Shanto Iyengar

News Coverage of the Gulf Crisis and Public Opinion A Study of Agenda-Setting, Priming, and Framing

This article documents three types of media effects that operated on public opinion during the Persian Gulf crisis and war. First, the level of network news coverage matched the proportion of Gallup poll respondents naming the Gulf crisis as the nations most important problem (agenda-setting). Second, use of data from the 1988, 1990, and 1991 National Election Studies (NES) shows that the weight respondents accorded foreign policy performance when evaluating George Bush significantly increased (priming) in the aftermath of the Gulf crisis. Third, content data (showing that network news coverage was preoccupied with military affairs and highly event oriented) and survey data are coupled to show that respondents reporting higher rates of exposure to television news expressed greater support for a military as opposed to a diplomatic response to the crisis (framing). In conclusion, it is suggested that these effects, in combination with the nature of the medias information sources, were conducive to legitimizing the administrations perspective on the crisis.

Does Attack Advertising Demobilize the Electorate

We address the effects of negative campaign advertising on turnout. Using a unique experimental design in which advertising tone is manipulated within the identical audiovisual context, we find that exposure to negative advertisements dropped intentions to vote by 5%. We then replicate this result through an aggregate-level analysis of turnout and campaign tone in the 1992 Senate elections. Finally, we show that the demobilizing effects of negative campaigns are accompanied by a weakened sense of political efficacy. Voters who watch negative advertisements become more cynical about the responsiveness of public officials and the electoral process.

Framing responsibility for political issues: The case of poverty

How people think about poverty is shown to be dependent on how the issue is framed. When news media presentations frame poverty as a general outcome, responsibility for poverty is assigned to society-at-large; when news presentations frame poverty as a particular instance of a poor person, responsibility is assigned to the individual. Similar framing effects are documented in the 1986 General Social Survey where the amount of public assistance deemed appropriate for a poor family varies with the description of the family. In concluding, the implications of framing for the study of public opinion are considered.

Replicating Experiments Using Aggregate and Survey Data: The Case of Negative Advertising and Turnout

Experiments show significant demobilizing and alienating effects of negative advertising. Although internally valid, experiments may have limited external validity. Aggregate and survey data offer two ways of providing external validation for experiments. We show that survey recall measures of advertising exposure suffer from problems of internal validity due to simultaneity and measurement error, which bias estimated effects of ad exposure. We provide valid estimates of the causal effects of ad exposure for the NES surveys using instrumental variables and find that negative advertising causes lower turnout in the NES data. We also provide a careful statistical analysis of aggregate turnout data from the 1992 Senate elections that Wattenberg and Brians (1999) recommend. These aggregate data confirm our original findings. Experiments, surveys, and aggregate data all point to the same conclusion: Negative advertising demobilizes voters.

Crime in Black and White The Violent, Scary World of Local News

Crime is central to the public debate about the state of American society. Citizens consistently express great concern about the issue and are increasingly calling for punitive policies, such as “three strikes” and the death penalty. In response, politicians and policymakers have allocated larger and larger shares of their budgets to crime control. This is ironic given that the population-adjusted crime rate has declined in recent years. This article addresses the paradox by focusing on the role of television news. A content analysis of local television news in a major media market demonstrates that coverage of crime features two important cues: Crime is violent, and criminals are nonwhite. We translate these media biases into an experimental design that manipulates the level of violence and the race of the perpetrator to test the relevance of these cues to public thinking about crime. The results indicate that race works independently and in conjunction with racial stereotypes to influence peoples concern about crime and their willingness to attribute criminal behavior to breakdowns in the African-American community. We conclude by discussing the implications of our findings for race relations, the practice of journalism, and public policy.

The End of Framing as we Know it … and the Future of Media Effects

Framing has become one of the most popular areas of research for scholars in communication and a wide variety of other disciplines, such as psychology, behavioral economics, political science, and sociology. Particularly in the communication discipline, however, ambiguities surrounding how we conceptualize and therefore operationalize framing have begun to overlap with other media effects models to a point that is dysfunctional. This article provides an in-depth examination of framing and positions the theory in the context of recent evolutions in media effects research. We begin by arguing for changes in how communication scholars approach framing as a theoretical construct. We urge scholars to abandon the general term “framing” altogether and instead distinguish between different types of framing. We also propose that, as a field, we refocus attention on the concepts original theoretical foundations and, more important, the potential empirical contributions that the concept can make to our field and our understanding of media effects. Finally, we discuss framing as a bridge between paradigms as we shift from an era of mass communication to one of echo chambers, tailored information and microtargeting in the new media environment.

Cross‐National versus Individual‐Level Differences in Political Information: A Media Systems Perspective

Abstract We propose a context‐dependent approach to the study of political information. Combining a content analysis of broadcast news with a national survey measuring public awareness of various events, issues, and individuals in the news, we show that properties of national media systems influence both the supply of news and citizens’ awareness of events in the news. Public service‐oriented media systems deliver hard news more frequently than market‐based systems. It follows that for citizens living under public service regimes, the opportunity costs of exposure to hard news are significantly lowered. Lowered costs allow less interested citizens to acquire political knowledge. Our analyses demonstrate that the knowledge gap between the more and less interested is widest in the US and smallest in Scandinavia.

Speaking of Values: The Framing of American Politics

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Auntie Knows Best? Public Broadcasters and Current Affairs Knowledge

Public service broadcasters (PSBs) are a central part of national news media landscapes. In many countries, PSBs are the first choice of citizens when it comes to news providers. And in perhaps more countries still, PSBs are thought of as specialists in provision of hard news. We test this proposition here using survey data from a large crossnational survey involving indicators of current affairs knowledge and media consumption. Specifically, we examine whether exposure to public versus commercial news influences the knowledge citizens possess about current affairs, both domestically and internationally. We also test, using propensity score analysis, whether there is variation across PSBs in this regard. Results indicate that compared to commercial news, watching PSB has a net positive influence on knowledge of hard news, though not all PSBs are equally effective in contributing to knowledge acquisition. This knowledge gap between PSB and commercial news media consumption appears to be mitigated by factors such as de jure independence,proportion of public financing, and audience share.

Crime, foreigners and hard news: A cross-national comparison of reporting and public perception

The Finnish media devote more attention to hard news than the British media, yet Finns are less interested in politics than the British. The principal reason for this difference in news values is that Finnish TV is more subject to public service influence than British TV, and the Finnish press is more strongly influenced by a professional journalistic culture than its British counterpart. While a number of national differences contribute to different levels of public knowledge, the Finns are better informed about hard news topics partly because they are better briefed in these areas by their media.