How the Media Influences America

This was written by Myla, one of our student interns. The opinions expressed herein do not reflect those of Civitas other than respect for the value of open dialogue.

Darrell M. West’s Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016 is an essential read for anyone who wants to get involved with political campaigns. With only 130 pages (not including the appendix, notes, and index) the book is a short, but in-depth book about how candidates run successful and sometimes unsuccessful campaigns. West emphasizes the importance of media, advertising, and social media.

The book contains ten chapters. Chapter one focuses on the history of media. Effective ads and social media are the focus of the second chapter. The strategy of buying ads and social media outreach is the theme of the third chapter. Social media became more prominent during Obama’s 2008 presidential campaign. Since then, candidates have used social media to reach a variety of voters. Chapter four emphasizes the importance of messaging in an advertisement. West covers positive and negative ads broadcast on-air and on the Internet. Chapter five looks at how the media covers ads. Chapter six discusses how the American public, as well as the media, evaluate candidates. Chapter seven addresses the general public and media’s role in agenda-setting. According to West, “agenda setting refers to the process by which issues evolve from specific grievances into prominent causes worthy of government consideration. It is a mechanism through which the public can influence official deliberations by conveying its sense of which problems are important.” Chapter eight focuses on how candidates strategically use negative attacks. This tactic is effective at portraying an opponent in a bad light; however, these ads seem to rub the public the wrong way. Chapter nine analyzes ads and social media in congressional elections. The last chapter discusses the media in democratic elections.

One of the most interesting theories concerning media is John Zaller’s theory of media effects on public opinion. The three important variables are the flow of elite discourse through the news media, public attention to news media, and the public’s predispositions. The media’s messages are synonymous with the elite’s messages. Public attention to news media varies by group. News junkies are not easily swayed by the media due to their knowledge and strong, political opinions. People who hate watching the news are not affected by the media. They are unlikely to resist the media’s messages, but unlikely to receive messages. Occasional news watchers are most likely to be affected by the media. They don’t watch enough news to have strong predispositions. However, they are not closed off to learning more about candidates or particular issues. The American public’s predispositions are their values and beliefs. Additionally, elite opinion drives mass opinion. When elite opinion changes on certain issues, the masses soon follow.

While it wasn’t my choice to read this book, I am happy that I did. This novel was required reading for my class. This summer, I took a 4-week college course that was focused on politics and media. As a result, I became very knowledgeable on how the media began, the types of journalism, and the effects that the media has on the public. I also gained an understanding of how political campaigns operate. The media, candidates, and the American people all affect each other in some way or another. If you want to get involved or understand more about politics and media, this book is for you.