Agenda-Setting and Priming in Prime Time Television: Crime Dramas as Political Cues

The effects of agenda-setting and priming are well established in regard to the news media. Considerably less attention has been paid to these phenomena in entertainment media, in spite of the fact that entertainment media enjoy larger audiences than do news media and often address political topics. This article argues that the psychological mechanism hypothesized to lead to agenda-setting and priming effectsthat is, changes in construct accessibilityapplies as equally to entertainment media as it does to news media. Moreover, we contend that the frequency, consistency, and duration of entertainment media treatments of political issues encourage chronic accessibility of those issues. We test these hypotheses looking at television crime dramas as a source of political information. Using data from two controlled laboratory experiments and the 1995 National Election Study Pilot Study, we demonstrate that viewing crime dramas significantly increases concerns about crime and that these concerns significantly affect viewers' opinions of the president. The NES Pilot Study data suggest that these effects are restricted to frequent viewers of crime dramas, supporting a chronic accessibility model of agenda-setting and priming. These findings extend our growing understanding of how non-news sources of political information contribute to the construction of political attitudes.     

The Local News Story: Is Quality a Choice?

The conventional wisdom about local TV news is that quality journalism does not sell and that only by focusing on crime, disasters, and other “soft news” can newscasts get good ratings. Political scientists have decried the poor quality of TV news as a betrayal of the press's mandate to inform citizens of the important policy issues of the day so that they can hold government officials accountable. This study tests the proposition that audiences prefer low effort, tabloid journalism by looking at external measures of commercial success—the Nielsen ratings data. Utilizing data from a 5‐year study matching the content quality of 33,911 local news stories from 154 TV stations in 50 TV markets nationwide to corresponding ratings success, we show that solid reporting and a focus on significant issues actually produce better ratings than slapdash or superficial tabloid journalism. Additionally, we find that strategy-oriented coverage of political campaigns that focuses on the horserace does not build an audience. These surprising results have practical implications for democratic practice and local TV news production.     

Milton's army: The white house press corps

White House reporters follow a path constructed by presidential advisers that they hope will lead them to fulfill goals set by their news organizations. White House officials ration them facilities for work, access to newsworthy people, and reportable information in amounts that depend on the importance to the President of the type of media they work in, the status of their particular news organization, and the staff's respect for the influence and competence of a particular individual. In this context, several constraints that affect White House reporting are discussed here: those placed on reporters by their organizations; by the way their type of media covers the White House; by their relations with each other; and by their concepts of what they are required to do. The framework for this discussion and analysis is a classification by type of media and news organizations that assign journalists to the White House. Of the resulting six categories, the first three have the most structural and organizational influence and are given the most attention. The special status, unique history, and influence of photographers at the White House require that they be treated separately.     

Image formation,the low involvement viewer,and televised political advertising

Political observers have extensively documented the national media's focus on committee and party leaders. Legislators' local coverage, in contrast, remains largely unexplored and unexplained. This article examines 40 local newspapers to explore how these factors may influence legislators' local newspaper coverage. We find that local newspapers do not provide more coverage to congressional leaders and that independent papers write more frequently than chain-owned competitors about the local House delegation. Additionally, the extent to which a legislator's district geographically overlaps with the newspaper's market has a strong effect on legislators' mentions.     

Terrorism as treated by the Christian science monitor, 1977–1987

Standing uniquely apart from journalistic sensationalism in its reportage of terrorism, the Christian Science Monitor (CSM/“The Monitor”) has taken a stance of trying to keep perspective on what individual events mean in terms of a wider framework.

It is perhaps critical to state at the outset that this researcher is not of the Christian Science faith, but has been a faithful reader of the Monitor for 15 years. When approached several years ago by The Terrorism and the News Media Research Project to contribute to that scholarship, an immediate response was that her primary newspaper would be inadequate to the task. A preliminary check into the Christian Science Monitor Index confirmed that fact: there were no entries under the heading of “terrorism” for 1975, 1976, 1977, and for 1978 it directed the researcher to see “violence”.

But then some dramatic changes took place in the mid‐1980s. The newspaper was undergoing major transitions internally, and terrorism was becoming an increasingly hot topic internationally.

This paper discusses terrorism as treated by the Christian Science Monitor, 1977–1987 both quantitatively and qualitatively. The approach is to delineate some of the underpinning philosophy of the newspaper, to discuss its chronological treatment of terrorism, and then to draw some implications from the study.     

A Review of: “Digitizing the News: Innovation in Online Newspapers,by Pablo J. Boczkowski”

This study examines the way in which USA Today used tracking poll data in its strategy‐oriented coverage of the 1992 presidential campaign. Scrutiny of the methodological features of tracking polls suggests the news media's potential misuses of them. Studies on media polling lead to the general hypothesis that tracking polls serve the mass media as a device for generating news accounts that focus on candidate strategy. Using the ARIMA modeling technique, I conclude that as changes in the margin of difference between Bush and Clinton in the Gallup/CNN/USA Today poll increased, USA Today cited the poll results more frequently. The increase in the number of tracking poll references corresponded to an increase in the number of strategy‐oriented words in USA Today's campaign coverage. I discuss the implications within the context of the 1992 election campaign coverage.     

Briefly Noted

The argument is commonly made that television has changed the character of parliamentary elections. Its ever more central role in election campaigns outside the United States is held to have “presidentialized” parliamentary elections because it is a medium that projects personalities more effectively than ideas or policies. A comparison of the electoral roles of the Australian prime minister and the U.S. president indicates that both leaders are held personally accountable for government performance. However, such “presidentialism” appears to have little to do with television in Australia or in the United States. Television‐dependent citizens in both countries are less susceptible to the campaign appeals of chief executives than the rest of the voting public. Both leaders, but especially the president, do have an electoral impact. Counter to expectations, however, this impact makes itself felt in both cases among those voters who are not dependent on television for their political information and cues. Party identification seems to insulate the television‐dependent more successfully against leader effects.     

Social Structure and Citizenship: Examining the Impacts of Social Setting,Network Heterogeneity,and Informational Variables on Political Participation

In this study, we develop a model of the interplay between sociostructural determinants of an individual's discussion behavior, such as the setting of primary discussion networks (work, church, and volunteer groups) and the nature of discussion (i.e., level of exposure to non-like-minded ideas), and individual-level outcomes, such as hard news media use, political knowledge, and participation in political processes. In doing so, we synthesize many of the different and sometimes competing models that political communication scholars have used to examine the link between more macroscopic sociological variables and the individual-level behaviors that political scientists often focus on. Data to test our theoretical model come from a national telephone survey conducted in October and November 2002. Our analysis showed that the social setting in which citizens discuss politics is an important antecedent of political participation. Discussion networks as part of volunteer groups, for example, indeed serve as important networks of recruitment. In other words, discussing politics frequently in this setting is positively and directly linked to political activity. The impact of conversational networks in church and work settings on participation, however, is only indirect. In fact, our data show that the impact of church and work networks on political participation is to a significant degree mediated by the different viewpoints that individuals are exposed to when they discuss politics in these settings.