unit iii module 3 media ap gov miller. objectives by the end of this module, swbat understand and...
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Unit III Module 3Media
AP GovMiller
ObjectivesObjectives By the end of this module, SWBAT
Understand and explain the “love-hate” relationship politicians have with the media
Describe how the myth of the “liberal” media developed and then de-bunk that myth
Explain how PACs use the media and the evolution of the Super PAC
Describe the role of the “spin doctor” in elections and campaigns
All About ImageAll About Image Kennedy-Nixon first televised debate
Radio listeners thought Nixon won TV viewers favored Kennedy
Since then, TV has come to dominate the political scene
Some argue that reliance on TV and images has weakened the voters’ political discourse
A Love StoryA Love Story
Political figures need a favorable relationship to the media Best way to connect with voters since the 20th
Century began – electronic media Newspapers, magazines reigned during the
18th and 19th centuries
Media exposure tends to favor incumbents (those already in office) versus challengers More name recognition More influence on interest groups and their
PACs
Haters Gonna HateHaters Gonna Hate Media can quickly turn on politicians who
are either scandalized or commit gaffes on sound bytes or written quotes
Very hard if not impossible to recover Romney’s binders Palin’s view of Russia Bush Sr.’s “read my lips” speech Quayle’s infamous misspelling
Seemingly minor incidents can easily get blown out of proportion
The Nature of Political The Nature of Political Press Press
Increasingly more and more coverage done by pundits, not news reporters
Pundits blend reporting with editorializing – blend of facts and opinion
These pundits often have their own shows on cable networks that seem like news programs
Oftentimes, rank and file voters can’t tell the difference between pure news broadcast and pundits aka “talking heads”
If these pundits are too skewed in their views or knowingly biased then they are called “hacks”
Liberal Media?Liberal Media? Most political scientists used to think that the
media had a liberal bias in the 20th Century
Since the year 2000, however, many media outlets have been bought by major corporations ABC owned by Disney The FOX conglomerate Viacom owning CBS
Corporate interests tend to be conservative and their employees might lean towards being liberal – liberalizing effect is negated
Liberal Media?Liberal Media? Cable and satellite radio have created so
many different outlets for programs that there are outlets which cater to both conservative, liberal and moderate viewers/listeners
The same is true for websites and blogs – so many options means that neither ideological side has a real advantage
Super PACs – a Super PACs – a conservative edge?conservative edge?
The media might actually yield an advantage for conservatives via the infamous Super PAC
Super PACs most prevalent during presidential campaigns Spawned by Citizens United Supreme Court
decision Can make “independent expenditures” on
“issue ads” CANNOT campaign directly for any given
candidate
Super PACs – a Super PACs – a conservative edge?conservative edge?
Super PACs are allowed to spend unlimited funds on their television, radio, and Internet campaigns
Might provide conservative interest groups (corporate groups) an advantage
Might translate into more success for conservative Republican, moderate Democratic candidates
Spin to WinSpin to Win The ability to anticipate media reactions and
use them to a candidate’s advantage crucial to winning elections
Campaigns rely on media experts known as “spin doctors” to aid them in this respect
Normally, these spin doctors are former media employees or pundits themselves – sort of a “mini-iron triangle” between media outlets, campaigns and government officials
““The ESPN Effect”The ESPN Effect” Political scientists concerned about what has
become known as “horse race journalism” Focusing media coverage only on who is winning
or ahead in political polls “Policy journalism” portrayed as too boring,
cerebral for rank and file voters
Plus, in some cases, media has called the wrong winner in the race (Election of 2000) and network “projections” might keep voters at home instead of let them get to the polls
Future of Political Future of Political MediaMedia
Continued de-centralization and reliance on Internet exposure Campaign websites Pundit blogs Online debates Longer campaign cycles More personal scrutiny of candidates
Will Super PACs continue their reign?