Jonathan Klüser and Marco Radojevic
Research on policy agendas and agenda-setting has developed into an important subdiscipline of comparative politics, which seeks to understand how political actors allocate scarce attention. The theoretical origins of the field describe agenda-setting as a “conflict of conflicts,” that is the political struggle over the question of which issues receive attention. Modern scholars have expanded on these ideas and turned them into important theoretical models of the agenda-setting process. The most influential of these models are Kingdon’s multiple streams approach and Baumgartner and Jones’ punctuated equilibrium theory. The former analyses the emergence of issues in the separate streams of policies, politics, and problems, whose coupling is necessary for any issue in order to be considered for political decision-making. In contrast, the latter stresses the importance of negative and positive feedback mechanisms in order to explain long periods of incremental policy change and sudden radical changes, which characterize the policy process.
Inspired by the second approach is the Comparative Agendas Project, which is a comprehensive and comparative data collection effort about policy agendas using a unified taxonomy. These data enable scholars to research the entire political process from media inputs via government throughput to legislative output. Studying governmental agendas, it is paramount to stress that—against common wisdom—political ideology does not play a decisive role in the agenda-setting process. Rather, both leftist and rightist governments seek to portray themselves as potent problem-solvers and respond to problematic societal condition in order to prove their competence. Looking at the media as one potentially powerful political agenda-setter, it turns out that newspapers and television channels’ power to steer the political agenda hinges on a variety of conditions. Generally, media outlets are most successful in setting the agenda if they report on issues that otherwise would not have been brought to the public’s attention. But even then, the media’s role appears to be restricted to narrowing down the issue menu from which politicians can choose when setting their agenda.
The study of political agendas is by no means limited to these areas, as shown by the hundreds of articles that have been published in major political science journals over the past decades. While the agenda approach has not yet developed into a theory of politics, it has certainly become a major subdiscipline of comparative politics, which has helped make sense of the political world.
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.
Paul A. Djupe and Brian R. Calfano
In the main, the link between religious variables and political choices is wrapped up in a communicative process of exposure and adoption. Specifically, people become exposed to religious teachings and viewpoints within religious contexts, they then must determine whether and to what extent they will adopt those teachings and viewpoints as their own, and then they must adapt them to political ends. Critical to this approach is the acknowledgment that religious social and institutional contexts are rife with diversity, even within religious traditions. This diversity extends to religious adherents, congregations, and elites and means that people receive a variety of religious and political cues from religious sources across time and space. It is this variation that is critical to measure in order to understand religion’s effects on political behavior. That is, documenting the implications of religious diversity is as much a question of research design as it is a theoretical framework. This framework is flexible enough to accommodate the growing literature examining political input effects on religious output.
The norms and patterns of exposure and adoption vary by the combination of the communicator and context: political communication in congregations, religious communication effects on politics in congregations, and religious communication by elites in public space. There are very few instances of political elites in religious spaces, at least in the United States. Presidents and other political elites have used religious rhetoric throughout American history in varying proportions, though how they have used it is changing in the Trump era to be much more particularistic and exclusive rather than the traditional broad and inclusive language of past presidents.
A central variable moderating the impact of communication is credibility, which can be demonstrated in multiple ways, including political agreement as well as religious office, rhetorical choices, and decision-making processes. Religious elites, especially, battle against the weight of history, inattention, and misperception in their attempts to lead prophetically. As a result, religious elite influence, in the sense of changing hearts and minds, is a fraught enterprise.
Naturally, we recommend adopting research designs that are appropriate for incorporating measurement on communication exposure so we can appropriately understand adoption decisions. This demands some creativity on behalf of researchers, which also drives them toward experimental work where exposure questions are built into the design and affords them a great deal of control.
Sharath Srinivasan and Stephanie Diepeveen
From global amplifications of local protests on social media to disinformation campaigns and transformative state surveillance capabilities, digital communications are changing the ways in which politics works in Africa and how and with whom power accrues. Yet while digital information technology and media are relatively new, the role of communication in state power and resistance on the continent is not. The “digital revolution” provokes us to better account for this past to understand a rapidly changing present. From language and script, to print and broadcast, to mobile applications and digital databases, how information is circulated, processed, and stored is central to political power on the African continent. The story of political change in Africa cannot be told without attention to how power manifests with and through changes in the technologies that enable these communication practices. A communication technology perspective on the study of politics in Africa provides a more sober analysis of how power relations circumscribe the possibilities of political change than more normative approaches would. Even so, a communication approach allows for social and ideational factors to mix with material ones in explaining the possibilities of such change.
