Page 266 - Media Effects Advances in Theory and Research

9. POLITICAL COMMUNICATION EFFECTS 255

media content, and consequences of individual effects for political system
operation. Broadening of effects also necessitates “vertical” linkages of
individual behavior with political system institutions and interpersonal
processes. Expansion is also seen in the diversity of media effects consid-
ered and in alternative conceptualizations of media messages. Political
effects are now more likely to be seen as having varying impact contin-
gent on characteristics of particular segments of the audience and as oper-
ating in an indirect and delayed fashion. Finally, we have shown how
very different methodological strategies have informed the body of polit-
ical communication knowledge.
We have noted the particularly close connection of political research to
normative assumptions of how societies ought to work. Rather than try-
ing to separate normative assumptions from empirical research, we sug-
gest such assumptions might operate as standards against which we can
evaluate media performance. McQuail (1992) used a similar starting point
to develop an elaborate system for media evaluation including appropri-
ate empirical research strategies. To illustrate how such standards might
help to separate often-conflated charges about media performance, we
have used eight democratic standards developed by Gurevitch and Blum-
ler (1990). Charges about deficiencies in media performance are often
vague and lacking in evidence. It appears, however, that a considerable
amount of empirical research on political effects is highly pertinent to par-
ticular standards. Many critical assertions about media performance have
not been examined empirically, and these are appropriate subjects for
research. More systematic connections, particularly those between pro-
duction constraints and media content and those between individual
effects and system consequences, will be needed before more comprehen-
sive theories are possible. This will require searching for variance between
systems where little is found within systems and using a variety of meth-
ods to search out connections.
In conclusion, we should like to point out that the news media are by
no means the sole cause nor even a major cause of current problems in the
political system. Responsibility must be shared with other social institu-
tions: the family, schools, political parties, and political leaders who have
“joint custody” of democracy. That makes systematic study of the media’s
political effects no less necessary.

REFERENCES

Adams, W. C. (1987). As New Hampshire goes....In G. Orren & N. Polsby (Eds.), Media
and momentum: The New Hampshire primary and nomination politics (pp. 42–59).
Chatham, NJ: Chatham House.