David A. Jones - U.S. Media and Elections in Flux: Dynamics and Strategies
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Paid, earned, and social media are all crucial elements of modern electioneering, yet there is a scarcity of supplementary texts for campaigns and election courses that cover all types of media. Equally, media and politics courses cover election-related topics, yet there are few books that cover these subjects comprehensively.This brief and accessible book bridges the gap by discussing media in the context of U.S elections. David A. Jones divides the book into two parts, with the first analyzing the wide array of media outlets citizens use to inform themselves during elections. Jones covers traditional, mainstream news media and opinion/entertainment-based media, as well as new media outlets such as talk shows, blogs, and late-night comedy programs. The second half of the book assesses how campaigns and candidates have adapted to the changing media environment. These chapters focus on earned media strategies, paid media strategies, and social media strategies.Written in a concise and accessible style while including recent scholarly research, the book will appeal to students with its combination of academic rigor and readability. U.S. Media and Elections in Flux will be a useful supplementary textbook for courses on campaigns and elections, media and politics, and American introductory politics.
David A. Jones: author's other books
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David A. Jones
David Altheide
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Nelson Candice J.
Bruns AxelEnli GunnSkogerbø EliLarsson Anders
Stephen J. Farnsworth
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U.S. MEDIA AND ELECTIONS IN FLUX
Paid, earned, and social media are all crucial elements of modern electioneering, yet there is a scarcity of supplementary texts for campaigns and election courses that cover all types of media. Equally, media and politics courses cover election-related topics, yet there are few books that cover these subjects comprehensively.
This brief and accessible book bridges the gap by discussing media in the con-text of U.S. elections. David A. Jones divides the book into two parts, with the first analyzing the wide array of media outlets citizens use to inform themselves during elections. Jones covers traditional, mainstream news media and opinion/ entertainment-based media, as well as new media outlets such as talk shows, blogs, and late-night comedy programs. The second half of the book assesses how campaigns and candidates have adapted to the changing media environment. These chapters focus on earned media strategies, paid media strategies, and social media strategies.
Written in a concise and accessible style, while including recent scholarly research, the book will appeal to students with its combination of academic rigor and readability. U.S. Media and Elections in Flux will be a useful supplementary textbook for courses on campaigns and elections, media and politics, and introductory American politics.
David A. Jones is Professor of Political Science at James Madison University.
Stay tuned. Thats the books closing sentence, and one of the most prescient such sentences ever. David Jones has masterfully captured the dynamic and evol-ving role of the media in U.S. elections. The book is a must read for any citizen, journalist, politician, scholar, or student who seeks to understand the nature of contemporary election communication.
Thomas E. Patterson, Harvard University
David Jones has written a lively book about the media in flux. He does a great job capturing all the extraordinary changes that have taken place in earned, paid, and social media. Students will gain a deep understanding of the shifting communications landscape.
Darrell West, Brookings Institution
Jones offers an invaluable glimpse into contemporary political communication research. The content is at once complex and accessible, with current examples that will draw readers in and hold them tight. Amply documented, with invita-tions for deeper probing, U.S. Media and Elections in Flux provides the tools needed for a sophisticated exploration of political campaigns in an increasingly messy media environment.
Stephen Maynard Caliendo, North Central College
This book takes a complicated, and ever-changing, area of American electoral politics and breaks it down in such a way that both the expert and novice have much to gain from reading it. I highly recommend it for courses in campaigns and elections, mass media and politics, and public opinion.
Jeffrey L. Bernstein, Eastern Michigan University
U.S. MEDIA AND ELECTIONS IN FLUX
Dynamics and Strategies
David A. Jones
First published 2016
by Routledge
711 Third Avenue, New York, NY 10017
and by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
2016 Taylor & Francis
The right of David A. Jones to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
Names: Jones, David A. (David Adam), 1965-
Title: U.S. media and elections in flux : dynamics and strategies /
David A. Jones.
Other titles: United States media and elections in flux
Description: New York, NY : Routledge, 2016.
Identifiers: LCCN 2015035508 | ISBN 9781138777293 (hardback) | ISBN 9781138777309 (pbk.) | ISBN 9781315772721 (ebook)
Subjects: LCSH: Mass media--Political aspects--United States. |
Communication in politics--United States. | Elections--United States. | Political campaigns--United States.
Classification: LCC P95.82.U6 J67 2016 | DDC 324.7/30973--dc23
LC record available at http://lccn.loc.gov/2015035508
ISBN: 978-1-138-77729-3 (hbk)
ISBN: 978-1-138-77730-9 (pbk)
ISBN: 978-1-315-77272-1 (ebk)
For Wendy and Alex
Study: Major Shift in Media Landscape Occurs Every 6 Seconds, reads the headline in The Onion, the website that spoofs the news media. Its a joke, of course. But like all good satire, the story contains an element of truth. When it goes on to say that the way information is transmitted and received in our culture is radically altered over 10 separate times in one minute, the only exaggeration may be the word minute.1
The media landscape in the United States has shifted dramatically in the past few years, and the pace of change is breathtaking. These changes have altered the way Americans experience electionsthe keystone of representative democracy. Despite these changes, however, what voters see, hear and read about elections remains the product of a push and pull between traditional news outlets and the candidates and campaigns they cover. Social media, talk shows and other forms of new media have shaken things upfundamentally, in some waysyet many voters still rely on television and newspapers to inform themselves, sometimes inadvertently. It is thus crucial to understand what conventional election news coverage looks like, how it gets produced, and the strategies and tactics campaigns employ to shape that coverage.
It is also important that a growing number of Americans supplement their election news diet with relatively novel alternative media outlets. Talk shows on cable television and radio attract relatively small, narrow audiences of like-minded people who seek out opinionated analysis of elections on a national and sometimes state level. Blogs and other internet sources aggregate news and opinion for even narrower audiences. Late-night comedy programs entertain and inform their audiences by mocking the candidates and the journalists who cover them. Meanwhile, with all these new choices available, many Americans opt out completely and do not vote.
Also changing are the ways in which people encounter election-related news, opinion and entertainment. Some people still read the morning paper or watch the evening news on television. But for a growing number of Americans, their first encounter with a story is when a friend shares a link on Facebook or a headline pops up on their Twitter feed. Others, especially older Americans, forward email messages to each other as a means of sharing content that traditional media outlets may ignore.
The changing media environment has important implications for campaign strategy. TV ads are no longer limited to television; now they are posted online and circulated by supporters. Opinion and entertainment-based media outlets give candidates more opportunities to reach voters more directly and informally. Social media platforms make the communication process more horizontal, empowering activists, volunteers and voters to provide and share a larger portion of information. Yet campaigns cannot completely bypass mainstream news outlets, much as many of them would like to. Journalists take their jobs very seriously. Elections thrive when voters are well-informed about the candidates and issues at stake, and it remains the responsibility of journalists to scrutinize the candidates record, behavior and performance, among other things. Campaigns mustand dowork with the news media, and savvy campaigns manage the media in ways that account for the norms and needs of modern journalists. Campaigns also must continue to spend at least half of their campaign contributions on old-fashioned TV ads.
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