Tracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns–including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump–West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates’ use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments.
Setting the Agenda
Setting the Agenda
It is well established that issues come and go and that at any time, only a few matters receive serious consideration by government officials.1 Agenda setting refers to the process by which issues evolve from specific grievances into prominent causes worthy of government consideration. In a political system in which citizens pay only limited attention to civic affairs, it is a mechanism through which the public can influence official deliberations by conveying its sense of which problems are important.
Television is thought to play a crucial role in setting the agenda.2 Shanto Iyengar and Donald Kinder’s experimental work strongly supports a model of media agenda setting. The respondents to their study of network news regarded any problem covered by the ...