The Flashnews as a Commercial Session of Political Marketing: The Content Analysis of the Embedded Political Narratives in Non-Political Media Products
Authors: Zsolt Szabolcsi
Political communication in Hungary has undergone a significant change in the 2010s. One element of the transformation is the Flashnews. This media product was launched in March 2015 and since then 40-50 blocks are broadcasted, daily, on 5 channels. Flashnews blocks are condensed news sessions, containing the summary of political narratives. It starts with the introduction of the narrator, then, usually four news topics are presented and, finally, the narrator concludes the block. The block lasts only one minute and, therefore, it provides a blink session into the main narratives of political communication at the time. Beyond its rapid pace, what makes its avoidance difficult is that these blocks are always in the first position in the commercial break of a non-political media product. Although it is only one minute long, its significance is high. The content of the Flashnews reflects the main governmental narratives and, therefore, the Flashnews is part of the agenda-setting capacity of political communication. It reaches media consumers who have limited knowledge and interest in politics, and their use of media products is not politically related. For this audience, the Flashnews pops up in the same way as commercials. Due to its structure and appearance, the impact of Flashnews seems to be similar to commercials, imbedded into the break of media products. It activates existing knowledge constructs, builds up associational links and maintains their presence in a way that the recipient is not aware of the phenomenon. The research aims to examine the extent to which the Flashnews and the main news narratives are identical in their content. This aim is realized with the content analysis of the two news products by examining the Flashnews and the evening news during main sport events from 2016 to 2018. The initial hypothesis of the research is that Flashnews is a contribution to the news management technique for an effective articulation of political narratives in public service media channels.Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 467
 Bayer, Judit. ‘Az Új Médiatörvény Sajtószabadságot Korlátozó Rendelkezései (Sections on the Restriction on Free Speech in the Media Act)’. Médiakutató, 2011. http://www.mediakutato.hu/cikk/2011_01_tavasz/02_uj_mediatorveny.
 Lázár, Domokos, and Endre Sik. ‘A Morálispánik-Gomb 2.0’. Mozgó Világ, 2019. https://www.academia.edu/40971554/A_mor%C3%A1lisp%C3%A1nik-gomb_2.0.
 Pfetsch, Barbara. ‘Government News Management - Strategic Commuication in Comparative Perspective’. Berlin: Science Centre Berlin for Social Research, 1999. p6
 Anderson, John R. The Architecture of Cognition. Mahwah, NJ: Lawrence Erlbaum Assos. Publ, 1996.
 Collins, Allan M., and Elizabeth F. Loftus. ‘A Spreading-Activation Theory of Semantic Processing.’ Psychological Review 82, no. 6 (1975): 407–28. https://doi.org/10.1037/0033-295X.82.6.407.
 Zaller, John. ‘The Rule of Product Substitution in Presidential Campaign News’. The ANNALS of the American Academy of Political and Social Science 560, no. 1 (November 1998): 111–28. https://doi.org/10.1177/0002716298560001009.
 Arterton, F. Christopher. Media Politics: The News Strategies of Presidential Campaigns. Lexington, Mass: Lexington Books, 1984.
 Orren, Gery R. ‘Thinking about the Press and Government’. In Impact: How the Press Affects Federal Policymaking, edited by Martin Linsky, 1–20. New York: W.W. Norton, 1991.
 Blumer, Jay G. ‘Elections, the Media and the Modern Publicity Process’. In Public Communication: The New Imperatives: Future Directions for Media Research, edited by Marjorie Ferguson, 101–14. Sage Communications in Society. London ; Newbury Park: Sage Publications, 1990.
 Lupia, Arthur. ‘Shortcuts Versus Encyclopedias: Information and Voting Behavior in California Insurance Reform Elections’. American Political Science Review 88, no. 1 (March 1994): 63–76. https://doi.org/10.2307/2944882.
 Iyengar, Shanto, and Donald R. Kinder. News That Matters: Television and American Opinion. American Politics and Political Economy. Chicago: Univ. of Chicago Press, 1987.
 Iyengar, Shanto, Donald R. Kinder, Mark D. Peters, and Jon A. Krosnick. ‘The Evening News and Presidential Evaluations.’ Journal of Personality and Social Psychology 46, no. 4 (1984): 778–87. https://doi.org/10.1037/0022-3518.104.22.1688.
 Iyengar, Shanto, Mark D. Peters, and Donald R. Kinder. ‘Experimental Demonstrations of the “Not-So-Minimal” Consequences of Television News Programs’. The American Political Science Review 76, no. 4 (1982): 848–58. https://doi.org/10.2307/1962976.
 Krosnick, Jon A., and Laura A. Brannon. ‘The Impact of the Gulf War on the Ingredients of Presidential Evaluations: Multidimensional Effects of Political Involvement’. American Political Science Review 87, no. 4 (December 1993): 963–75. https://doi.org/10.2307/2938828.
 Mendelsohn, Matthew. ‘The Media and Interpersonal Communications: The Priming of Issues, Leaders, and Party Identification’. The Journal of Politics 58, no. 1 (February 1996): 112–25. https://doi.org/10.2307/2960351.
 Mendelsohn, Matthew. ‘The Media’s Persuasive Effects: The Priming of Leadership in the 1988 Canadian Election’. Canadian Journal of Political Science / Revue Canadienne de Science Politique 27, no. 1 (1994): 81–97.
