Jiawei Liu and Dietram A. Scheufele
There is a dichotomy in framing research that can be traced back to its multidisciplinary origins in psychology and sociology. Definitions of framing rooted in psychology are concerned with the differential presentation of the otherwise identical information and are often referred to as equivalence framing. Definitions rooted in more sociological traditions investigate how a message can be constructed with different sets of information to highlight contrasting perspectives on the same issue. The latter is typically referred to as emphasis framing. Although often subsumed under the same label, equivalence framing and emphasis framing are systematically different, both conceptually and operationally. Therefore, the two traditions need to be carefully distinguished in terms of their origins, conceptualization and operationalization of frames, underlying mechanisms, cognitive outcomes, and their relationships with other media effects theories.
Categorizing existing studies revealed two major pitfalls in framing effects literatures. First, many political communication studies to date have adopted the emphasis framing approach. However, as substantial manipulation of information introduces confounding variables making it difficult for researchers to attribute the effect on the audience to the change of frames, this approach has relatively low internal validity in experiments and can hardly be distinguished from other cognitive media effects models, such as agenda setting and priming. Thus, the bias toward emphasis framing needs to be addressed by conducting research with equivalence frames so that a more concrete causal relationship between message framing and its effects can be established. In addition, little attention has been given to visuals in framing effects research so far. Considering that people consume information in a multimedia environment online, visual frames and verbal-visual interactions need to be further investigated.
Ross A. Miller
“Audience costs” represent situations where domestic audiences impose penalties on leaders for failed policies. This phenomenon has risen to a prominent position in the study of politics in the past two decades, in part because of the apparently profound consequences that audience costs have for the foreign policy behavior of states.
News media are thought to play a central role in connecting leaders, domestic audiences, and foreign policy, and they affect this relationship in multiple ways. First, media coverage of foreign policy issues can pressure leaders to take public positions on foreign policy issues, effectively tying leaders’ reputations to the outcome of those issues. Second, high levels of news coverage of leaders’ positions are also thought to elevate the levels of costs that leaders suffer for foreign policy failures. Third, the consequences of national media coverage of foreign policy issues do not stop at the water’s edge: high levels of coverage can activate foreign audiences to penalize their leaders for backing down from their positions, effectively locking both sides into positions from which they cannot retreat. Finally, news media can be used by leaders to “spin” their foreign policy decisions, thereby limiting the penalties that domestic audiences impose.
Critics, however, charge that the audience costs research program suffers from significant theoretical and empirical weaknesses. As a theory it relies on at least two dubious assumptions: (1) that leaders are foolish enough to adopt foreign policy positions from which they are unable to maneuver without causing international embarrassment; and (2) that domestic audiences are astute enough to perceive the actual significance of foreign policy outcomes. Critics also claim (3) that the empirical evidence in support of the theory is weak: the main data sets used to test the theory include very few cases where leaders are actually taking public positions on foreign policy issues. When extraneous cases are excluded, critics conclude that the effect of audience costs is weak to nonexistent. A final challenge (4) is inspired indirectly by diversionary theory. While audience costs theory predicts that leaders who can be easily punished by domestic audiences should be reluctant to start international conflicts, diversionary theory predicts (under some conditions) the opposite: leaders who face a high probability of being removed from office by domestic audiences may be more likely to start conflicts.
Two general arguments are made in this chapter. First, studies of news media and audience costs provide important insights into how leaders and domestic audiences are connected, and those connections have significant implications for the outcome of international negotiations. Second, studies of news media and audience costs provide a way to grapple with the concerns raised by critics of audience costs theory.
Matthew P. Motta and Erika Franklin Fowler
Political advertising, especially negative advertising, is a prominent feature of contemporary political campaigns in the United States. Campaigns use advertising strategically to persuade citizens their candidate is preferable to the alternatives; to mobilize like-minded supporters to get out to the polls to cast a ballot for their candidate; and to acquire citizen-personal information, so they can more effectively target individuals with appropriate persuasive or mobilizing messages. Online advertising is growing, but television advertising volume has largely been on the rise, too, with 2014 being a plateau. Evidence about trends in advertising content and effects of advertising on citizens come from television advertising in particular.
