Priming Presidential Approval: The Conditionality of Issue Effects

Priming Presidential Approval: The Conditionality of Issue Effects Variations in the effectiveness of media priming are traditionally attributed to individual differences in political sophistication and news exposure. We contribute to this literature by considering the degree to which the content of an issue prime drives its use in presidential approval. Using a macro level approach, we combine public opinion data on presidential approval from 1981 to 2000 with content analyses of presidential news coverage to see how media attention affects the way issues are weighted in presidential approval. We find that the effectiveness of issue primes depends on issue content, such that familiar and understandable issues are more likely to be primed than more complex and difficult issues. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Political Behavior Springer Journals

Priming Presidential Approval: The Conditionality of Issue Effects

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Publisher
Springer Journals
Copyright
Copyright © 2006 by Springer Science+Business Media, Inc.
Subject
Political Science and International Relations; Political Science; Sociology, general
ISSN
0190-9320
eISSN
1573-6687
D.O.I.
10.1007/s11109-006-9011-8
Publisher site
See Article on Publisher Site

Abstract

Variations in the effectiveness of media priming are traditionally attributed to individual differences in political sophistication and news exposure. We contribute to this literature by considering the degree to which the content of an issue prime drives its use in presidential approval. Using a macro level approach, we combine public opinion data on presidential approval from 1981 to 2000 with content analyses of presidential news coverage to see how media attention affects the way issues are weighted in presidential approval. We find that the effectiveness of issue primes depends on issue content, such that familiar and understandable issues are more likely to be primed than more complex and difficult issues.

Journal

Political BehaviorSpringer Journals

Published: Aug 3, 2006

References

  • Value words and lizard brains: do citizens deliberate about appeals to their core values?
    Brewer, P. R.

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