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Media in World Politics:3What are ’media effects’?

Scott Koga-Browes

RitsumeikanU:IR/GS

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 1 / 16

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Outline

Feedback Responses

Media effectsIntroduction & DefinitionsHistorical BackgroundSeeing is believingUnder the influence?Press and voting behaviourInfluence beyond the ballot boxElite effectsMedia consumption in contextConclusions

Feedback Sheets

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Feedback Responses

Question 1

• Hello

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 3 / 16

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Feedback Responses

Question 2

• Erm...

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 3 / 16

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Feedback Responses

Question 3

• Goodbye

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 3 / 16

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Media effects

What are ’media effects’?

• Why are we interested in studying the mass media?

• Much of the time because we assume that it has some sort ofinfluential relationship with the world ’outside’.

• A bunch of other reasons...

• How do we know about this ’media influence’?

• Academic studies: Potter (2012) estimates that there have been about10,000 academic appears published which deal with ’media effects’.

• However, there is little agreement about ’media effects’...

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 4 / 16

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Media effects

What are ’media effects’?

• Why are we interested in studying the mass media?

• Much of the time because we assume that it has some sort ofinfluential relationship with the world ’outside’.

• A bunch of other reasons...

• How do we know about this ’media influence’?

• Academic studies: Potter (2012) estimates that there have been about10,000 academic appears published which deal with ’media effects’.

• However, there is little agreement about ’media effects’...

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 4 / 16

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Media effects

What are ’media effects’?

• Why are we interested in studying the mass media?

• Much of the time because we assume that it has some sort ofinfluential relationship with the world ’outside’.

• A bunch of other reasons...

• How do we know about this ’media influence’?

• Academic studies: Potter (2012) estimates that there have been about10,000 academic appears published which deal with ’media effects’.

• However, there is little agreement about ’media effects’...

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 4 / 16

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Media effects

What are ’media effects’?

• Why are we interested in studying the mass media?

• Much of the time because we assume that it has some sort ofinfluential relationship with the world ’outside’.

• A bunch of other reasons...

• How do we know about this ’media influence’?

• Academic studies: Potter (2012) estimates that there have been about10,000 academic appears published which deal with ’media effects’.

• However, there is little agreement about ’media effects’...

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 4 / 16

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Media effects

What are ’media effects’?

• Why are we interested in studying the mass media?

• Much of the time because we assume that it has some sort ofinfluential relationship with the world ’outside’.

• A bunch of other reasons...

• How do we know about this ’media influence’?

• Academic studies: Potter (2012) estimates that there have been about10,000 academic appears published which deal with ’media effects’.

• However, there is little agreement about ’media effects’...

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 4 / 16

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Media effects

What are ’media effects’?

• Why are we interested in studying the mass media?

• Much of the time because we assume that it has some sort ofinfluential relationship with the world ’outside’.

• A bunch of other reasons...

• How do we know about this ’media influence’?

• Academic studies: Potter (2012) estimates that there have been about10,000 academic appears published which deal with ’media effects’.

• However, there is little agreement about ’media effects’...

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 4 / 16

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Media effects

Blaming the media

Which one of the following groups, if any, do you think is most toblame for Islamophobia, fear of Islam, in the UK?

n %

The media 292 29Muslims abroad 140 14Far right political gr’ps (e.g. British National Party) 127 13Muslims in the UK 113 11Politicians and government 96 10The police 14 1

Other 41 4I do not think that Islamophobia exists in the UK 9 1Refused/Don’t know 173 17

ComRes poll of 1004 people, 8-10 July 2011

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Media effects Introduction & Definitions

Aspects of effects research

Timing when does the effect happen?

Duration how long does the effect last?

Valence is it a good or bad effect?

Change does the effect change something or maintain or reinforce acurrent state?

Intention did the producer/distributor of the media intend the effect?

Level/Scope exactly what is the scope of the effect; the individual? thewhole society?

In/Direct is the effect direct or mediated through other institutions?

Manifestation can we see the effect? How do we know that there aren’tother effects that we can’t see?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 6 / 16

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Media effects Introduction & Definitions

Aspects of effects research

Timing when does the effect happen?

Duration how long does the effect last?

Valence is it a good or bad effect?

Change does the effect change something or maintain or reinforce acurrent state?

Intention did the producer/distributor of the media intend the effect?

Level/Scope exactly what is the scope of the effect; the individual? thewhole society?

In/Direct is the effect direct or mediated through other institutions?