Over the past decade, candidates have consistently sponsored a majority of advertising on the airwaves although their share does appear to be declining in legislative races. Interest group sponsorship of political advertising has grown, especially in Senate and presidential races, taking advantage of recent legal changes in the campaign finance landscape. Negativity is the dominant form of television advertising, constituting more than 65% and as much as 75% of all congressional general election ads (and as much as 87% of presidential ads) on air since 2006. Parties and interest group sponsors are more likely to air negative advertising by candidates, but candidates do not refrain from going negative. In fact, candidate negativity comprises roughly half of all negative ads on air. Negative ads are more likely to cite specific sources and therefore are generally considered more substantive. TV advertising is unlikely to contain partisan or ideological cues, in part, because it is targeted at swing voters.
Early studies of advertising cast doubt on their effectiveness, but more recent work suggests that advertising effects are small (mattering at the margin in the most competitive contests) and often conditional. That is, advertising effects often vary in relation to characteristics of the messages being aired, the individuals who view them, and contextual factors relating to the campaign more generally. Scholarship suggests that advertising has persuasive but short-lived influence on citizens and that advertising volume and negativity may aid mobilization efforts (although the influence of negativity may be conditioned upon ad characteristics and timing).
Technological advances in the way TV advertising is deployed is increasing campaigns ability to target citizens in a fashion similar to online advertising, which has implications for how well researchers can continue to study it. Scholars have made considerable progress in studying 21st-century advertising effects, but a number of logistical hurdles and unanswered research questions remain.
Why voters turn out on Election Day has eluded a straightforward explanation. Rational choice theorists have proposed a parsimonious model, but its logical implication is that hardly anyone would vote since their one vote is unlikely to determine the election outcome. Attempts to save the rational choice model incorporate factors like the expressive benefits of voting, yet these modifications seem to be at odds with core assumptions of rational choice theory. Still, some people do weigh the expected costs and benefits of voting and take account of the closeness of the election when deciding whether or not to vote. Many more, though, vote out of a sense of civic duty. In contrast to the calculus of voting model, the civic voluntarism model focuses on the role of resources, political engagement, and to a lesser extent, recruitment in encouraging people to vote. It pays particular attention to the sources of these factors and traces complex paths among them.
There are many other theories of why people vote in elections. Intergenerational transmission and education play central roles in the civic voluntarism models. Studies that link official voting records with census data provide persuasive evidence of the influence of parental turnout. Education is one of the best individual-level predictors of voter turnout, but critics charge that it is simply a proxy for pre-adult experiences within the home. Studies using equally sophisticated designs that mimic the logic of controlled experiments have reached contradictory conclusions about the association between education and turnout. Some of the most innovative work on voter turnout is exploring the role of genetic influences and personality traits, both of which have an element of heritability. This work is in its infancy, but it is likely that many genes shape the predisposition to vote and that they interact in complex ways with environmental influences. Few clear patterns have emerged in the association between personality and turnout. Finally, scholars are beginning to recognize the importance of exploring the connection between health and turnout.
Gaurav Sood and Yphtach Lelkes
The news media have been disrupted. Broadcasting has given way to narrowcasting, editorial control to control by “friends” and personalization algorithms, and a few reputable producers to millions with shallower reputations. Today, not only is there a much broader variety of news, but there is also more of it. The news is also always on. And it is available almost everywhere. The search costs have come crashing down, so much so that much of the world’s information is at our fingertips. Google anything and the chances are that there will be multiple pages of relevant results.
Such a dramatic expansion of choice and access is generally considered a Pareto improvement. But the worry is that we have fashioned defeat from the bounty by choosing badly. The expansion in choice is blamed for both, increasing the “knowledge gap,” the gap between how much the politically interested and politically disinterested know about politics, and increasing partisan polarization. We reconsider the evidence for the claims. The claim about media’s role in rising knowledge gaps does not need explaining because knowledge gaps are not increasing. For polarization, the story is nuanced. Whatever evidence exists suggests that the effect is modest, but measuring long-term effects of a rapidly changing media landscape is hard and may explain the results.
