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US Elections and Voting Behaviour

The media and social media in campaigns

  • 3 things to know
  • A2 Unit 4

Overview

Negative advertisement, agenda setting by the media and horse-race coverage.

What you need to know

Answer each one before you reveal it.

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Key term

Distinguish paid media from earned media.

Key term

What is a negative advertisement, and why are they used?

Key term

What is agenda setting by the media?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Distinguish paid media from earned media.

    Model answer

    Paid media is advertising a campaign buys; earned media is coverage it obtains through news reporting.

  2. 2

    Why is earned media valuable to a candidate?

    Model answer

    It costs nothing and carries the credibility of independent reporting rather than of an advertisement.

  3. 3

    What is a negative advertisement, and why are they used?

    Model answer

    An advertisement attacking an opponent; they are used because they are more memorable and can depress the opponent's support.

  4. 4

    Give one drawback of negative advertising.

    Model answer

    It can depress overall turnout and provoke a backlash against the candidate who runs it.

  5. 5

    What is agenda setting by the media?

    Model answer

    The media's influence over which issues the public treats as important, by choosing what to cover.

  6. 6

    What is framing?

    Model answer

    Presenting an issue in a way that suggests how it should be understood and judged.

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AAccess is bought rather than earned.
BWealthy interests are heard disproportionately.
CMuch of it happens where the public cannot see it.

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Statute law is enacted by the legislature.
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