Research Projects Essay Example | Topics and Well Written Essays - 750 words

Research Projects - Essay ExampleAs the fall season came and went, however, the Affordable Care Act and the budget debacle in Congress fuelled invade afresh in the agenda-setting and editorial slant of Fox give-and-take and strengthened its place at the realize of the cable news ratings (Bibel, 2013 Mirkinson, 2013). The operative question then remains why is Fox News self-made despite resisting an allegedly popular presidency and the liberal ethos of the bicoastal giants in media? Within the constraints of this very short paper, we demonstrate the theory of agenda-setting and how Fox News maintains its solitary stance but leads its segment of cable news. II. Literature appraise We discuss here the theories behind framing, agenda-setting and priming as they impinge on political communication slackly and, in particular, the ideology that stoutly characterizes coverage in the cable news channels Fox News and MSNBC. This means we are in the realm of cognitive communication and ca mpaign effects, i.e. framing, agenda setting and priming. We besides touch on the hearing appeal of this ideology. Political and communications research has undergone at least trinity major paradigm shifts since the post-newspaper era early in the last century. The magic bullet or hypodermic syringe theory was much in vogue from the 1920s to the 1940s. Agenda-setting came into the limelight around 1972. Starting around 1989, the propaganda manikin offshoots of framing and agenda setting became even more specifically applicable to a polarized US media scene. The propaganda sit down revolves around the multiple facets of control by conglomerates that generally serve their own commercial interests. The news agenda is shaped by five filters that include multiple ownership, advertising, liberal bias versus conservative ideology, anti-Communism, and catering to earreach apprehensions. Early in the century, to return to the seminal background of media effects, the Frankfurt School o f largely Jewish theorists proposed the hummer or Hypodermic Needle Theory as a reaction to their observations of how Hitler and Goebbels in Nazi Germ whatsoever had apparently mesmerized the entire German people. In this model, the audience had no ideas of their own and passively absorbed any(prenominal) communications were launched at them. In essence, the theory was over-impressed by the power and pervasiveness of radio, cinema, television and advertising mass media was regarded as having a direct, immediate and powerful effect on mass audiences. Since audiences supposedly did not know any better, they absorbed and agreed with any messages they heard. Empirical experience soon showed that audience and market segmentation were solely possible because listeners and viewers did have thoughts of their own. During the 1940 Presidential election, the Two-Step Flow Theory was conceptualized to admit the possibility that interpersonal relationships were just as powerful or persuasive as anything carried by the mass media. As to the both other communication paradigms, Scheufele and Tewksbury (2007) maintain that priming is an offshoot of agenda setting. Theoretical work in the seventies and 1980s suggested that one reason agenda-setting worked to make certain issues and personalities more prominent was that mass media had primed the audience to prioritize specific issues as benchmarks for evaluating the