Author Question: How would you explain the results presented in Table 10.1? In particular, what accounts for the ... (Read 11 times)

DyllonKazuo · **on:** Jul 9, 2018

How would you explain the results presented in Table 10.1? In particular, what accounts for the difference in the distribution of self-declared liberals, moderates, and conservatives in the general public, the national press, and the local press?

What will be an ideal response?

Question 2

Based on what you know about what types of messages (i.e., in terms of content, format, and delivery) are more likely to produce changes of opinion, what strategy would you pursue in your campaign ads if you were a politician running for office?

What will be an ideal response?

heinisk01 · **Reply #1 on:** Jul 9, 2018

Answer to Question 1

An ideal response will:
1, Explain that the table illustrates self-assessments of ideological leanings and would generally suggest that the national and local press is more liberal than the general public, and thus there may be a bias against conservatism.
2, Discuss how the differences may be a result of higher levels of education, which tends to make people more politically liberal.
3, Explain how exposure to more information in general, which is an occupational hazard of journalism, tends to make people more politically liberal.
4, Provide a clear and concise conclusion.

Answer to Question 2

An ideal response will:
1, Explain how different types of messages can effect changes in public opinion, and that one argument about the media's effect on public opinion is that scholars have not found any effect because they have not been looking in the right places.
2, Discuss how, if running for office, an effective strategy would include several components, such as targeting ads to citizens who have moderate levels of attentiveness and moderately strong political predispositions, as they are the most likely to be receptive to a media message.
3, Explain why using microtargeting to direct specific content to narrow demographicsas opposed to a shotgun method in which you advertise as much and as broadly as your budget allowswould be a more effective way to deliver a political message.
4, Explain why you would want loud ads with dramatic visuals, as they are more likely to engage, be remembered by, and influence citizens.
5, Provide a clear and concise conclusion.