Baum, Matthew A., and Angela S. Jamison. “The Oprah Effect: How Soft News Helps Inattentive Citizens Vote Consistently.” Journal of Politics, vol. 68, no. 4, Nov. 2006, pp. 946–59. EBSCOhost, https://doi.org/10.1111/j.1468-2508.2006.00482.x.
Do the news media provide voters with sufficient information to function as competent democratic citizens? Many
have answered “no,” citing as evidence the proliferation of entertainment-oriented “soft news.” Yet, public affairs-
oriented “hard” news is often unappealing to politically inattentive individuals. We argue that news “quality”
depends upon how well it enables citizens to determine which candidate best fits their own preferences. In this regard,
for politically inattentive citizens, we argue that soft news is more efficient than traditional hard news. Drawing on
the logic of low-information rationality, we derive a series of hypotheses, which we test using the 2000 National
Election Study. We find that politically inattentive individuals who consumed daytime talk shows (a popular form of
soft news) were more likely than their nonconsuming, inattentive counterparts to vote for the candidate who best
represented their self-described preferences. This suggests soft news can facilitate voting “competence” among at least
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