Political Communication

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.

“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.

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.

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.

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.

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.

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.