chapter 12 the media. copyright © 2011 cengage who governs? who governs? 1.how much power do the...

Chapter 12Chapter 12The Media The Media

Copyright © 2011 CengageCopyright © 2011 Cengage

WHO GOVERNS?WHO GOVERNS?1.1. How much power do the media have?How much power do the media have?

2.2. Can we trust the media to be fair?Can we trust the media to be fair? TO WHAT ENDS?TO WHAT ENDS?

1.1. What public policies will the media What public policies will the media support?support?

Journalism in American Journalism in American political history political history

Changing media technologyChanging media technology• New Media: television, Internet; Old Media: New Media: television, Internet; Old Media:

newspapers, magazinesnewspapers, magazines• More television viewers than newspaper More television viewers than newspaper

readersreaders• More people read blog postings vs. More people read blog postings vs.

magazinesmagazines• Internet is the primary source as news. Only Internet is the primary source as news. Only

one-third of young people read newspapers one-third of young people read newspapers (In 2008. young people turned to internet).(In 2008. young people turned to internet).


Europe Vs. USAEurope Vs. USA

Strict libel laws in Great BritainStrict libel laws in Great Britain Britain also has the Official Secrets Britain also has the Official Secrets

Act - makes it illegal to leak Act - makes it illegal to leak information.information.

In Europe, people are imprisoned for In Europe, people are imprisoned for publicizing false informationpublicizing false information


Private Media OwnershipPrivate Media Ownership

Radio and television stations require Radio and television stations require Federal Communications Comission Federal Communications Comission licenses.licenses.

Potential limits to freedom:Potential limits to freedom:• Profit driven: may need to distort the Profit driven: may need to distort the

news to build an audience or satisfy news to build an audience or satisfy advertisersadvertisers

• Media bias: reporters and editors may Media bias: reporters and editors may present only one side of a storypresent only one side of a story


The Media and PoliticsThe Media and Politics

Relationship between politicians and Relationship between politicians and the media = adversarial; the media = adversarial; characterized by mutual mistrustcharacterized by mutual mistrust

The media seeks for problems in The media seeks for problems in politicspolitics

Politicians use of internet to appeal to Politicians use of internet to appeal to public directly (Opponents do too)public directly (Opponents do too)

The government can exercise very The government can exercise very little control over the media.little control over the media.


Journalism in American Political Journalism in American Political HistoryHistory

The Party PressThe Party Press• Newspapers circulated among political Newspapers circulated among political

and commercial elites.and commercial elites. The Popular PressThe Popular Press

• self-supporting, mass self-supporting, mass

readership daily newpapers.readership daily newpapers.


Before television and the Before television and the Internet, news came by Internet, news came by radio, as here in 1939. p. radio, as here in 1939. p. 292 292

Bettmann/Corbis

Magazines of OpinionMagazines of Opinion• Individual writers gained national Individual writers gained national

followings through investigative followings through investigative reporting.reporting.

• # of competing newspapers declined, # of competing newspapers declined, reducing the need for sensationalismreducing the need for sensationalism

• Readers = more educated and Readers = more educated and sophisticated.sophisticated.

Electronic JournalismElectronic Journalism• Radio arrives in 1920s, television in the late Radio arrives in 1920s, television in the late

1940s1940s• Shorter sound bites Shorter sound bites on the nightly news on the nightly news

do not convey messagesdo not convey messagesCopyright © 2011 CengageCopyright © 2011 Cengage

The InternetThe Internet• Free from regulations from the FCCFree from regulations from the FCC• Every political candidate has a websiteEvery political candidate has a website• The Internet has significantly affected The Internet has significantly affected

politics. It has been used to:politics. It has been used to: Raise money.Raise money. Organize people to attend meetings.Organize people to attend meetings. Sample public opinionSample public opinion Air criticism of opponentsAir criticism of opponents Target likely supporters to work on Target likely supporters to work on

campaignscampaigns


Blogs, both conservative and Blogs, both conservative and liberal, have become an liberal, have become an important form of political important form of political advertising. p. 289advertising. p. 289


Powerlineblog.com. Reprinted with permission.

As appeared on www.dailykos.com. Reprinted with permission.