 Jacobs, Lawrence R., and Robert Y. Shapiro. ‘Issues, Candidate Image, and Priming: The Use of Private Polls in Kennedy’s 1960 Presidential Campaign’. American Political Science Review 88, no. 3 (September 1994): 527–40. https://doi.org/10.2307/2944793.
 Miller, Joanne M., and Jon A. Krosnick. ‘News Media Impact on the Ingredients of Presidential Evaluations: Politically Knowledgeable Citizens Are Guided by a Trusted Source’. American Journal of Political Science 44, no. 2 (2000): 301–15.
 Jenkins, Richard W. ‘How Campaigns Matter in Canada: Priming and Learning as Explanations for the Reform Party’s 1993 Campaign Success’. Canadian Journal of Political Science / Revue Canadienne de Science Politique 35, no. 2 (2002): 383–408.
 Valentino, Nicholas A. ‘Crime News and the Priming of Racial Attitudes During Evaluations of the President’. The Public Opinion Quarterly 63, no. 3 (1999): 293–320.
 Valentino, Nicholas A., Vincent L. Hutchings, and Ismail K. White. ‘Cues That Matter: How Political Ads Prime Racial Attitudes during Campaigns’. The American Political Science Review 96, no. 1 (2002): 75–90.
 Domke, David, David Perlmutter, and Meg Spratt. ‘The Primes of Our Times?: An Examination of the “Power” of Visual Images’. Journalism: Theory, Practice & Criticism 3, no. 2 (August 2002): 131–59. https://doi.org/10.1177/146488490200300211.
 Marcus, George E., John L. Sullivan, Elizabeth Theiss-Morse, and Daniel Stevens. ‘The Emotional Foundation of Political Cognition: The Impact of Extrinsic Anxiety on the Formation of Political Tolerance Judgments’. Political Psychology 26, no. 6 (2005): 949–63.
 Small, Deborah A., Jennifer S. Lerner, and Baruch Fischhoff. ‘Emotion Priming and Attributions for Terrorism: Americans’ Reactions in a National Field Experiment’. Political Psychology 27, no. 2 (2006): 289–98.
 Kam, Cindy D. ‘Implicit Attitudes, Explicit Choices: When Subliminal Priming Predicts Candidate Preference’. Political Behavior 29, no. 3 (2007): 343–67.
 Hassin, Ran R., Melissa J. Ferguson, Daniella Shidlovski, and Tamar Gross. ‘Subliminal Exposure to National Flags Affects Political Thought and Behavior’. Proceedings of the National Academy of Sciences of the United States of America 104, no. 50 (2007): 19757–61.
 Burdein, Inna, Milton Lodge, and Charles Taber. ‘Experiments on the Automaticity of Political Beliefs and Attitudes’. Political Psychology 27, no. 3 (2006): 359–71.
 Yi, Youjae. ‘Contextual Priming Effects in Print Advertisements: The Moderating Role of Prior Knowledge’. Journal of Advertising 22, no. 1 (March 1993): 1–10. https://doi.org/10.1080/00913367.1993.10673391.
 Shen, Fuyuan, and Qimei Chen. ‘Contextual Priming and Applicability: Implications for Ad Attitude and Brand Evaluations’. Journal of Advertising 36, no. 1 (April 2007): 69–80. https://doi.org/10.2753/JOA0091-3367360105.
 Wyer, Robert S. ‘Priming Decisions and Motor Behavior’. Current Opinion in Psychology 12 (December 2016): 76–79. https://doi.org/10.1016/j.copsyc.2016.06.002. p77
 Bajomi-Lazar, Peter. ‘The Party Colonisation of the Media: The Case of Hungary’. East European Politics & Societies 27, no. 1 (1 February 2013): 69–89. https://doi.org/10.1177/0888325412465085.
 Szabolcsi, Zsolt. ‘Moral Panic in the News: A Comparative Analysis’. Hypens - Yearbook of Doctoral School of Sociology, ELTE, no. Special Issue on Migration (2017): 73–93.
 Máriás, Leonárd, Krisztina Nagy, and Gábor Polyák. ‘A Médiapiac Illiberális Modellje: Lágy Cenzúra 2017’. Edited by Ágnes Urbán. Mérték Füzetek 14 (2018).
 Máriás, Leonárd, Krisztina Nagy, and Gábor Polyák. ‘When Propaganda Rules Public Discours’. Edited by Ágnes Urbán. Mérték Füzetek 12 (2018).
 Janky, Béla. ‘Changing Connotations and the Evolution of the Effect of Wording: Labeling Asylum Seekers in a Political Campaign’. International Journal of Public Opinion Research 31, no. 4 (1 December 2019): 714–37. https://doi.org/10.1093/ijpor/edy035.
 Fülöp, Nóra, Virág Ilyés, Eszter Katona, Gergely Morvai, and Zoltán Varjú. ‘What Images Were Published in the Online Media on Migration?’, 2017. https://tas.precognox.com/labs/faces-of-migration.
 Bognár, Éva, Endre Sík, and Éva Surányi. ‘The Case of Hungary – de Wilde Goes Wild’. Ceaseval Research on the Common European Asylum System; Nr. 08, November 2018. http://ceaseval.eu/publications.