As we also find, even describing trends in basic explanatory variables is hard. Current measures are beset with five broad problems. The first is conceptual errors. For instance, people frequently equate preference for information from partisan sources with a preference for congenial information. Second, survey measures of news consumption are heavily biased. Third, behavioral survey experimental measures are unreliable and inapt for learning how much information of a particular kind people consume in their real lives. Fourth, measures based on passive observation of behavior only capture a small (likely biased) set of the total information consumed by people. Fifth, content is often coded crudely—broad judgments are made about coarse units, eliding over important variation.
These measurement issues impede our ability to answer the extent to which people choose badly and the attendant consequences of such. Improving measures will do much to advance our ability to answer important questions.
Conor M. Dowling and Yanna Krupnikov
Since the 1960s there has been an increase in the amount of negative advertising in American campaigns. Although only 10% of advertisements aired in the 1960 campaign were negative, in the 2012 campaign only 14.3% of aired ads were positive. The increase in negative advertising has raised questions about the effects these types of ads may have on the electoral outcomes and the political process at large. Indeed, many voters and political actors have assumed and argued that negative advertising will have negative consequences for American politics. Although many news consumers and people interested in politics make many assumptions about the role of negativity in politics, the effect of campaign negativity on the political process is ambiguous. If there is a relationship between negativity and political outcomes, this relationship is nuanced and conditional. Although negativity may, under certain conditions, have powerful effects on political outcomes, under other conditions the effects of negativity are minimal. Moreover, while there is some research to suggest that this type of campaigning can produce negative consequences, other research suggests that negativity may—at times—be beneficial for the political process.
Michael J. Nelson and James L. Gibson
Even though most judges in the United States stand for election in the context of strong normative objections to the practice of electing judges, political scientists have produced a surprisingly thin theoretical framework for understanding how judicial campaigns affect voters. This paucity of research is particularly surprising given the increasingly politicized environment in which judicial elections operate. The literature on judicial campaigns is well-served to draw upon the well-trodden research about campaign effects for executive and legislative office. In some important respects, however, judicial contests differ from those for executive or legislative office. To this end, the Expectancy Theory pioneered by James L. Gibson provides an important theoretical development, emphasizing that the effects of judicial campaigns are highly conditional upon variation in voters’ willingness to tolerate different types of campaign activity. Moreover, the effects of campaigns are highly dependent on the context of both institutional design and voters’ own experiences with judicial elections.
Colleen M. Carpinella and Kerri L. Johnson
The facial appearance of political candidates provides information to voters that can be vital to the impression-formation process. Traditionally, psychological research in the field of appearance-based politics has concentrated on investigating whether politicians’ physical appearance impacts perceptions of them. Recently, the focus has shifted from examining whether facial cues matter for impression formation to determining (1) which facial cues matter for voters’ perceptions of politicians and (2) how such visual cues are utilized within the political decision-making process. This shift in research focus has ushered in an appreciation of facial competence and physical attractiveness, and it has been marked by a renewed interest in studying how gender stereotypes impact the influence of politician appearance on perceptions of male and female politicians. In addition, this renewed interest in studying underlying mechanisms in appearance-based politics has spurred on research that includes a broader range of downstream consequences such as evaluations of leadership potential, voting behavior, and even basic political party affiliation categorizations.
Amber E. Boydstun and Annelise Russell
Media coverage does not ebb and flow. Rather, media coverage rapidly moves from crisis to stasis and back again. The result of these attention dynamics is news reporting that is disproportional to the breadth and pace of policy problems in the world, where some balloon in the news beyond expectations and others fade quickly (or never make the news at all). These patterns of news coverage result from the powerful role that momentum plays in the news-generation process. Forces of positive feedback drive news outlets to chase each new hot story quickly, while negative feedback forces drive news outlets to stay locked onto a hot story at hand. Together, these forces drive news coverage to lurch and fixate, lurch and fixate, again and again. Thus, although previous research has conceived of the news-generation process functioning either as a “patrol” system (where news outlets act as sentinels, tracking each policy problem as it unfolds in the world) or as an “alarm” system (where news outlets move in quick bursts from one policy problem to the next, with little to no in-depth coverage), both these previous models tell only half the story. Rather, the news-generation process is best understood through the alarm/patrol hybrid model, where news outlets often lurch from one hot item to the next but sometimes become entrenched in an unfolding storyline. The alarm/patrol hybrid model helps explain the particular phenomenon of “media storms” that can occur, where a sudden surge in media attention can vault a previously ignored issue into the center of public and political attention; think of the Catholic priest abuse scandal, or the scene in Ferguson, Missouri, after Michael Brown’s death. The lurching/fixating dynamics of media attention have far-ranging implications for citizen information and political response, contributing to a wider system of disproportionate information processing where some topics are attended to and others are largely ignored. In particular, because policymakers take so many of their cues from the news, it is likely the case that the lurching/fixating patterns of our media system exacerbate the punctuated patterns of government in turn.