Communication technologies have been central to what political actors in Africa from the precolonial past to the early 21st century can and cannot do, and to how political change comes about. Explorations across time, political era, and technological development in Africa allow us to unpack this relationship. In the precolonial period, across forms of centralized and decentralized political organization, oral communication modalities reflected and enabled fluid and radial logics of authority and power relations. Changes in moral and practical ideas for political organization occurred amid early encounters with traders and Islamic scholars and texts and the movement of people to, from, and within the continent. Colonialism, which heavily focused on narrow extractive aims, required alien central authorities to overcome the vulnerability of their rule through knowledge production and information control. Equally, the same communication technologies valued by colonial authority—intermediaries, print, radio—became means through which resistance ideas circulated and movements were mobilized. In independent Africa, political aims may have changed, but communication infrastructures and their vulnerabilities were inherited. The predicament facing postcolonial governments had a communications dimension. Later, their ability to forge rule through control and allegiance had to contend with a globalizing information economy and demands for media pluralism.
A communications perspective on the history of power on the African continent therefore guides a fuller understanding of change and continuity in politics in a digital age by drawing attention to the means and meanings by which legitimacy, authority, and belonging have continued to be produced and negotiated. Transnational configurations of information flows, global political economy logics of accumulation and security, and communicative terrains for contesting authority and mobilizing alternatives have been shown to possess both distinctly new characteristics and enduring logics.
Framing effects are produced by political communications that emphasize certain characteristics or consequences of an issue or policy to the exclusion of other features. By increasing the accessibility of those characteristics in people’s judgments, individuals can be swayed between supporting and opposing a policy depending on the valence of the highlighted feature. The preference inconsistencies that define framing effects were generated initially in environments in which individuals responded to a singular framing of an issue (i.e., a one-sided frame) at the expense of alternative conceptualizations of the problem. An important question is whether framing effects can be diminished by the competition among ideas that is characteristic of democratic politics.
The analysis of competitive framing has focused on the interaction between individual predispositions and processing styles and the combination of messages that individuals receive. The effectiveness of any particular communication strategy will depend on the characteristics of the target audience (specifically its values, knowledge, and processing style), the availability and applicability of the frames employed (i.e., whether they are strong or weak), and the degree to which there is competition and debate over the issues.
Research has been based on increasingly realistic experimental designs that attempt to reproduce how people encounter and process communications about politics in natural environments. The competitive context affects how much information people receive as well as how they process that information. In noncompetitive political environments, individuals, especially those who are unmotivated, tend to apply whatever considerations are made accessible by the one-sided messages they receive. In contrast, competing frames tend to stimulate individuals to deliberate on the merits of alternative interpretations.
The key difference between competitive framing in a single period versus over time is that when people receive competing messages about political issues over the course of a campaign or debate, their attitudes are affected not only by the content of the messages but also the sequence and timing of communications. The same set of messages will have a different impact depending on the order and combinations in which those messages were received. The most significant implication of these dynamics is that democratic competition—even when the opposing frames are balanced and of equal strength—may reduce or eliminate framing effects only when people receive the opposing frames simultaneously.
The magnitude of framing effects at different junctures of a campaign depends on the extent of exposure to frames and the degree to which citizens learn and retain information derived from those frames. Individuals who more efficiently process and store information—the online processors and those with a strong need to evaluate—are less likely to be moved by the latest frame because they are stabilized by the attitudes they have developed in prior phases of the campaign. There are promising hints in over-time studies that longer-term exposure to debate (beyond the short-term campaigns simulated in experiments) could gradually familiarize motivated individuals with both sides of the issue and diminish the subsequent influence of one-sided frames.
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.
Politicians mobilize people to vote by devising messages and imparting them to those people. Many studies examine African electioneering through a framework that distinguishes between programmatic, clientelist and charismatic appeals. Some, but not all, African politicians appeal to people by adopting particular policy positions, the strict sense of “programmatic appeals.” However, almost all solicit peoples’ support by stressing their sincere intentions and their abilities to pursue uncontroversial aspects of public policy, otherwise known as “valence appeals.” Parties’ historic records and their locations in government or opposition affect which issues they can claim to own and which they stress in their campaigns.
While appeals over public policy are commonplace in African electoral politics, so too is clientelism. Many politicians give voters gifts, in the form of favorable distributions of public service delivery, in-kind goods, and cash. However, few of these gifts constitute contingent exchanges of goods for votes. Instead, political largesse is used to flatter, to impress and to convince voters of politicians’ virtue. In this respect, public policy and clientelism frequently appear in African elections side-by-side.
