famous and influential people increases perceived viability as a candidate, perceived chances of winning, and more media exposure. This is study is similar to the Theory of Two Step Flow in communication. This theory states people's opinions are based on opinion leaders, not direct influence from the media.
While these leaders are not necessarily famous (preachers, politicians, and community leaders) the fundamental relationship is the same. Opinion leaders hear about information, create their own opinions on the matter, express those opinions to their base of support, and those people become "opinion followers."
-Matthew Morris
In an article published in the International Journal of Press/Politics it was found that endorsements from famous and influential people increases perceived viability as a candidate, perceived chances of winning, and more media exposure. This is study is similar to the Theory of Two Step Flow in communication. This theory states people's opinions are based on opinion leaders, not direct influence from the media.
While these leaders are not necessarily famous (preachers, politicians, and community leaders) the fundamental relationship is the same. Opinion leaders hear about information, create their own opinions on the matter, express those opinions to their base of support, and those people become "opinion followers."
-Matthew Morris
Sources:
- Maxwell McCombs and Donald Shaw. http://www.jstor.org/stable/2747787?seq=2
- International Journal of Press/Politics. http://hij.sagepub.com/content/13/4/386.abstract
- Jon Stewart. http://www.youtube.com/watch?v=Tb5aGgQXhXo
- Weimann, Gabriel. (1994).
- Stephen Colbert. http://www.youtube.com/watch?v=YX_c0Sa7oqk
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