News That Matters

by Shanto Iyengar and Donald R. Kinder

Published 1 September 1987
Almost twenty-five years ago, Shanto Iyengar and Donald R. Kinder first documented a series of sophisticated and innovative experiments that unobtrusively altered the order and emphasis of news stories in selected television broadcasts. Their resulting book, "News That Matters", now hailed as a classic by scholars of political science and public opinion alike, is here updated for the twenty-first century, with a new preface and epilogue by the authors. Backed by careful analysis of public opinion surveys, the authors show how, despite changing American politics, those issues that receive extended coverage in the national news become more important to viewers, while those that are ignored lose credibility. Moreover, those issues that are prominent in the news stream continue to loom more heavily as criteria for evaluating the president and for choosing between political candidates.

Congress is crippled by ideological conflict. The political parties are more polarized today than at any time since the Civil War. Americans disagree, fiercely, about just about everything, from terrorism and national security, to taxes and government spending, to immigration and gay marriage. Well, American elites disagree fiercely. But average Americans do not. This, at least, was the position staked out by Philip Converse in his famous essay on belief systems, which drew on surveys carried out during the Eisenhower Era to conclude that most Americans were innocent of ideology. In Neither Liberal nor Conservative, Donald Kinder and Nathan Kalmoe argue that ideological innocence applies nearly as well to the current state of American public opinion. Real liberals and real conservatives are found in impressive numbers only among those who are deeply engaged in political life. The ideological battles between American political elites show up as scattered skirmishes in the general public, if they show up at all.
If ideology is out of reach for all but a few who are deeply and seriously engaged in political life, how do Americans decide whom to elect president; whether affirmative action is good or bad? Kinder and Kalmoe offer a persuasive group-centered answer. Political preferences arise less from ideological differences than from the attachments and antagonisms of group life.