“Political appeals” is employed by many as an organizing concept which orders the study of political messages. It sheds light on how electoral politics affects public policy. However, it also obscures. A separate canon of work studies political discourses in sub-Saharan Africa. One of the most studied subjects in this strain of the literature is populism. African populisms have been conceived of by some as discourses that unite disparate groups against an elite, and as an electoral strategy that draws together particular constituencies by others. Whichever definition one takes, African populists are rare. Only a handful have been identified.
Nationalists are much more common in sub-Saharan Africa. Politicians and parties have constructed national missions that act as master discourses, which subsume and order all manner of political issues. Some politicians that employ nationalist discourses stress their liberation credentials as qualifications to govern and delegitimize opponents who did not participate in the struggle. National revolutions or liberations are portrayed as ongoing projects with indefinite points of completion which give nationalism its regenerative qualities. Other nationalisms stress threats from rival groups, whether strangers within the nation’s borders, or nefarious forces abroad.
Likewise, ethnic discourses are commonplace in sub-Saharan Africa, but their rhetorical contents differ. Some valorize an ethnic people. Other express an ethnic group’s victimhood, or grievances, or fear of rival group threats. Equally, the goals that they espouse differ. Some propose compensation, others reconciliation, others still the capture of the central state, the devolution of state power, or the creation of a separate state of their own. Equally, they are contested and used by a variety of actors. Ethnicities are created from both above and below. They are used not only to mobilize people for mass actions to but make normative claims on politicians.
More broadly, politicians strive to develop conceptions of political morality. They present themselves as moral leaders and recharacterize various political issues as questions of morality or moral character. Putting these common discursive frames aside, African politicians employ any number of esoteric discursive frames which are not found elsewhere. Grand discourses aside, African politicians employ numerous rhetorical and symbolic techniques to suggest, reframe, perform and charm.
While messages win people’s support, those messages must be imparted, through mass media or face-to-face contact. Political parties mobilize enormous resources to expose people to their messages on the ground. The ground campaign has received little attention to date, but a scattering of studies show that parties strive to gain local presence. Some establish branches and others recruit local actors. They rely on these local actors to organize their ground campaigns and employ a variety of targeting strategies.
Thomas E. Nelson
Frames are distilled and coherent representations of complex social and political issues. A frame defines what an issue is about. Emphasis frames give special prominence to one aspect or feature of an issue. An example is the “reverse discrimination” frame for the issue of affirmative action, which emphasizes the potential costs of affirmative action to the superordinate group. Emphasis frames have attracted attention from several disciplines, including political science, sociology, psychology, journalism, and communication, with each contributing theoretical insight and empirical demonstration. Emphasis frames manifest themselves in communicated messages and in the minds of individuals. Emphasis frames often originate in political actors such as social movement organizations, interest groups, and leaders. These actors hope to effect political change by disseminating framed messages that represent the actors’ positions on the issue. News organizations transmit emphasis frames, in whole or in part, in the course of covering an issue. Organizational norms and procedures within the mass media can also shape the frames that ultimately appear to the audience.
Research has linked several political outcomes to emphasis frames, not the least of which is the influence that a communication frame has on the frame in the audience’s mind. Frames can influence the interpretations of the issue, judgments about what is most relevant to the issue, and even opinions about the issue. Framing has also been linked to changes in public policy. At the same time, there are a number of individual and contextual factors that can govern how strong a frame’s impact will be. Frames that harmonize with an individual audience member’s values or schemata might be especially effective, while individuals with strong prior opinions might be less affected by frames.
Researchers have proposed different psychological models of how emphasis frames influence audiences. Some have argued that framing overlaps considerably with other communication effects such as agenda-setting or priming. The key argument is that the frame activates specific beliefs, feelings, values, or other components of political judgment and opinion. Other models propose that framing affects the perceived importance, relevance, or applicability of activated considerations. Still other models stress the impact of frames on the attributions audiences make about who or what is responsible the origins of a social problem and its solution. A final category of models includes emotional response as a key mediator of frame effects.
Several significant challenges confront emphasis framing researchers. Scholars should seek to better integrate research at different levels of analysis of framing. They must also demonstrate framing’s relevance in the modern communication landscape, along with its distinctiveness from other familiar communication phenomena.
In the European Union (EU), there are two consultative committees, the European Economic and Social Committee (EESC) and the Committee of the Regions (CoR). Both, the EESC and the CoR are involved in EU decision-making but lack formal competencies to influence European secondary law directly. Instead of having votes or veto rights concerning EU directives or regulations, the two consultative committees provide recommendations to the European Parliament and the Council of Ministers. In addition to providing advice to the two EU legislative chambers, the two consultative committees can also approach the European Commission and give input into the drafting of EU policies at the very early stage.
