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 considerations that people take into account when making judgments about political candidates or issues (priming).

Framing, Agenda Setting, and Priming: The Evolution of Three Media Effects Models / Dietram A. Scheufele & David Tewksbury

In a traditional model involving agenda setting / priming, the media’s impact extends through the entire lifecycle of the process. Not only does the media’s content set the agenda in the public’s mind, it exerts an ongoing priming influence. This is due to the fact that the “mainstream” media used to be a primary source of content about the issue. As I’ve touched upon previously, the media played an important role in the agenda setting process that made Trump a viable candidate.

However, the disintermediation effect that social media has had on news means that priming (and possibly agenda setting) now occurs from a wider variety of sources.

In this election cycle, the “traditional entities” – the political parties, the media and the donor class – have been “cut out” as middlemen, said Gibbs. Outsider candidates have been able to “build an audience, deliver a message, and create a platform, all of their own construction.” Candidates can speak directly to voters through social media; Bernie Sanders in particular, despite a lack of media coverage compared to Donald Trump, was able to raise millions, said Gibbs. And although he has made extensive use of media coverage, Trump has circumvented both the Republican Party and the donor class.

– TIME’s Nancy Gibbs: The Disintermediation of Media and Politics

Essentially, this means that the media mix available to campaigns has changed dramatically. Most importantly, they can:

  • Become their own content creators on social media and push this content to the audience.
  • Leverage independent new media entities (especially those that favour the campaign) to push out content.

As a result, the weightage given to the traditional mainstream media is less, while that of the campaign’s owned content has increased. While this process has taken place over a number of years, the gap between the tone of the mainstream media’s campaign of the Trump campaign and the connection that campaign has built with voters is its most dramatic incarnation.

The very simplified diagrams below illustrate the change.

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