Manifestation can we see the effect? How do we know that there aren’tother effects that we can’t see?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 6 / 16

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Media effects Introduction & Definitions

Aspects of effects research

Timing when does the effect happen?

Duration how long does the effect last?

Valence is it a good or bad effect?

Change does the effect change something or maintain or reinforce acurrent state?

Intention did the producer/distributor of the media intend the effect?

Level/Scope exactly what is the scope of the effect; the individual? thewhole society?

In/Direct is the effect direct or mediated through other institutions?

Manifestation can we see the effect? How do we know that there aren’tother effects that we can’t see?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 6 / 16

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Media effects Introduction & Definitions

Aspects of effects research

Timing when does the effect happen?

Duration how long does the effect last?

Valence is it a good or bad effect?

Change does the effect change something or maintain or reinforce acurrent state?

Intention did the producer/distributor of the media intend the effect?

Level/Scope exactly what is the scope of the effect; the individual? thewhole society?

In/Direct is the effect direct or mediated through other institutions?

Manifestation can we see the effect? How do we know that there aren’tother effects that we can’t see?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 6 / 16

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Media effects Introduction & Definitions

Aspects of effects research

Timing when does the effect happen?

Duration how long does the effect last?

Valence is it a good or bad effect?

Change does the effect change something or maintain or reinforce acurrent state?

Intention did the producer/distributor of the media intend the effect?

Level/Scope exactly what is the scope of the effect; the individual? thewhole society?

In/Direct is the effect direct or mediated through other institutions?

Manifestation can we see the effect? How do we know that there aren’tother effects that we can’t see?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 6 / 16

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Media effects Introduction & Definitions

Aspects of effects research

Timing when does the effect happen?

Duration how long does the effect last?

Valence is it a good or bad effect?

Change does the effect change something or maintain or reinforce acurrent state?

Intention did the producer/distributor of the media intend the effect?

Level/Scope exactly what is the scope of the effect; the individual? thewhole society?

In/Direct is the effect direct or mediated through other institutions?

Manifestation can we see the effect? How do we know that there aren’tother effects that we can’t see?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 6 / 16

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.

Media effects Introduction & Definitions

Aspects of effects research

Timing when does the effect happen?

Duration how long does the effect last?

Valence is it a good or bad effect?

Change does the effect change something or maintain or reinforce acurrent state?

Intention did the producer/distributor of the media intend the effect?

Level/Scope exactly what is the scope of the effect; the individual? thewhole society?

In/Direct is the effect direct or mediated through other institutions?

Manifestation can we see the effect? How do we know that there aren’tother effects that we can’t see?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 6 / 16

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Media effects Introduction & Definitions

Aspects of effects research

Timing when does the effect happen?

Duration how long does the effect last?

Valence is it a good or bad effect?

Change does the effect change something or maintain or reinforce acurrent state?

Intention did the producer/distributor of the media intend the effect?

Level/Scope exactly what is the scope of the effect; the individual? thewhole society?

In/Direct is the effect direct or mediated through other institutions?

Manifestation can we see the effect? How do we know that there aren’tother effects that we can’t see?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 6 / 16

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Media effects Historical Background

The ’Panic Broadcast’

30th Oct 1938: Mercury Theatre, War of the Worlds

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Media effects Historical Background

W.O.T.W.: Immediate Reaction

”By the time the broadcast ended, the CBS Building was inundated withpolice and the press. Welles and co-producer John Houseman weredragged to a back office and held for questioning. The newspaperreporters were especially voracious. Both men have described theexperience as unnerving, since at that point the damage caused seemedlike a worst-case scenario. Numerous deaths were implied, most allegedlyoccurring on the highways during the evacuation stampede. Fortunatelyfor everyone at Mercury it would be later revealed that no deaths could beattributed to the program.”(Heyer, 2003)

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Media effects Historical Background

Historical Context

• 1938: the Anschluss, Germany ’invades’ Austria (Mar), Germanyoccupies Sudetenland (Oct)

• Trust: radio was still relatively new as a medium and was widelytrusted as a source of news and information

• Production techniques: Orson Welles’ innovative production mixedgenre conventions in a way that listeners were unused to.

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 9 / 16

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Media effects Historical Background

Historical Context

• 1938: the Anschluss, Germany ’invades’ Austria (Mar), Germanyoccupies Sudetenland (Oct)

• Trust: radio was still relatively new as a medium and was widelytrusted as a source of news and information

• Production techniques: Orson Welles’ innovative production mixedgenre conventions in a way that listeners were unused to.

