Soft News and the Four Oprah Effects

Matthew A. Baum and Angela Jamison

in The Oxford Handbook of American Public Opinion and the Media

Published in print May 2011 | ISBN: 9780199545636
Published online September 2011 | | DOI:

Series: Oxford Handbooks of American Politics

Soft News and the Four Oprah Effects

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  • Politics
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  • Political Behaviour



This chapter discusses the concept of soft news and introduces the Oprah Effect, defining the Oprah Effect as the influence of consuming soft news political content on vote choice. It then lists and discusses the four Oprah Effects, namely attention, knowledge, attitudes, and behaviour. The next section studies the responses of politicians to the Oprah effects.

Keywords: soft news; Oprah Effect; political content; vote choice; politician response

Article.  7859 words. 

Subjects: Politics ; US Politics ; Political Behaviour

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