Stuart N. Soroka
Research on media gatekeeping is focused on the factors leading to a distribution of information in media content that is systematically different from the “real world.” Early gatekeeping work examined editorial decisions, and emphasized the effect that a single editor’s preferences and beliefs could have on the content new consumers receive. The literature has gradually shifted to focus on more generalizable factors, however. These include organization-level assessments of newsworthiness and commercial/economic considerations; broader system-level factors including the impact of dominant ideologies and political and social norms; and common individual-level factors, including a range of cognitive and psychological biases.
The tendency for humans to prioritize negative over positive information is one such cognitive bias—and the growing literature on the negativity bias is discussed here as one example of a set of organization-, system-, and individual-level “gates” that have a systematic impact on news content. Negativity is just one example, however. Sensationalism, violence, geographic proximity, availability of visuals, prominence of celebrities—all of these tendencies in media content can and have been examined effectively using the gatekeeping metaphor. Some of this work is reviewed here, alongside some recent trends in gatekeeping work, including the “distributional” approach to gatekeeping, and the shift in gatekeeping brought on by the “new media” environment.
Going public is the preeminent governing strategy of modern presidents. When presidents go public, they attempt to influence the decisions, actions, and opinions of others through speechmaking and other public engagement. Although some scholars of the rhetorical presidency show how presidents have used speeches to govern since the dawn of American democracy, the bulk of scholarship centers on the modern presidency, as both advances in communications technologies and changes in federal policymaking institutions spurred presidents to go public.
Going public as a leadership strategy involves a variety of presidential speeches designed to reach a range of institutions and actors. Strategies include going local, speaking on national television, or saturating news coverage by sustaining attention to a top priority. The president’s target audience can be Congress, the public, news media, or bureaucracy. Presidents have had some success going public, although the ways in which presidents have been successful vary by strategy and target audience.
Going public is more than just presidential leadership of others. It is also about what incentivizes the president’s efforts to use speeches to govern in the first place. Thus, a second focus of research on going public is what explains speechmaking and the tendency of presidents to respond to those institutions and actors that they also attempt to lead. The majority of existing research centers on presidential leadership of, and responsiveness to, mass public opinion, but the emergence of a more polarized public may influence why presidents go public and may change what political scientists conclude concerning going public and presidential leadership in a more polarized political age.
State-media-relations theory hopes to explain variability in news content in open media systems according to the effects of professional journalistic norms and political and economic pressures felt by news organizations. According to the indexing model, variability in critical engagement of government policies rises and falls according to the degree of official public debate on an issue. As oppositional voices are silenced by political pressure campaigns of various types, oppositional frames in news content will diminish. As controversy among officials expands, so, too, will controversy in the news. Several alternative models of state-media relations, as well as their possible limitations in terms of applicability to non-American political systems, require further exploration; especially as to its relevance in the 21st century political and technical environment.
