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The Effects of Political Satire on Political Participation

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The Effects of Political Satire on Political Participation The effects of political satire on political participation Danique de Prez 11399597 Master’s Thesis Graduate School of Communication Master’s programme Communication Science Supervisor: Mark Boukes Date of completion: 29-06-2017 THE EFFECTS OF POLITICAL SATIRE ON POLITICAL PARTICIPATION Abstract This study investigates the effects of political satire on political participation. This has been tested with the case of the Dutch political satire show Zondag met Lubach compared to the Dutch traditional NOS news. To assess causality an online experiment has been conducted. Expected was that the effect of political satire on political participation would be mediated by, respectively, internal political efficacy and political trust. Also expected was that the effect of watching political satire on political participation would be bigger than the effect of watching traditional news on political participation. No significant differences have been found between political satire and traditional news and their effects on political participation. This means that political satire does not have a bigger effect on political participation than traditional news. There was only one effect significant, which was the positive effect of internal political efficacy on political participation. The effect of political satire on political participation was not mediated by internal political efficacy and political trust. The limitations and implications for further research are also discussed. Keywords: political satire, political participation, political trust, internal political efficacy. 2 THE EFFECTS OF POLITICAL SATIRE ON POLITICAL PARTICIPATION Introduction In the current political climate, people, and especially younger people, are participating less in politics. Young people are also less knowledgeable about politics and less interested in politics (Delli Carpini, 2000). At the same time, younger people spend less time watching traditional news (Mindich, 2005), which could also contribute to the fact that young people are less knowledgeable about politics. One of the reasons for this decline in political participation of young people is that younger people do not believe that participating in politics is effective. Young people also participate less because they lack important information about politics (Delli Carpini, 2000). This decline of political participation is bad for democracy. Because if young people participate less, they will also be represented less. This is because ideally politicians listen to the voters, and if only certain groups go voting, politicians do not get the opinions of the whole society. This in turn could result in biases in policy making (Stevens, 2012). So young people are turning away from watching traditional news. However, it seems that young people are instead watching political satire programs, such as The Daily Show in the United States and Zondag met Lubach in the Netherlands. These satire programs can also have effects. As Holbert (2005) argued, it is important to study political satire, as it offers a different perspective on how news is told, which could potentially also have different effects on people. These different effects can also be positive as previous literature found positive effects of political satire on political efficacy (Baumgartner & Morris, 2006) and political participation (Hoffman & Young, 2011; Moy, Xenos & Hess, 2005). However there is also research that did not find any effects of political satire on political participation, for example Cao & Brewer (2008). But as they also mention themselves, they used self-reported measures, which could be the reason that they did not find any effects. Cao and Brewer (2008) were not the only study that used self-reported measures, 3 THE EFFECTS OF POLITICAL SATIRE ON POLITICAL PARTICIPATION as also Becker (2011), Hoffman and Young (2011), Hoffman and Thomson (2009) and Moy et al. (2005) used self-reported measures. This study will do an experiment to assess the causality of the effects. To see if political satire really has a positive effect on political participation, this study will investigate the effects of political satire on political participation. It will also be investigated if political satire has a bigger effect on political participation than traditional news. This will be done with the following research question: how does exposure to political satire affect citizen’s political participation relative to watching traditional news? There are reasons to believe that internal political efficacy and political trust are mediators between political satire and political participation (Hoffman & Thomson, 2009). However there are not many studies that take both mediators into account in one study, which is important to get the whole picture of the effects of political satire. Therefore this study will also look at the possible mediators internal political efficacy and political trust. Most research about the effects of political satire has been done in the United States with satire shows such as The Daily Show and The Colbert Report (Baumgartner & Morris, 2006; Guggenheim, Kwak & Campbell, 2011; Hoffman & Young, 2011; Hoffman & Thomson, 2009; Lee & Kwak, 2014). This study will look beyond the United States and study political satire in context of the Netherlands. It is beneficial to study political satire in a different context than the United States, because political landscapes are different across countries. Therefore this study will look at the Dutch satire show Zondag met Lubach. Theoretical background Political Satire As written before young people watch less traditional news and more political satire. 50% of these young people say they got some news from satire programs, in contrast with 12% of people older than 50 years old (Pew Research Center, 2004). Only 23% of people between 18 4 THE EFFECTS OF POLITICAL SATIRE ON POLITICAL PARTICIPATION and 29 say they regularly learn something about the elections from traditional news (Pew Research Center, 2004). So there is something about satire that interests young people and also learns them something about politics. People do not watch satire to learn something from it, they watch it because they want to be entertained (Baum, 2003). Because of this, it is no surprise that satire is often labelled as soft news. According to Reinemann, Stanyer, Scherr and Legnante (2012, p. 13) “the more a news item is not politically relevant, the more it reports in an episodic way, focuses on individual consequences of events, is personal and emotional in style, the more it can be regarded as soft news”. Traditional television news on the other hand can be regarded as hard news. According to Reinemann et al. (2012, p. 13) “the more a news item is politically relevant, the more it reports in a thematic way, focuses on the societal consequences of events, is impersonal and unemotional in its style, the more it can be regarded as hard news”. While satire seems to be mostly used for entertainment, there is a lot of politics discussed. Brewer and Marquardt (2007) found that more than half of the news stories in The Daily Show contained political topics. So labelling satire as soft news, might not be the best categorization. Holbert (2005) offers a better categorization of political entertainment. According to Holbert (2005) political entertainment can be divided into two dimensions. The first dimension is whether the content in a show is primarily or secondary political. The second dimension is whether the nature of the political messages in the show are explicit or implicit. In political satire the messages are implicit and the content is primarily political (Holbert, 2005). All forms of political satire use pre-existing genres (Knight, 2004). For example The Daily Show uses parts of traditional news and mixes this with parts of a comedy talk show (Baym, 2005). When looking about satire, it is necessary to distinguish between different types of satire. The two most important forms of political satire are juvenalian and horatian satire. 5 THE EFFECTS OF POLITICAL SATIRE ON POLITICAL PARTICIPATION According to Bogel (2001) both forms use humour to create laughter and in both forms there is some aggression involved. But there are differences, juvenalian satire is very harsh in its tone, while horatian satire is lighter (Sander, 1971). Sander (1971) also describes this difference by classifying juvenalian satire as tragedy and horatian as comedy. Political Satire and Political Trust Political satire does not have to be objective when presenting the news (Baym, 2005). This is because political satirists do not see themselves as journalists, so they do not have follow the journalistic conventions. Traditional news on the other hand is made by journalists, so they do have to follow the journalistic conventions and have to be objective. However traditional news has had some problems when producing news. Because of the decreasing audience, there was less money for the traditional news, so journalists had to be fired (Lewis, Williams & Franklin, 2008). As a result there are less journalists to check stories and most of the time they only report the facts, but without critically looking at the facts. Satirists do look critically at stories and facts and encourage their viewers to do this as well (Gray et al., 2008). Satirists also attack the traditional news for not doing their job right (Baym, 2005). When discussing politics, satirists mostly talk about politicians, and specifically the political leaders. Niven, Lichter
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