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Essay / Research Paper Abstract
5 pages in length. The writer discusses the impact of media coverage on such political scandals as the Lewinsky/Clinton debacle by applying the theory of agenda setting, yellow journalism and briefly touching upon the Lawrence/Bennett article entitled "Rethinking Media Politics and Public Opinion: Public Reactions to the Clinton-Lewinsky Scandal." Bibliography lists 8 sources.
Page Count:
5 pages (~225 words per page)
File: LM1_TLCPubOp.rtf
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role in Clintons administration, claims that public opinion polls do not symbolize the views of the masses; rather, they are "suspect" by the way they are taken from too small
a polling pool to truly effect accurate public illustration. "That so many counterintuitive deductions receive support surely shows that Zaller has tapped some important processes in attitude formation, and
follow-up studies are more likely to specify these processes than to refute them" (Plutzer 345). Zaller further stresses how a well-rounded knowledge of issues is far more critical to
the overall outcome of public opinion results than is the level to which each individual is personally impacted by the particular concern. As well, the author points out that
it is quite common for people to contradict themselves when questions are skewed or lacking in sufficient background information. Yet another aspect Zaller claims significantly sways public opinion is
that of media interpretation, inasmuch as people are easily "primed" by what they hear and see through media intervention, which does not always reflect any amount of accuracy. Writers go
about the task of convincing the reader of their opinions by way of what is termed agenda setting, a theory where the mass media does not tell people outright what
they should think; instead, the basis of spotlighting certain issues is to tell people what to think about. Clearly, one might not readily comprehend the seemingly insignificant difference between
the two concepts, inasmuch as some believe that mass media has long acted as a social dictator when it comes to providing biased information. However, the theory of agenda
setting - which "focuses on the cognitive, indirect effects of the mass media" (Agenda Setting) - is said to harbor more than its innocent fa?ade by serving as societys "gatekeeper,"
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