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 9 / 16

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Media effects Historical Background

Historical Context

• 1938: the Anschluss, Germany ’invades’ Austria (Mar), Germanyoccupies Sudetenland (Oct)

• Trust: radio was still relatively new as a medium and was widelytrusted as a source of news and information

• Production techniques: Orson Welles’ innovative production mixedgenre conventions in a way that listeners were unused to.

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 9 / 16

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Media effects Historical Background

From coincidence to causality

• Violence in film — real-life murders

• Press about health scares — panic behaviour

• Biased political coverage — election victories for certain politicalparties

”. . . but any such correlation needs to be underpinned by a theory whichconnects the two, that pushes the correlation beyond coincidence intocausality” (Street, 2011, 104)

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 10 / 16

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Media effects Historical Background

From coincidence to causality

• Violence in film — real-life murders

• Press about health scares — panic behaviour

• Biased political coverage — election victories for certain politicalparties

”. . . but any such correlation needs to be underpinned by a theory whichconnects the two, that pushes the correlation beyond coincidence intocausality” (Street, 2011, 104)

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 10 / 16

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Media effects Historical Background

From coincidence to causality

• Violence in film — real-life murders

• Press about health scares — panic behaviour

• Biased political coverage — election victories for certain politicalparties

”. . . but any such correlation needs to be underpinned by a theory whichconnects the two, that pushes the correlation beyond coincidence intocausality” (Street, 2011, 104)

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 10 / 16

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Media effects Historical Background

From coincidence to causality

• Violence in film — real-life murders

• Press about health scares — panic behaviour

• Biased political coverage — election victories for certain politicalparties

”. . . but any such correlation needs to be underpinned by a theory whichconnects the two, that pushes the correlation beyond coincidence intocausality” (Street, 2011, 104)

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 10 / 16

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Media effects Historical Background

Establishing causality

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Media effects Historical Background

Establishing causality

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 12 / 16

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Media effects Historical Background

Establishing causality

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Media effects Seeing is believing

Trust in information

If people don’t trust the information carried by the mass media, can ithave any influence?

Why do we have different criteria for believing in different situations?

• Believability: depends on rules for the ’genre’ (fictional film,documentary, radio drama, ’reality’ television), skill of producers, etc.

• Credibility: whether a particular piece of information conforms tothese genre rules.

How does the credibility of the mass media vary from country to country,over time, from person to person?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 14 / 16

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Media effects Seeing is believing

Trust in information

If people don’t trust the information carried by the mass media, can ithave any influence?

Why do we have different criteria for believing in different situations?

• Believability: depends on rules for the ’genre’ (fictional film,documentary, radio drama, ’reality’ television), skill of producers, etc.

• Credibility: whether a particular piece of information conforms tothese genre rules.

How does the credibility of the mass media vary from country to country,over time, from person to person?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 14 / 16

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Media effects Seeing is believing

Trust in information

If people don’t trust the information carried by the mass media, can ithave any influence?

Why do we have different criteria for believing in different situations?

• Believability: depends on rules for the ’genre’ (fictional film,documentary, radio drama, ’reality’ television), skill of producers, etc.

• Credibility: whether a particular piece of information conforms tothese genre rules.

How does the credibility of the mass media vary from country to country,over time, from person to person?

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 14 / 16

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Media effects Seeing is believing

Trust in information

If people don’t trust the information carried by the mass media, can ithave any influence?

Why do we have different criteria for believing in different situations?

• Believability: depends on rules for the ’genre’ (fictional film,documentary, radio drama, ’reality’ television), skill of producers, etc.

• Credibility: whether a particular piece of information conforms tothese genre rules.

How does the credibility of the mass media vary from country to country,over time, from person to person?

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For next week...

For next week:•Task 1•Task 2

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For next week...

Bibliography

Heyer, P. (2003). America under attack 1: A reassessment of OrsonWelles’ 1938 War of the Worlds broadcast. Canadian Journal ofCommunication, 28(2):149–166.

Potter, J. W. (2012). Media Effects. SAGE, London, Thousand Oaks, CAand New Delhi.

Street, J. (2011). Mass media, politics and democracy. PalgraveMacmillan, Houndmills, Basingstoke, Hampshire; New York, 2nd edition.

Scott Koga-Browes (RitsumeikanU:IR/GS) Week3: What are ’media effects’? 16 / 16