The examples and perspective in this article may not represent a worldwide view of the subject.(July 2011) |
Soft media comprises organizations that primarily deal with commentary, entertainment, arts and lifestyle. Soft media can take the form of television programs, magazines or print articles. The communication from soft media sources has been referred to as soft news as a way of distinguishing it from serious journalism, called hard news. [1]
Soft news is defined as information that is primarily entertaining or personally useful. [2] Soft news is often contrasted with hard news, which Harvard political scientist Thomas Patterson defines as the "coverage of breaking events involving top leaders, major issues, or significant disruptions in the routines of daily life". [3] While the purposes of both hard and soft news include informing the public, the two differ from one another in both the information contained within them and the methods that are used to present that information. Communicated through forms of soft media, soft news is usually contained in outlets that primarily serve as sources of entertainment, such as television programs, magazines, or print articles.
There are many terms that can be associated with soft media, among them are soft news and infotainment. These are, in large part, the byproducts of soft media. A fundamental role of the media, either hard or soft, is to inform the public. [4] While the role of media is not in flux, the form is. For many Americans the lines are becoming blurred between hard and soft media as news organizations are blending their broadcasts with news shows and entertainment. [5] Many of these news organizations create a narrative that begins with the first broadcast in the morning and end with the evening entertainment venue. [6]
During the U.S 2004 presidential campaign, magazines that would otherwise be considered lifestyle or entertainment ( Vogue , Ladies Home Journal and O: The Oprah Magazine ) became a source of political information. This illustrates that media organizations across the spectrum are emerging as suppliers of information on policy and politics. [7]
The average American consumes more than five hours of television per day. [8] During this time, they are exposed to a variety of news and information that either directly (hard news) or indirectly (soft news) focuses on politics, foreign affairs, and policy. These topics are aired on prime-time television in a variety of programs especially in a time of national crises. Studies have shown that news presented in this context attracts the attention of otherwise politically uninvolved people. [1] Overall more people tend to watch hard news than soft news shows. However, those who are less politically involved can gain more from watching soft news than those who are highly politically involved. [9]
Studies have also shown that exposure to soft news can affect consumers' attitudes. Soft media has been shown to increase a candidate’s likability, which has a greater appeal to those people who are generally not politically involved than a candidate’s political policies do. For example, in the 2000 presidential election, researchers found politically uninvolved people who viewed candidates on daytime talk shows were likely to find those candidates more likable than their opponents. [10] Studies show that instead of using a candidate's political policy to determine whether or not the candidate represents their interests, non-politically involved people also use a candidate's likability.
A study conducted in Australia concluded hard news is more followed than soft news, except in the realm of sports. The study found that regardless of age and sex, soft news is less likely to be followed than hard news. With the lack in following for soft news, support for increased public engagement caused by soft news is rejected. [11]
In another study examining the effects of soft news consumption on voting behaviors, the phenomenon known as the Oprah Effect was established, which indicated that the intake of soft news has a positive effect on patterns of voting consistency in people who are otherwise politically unaware. [12] In addition to this, Baum and Jamison's study found that watching interviews of candidates on soft media helps improve voting consistency in otherwise politically uninformed people. [12]
Media bias is the bias of journalists and news producers within the mass media in the selection of many events and stories that are reported and how they are covered. The term "media bias" implies a pervasive or widespread bias contravening of the standards of journalism, rather than the perspective of an individual journalist or article. The direction and degree of media bias in various countries is widely disputed.
The bandwagon effect is the tendency for people to adopt certain behaviors, styles, or attitudes simply because others are doing so. More specifically, it is a cognitive bias by which public opinion or behaviours can alter due to particular actions and beliefs rallying amongst the public. It is a psychological phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases with respect to the proportion of others who have already done so. As more people come to believe in something, others also "hop on the bandwagon" regardless of the underlying evidence.
Public opinion, or popular opinion, is the collective opinion on a specific topic or voting intention relevant to society. It is the people's views on matters affecting them. The term originates from France, and first appeared in the 17th century, though writers had identified the importance of the opinion of the people long before this. Prior to the advent of mass media, public fora such as coffee houses and gentlemen's clubs were used as exchanges of opinion and some reputable locations had great influence.
Infotainment, also called soft news as a way to distinguish it from serious journalism or hard news, is a type of media, usually television or online, that provides a combination of information and entertainment. The term may be used disparagingly to devalue infotainment or soft news subjects in favor of more serious hard news subjects. Infotainment-based websites and social media apps are gaining traction due to their focused publishing of infotainment content, e.g. BuzzFeed.
Agenda-setting theory describes the way media attempts to influence viewers, and establish a hierarchy of news prevalence. It is predicated on the idea that most individuals only have access to one source of information on most issues: the news media. Since they establish the agenda, they may affect how important somethings are seen to be.
A political campaign is an organized effort which seeks to influence the decision making progress within a specific group. In democracies, political campaigns often refer to electoral campaigns, by which representatives are chosen or referendums are decided. In modern politics, the most high-profile political campaigns are focused on general elections and candidates for head of state or head of government, often a president or prime minister.
