Political Communications
Some useful theoretical models include:
Bennett's three media strata:
- Conventional: mainstream, mass media
- Middle: prominent blogs, webzines, advocacy groups
- Micro: personal email, mailing lists, personal blogs
Drezner & Farrell's focal point blogs "socially construct an agenda or interpretive frame that acts as a focal point for mainstream media, shaping and constraining the larger political debate."
But! Bennett cautions that activity at the micro or middle layer does not guarantee impact on the conventional layer (Dean). Indexing: conflict between elite political actors is important for a story to be deemed newsworthy by MSM.
But! Gamson's collective action frames are an exception to indexing, rare
circumstances under which ordinary citizens may drive an issue (abortion, nuclear
power) into conventional media without elite political involvement. Requires:
- Morally offensive, emotion-laden injustice
- Protagonist or identity with which viewers can empathize (ideally in opposition to a specified opponent)
- Apparent agency as the route via which change is possible