Ann N. Crigler - Böcker

This analysis of the 1992 US presidential campaign looks at how citizens use information in the media to make their voting decisions and how politicians and the media interact to shape that information. Examining political advertisements, news coverage, ad watches and talk shows in Los Angeles, Boston, Winston-Salem, and Fargo/Moorhead, the authors chart the impact of different information environments on citizens and show how people developed images of candidates over the course of the campaign. The text also presents evidence that campaigns do matter, that citizens are active participants in the campaign process, and that their perceptions of a candidate's character is the central factor in the voting process. Although the focus is on the 1992 presidential race, the study is intended to contribute to understanding of campaigns in general, and show how election campaigns can play an important role in the long-term vitality of democracy.

Photo opportunities, ten-second sound bites, talking heads and celebrity anchors: so the world is explained daily to millions of Americans. The result, according to the experts, is an ignorant public, helpless targets of a one-way flow of carefully filtered and orchestrated communication. Common Knowledge shatters this pervasive myth. Reporting on a ground-breaking study, the authors reveal that our shared knowledge and evolving political beliefs are determined largely by how we actively reinterpret the images, fragments, and signals we find in the mass media. For their study, the authors analyzed coverage of 150 television and newspaper stories on five prominent issues--drugs, AIDS, South African apartheid, the Strategic Defense Initiative, and the stock market crash of October 1987. They tested audience responses of more than 1,600 people, and conducted in-depth interviews with a select sample. What emerges is a surprisingly complex picture of people actively and critically interpreting the news, making sense of even the most abstract issues in terms of their own lives, and finding political meaning in a sophisticated interplay of message, medium, and firsthand experience.At every turn, Common Knowledge refutes conventional wisdom. It shows that television is far more effective at raising the saliency of issues and promoting learning than is generally assumed; it also undermines the assumed causal connection between newspaper reading and higher levels of political knowledge. Finally, this book gives a deeply responsible and thoroughly fascinating account of how the news is conveyed to us, and how we in turn convey it to others, making meaning of at once so much and so little. For anyone who makes the news--or tries to make anything of it--Common Knowledge promises uncommon wisdom.