Elizabeth Ann Stein
Considering incidents that make headline news internationally, given the modern information and communication technology revolution, the facility of citizens to rapidly mobilize represents a considerable threat to autocratic survival. While the speed with which popular movements emerge has increased exponentially, and the news of their existence spreads faster and farther, civil unrest has threatened the stability and survival of dictators for centuries. The paranoia and machinations of dictators depicted in films, such as the portrayal of Ugandan dictator Idi Amin in The Last King of Scotland, while sensationalized, capture the astounding array of threats with which unelected leaders must concern themselves. On the one hand, they must worry about insider threats to their standing, such as conspiratorial plots from people within the dictator’s own circle or mutiny among government soldiers. On the other hand, dictators also must monitor threats originating from non-regime actors, such as new alliances forming among once-fragmented opposition groups or the possibility of sustained insurgency or a popular revolution. From force to finesse, autocratic leaders have developed a broad and evolving range of tactics and tools to diminish both internal and external domestic threats to their reign. The success of dictators’ endeavors to insulate their regimes from forces that might challenge them depends on accurate and reliable information, a resource that can be as valuable to the leader as would a large armory and loyal soldiers. Dictators invest significant resources (monetary as well as human capital) to try to gather useful information about their existing and potential opponents, while also trying to control and shape information emitted by the regime before it reaches the public. New information and communication technologies (ICTs), which have drawn a great deal of scholarly attention since the beginning of the 21st century—present both risks and rewards for dictators; inversely they also create new opportunities and hazards for citizens who might utilize them to mobilize people opposed to the regime. While civil unrest could encompass the full range of domestic, nonmilitary actors, there also needs to be a specific focus on various forms of mass mobilization. Historically, more dictators have been forced from office by elite-initiated overthrows via coups d’état than have fallen to revolution or fled amid street protests. Civil unrest, in its many forms, can affect autocratic survival or precipitate regime breakdown. While mass-based revolutions have been a relatively rare phenomenon to date, the actions of many 21st-century dictators indicate that they increasingly concern themselves with the threats posed by popular protests and fear its potential for triggering broader antigovernment campaigns. The ease of access to information (or the lack thereof) help explain interactions between authoritarian regimes and citizens emphasizes. The role of information in popular antigovernment mobilization has evolved and changed how dictators gather and utilize information to prevent or counter civil unrest that might jeopardize their own survival as well as that of the regime.
Catie Snow Bailard
Information and communication technologies (ICT) are rapidly, profoundly, and simultaneously changing three structural properties that define contemporary communication systems. How we encode information, the means for transmitting this encoded information, and the networks that determine who can send and receive that information have changed dramatically with the advent of the Internet and mobile technology. Although the political events, outcomes, and behaviors precipitated by the political opportunities created by these ICTs are neither uniform nor automatic, this dramatic reshaping of contemporary information landscapes does have clear consequences for the quantity and range of information available to citizens across the globe. There are also evident effects on the communication costs that are integral to political organization. Additionally, there are indisputable implications for the informational relationship shared by governments and their citizens. Each of these sets of effects creates new opportunities for accountability and transparency in the electoral process and for the processes of governance more generally, in the context of developed democracies but also in developing and non-democratic countries.
The German sociologist Niklas Luhmann has provided one of the most elaborate theories of society available, as well as numerous works on specific aspects of society. Commonly labeled as “systems theory,” this is but a shorthand description of Luhmann’s theory. In fact, the theory rests on at least three main theoretical pillars. In addition to systems theory, a theory of social evolution and a theory of social differentiation play important roles. The present article introduces these three pillars and describes Luhmann’s theory of politics in this context. It outlines the crucial difference between a theory of politics as part of a theory of society on the one hand, and political theory as a reflective theory within the political system on the other hand. More specifically, it introduces Luhmann’s accounts of the notions of “political power,” “differentiation,” “the state,” “political steering,” and “the self-description of the political system.” The contribution concludes with some observations on the fact that Luhmann’s theory has tended to overlook the dimension of international politics, but that his theory provides opportunities to account for it in innovative ways.
James T. Hamilton
This is an advance summary of a forthcoming article in the Oxford Research Encyclopedia of Politics. Please check back later for the full article.
If most voters remain rationally ignorant about the details of public policy, how can politicians be held accountable for their actions? Information markets offer an unprecedented amount of data today to help people in their roles as consumers, workers, and audience members. Yet the stories that help voters hold politicians accountable face a number of hurdles in the market place. Investigative work about public affairs topics is expensive, uncertain, and not always highly demanded. Attempts by candidates to convey ideas through the media faces a conflict between what approaches motivate the marginal voter and what topics are of interest to the marginal viewer. Research in media economics offers evidence on what types of political information gets produced, what the impact of accountability journalism is on the functioning of government, and where market failures exist in the coverage of politics and policy.
