Media disintermediation and priming in politics

Media disintermediation and priming in politics

Having posted earlier on the way agenda setting and priming have functioned in the US Presidential Primaries, I thought it useful to take a look at how social media affects this process, focusing on the impact of owned media. My interest in this was also stimulated by listening to a number of podcasts and having read articles that seemed bemused about why the largely negative press coverage of Donald Trump has not affected his success. By making some issues more salient in people’s mind (agenda setting), mass media can also shape the…

Priming and political messaging

Priming and political messaging

In other words, it’s not enough for an ad simply to be clever or have good visuals. It also has to connect with the audience at a time when voters are primed to pay attention to the message. The use of “primed” in this article caught my attention. It ties into an earlier post about “agenda setting” in political communication. I wrote there about the media’s role in agenda setting for Trump. Priming is closely linked to agenda setting, though the exact relationship is not always clearly defined.  As a…

Agenda Setting & the media in Trump’s Triumph

Agenda Setting & the media in Trump’s Triumph

A note about one of the many things that struck me while observing the Republican primaries. I thought it an interesting exercise to evaluate this using the agenda setting marketing theory. Agenda-setting theory describes the “ability [of the news media] to influence the salience of topics on the public agenda.” Using this, it is apparent that  media’s overwhelming coverage of the Trump campaign acted to prime the electorate to be open to his message. This is consistent with the role of the media in an agenda setting context. They did not tell the voters what…