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.
Political communicators have long used framing as a tactic to try to influence the opinions and political decisions of others. Frames capture an essence of a political issue or controversy, typically the essence that best furthers a communicator’s political goals. Framing has also received much attention by scholars; indeed, the framing literature is vast. In the domain of political decision making, one useful distinction is between two types of frames: emphasis frames and equivalence frames. Emphasis frames present an issue by highlighting certain relevant features of the issue while ignoring others. Equivalence frames present an issue or choice in different yet logically equivalent ways. Characterizing the issue of social welfare as a drain on the government budget versus a helping hand for poor people is emphasis framing. Describing the labor force as 95% employed versus 5% unemployed is equivalency framing. These frames differ not only by their content but also by the effects on opinions and judgements that result from frame exposure as well as the psychological processes that account for the effects. For neither emphasis nor equivalence frames, however, are framing effects inevitable. Features of the environment, such as the presence of competing frames, or individual characteristics, such as political predispositions, condition whether exposure to a specific frame will influence the decisions and opinions of the public.
Dustin Carnahan, Qi Hao, and Xiaodi Yan
Since its emergence, framing has established itself as one of the most prominent areas of study within the political communication literature. Simply defined, frames are acts of communication that present a certain interpretation of the world that can change the ways in which people understand, define and evaluate issues and events. But while scholarly understanding of framing as a concept has been refined as a consequence of many years of constructive debate, framing methodology has evolved little since the introduction of the concept several decades ago. As a consequence, the methods employed to study and understand framing effects have not kept up with more modern conceptualizations of framing and have struggled to meaningfully contribute to framing theory on the whole. Specifically, analyses of the framing literature over the past two decades suggest framing studies often fall short in properly distinguishing framing effects from broader persuasion and information effects and the current state of the literature—characterized by inconsistencies and idiosyncrasies across individual works—has made generalization difficult, hampering further theoretical development. In light of these concerns, framing scholars must utilize research approaches that allow for a more precise understanding of the mechanisms by which framing effects occur and identify strategies by which broader insights may be gleaned from both current and future work on the subject in order to enrich framing theory moving forward.
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.
Nichole M. Bauer
Women are under-represented at every level of elected office in the United States. As of 2018, women held just under 20% of seats in Congress, 25% of state legislative seats across the country, only six women serve as governor, and, of course, a woman has yet to win the presidency. The political under-representation of women is not unique to the American context. Indeed, women’s under-representation is a feature of other Western Democracies. Even under the leadership of female prime ministers, women hold only 32% of seats in the United Kingdom parliament and 31% of seats in the German parliament. Conventional wisdom suggests that feminine stereotypes may disadvantage female candidates. Feminine stereotypes characterize women as sensitive, emotional, and weak, and these are qualities voters do not traditionally associate with political leadership. Rather, voters associate political leadership with masculine traits such as being tough, aggressive, or assertive. The extent to which voters use these stereotypes in political decision making in the American context is not entirely clear.
There are three ways that feminine and masculine stereotypes can affect political decision making: candidate strategies, campaign news coverage, and vote choice decision. The alignment between masculine stereotypes and political leadership frequently pressures female candidates to emphasize masculine qualities over feminine qualities in campaign messages. Motivating these masculine messages is the perception that voters see female candidates as lacking the masculine qualities voters desire in political leaders. Male candidates, because of the alignment between masculinity and leadership roles, do not face this pressure. Female candidates will, however, highlight feminine stereotypes when these strategies will afford them a distinct electoral advantage. The use of masculinity in candidate strategy leads the news media, in turn, to use masculine stereotypes rather than feminine stereotypes in their coverage of both female and male candidates.
The ways that candidates and the news media engage with gender stereotypes affects how voters use these concepts to form impressions of female and male candidates. Voters will use feminine stereotypes as heuristics to form impressions of the ideological and issue priorities of female candidates. Feminine stereotypes can hurt the electoral prospects of female candidates, but the negative effect of feminine stereotypes only occurs under a limited set of conditions. Voters will use feminine stereotypes to rate female candidates negatively when female candidates explicitly emphasize feminine qualities, such as being warm or compassionate, in campaign messages. But, voters respond positively to female candidates who emphasize positive masculine qualities. In sum, whether gender stereotypes affect voter decision-making depends on the extent to which voters see messages, either from campaigns or the news media, that reflect femininity or masculinity.