Annelise Russell, Maraam Dwidar, and Bryan D. Jones
Scholars across politics and communication have wrangled with questions aimed at better understanding issue salience and attention. For media scholars, they found that mass attention across issues was a function the news media’s power to set the nation’s agenda by focusing attention on a few key public issues. Policy scholars often ignored the media’s role in their effort to understand how and why issues make it onto a limited political agenda. What we have is two disparate definitions describing, on the one hand, media effects on individuals’ issue priorities, and on the other, how the dynamics of attention perpetuate across the political system. We are left with two notions of agenda setting developed independently of one another to describe media and political systems that are anything but independent of one another.
The collective effects of the media on our formal institutions and the mass public are ripe for further, collaborative research. Communications scholars have long understood the agenda setting potential of the news media, but have neglected to extend that understanding beyond its effects on mass public. The link between public opinion and policy is “awesome” and scholarship would benefit from exploring the implications for policy, media, and public opinion.
Both policy and communication studies would benefit from a broadened perspective of media influence. Political communication should consider the role of the mass media beyond just the formation of public opinion. The media as an institution is not effectively captured in a linear model of information signaling because the public agenda cannot be complete without an understanding of the policymaking agenda and the role of political elites. And policy scholars can no longer describe policy process without considering the media as a source of disproportionate allocation of attention and information. The positive and negative feedback cycles that spark or stabilize the political system are intimately connected to policy frames and signals produced by the media.
Jennifer Jerit and Jason Barabas
Issue voting concerns the extent to which citizens reward or punish elected officials for their actions or inaction on legislative issues. There are debates about styles of issue voting as well as whether it takes place in the United States, but nearly all theoretical models elevate the role of political knowledge. That is, voters must know where politicians stand on policy issues as well as their own positions. While there are a variety of ways citizens could learn about policy positions and actions, the mass media are presumed to play an important role. Yet, demonstrating the empirical linkages has been difficult in the past due to ever-present challenges with data and research designs. More research is needed to understand the various mechanisms underpinning representative democracy.
Four potential mechanisms explore the linkages between partian media outlets and attitudinal polarization, as well as discusses how such outlets cause polarization and influence American politics more generally: partisan media outlets can have direct effects on their audience, indirect effects on the broader population, effects on the news media, and effects on political elites. Some challenges and questions remain to be answered in each area in the hopes of spurring more, and broader, work on these media institutions.
Erik P. Bucy and Patrick Stewart
Nonverbal cues are important elements of persuasive communication whose influence in political debates are receiving renewed attention. Recent advances in political debate research have been driven by biologically grounded explanations of behavior that draw on evolutionary theory and view televised debates as contests for social dominance. The application of biobehavioral coding to televised presidential debates opens new vistas for investigating this time-honored campaign tradition by introducing a systematic and readily replicated analytical framework for documenting the unspoken signals that are a continuous feature of competitive candidate encounters. As research utilizing biobehavioral measures of presidential debates and other political communication progresses, studies are becoming increasingly characterized by the use of multiple methodologies and merging of disparate data into combined systems of coding that support predictive modeling.
Key elements of nonverbal persuasion include candidate appearance, communication style and behavior, as well as gender dynamics that regulate candidate interactions. Together, the use of facial expressions, voice tone, and bodily gestures form uniquely identifiable display repertoires that candidates perform within televised debate settings. Also at play are social and political norms that govern candidate encounters. From an evaluative standpoint, the visual equivalent of a verbal gaffe is the commission of a nonverbal expectancy violation, which draws viewer attention and interferes with information intake. Through second screens, viewers are able to register their reactions to candidate behavior in real time, and merging biobehavioral and social media approaches to debate effects is showing how such activity can be used as an outcome measure to assess the efficacy of candidate nonverbal communication during televised presidential debates.
Methodological approaches employed to investigate nonverbal cues in presidential debates have expanded well beyond the time-honored technique of content analysis to include lab experiments, focus groups, continuous response measurement, eye tracking, vocalic analysis, biobehavioral coding, and use of the Facial Action Coding System to document the muscle movements that comprise leader expressions. Given the tradeoffs and myriad considerations involved in analyzing nonverbal cues, critical issues in measurement and methodology must be addressed when conducting research in this evolving area. With automated coding of nonverbal behavior just around the corner, future research should be designed to take advantage of the growing number of methodological advances in this rapidly evolving area of political communication research.