The hostile media effect, originally deemed the hostile media phenomenon and sometimes called hostile media perception, is a perceptual theory of mass communication that refers to the tendency for individuals with a strong preexisting attitude on an issue to perceive media coverage as biased against their side and in favor of their antagonists' point of view. Partisans from opposite sides of an issue will tend to find the same coverage to be biased against them. The phenomenon was first proposed and studied experimentally by Robert Vallone, Lee Ross and Mark Lepper.
Journalistic ethics and standards comprise principles of ethics and good practice applicable to journalists. This subset of media ethics is known as journalism's professional "code of ethics" and the "canons of journalism". The basic codes and canons commonly appear in statements by professional journalism associations and individual print, broadcast, and online news organizations.
Claims of media bias have increased in the United States as the two-party system has become more polarized, including claims of liberal and conservative bias. " The U.S. media has come under intense scrutiny, with analysts, politicians, and even journalists themselves accusing it of bias and sensationalism". These claims generally focus on the idea of media outlets skewing information, such as reporting news in a way that conflicts with standards of professional journalism, or promoting a political agenda through entertainment media, on bias in reporting to favor the corporate owners, and on mainstream bias, a tendency of the media to focus on certain "hot" stories and ignore news of more substance. As "Americans’ concerns about media bias deepen, even as they see it as vital for democracy." A variety of watchdog groups attempt to combat bias by fact-checking biased reporting and also unfounded claims of bias. Researchers in a variety of scholarly disciplines study media bias.
Watchdog journalism is a form of investigative journalism where journalists, authors or publishers of a news publication fact-check and interview political and public figures to increase accountability in democratic governance systems.
Civic journalism is the idea of integrating journalism into the democratic process. The media not only informs the public, but it also works towards engaging citizens and creating public debate. The civic journalism movement is an attempt to abandon the notion that journalists and their audiences are spectators in political and social processes. In its place, the civic journalism movement seeks to treat readers and community members as participants.
Mediatization is a process whereby the mass media influence other sectors of society, including politics, business, culture, entertainment, sport, religion, or education. Mediatization is often understood as a process of change or a trend, similar to globalization and modernization, where the mass media are integrated to an increasing degree into other sectors of the society. Political actors, opinion makers, business organizations, civil society organizations, and others have to adapt their way of communication to a form that suits the needs and preferences of the mass media – the so-called media logic. Any person or organization who want to spread their messages to a larger audience have to adapt their messages and communication style to make it attractive for the mass media.
Horse race journalism is political journalism of elections that resembles coverage of horse races because of the focus on polling data and public perception instead of candidate policy, and almost exclusive reporting on candidate differences rather than similarities. "For journalists, the horse-race metaphor provides a framework for analysis. A horse is judged not by its own absolute speed or skill, but rather by its comparison to the speed of other horses, and especially by its wins and losses." Horse race journalism dominates media coverage during elections in the United States.
Political journalism is a broad branch of journalism that includes coverage of all aspects of politics and political science, although the term usually refers specifically to coverage of civil governments and political power.
Oprah Winfrey's endorsement of Senator Barack Obama was one of the most widely covered and studied developments of the 2008 presidential campaign, as she has been described as the most influential woman in the world. Winfrey first endorsed Senator Obama in September 2006 before he had even declared himself a candidate. In May 2007 Winfrey made her official endorsement of candidate Obama, and in December 2007, she made her first campaign appearances for him. Two economists estimate that Winfrey's endorsement was worth over a million votes in the Democratic primary race and that without it, Obama would have received fewer votes. Then-Governor of Illinois Rod Blagojevich claimed that the endorsement was so significant in making Obama president-elect that he considered offering Obama's former seat in the Senate to Winfrey.
Oprah Gail Winfrey is an American talk show host, television producer, actress, author, and media proprietor. She is best known for her talk show, The Oprah Winfrey Show, broadcast from Chicago, which ran in national syndication for 25 years, from 1986 to 2011. Dubbed the "Queen of All Media", she was the richest African-American of the 20th century and was once the world's only black billionaire. By 2007, she was often ranked as the most influential woman in the world.
Source credibility is "a term commonly used to imply a communicator's positive characteristics that affect the receiver's acceptance of a message." Academic studies of this topic began in the 20th century and were given a special emphasis during World War II, when the US government sought to use propaganda to influence public opinion in support of the war effort. Psychologist Carl Hovland and his colleagues worked at the War Department upon this during the 1940s and then continued experimental studies at Yale University. They built upon the work of researchers in the first half of the 20th century who had developed a Source-Message-Channel-Receiver model of communication and, with Muzafer Sherif, developed this as part of their theories of persuasion and social judgement.
A voting advice application or voting aid application (VAA) or vote matcher or vote compass or election compass is an application that helps voters find a political candidate or political party that stands closest to their preferences. VAAs are a recent phenomenon in modern election campaigning.
The Al Jazeera effect is a term used in political science and media studies to describe the impact of new media and media sources on global politics, namely, reducing the government and mainstream media monopoly on information and empowering groups which previously lacked a global voice. The primary example is the effect's namesake – the impact of the Al Jazeera Media Network on the politics of the Arab world.
Social media use in politics refers to the use of online social media platforms in political processes and activities. Political processes and activities include all activities that pertain to the governance of a country or area. This includes political organization, global politics, political corruption, political parties, and political values.
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