The Structure of the MediaThe Structure of the Media Degree of CompetitionDegree of Competition

• Declined since 1900sDeclined since 1900s• Radio, television, and newspapers are Radio, television, and newspapers are

made up locallymade up locally The National MediaThe National Media

• Gatekeeper – decides political issuesGatekeeper – decides political issues• Scorekeeper – keeps track of winners and Scorekeeper – keeps track of winners and

losers in politicslosers in politics• Watchdog – investigate personalities and Watchdog – investigate personalities and

expose scandalsexpose scandalsCopyright © 2011 CengageCopyright © 2011 Cengage

Rules Governing the MediaRules Governing the Media Newspapers – least Newspapers – least

governmental regulationgovernmental regulation Radio and TV – most Radio and TV – most

governmental regulationgovernmental regulation Confidentiality of SourcesConfidentiality of Sources


Activists urge Congress to pass a law shielding reporters from being required to testify about their sources. p. 296

Bebeto Matthews/AP Photo

Regulating BroadcastingRegulating Broadcasting• FCC licensing (7 for radio and 5 for tv)FCC licensing (7 for radio and 5 for tv)• Stations must serve “community needs”Stations must serve “community needs”• Equal time rule still in effectEqual time rule still in effect

CampaigningCampaigning• Not all candidates use TV because its Not all candidates use TV because its

efficiency in reaching voters varies.efficiency in reaching voters varies.• Scholars are concerned about horse-Scholars are concerned about horse-

race journalismrace journalism


Are the National Media Biased?Are the National Media Biased?

Do members of the media have a Do members of the media have a distinctive political attitude?distinctive political attitude?

Does that attitude affect what they Does that attitude affect what they write or say?write or say?

Does what they write or say affect Does what they write or say affect what citizens believe?what citizens believe?


Are the National Media Biased?Are the National Media Biased?

A liberal majorityA liberal majority Neutral and Neutral and

objective?objective?• Routine storiesRoutine stories• Feature storiesFeature stories• Insider storiesInsider stories


Spanish-speaking voters have become so important that candidates, such as Hillary Clinton, run Spanish web sites. p. 299

Hillaryclinton.com

Does what the media write or say influence Does what the media write or say influence how their readers and viewers think?how their readers and viewers think?

Selective attention - people remember or Selective attention - people remember or believe only what they want to. believe only what they want to.

Results of studies examining influence of Results of studies examining influence of politics on voting behavior:politics on voting behavior:

• Newspapers that endorsed incumbents gave Newspapers that endorsed incumbents gave them more positive coverage, and voters had them more positive coverage, and voters had more positive feelings about endorsed more positive feelings about endorsed incumbents than ones that were not endorsed.incumbents than ones that were not endorsed.

• FOX News coverage and WFOX News coverage and Washington Postashington Post• Public’s view of policy questions influenced by Public’s view of policy questions influenced by

media coverage.media coverage.


Figure 12.2 Public Perception of Figure 12.2 Public Perception of Accuracy in the MediaAccuracy in the Media


Source: Pew Research Center, “The People and the Press” (August 2007).

Government and the NewsGovernment and the News Prominence of the presidentProminence of the president

• Teddy RooseveltTeddy Roosevelt• Franklin Roosevelt: press secretary Franklin Roosevelt: press secretary

cultivated, managed, informed the press.cultivated, managed, informed the press. Coverage of CongressCoverage of Congress

• Never equal to that of president – Members Never equal to that of president – Members are resentfulare resentful

• C-SPAN in 1986 allowed for coverageC-SPAN in 1986 allowed for coverage• Senators use of tv – presidential candidate Senators use of tv – presidential candidate

incubatorincubatorCopyright © 2011 CengageCopyright © 2011 Cengage

Why do we have so many news Why do we have so many news leaks?leaks?• Constitution: separation of powersConstitution: separation of powers

Power is decentralizedPower is decentralized Branches of government compete; press is a Branches of government compete; press is a

weapon in the competition.weapon in the competition. Not illegal to print most secrets.Not illegal to print most secrets.

Sensationalism in the MediaSensationalism in the Media Government constraints on Government constraints on

journalistsjournalists



p. 303

When President Theodore Roosevelt cultivated the media, When President Theodore Roosevelt cultivated the media, reporters usually were unknown and poorly paid. p. 304reporters usually were unknown and poorly paid. p. 304


Brown Brothers


Today, there are huge gatherings held in a special conference room, as on the right. p. 305

In 1933, White House press In 1933, White House press conferences were informal conferences were informal affairs, as when reporters affairs, as when reporters gathered around Franklin gathered around Franklin Roosevelt’s desk in the Oval Roosevelt’s desk in the Oval Office.Office.

Bettmann/Corbis

JASON REED/Reuters/Landov

chapter 12 the media. copyright © 2011 cengage who governs? who governs? 1.how much power do the...

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