Deck 4: The Study of Political Communication

Question 1

Write an essay in which you advocate for either the top-down model, the limited effects model, or the networked public sphere model of media influence. In your essay, respond to the key arguments from the other sides.

Answer 1

The top-down model of media influence argues that media content is controlled and disseminated by a small group of powerful individuals or organizations, such as government, corporations, or media conglomerates. This model suggests that these entities have the ability to shape public opinion and influence societal norms through their control of media content.

One of the key arguments in favor of the top-down model is the idea that media owners and executives have the power to set the agenda and control the flow of information to the public. This can lead to a homogenization of media content and a lack of diversity in perspectives, as media outlets may prioritize content that aligns with their own interests or biases.

On the other hand, the limited effects model of media influence posits that media has minimal impact on individuals and society. This model suggests that people are selective in their exposure to media and are able to interpret and filter information based on their own beliefs and values. Proponents of this model argue that individuals have agency and are not passive recipients of media messages, and therefore media has limited influence on shaping public opinion and behavior.

One of the key arguments in favor of the limited effects model is the idea that individuals have the ability to critically evaluate media content and make their own informed decisions. This model also emphasizes the role of interpersonal communication and social networks in shaping attitudes and behaviors, suggesting that media has minimal direct impact on individuals.

Lastly, the networked public sphere model of media influence argues that media has the potential to create a more democratic and participatory public sphere, where individuals can engage in open dialogue and exchange diverse viewpoints. This model emphasizes the role of social media and digital technologies in enabling individuals to connect and share information, and suggests that media can empower individuals to participate in public discourse and challenge dominant narratives.

One of the key arguments in favor of the networked public sphere model is the idea that media can facilitate greater civic engagement and political participation. This model also highlights the potential for media to amplify marginalized voices and promote social change, as individuals are able to connect and mobilize around shared interests and causes.

In conclusion, while each model of media influence presents compelling arguments, it is important to recognize that media's impact is complex and multifaceted. The top-down model highlights the power dynamics inherent in media ownership and control, the limited effects model emphasizes individual agency and critical thinking, and the networked public sphere model underscores the potential for media to foster a more inclusive and participatory public sphere. Ultimately, a nuanced understanding of media influence requires consideration of all these perspectives and their interplay in shaping public opinion and societal norms.

Question 2

Write an essay describing the contributions of Joseph Klapper to the study of political communication.

Answer 2

Joseph Klapper made significant contributions to the study of political communication through his groundbreaking work in the field. Klapper was a prominent communication scholar who focused on the effects of mass media on society and individuals. His work has had a lasting impact on the understanding of how media influences political attitudes and behaviors.

One of Klapper's most influential contributions to the study of political communication was his development of the reinforcement theory. This theory posits that media messages reinforce existing attitudes and beliefs rather than changing them. Klapper's research on this theory has helped to shape our understanding of how media can either strengthen or challenge existing political ideologies.

In addition to the reinforcement theory, Klapper also emphasized the importance of considering the individual's social and psychological factors when studying media effects. He argued that media messages are filtered through the lens of the individual's existing beliefs, values, and social context. This perspective has been instrumental in shaping the way researchers approach the study of political communication, emphasizing the need to consider the complex interplay between media and individual characteristics.

Furthermore, Klapper's work has also highlighted the role of media in shaping public opinion and political behavior. His research has shed light on how media can influence voting behavior, political participation, and public perceptions of political issues. By examining the ways in which media messages can impact political attitudes and behaviors, Klapper's work has provided valuable insights into the role of media in shaping the political landscape.

Overall, Joseph Klapper's contributions to the study of political communication have been instrumental in shaping our understanding of the complex relationship between media and politics. His reinforcement theory, emphasis on individual factors, and insights into media effects on public opinion have had a lasting impact on the field, and continue to inform research and scholarship in political communication today.

Question 3

One of the key perspectives of __________ is that the groups people belong to (such as religious organizations and family) exert a stronger influence than mass media on political attitudes.

A) the top-down model
B) the limited effects model
C) the networked public sphere
D) the selective exposure model
E) All of the above

Answer 3

the limited effects model

Question 4

The limited effects model was proposed by ___________.

A) Lippmann
B) Katz
C) Lazarsfeld
D) Holbert
E) Klapper

Question 5

The social scientific research methodologies that would include brain imaging and heart rate are known as ____________.

A) psychophysiological measures
B) secondary analysis
C) focus groups
D) big data
E) multiple discourse analysis