the media

THE MEDIATHE MEDIA

AP Government - Mr. CambouAP Government - Mr. Cambou

WHO ARE THE MASS MEDIA?WHO ARE THE MASS MEDIA?

MAJOR MEDIA:MAJOR MEDIA:Newspapers: NY Times, Washington Post, Newspapers: NY Times, Washington Post,

Wall Street JournalWall Street JournalTelevision: CBS, ABC, NBC - decline of big Television: CBS, ABC, NBC - decline of big

three with rise of cablethree with rise of cableMagazines: Time, Newsweek, US News and Magazines: Time, Newsweek, US News and

World ReportWorld Report

Trend towards mergers and consolidation = less Trend towards mergers and consolidation = less competitioncompetition

WHO ARE THE MASS MEDIA?WHO ARE THE MASS MEDIA?

NEW MEDIANEW MEDIA Internet; CNN; FOX NEWS; MSNBC; MTV; Talk Internet; CNN; FOX NEWS; MSNBC; MTV; Talk

RadioRadio Characteristics:Characteristics:

InteractiveInteractive Focus on Entertainment - “infotainment”Focus on Entertainment - “infotainment” PersonalizedPersonalized EmotionalEmotional InformalInformal OpinionatedOpinionated TopicalTopical

Journalism In HistoryJournalism In History

Party controlled press - lack of sources that Party controlled press - lack of sources that presented both sidespresented both sides

Popular Press - New technology made mass Popular Press - New technology made mass publication possible; journalists could not afford publication possible; journalists could not afford to be strictly partisan - need to attract as many to be strictly partisan - need to attract as many readers as possible; growth in sensationalismreaders as possible; growth in sensationalism

Magazines of OpinionMagazines of Opinion Electronic Journalism - no more editorial filtersElectronic Journalism - no more editorial filters The Internet - don’t believe everything you see!The Internet - don’t believe everything you see!

EFFECTS OF MEDIA on EFFECTS OF MEDIA on POLITICSPOLITICS

National Media RolesNational Media RolesGatekeeper (what becomes news - Gatekeeper (what becomes news - set the set the

national agendanational agenda))Scorekeeper (decides the winners and Scorekeeper (decides the winners and

losers - emphasis on losers - emphasis on horse race element horse race element of electionsof elections))

Watchdog (scrutinize the winners)Watchdog (scrutinize the winners)

Nature of Media InfluenceNature of Media Influence

Most influential at agenda settingMost influential at agenda settingProvide forum for building up candidate Provide forum for building up candidate

imagesimagesPoliticians can get public attention Politicians can get public attention

(McCarthy)(McCarthy)Links the government to the people Links the government to the people

(replaced parties)(replaced parties)People - Media - GovernmentPeople - Media - Government

Media consultants shape campaignsMedia consultants shape campaigns

Nature of Media InfluenceNature of Media Influence

White House manipulates the media:White House manipulates the media: Photo opsPhoto ops Sound BitesSound Bites Spin ControlSpin Control Staged EventsStaged Events

Negative Coverage of Congress (obstructionist)Negative Coverage of Congress (obstructionist) Little coverage of Supreme courtLittle coverage of Supreme court Influence primary elections and undecided Influence primary elections and undecided

votersvoters

RULES GOVERNING MEDIARULES GOVERNING MEDIA

Radio and TV require licensesRadio and TV require licensesPrint media must avoid libelous, obscene Print media must avoid libelous, obscene

or incitement material: These are difficult or incitement material: These are difficult to prosecuteto prosecute

Case by case examination on the right to Case by case examination on the right to keep sources confidential (Robert Novak’s keep sources confidential (Robert Novak’s revelation of CIA operative identity)revelation of CIA operative identity)

Broadcasts - regulated by governmentBroadcasts - regulated by government

RULES GOVERNING MEDIARULES GOVERNING MEDIA

Equal Time rule for campaignsEqual Time rule for campaignsRight-of-ReplyRight-of-ReplyEditorializing on broadcasts - opposing Editorializing on broadcasts - opposing

candidate may replycandidate may reply

Fairness Doctrine no longer enforced, but Fairness Doctrine no longer enforced, but still practiced.still practiced.

THE MEDIA AND PUBLIC THE MEDIA AND PUBLIC OPINIONOPINION

Does the Media influence Public Opinion?Does the Media influence Public Opinion?Mixed evidence implies both…Mixed evidence implies both…


YES, the media influences opinion:YES, the media influences opinion:1.1. Personalizes candidatesPersonalizes candidates2.2. Stresses short term elements of electionStresses short term elements of election3.3. Consumers of media influence othersConsumers of media influence others4.4. Sets national agendaSets national agenda5.5. Advocacy or adversarial journalism: “Comfort the Advocacy or adversarial journalism: “Comfort the

afflicted and afflict the comfortable”afflicted and afflict the comfortable”6.6. Journalists are more liberal than the publicJournalists are more liberal than the public7.7. Primary link between public and governmentPrimary link between public and government8.8. Trivialize the news: People today are less informedTrivialize the news: People today are less informed


NO, the media does not influence opinion:NO, the media does not influence opinion:1.1. Mass public pays little attention and forgets what it Mass public pays little attention and forgets what it

sees and readssees and reads2.2. Selective attention: many see what they want to see Selective attention: many see what they want to see

and focus on sources they already agree withand focus on sources they already agree with3.3. Selective perception: perceive the news in the way Selective perception: perceive the news in the way

they want to view itthey want to view it4.4. Media are only one source: Media are only one source: Political Socialization Political Socialization

suggests importance of family, school, and peerssuggests importance of family, school, and peers5.5. People consume media for reasons other than People consume media for reasons other than

informationinformation

Impact of NewspapersImpact of Newspapers

Typical perception of liberal bias (but Typical perception of liberal bias (but newspapers generally endorse Republican newspapers generally endorse Republican candidates)candidates)

Both liberals and conservatives complain:Both liberals and conservatives complain: Conservatives complain reporters are too liberal and Conservatives complain reporters are too liberal and

hostile towards mid. Class valueshostile towards mid. Class values Liberals complain publishers are too conservativeLiberals complain publishers are too conservative

Lack competitionLack competition Devote prez campaign coverage to day-to-day Devote prez campaign coverage to day-to-day

campaigningcampaigning

Impact of TVImpact of TV

Most get their news from TV = decline of Most get their news from TV = decline of substance in coverage and rise of images substance in coverage and rise of images and slogansand slogans

Fear that TV is too closely allied w/ Big Fear that TV is too closely allied w/ Big Gov.:Gov.:Prez. Can bypass journalists and speak Prez. Can bypass journalists and speak

directly to the peopledirectly to the peopleDecline in press conferences (see chart)Decline in press conferences (see chart)White House manipulate pressWhite House manipulate press

Impact of TVImpact of TV

Revolving door in journalism (govt. leaders Revolving door in journalism (govt. leaders become media figures - George become media figures - George Stephanopolous and Newt Gingrich)Stephanopolous and Newt Gingrich)

Fear TV has increased cynicism and Fear TV has increased cynicism and mistrust of govt.mistrust of govt.

Lack of competition (although cable helps)Lack of competition (although cable helps)Further decline of partyFurther decline of party

the media

Technology